How to Build a Marketing Funnel that Actually Works for your Business

Looking to convert more strangers into customers without complex systems or a massive ad budget? In this step-by-step tutorial, I'll show you how to create a profitable marketing funnel from the ground up. In this video, you'll learn: The 4 essential stages of a high-converting marketing funnel How leading brands like Warby Parker craft their content strategy Key metrics to track at each stage of the funnel The 5 most common funnel mistakes—and how to avoid them Why organic funnels outperform paid advertising

4/3/20252 min read

In marketing funnels, it’s essential to use inbound marketing strategies that attract potential customers by building trust and credibility. This process helps create brand recognition and familiarity, which eventually leads to customer loyalty. The funnel is typically broken into three key stages:

1. Top of the Funnel (TOFU)

This is the awareness or discovery stage. At this point, users are experiencing a problem or need but are not yet aware of your brand. The goal here is to attract attention by offering helpful content or solutions that address their pain points.

2. Middle of the Funnel (MOFU)

Known as the consideration stage, this phase turns visitors into potential leads. Users are now aware of your brand but are actively researching and comparing it with others. Your focus should be on nurturing the relationship and providing value that positions your offering as the best choice.

3. Bottom of the Funnel (BOFU)

This is the conversion stage, where users have engaged with your brand multiple times and are ready to make a decision. They are considered qualified leads, and the sales team can now step in with personalized offers or solutions to close the deal. At this stage, users are well-informed and more likely to make a purchase.

Types of Marketing Funnels

Depending on the goals of your business, there are several types of marketing funnels that can help guide users from discovery to conversion:

1. Lead Generation Funnel

This funnel focuses on turning visitors into leads—potential customers interested in what you offer.

It starts by drawing traffic through ads, blog content, or social media (TOFU).
To capture their attention, offer something valuable in exchange for their contact info, like a free ebook or discount (MOFU).
A portion of those users will submit their details, resulting in new leads (BOFU).

2. Lead Nurturing Funnel

This funnel helps you identify and engage serious prospects.

If someone shares their email, follow up with targeted content like “Explore our new book collection.”
Use tools that track email opens or add UTM parameters to links for performance insights.
Always include a clear call-to-action (CTA) to encourage the next step.

3. Online Sales Funnel

After identifying interested leads, you can start building a sales-focused funnel.

Begin by segmenting users based on demographics like age or gender.
Tailor offers to each group—for instance, “30% off this year’s top book for teens—click here to grab yours.”
If users drop off without purchasing, implement retargeting campaigns to bring them back and complete the purchase.

4. Upselling Funnel

This funnel targets existing customers, encouraging them to buy more.
There are two main approaches:
a. Landing Page Upsell: Instead of showing a thank-you page after a purchase, direct users to a special offer page (One-Time Offer - OTO) with a related product.
b. Email Upsell: A few days post-purchase, send a follow-up email with an exclusive deal they won’t want to miss.