Funnel Basics

Understanding the basic funnel…

The funnel maps the journey you want to take your audience on.

Notice that the funnel is in the shape of an upside down triangle, with the segments getting smaller and smaller as you move down the funnel.

This is because you get a lot of drop off as your audience moves through the funnel, with only a tiny proportion ending up being a loyal customer. This is normal!

The graphic outlines the stages of the funnel.

During a brand awareness phase, you are focussed on the top two sections of the funnel - awareness and interest. Here you are focussed on being seen by your audience (visibility) and making them interested enough in your brand to hit the follow button.

During a future phase, you will focus on the next two stages of the funnel - evaluation and consideration. This is where your audience really get to know and trust your brand, comparing you competitors, evaluating your solution-fit and deciding whether or not to purchase.

During a sales phase, you focus on the bottom of the sales funnel - Purchase and Loyalty. This is not just about getting the sale, it’s also about making sure that purchase initiates your audience into feeling part of your brand. Repeat custom is essential!

So how does this look on Instagram?…hit Complete and Continue!