Understanding and utilising marketing funnels
What is a marketing funnel?
A marketing funnel describes the customer's journey from the moment they are unaware of your business to the point where they make a purchase and potentially refer others. The term "funnel" illustrates the concept: many people enter at the top, but only a portion become your end customers.
For entrepreneurs and freelancers, a funnel is primarily a mindset. It helps answer questions like: Why aren't people contacting me despite active social media? or Why do visitors come to the website but nobody gets in touch?
The three stages of the funnel: TOFU, MOFU, BOFU
The funnel is divided into three parts, labelled by marketers using acronyms from the English original:
TOFU – Top of the Funnel (awareness) People are just learning that you exist. They are not looking for a specific solution but might stumble upon your content. The goal is to capture attention.
MOFU – Middle of the Funnel (consideration) People are aware of their problem and are considering different options. They compare offers, read reviews, and look for reasons to trust you.
BOFU – Bottom of the Funnel (decision) The customer is ready to act. They just need a final push – a clear offer, an easy way to contact you, or a review that dispels any doubts.
For a small business or freelancer, a funnel functions in a simplified form. You don't need an expensive CRM system or a marketing team – one type of content for each phase is enough. For example, a blog or social media for TOFU, a newsletter or case study for MOFU, and a contact form or price list for BOFU. The principle is key, not the tools.
How a funnel works in practice – an accountant's example
Imagine a freelance accountant who wants to attract new clients online.
TOFU: She writes short posts on LinkedIn about common mistakes freelancers make when managing tax records. People find it interesting, they share it, and comment. They start to follow her.
MOFU: She prepares a simple e-book "Checklist for Freelancers before Tax Returns" and offers it for free in exchange for an email. This builds a list of interested contacts, and she sends them more useful tips.
BOFU: Her website clearly describes her services, pricing, and offers a "Book a free consultation" button. People from her email list, who are looking for an accountant, get in touch.
Example:
A cafe in a small town wants to attract new customers. TOFU: Instagram with latte art photos and behind-the-scenes stories. MOFU: Loyalty card or competition for a voucher – people sign up for newsletters. BOFU: An offer of a
Common mistakes small businesses make
The biggest mistake is skipping the first two phases and pushing for sales immediately. Ads saying "Buy our services" won't work if customers don't know you and have no reason to trust you.
The second, very common mistake, is the opposite: producing excellent content with thousands of followers, but it's not clear what to order from you and how to do it. BOFU is missing entirely.
Beware of spreading yourself too thin: too many channels at once can be counterproductive. It's better to start with one or two channels and do them well, rather than spread efforts across four that only half work.
Setting up a funnel – 3 steps to start
1. Identify where the gap is Are people visiting your website but not contacting you? The issue lies in BOFU – a clear call to action is missing. Is your website hard to find? TOFU is missing.
2. Choose one tool for each phase You don't have to do everything. Pick what comes naturally to you – a blog, Instagram, YouTube, or podcast for TOFU. A newsletter or webinar for MOFU. A price list, form, or phone number for BOFU.
3. Monitor what works Use simple metrics: how many people visited the site (TOFU), how many signed up or wrote to you (MOFU), how many actually bought (BOFU). Track different numbers for each stage and adjust accordingly.
Conclusion
A marketing funnel isn't complex theory for large companies. It's a practical framework to stop doing marketing randomly and start doing it systematically. Begin with what you lack most – and gradually add the rest.