Sales Funnel is a very important tool in digital marketing. If you’ve been interested in introducing digital marketing to your company, you’ve certainly heard about this, but you may still not know what is it exactly and how it actually works.

A Sales Funnel is a description of a route that a potential buyer has to pass before making a decision on final action, which in most cases means buying a product or service.

It implies a marketing strategy that includes several steps that are designed to increase the number of conversions, or ultimately to improve sales.

The term sales funnel was named after a graphic view of the steps that need to go from start to finish, and its shape reminds you of the funnel. There are different phases or steps in the sales funnel, depending on the type of business, but most often consist of these four basic phases:

– awareness
– interest
– decision
– action

Awareness is the first stage in which a potential buyer is aware of the existence of problems that can be solved by consuming your service or product. At this stage, a potential buyer comes to your site with the help of Google search, ads, campaigns, social networking or some other way.

Interest is the stage where a potential buyer is already actively seeking a solution to their problem and thinking about how to achieve their goal. In most cases, they are seeking a solution through Google, and this is an opportunity to attract them through its strategically designed content and SEO optimization. At this stage, a potential buyer will like you on Facebook or subscribe to your newsletter to get to know more about your services or products.

The Decision was made after the customer had studied all of your online materials and concluded that what you offer is the solution to his problem. He was informed in detail about your products, the special packages and the various benefits that you offer.

Action is our main goal. A potential buyer has made his or her final decision on whether to really purchase your services or products. He fills out the contact form or directly contacts you by phone and changes his status from a potential buyer to the buyer.

The Sales Funnel can contain a different step or more steps, but these are the four basic ones. Before creating a funnel, it is important to collect all the important information about customers.

How to create a Sales Funnel

If you make a good plan before you start making the funnel and make sure you really understand how your potential service users think during the decision-making process, the funnel will be more efficient and it will give results in the form of higher sales results.

Let’s say you’re at the beginning of your story about making a sales funnel and not knowing where to start. Here are some tips:

1. Information, information

Lots of them. You need all the information on what problems your potential customers are struggling and how they think about solving them. So, when you stand in their shoes, you will be able to go through the path they will likely go to solve the problem. If your research is really good, there is no reason why sales figures do not increase. You simply know the needs of your potential customers!

2. Who is my customer?

Even if someone is a potential customer from your niche, he doesn’t have to be your customer. For example, a potential user of dental service is looking for the brand of dental implants Nobel Biocare and your dental office uses only the finest dental implants Straumann and Adin brands. All right, in that case, you still have to point him to the quality of the products you offer, so that he may be interested in what you are offering instead of competing products. Each customer is an individual and so he needs an individual approach. It’s important to focus on why people use your services and decide which of the benefits are your strongest at: price, quality, brand, durability or something else.

After answering these questions, you will be able to create the type of customer that your product or service considers desirable.

3. Site traffic, conversion, leads

If your website is not visited, you do not have the public who will buy your product or use your services. The main goal is to increase the number of visitors that can lead eventually to increased sales.

Lead represents an expression that indicates a person who has already shown interest in your product or service. Consequently, collecting leads is the process of turning potential buyers into leads, and the result is creating a larger customer base that is more inclined to buy something out of your assortment.

The three most commonly used ways to increase website traffic are:

Paid traffic

This is the safest way to attract visitors to a website. It represents paid ads and all kinds of advertising including Facebook, Instagram, and Google AdWords. In this way, you will save a lot of time, but it’s important to be aware of the fact that as soon as you stop putting money on your ads, the number of visitors on the page will be reduced instantly.

Unpaid “organic” traffic

The strongest tool for achieving organic traffic is SEO optimization for search engines. The power of good content is by no means negligible. Also, unpaid social network visits can lead the entire audience to your site.

Cold outreach

This strategy includes sending emails and contacting customers and companies who might be potential users of your services. This method can be a blank shot and requires a lot of time.


Whatever model works in your case, once you get leads, it’s important to keep them. Constant relationship with collected leads is the main key to success. It is useful to educate them on topics that are of great interest to them to make them decide on buying your products or services. Some of the possible ways to accomplish this are blog posts, videos, podcasts or social networking posts.

After that, it is good to make a sales plan. This is a set of steps that will turn your leads into customers. This can be achieved by sending emails, phone calls or other ways that will encourage them to action. Also, creating a landing page through which you will be able to easily find your solution and buy your product. Whatever you choose, you must offer customers a clear, accurate and easy way to become your users.

Sales Funnel is one of the most important tools in improving sales, but creating a Funnel is just the first step of improving. The created funnel needs to be tested. That means you need to monitor its efficiency, and if necessary, change some steps that will improve the results. On the way from the first contact to the loyal customer, there is a long way that needs to be passed, and every step should be carefully monitored in order to eliminate unprofitable solutions.

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