Example: Salon Marketing Funnel
| Funnel Stage | Objective | Example Action | Content / Campaign Type |
|---|---|---|---|
| Awareness | Make people know the salon | See a “Before & After” reel | Instagram Reels, Google Ads |
| Interest | Show value of services | Click to “Book Consultation” | Educational post about hair care |
| Desire | Build trust | Read 5-star reviews | Retargeting ad with testimonials |
| Action | Convert | Book Appointment | WhatsApp CTA + discount ad |
| Retention | Repeat visit | Gets loyalty reward | SMS reminder + referral coupon |
1. What is a Sales Funnel Map?
A sales funnel map is a visual representation of your customer’s journey — from the first time they hear about your brand to the moment they make a purchase (and ideally, become loyal repeat customers).
It’s called a “funnel” because:
- At the top, there are many potential customers (wide entry).
- As they move through different stages, some drop off.
- Only the most interested ones reach the bottom and become buyers.
Mapping the funnel helps you plan your marketing strategy — what content, ad, or offer to show at each stage — so you can nurture leads efficiently and reduce waste.
2. Purpose of a Sales Funnel Map
A sales funnel map helps you:
- Understand how leads flow through your marketing system.
- Identify leak points (where prospects drop off).
- Match the right message to the right stage.
- Align marketing and sales teams.
- Predict conversion rates and ROI more accurately.
3. The 4 Core Stages of a Sales Funnel
Below is the traditional AIDA model (Awareness, Interest, Desire, Action), adapted for digital marketing:
Stage 1: Awareness (Top of the Funnel – TOFU)
Goal: Make people aware of your brand or product.
Audience: Cold audience (people who don’t know you yet).
Typical actions:
- See your ad or content on social media, YouTube, Google, etc.
- Visit your website for the first time.
- Engage with a post or watch a short video.
Content types:
- Social media posts & reels
- Blog articles
- SEO-optimized content
- Paid ads (Google Display, Meta Reach campaigns)
- Influencer collaborations
KPIs:
- Impressions
- Reach
- Website visits
- Engagement rate
Stage 2: Interest (Middle of the Funnel – MOFU)
Goal: Turn awareness into curiosity or engagement.
Audience: Warm audience (people who know you but haven’t decided).
Typical actions:
- Follows your page
- Signs up for a newsletter
- Downloads a lead magnet (e.g., guide, coupon, webinar)
- Visits product/service pages repeatedly
Content types:
- Educational videos or blogs
- Email sequences
- Comparison guides
- Customer stories or testimonials
- Webinars / Live sessions
KPIs:
- Click-through rate (CTR)
- Time on site
- Email open rates
- Leads captured
Stage 3: Desire (Lower Middle of Funnel – LMofu)
Goal: Build trust and emotional connection so the customer wants to buy.
Audience: Hot leads (high intent).
Typical actions:
- Adds products to cart
- Requests demo or quote
- Reads reviews/testimonials
- Visits pricing or service pages
Content types:
- Case studies
- Retargeting ads
- Free trials / Discounts
- Limited-time offers
- Detailed product videos
KPIs:
- Lead-to-opportunity ratio
- Add-to-cart rate
- Cost per lead
Stage 4: Action (Bottom of the Funnel – BOFU)
Goal: Convert leads into paying customers.
Audience: Ready-to-buy audience.
Typical actions:
- Makes purchase
- Books service
- Signs contract or subscription
Content types:
- Personalized emails
- Final offer ads (with urgency/scarcity)
- Remarketing campaigns
- Sales call follow-ups
KPIs:
- Conversion rate
- Cost per acquisition (CPA)
- ROI / ROAS (Return on Ad Spend)
5. Post-Purchase Stage (Retention & Advocacy)
After conversion, the funnel shouldn’t stop — loyal customers can bring recurring sales and referrals.
Goal: Build brand loyalty and repeat purchases.
Tactics:
- Loyalty programs
- Customer feedback surveys
- Exclusive community or membership access
- Referral or affiliate programs
- Retargeting past buyers
KPIs:
- Repeat purchase rate
- Customer lifetime value (CLV)
- Referral conversions
- Review or testimonial count
6. How to Create a Sales Funnel Map
Step-by-step:
- Define the stages relevant to your business.
- Map customer behavior — how do they discover, research, and buy from you?
- List your marketing channels (Instagram, website, Google Ads, etc.) for each stage.
- Identify key content types and messages that guide users through each step.
- Set measurable goals (KPIs) for every stage.
- Visualize it — draw the funnel as a chart, using tools like:
- Miro / Lucidchart
- Canva Flowchart Templates
- Funnelytics / ClickFunnels map
