What is a sales funnel in marketing?

A sales funnel in marketing is when marketing and sales come together seamlessly to create the best customer journey possible.  The marrying of these two all-important functions sets the stage for a customer experience second to none – and that’s what it’s all about, right?  An effective sales funnel in marketing can achieve just that.

This concept not only applies to traditional marketing but to also digital marketing.  The basic principles of a sales funnel applies to online marketing, where not all traffic converts to a customer.  Research shows that combining these two elements of marketing will almost certainly be a great way to increase conversion rates and therefore sales.

Why is a sales funnel important

Implementing a sales funnel in marketing should be recognised as an important element of any digital marketing campaign.  Encouraging movement down the funnel will no doubt increase the effectiveness of your marketing campaigns.

Knowledge is power and this valuable information will give you the heads-up on making informed decisions when it comes to your digital marketing strategy and your sales funnel.  It’s a fact that most online businesses get their traffic through social media, pay-per-click advertising and content marketing campaigns, and don’t forget good old fashioned organic search.

A sales funnel in marketing will help you attract, convert, close and remarket your business.

Building a sales funnel in marketing 

The first step in improving your conversion strategy is creating brand awareness, which is key to beginning the sales funnel process.    A good place to start is to set about determining where the majority of your good quality traffic is coming from.

Once you’ve mastered driving traffic to your website, the next critical mission is to convert traffic to customers.  So, what’s the best way of achieving this?  The first point of call is to get visitors interested in your business and this is done through having a clear, concise call to action, engaging content, discounts, special offers and visually appealing images or videos.

The last thing you want is a heavy bounce rate.  So, you need to grab your visitor’s attention and get them to interact by signing up to your newsletter or completing an inquiry form.  A visitor on your site who subscribes to your newsletter or completes a form is a valuable potential customer and as such need to be guided towards the next step in the customer journey.  However, getting a visitor to move further down the funnel is often easier said than done, however, there are a few techniques to ease your visitor into this phase of their journey.

Here are a few tips and techniques to improve your sales funnel in marketing:

  • Personalised email marketing – Targeting prospective customers through a well-designed and personalised email campaign helps generate constant interest in your website. Keep your emails short and interesting or offer special deals and discounts to keep potential customers coming back to your site.
  • Call to action – Until your site visitor completes a purchase transaction, they’re still just a lead. Yes, they’ve travelled through the funnel, but this is where you need to have a strong call to action.
  • Create a need – Your visitor won’t become a customer if they don’t see a need. Entice them by meeting their needs.
  • Get visual – Nearly all online browsers are text tired and the last thing they want to do when visiting your site is read a whole lot of long-winded text. Get visual and if possible, get interactive on your site, this will lead your visitor to the next part of the funnel.
  • Relevant content – It’s important to create relative content on your site for each stage of the funnel. Make sure your content applies to what stage of the purchasing process your visitor is at.
  • Remarketing – Put measures in place to monitor your customer’s post-purchase behaviour, as remarketing and targeting existing clients is key.


Although creating a sales funnel in marketing isn’t an easy task, it’s totally worthwhile as customer retention is crucial to the ongoing success of your business as it’s five times more expensive to replace a customer who leaves your digital marketing funnel than it is to keep a client.