Funnel (Marketing)
The step-by-step process from stranger to paying customer.
The Tradie Take
The marketing funnel is like the walk from the street to your workshop counter. The top of the funnel is everyone who walks past your shop (awareness). Some of them stop to look in the window (interest). Fewer walk in (consideration). Even fewer walk up to the counter and ask for a quote (decision). Your job is to make each step as easy as possible so fewer people drop off.
Definition
A marketing funnel describes the journey someone takes from first hearing about your business to becoming a paying customer. It's usually visualised as a funnel because you lose people at each stage - lots of people know about you, fewer consider you, and fewer still actually book. Understanding your funnel helps you see where you're losing people and fix it.
How It Works
- 1 Top of funnel (awareness): People discover your business through Google, social media, word-of-mouth
- 2 Middle of funnel (consideration): They explore your site, read your content, check reviews
- 3 Bottom of funnel (decision): They call, get a quote, and book the job
- 4 Post-purchase: Happy customers leave reviews and refer their mates - feeding new people into the top
Tips for Tradies
- Identify where most people drop off in your funnel and focus on fixing that stage
- Top-of-funnel: be visible (SEO, social media, Google Business Profile)
- Bottom-of-funnel: make it dead simple to call or book (click-to-call, short forms)