I decided to write this post because I couldn’t tell you how many times I have had a client ready to spend marketing dollars on a Facebook or Instagram or Email campaign who didn’t have a funnel. I have to explain to them why I can’t take their money, which is painful for me. It sucks to tell someone no, when they are ready to pay you. The success-hungry immigrant in me wants to smack myself.

Depending on the client, many times we can educate them about what they need and it turns into new business anyway, as we then close a deal on both building out a funnel and traffic generation. Those are happy meetings for yours truly. And sometimes, no matter how much I explain it and give great examples of why they need it, it just doesn’t sink in and I have to wave goodbye to the opportunity.

On some occasions the client will be back months later after another agency gladly took their money and couldn’t deliver what they really wanted which is always SALES. Then we get the joys of dealing with someone who is already wary of digital agencies.

So if you are thinking of “Boosting” a Facebook post or launching a new email campaign, please do yourself a favor and keep reading.

What is a Marketing Funnel?

A marketing funnel is an upside-down cone or pyramid that represents the steps a potential customer may take to eventually become a sale.

The funnel is wider at the top where there is awareness and interest and gets narrower towards the bottom, when you are closer to the sale being closed.

conversion funnel

The Funnel Confusion

Just do a Google search and you will find a ridiculous amount of funnel graphics. That’s because of two things.

  1. There are different types of funnels
  2. Any funnel can be customized to suit your needs as a marketer.

Each funnel is different and applies to different scenarios and goals. For example, there is a sales funnel, a marketing funnel, a conversion funnel and so on. Then within each of these, there are more granular funnels like the webinar funnel or the trial upgrade funnel. For the purpose of this post, I am assuming that you just want to know what a funnel is and how it will help you make more sales online.

Define Your Goal

Before you can build out a good funnel, you need to establish what you want from people who view your ads. I know a lot of the gurus talk about subscribers, and they are correct. But let’s not use a cookie-cutter approach for every single business. I see so many “gurus” selling the same template or approach to everyone, and that just doesn’t work.

If you are a car dealership, you want foot traffic. You want people to call your sales team. You don’t need to give away a 12 day course. You could, but the car sales cycle is different from a digital product.

The sales happen in person, so your ultimate goal is to get someone to come in. Your immediate goal with a campaign is to get someone on the phone, so you need to create a landing page with your phone number for inbound calls and a lead capture form for them to send you their details to receive a call. You should be testing different landing pages with variations on your headlines and CTA including web versus mobile. For the purpose of this post we will keep things simple.

Your funnel will look something like this:

  • Step 1: Traffic Generation (Facebook ad, Instagram ad, Email Campaign, etc). This is also known as the “Awareness” stage in the funnel.
  • Step 2: Landing page with Toll Free number and CTA (Call-to-action) to request a free quote
    This is where you already have the visitor’s attention, so give them a good reason to contact you such as asking a question about a problem your visitor may have. For example, “Want to do ABC without having to pay XYZ? Give them a REASON to want you to contact them.

    • Step 2A: If Visitor Calls, then sales person receives call and asks to take down the prospect’s contact information for follow-up
    • Step2B: If Visitor completes form, ask to opt them into your newsletter. Sales person receives contact details and immediately calls the prospect.
  • Step 3: Follow up email sequence based on user’s position in your funnel.
    • If User did not come in to store, email them offering a special deal or incentive to come in.
    • If User came into the store but did not convert (make a purchase), call or email them with a new offer or find out what they need from you to get the sale. Maybe they need a different interest rate or a competitor has a better price. Find out why the sale wasn’t made and offer to fix it and get the sale.
  • Step 4: Conversion. If you made the sale, make sure to follow up with them and “nurture” this customer. Touch base monthly with dealership news. Offer them a referral bonus if they refer someone to you. You should basically spoil them to the point where they love you and tell their friends about you, because then they are helping you jump back into “Step 1” which is awareness. Word of mouth is a great traffic generator.

Now let’s talk about some of the main funnel elements.

Landing Page

Your landing page does not have to be uber pretty or fancy. Your prospects care about one thing, what you can do for them. As I stated before, asking a question is a great way to focus on them and their pain points. Here are a few tactics to consider when you want to capture a lead, which is what your landing page is all about.

  • Add a lead magnet. Generally a freebie that you are giving away in exchange for someone’s email. A lead magnet can be a free eBook, checklist or anything else that you can give away for free.
    A lead magnet can even be a quiz where you email the results to the user, enabling you to capture their email and opt them in to your list.Here’s an example of a quiz lead magnet for home improvement.lead magnet - home improvement
  • Use white space. Keep the message front and center and don’t feel like you need to throw everything on the page. People are skimmers. They will not read it all. No one has any time for that.
  • Add social sharing buttons. Not only does this help with bringing in more traffic (top of the funnel), but it also helps you establish authority. The more shares that are seen on your page, the more cool factor you have going.
  • Use testimonials. Nothing sells better than happy customers, so kick up your testimonials and showcase your peeps.

Targeted Follow-Up Sequence


Following up is essential. That’s why a good doctor’s office gives you a follow-up call to remind you about your appointment.

It takes about 7 contacts with a lead before they will turn into a sale. People don’t like parting with their hard earned cash, so you need to earn their trust first. You need to cultivate a relationship, let them get to know you. So once you capture their info, do something about it and send them emails to warm them up.

Post Sale

One word. Amazon. It is 2017 and I still am not getting contacted by over 80% of the companies I buy from on Amazon. This lady here is a power user of Amazon Prime thanks to my constant travels. Not a week goes by that I don’t order something for either myself, my family or a gift for someone. I have even used it for gifts to clients. You simply cannot beat it.

However, of all the people I have bought from, only about 20% are following up with me to ask me how I liked their products and offer to send me specials, deals or just a monthly newsletter. I mean, I already converted for you. Hit me up sellers!

Here is a letter from a seller who gets it.

Amazon Seller Letter

Your current customers can offer you a wealth of traffic assistance. They can be recurring content creators. How many people do you think would love to post about their great experience? They generally won’t without a bit of encouragement, so encourage them. Send them gifts, birthday cards, whatever! Keep them happy and spoiled and they will be your brand ambassadors.

Easy Marketing Funnels For Newbies

Danay Escanaverino

Danay Escanaverino

Danay Escanaverino is a Latina entrepreneur, mom, avid traveler, tech geek, history buff, blogger and ADHD poster child She is CEO of LunaSol Media and Founder of #LatinaMeetup . Follow her on Instagram , Facebook, Twitter, and LinkedIn


  • Milton Goh says:

    Yes this post is so useful! I especially love the part about post-sale. I would think that most people Plan up till conversion and then stop there. Actually the ticket to more easy sales lies in the post-sale part!!

  • Wendy Polisi says:

    The fastest and easiest way is to have affiliates send traffic to YOUR funnels!

  • Hannah says:

    This was so helpful! I won’t lie, I’ve never heard of a marketing funnel before! The principle I’m familiar with, but I’d never heard it called a marketing funnel before. Thanks for this! Super useful!

  • Kate says:

    This explains it so well and I like the tips such as 7 contacts etc. Pinned for future reference!

  • Elizabeth O says:

    I had to chuckle over your Amazon Prime comment. I’m a Prime user and have been approached by tons of companies to review their products. I do sometimes but, only for products I like. This was an interesting read. Enjoyed it. 🙂

    • Yes, I get approached as well, but the follow-up AFTER they get a customer is dismal. You just gave me an idea. I think I’ll point them to this post the next time they hit me up to remind them to follow up 🙂

  • Elizabeth O. says:

    We’ve used this method in so many things when I was working for corporate America. This is a very good guide for people who need a better understanding of this strategy.

  • A lot of interesting information here for those looking to market goods online. I feel I have a better understanding of “funnels” in terms of online marketing.

  • Anna nuttall says:

    This is very useful and i have bookmarked this Thank you for this. x

  • Ghastly Girl says:

    Thank you so much for this post! I have heard so much about marketing funnels but this really makes the concept a lot clearer and easier to start implementing.

  • Aarika says:

    Thanks for sharing this information! I learned so much about marketing funnels, and there is so much more to research. I appreciate these helpful tips, and I look forward to following your blog. Yay!

  • Sheri says:

    This is very informational and I have not seen marketing funnels broken down like this. Usually it is written in a complicated way that makes the concept hard to understand. This is perfect for newbies.

  • Bel says:

    I watched videos about this marketing funnel thingy and I have to say you hit every nail on the head. I haven’t had a need for this yet but I know with all this info, I wont make rookie mistakes.

  • I love how you broke this down. When I started working in the B2B marketing field, I was so confused. I didn’t know a thing about the marketing funnel, but thankfully I had an awesome team that was willing to help me along the way. Lead generation and lead scoring can get a little confusing… and finding hot leads can get a bit stressful.

  • Clark Albert says:

    I am pretty amazed of the facts. I learned something new with this today.

  • Jackie says:

    Great tips thank you! I am trying to grow my FB, so have been implementing ads. Can’t wait to see if it works!

  • Echo says:

    These are great tips! Especially for newbies! It can be hard to figure out which way to go sometimes!

  • Emma says:

    I’ve never heard of a funnel before but it makes so much sense! I’m really trying to grown my social media following at the moment so I need to sit down and figure out the levels that I need to hit!

  • These marketing tips are very helpful and easy to implement. I saw a significant improvement in my site traffic after I added better social share plug-ins. I also agree with the point of leaving adequate white space. I am immediately turned off by sites that have too much clutter and I don’t know what to look at. Thanks!

  • Gábor says:

    Very interesting way of looking at it… Thank you for sharing!

  • R U S S says:

    Such a comprehensive post. I can’t stress enough on the importance of identifying who your target market is + your objectives that way you’d know what your goals are. These, I believe, give direction when it comes to Marketing. A lot of planning and strategic thinking come into Marketing and making a sale. It’s important that business owners know the process and understand the market & how the industry they’re in changes.

  • Helen Vella says:

    Great post and wonderful information even when you know this it is nice to see easy step by step instructions. Thanks for sharing.

  • ohmummymia says:

    very helpful tips! I’ve never heard abut funnel so I’m glad that you wrote this post

  • Super informative! I you explained it so simply. Knowing you target market is key!

  • Elizabeth says:

    Oh my gosh this all looks so confusing! I stopped boosting posts on FB as FB tends to hold future posts to ransom unless you PAY them to show YOUR followers what you’ve just posted. I’m not playing that game, so I’m focusing on other social media avenues instead.

  • Cori says:

    Very informative post for someone who had no idea what you were talking about at the beginning.

  • Jay Colby says:

    This was an great article that explains marketing funnels. Thanks for sharing such valuable information!

  • blair villanueva says:

    Amazing! This will be very helpful to add my little skills online 🙂

  • Melanie MG says:

    It’s important to set goals for sales and have a plan! I’m not great at this part so I’m glad you’re sharing these tips and reminders.

  • Tabitha says:

    Thank you Danay for reminding me of some of the marketing techniques I want to use.Marketing was part of my college degree and I didn’t know then that I would need it as a blogger. Pinning so I have it for later!

  • Hmmmm a lot of food for thought here. Sometimes we try to sell a product or service and we lack marketing knowledge. I’ll be coming back to this post as a future reference.

  • Danielle says:

    I have been getting a lot more follow up emails lately after making an Amazon purchase. Maybe those sellers are getting the point of this. Sometimes I ignore the emails, but there’s always those few that I pay attention to and make another purchase from.

  • Great info! I recently made a funnel for my blogging course I am about to launch and Idk it seems to be the hardest part of all. Then again I have a perfection issue. ugh.

  • This was quite a useful post. There is a lot more to marketing than I imagined when I started.

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