Understanding the Digital Marketing Funnel

Building a loyal audience and customer base is all about strategy, value, and understanding what consumers need. However, it’s no secret that establishing an audience can be difficult in the digital world where everyone is fighting for attention. That’s why it’s essential to have a thorough understanding of the digital marketing funnel. Here’s what you need to know.

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What is the Digital Marketing Funnel?

Every company has its own vocabulary for the digital marketing funnel, but it is essentially a visual representation of the buyer’s journey to becoming a loyal customer. The funnel can be broken down into six simple steps:

  1. Awareness
  2. Discovery & Research
  3. Consideration
  4. Conversion
  5. Customer Relationship
  6. Retention


In the first stage, the customer may or may not be aware of a problem in their life that they want to solve. Your job at this stage is to make customers aware of your brand. This means having the right content displayed at the right time and place. Your content should be engaging, entertaining, or educational to either prime your audience for when they do have a problem or make them aware of the problem. When creating this content, start answering some of the big questions your potential clients will have to reel them in.

Discovery & Research

While in the discovery and research phase, customers are fully aware of their problem and actively seeking a solution. At this point, potential customers may still need to find you if they skipped the awareness phase, and they will most definitely need more information about the benefits of your products and services.

Here’s where you should be giving them a taste of what you have to offer. A great way to do this is by offering a valuable freebie that they can receive if they sign up for your email list. Gaining contact information gives you another chance to show the benefits of using your product and take the first step toward building trust.


The previous step set up a staging area where you’ve established yourself as a potential solution to a problem. Now, prospects are in the consideration and evaluation phase of the marketing funnel. Your potential customers will be weighing whether or not your product or service is the best solution for them.

Here, you need to provide evidence and proof that your solution is the right choice for them. While your free information and resources are a great way to do this, providing testimonials and answering FAQs are essential. For your customers, knowing that you’ve already helped others aids in building trust.


Conversion happens when a prospect becomes a true customer. In other words, it means you have successfully built enough trust and rapport with them to make a purchase or request a service.

Customer Relationship

While conversion may seem like the end of the road, there’s still work to be done. Believe it or not, this is a major phase for trust-building. You need to communicate a clear interest in helping your customers reach their goals. This means teaching them the best ways to use your product or services to solve their problem—and offering add-ons that can improve their experience.


In the final stage of the digital marketing funnel, you need to get your first-time customers to continue using your product or service. This phase is also known as entering the “loyalty loop”.

Keep contact with your past customers through social and email campaigns. Provide new content to pique their interests and help them make better use of your products or services, and provide new deals and offers they can’t resist.

You might also consider reaching out to your customers to ask if they’d be willing to submit a testimonial or work with you to build out a case study. These are great assets to help build confidence throughout your marketing funnel, and you client may be flattered you asked for them to participate.

Improve Your Digital Marketing Today

Now that you know the steps of the digital marketing funnel, it’s time to get started. ClickGiant is a leading SEO agency serving clients nationwide. Get in touch today to request a free site audit.

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