In a perfect world, customers would discover your business, instantly see it as the ideal solution, and pay you right away.

But the reality is far more complicated. Customers hesitate, ask questions, lose interest, or choose a competitor instead.

Research shows it can take anywhere from 1 to 50 touchpoints before a customer commits to a sale.

The solution? Build a sales funnel that guides them step by step.

What is a Sales Funnel?

A sales funnel guides customers through the stages of the sales process, providing multiple touch points along the way.

It starts with Awareness, moves to Interest, then Consideration, and ends with Action.

Customers in the Awareness stage are at the Top of the Funnel (TOFU). This is the stage where prospects discover your business through social media, paid ads, SEO, or referrals.

In the Middle of the Funnel (MOFU), customers in the Interest and Consideration stages are nurtured with email marketing, free resources, and webinars.

At the Bottom of the Funnel (BOFU), customers in the Action stage are ready to commit. They respond best to compelling offers, reviews, testimonials, and 1-on-1 conversations.

Planning Your Sales Funnel

The perfect sales funnel looks different for every business.

It starts with identifying your target audience and their pain points. Who are they? What challenges do they face?

To answer this, develop a clear ideal customer profile (ICP). Understand their goals, frustrations, and what solutions they’re searching for.

Every word you write and video you create should be directed at that ideal customer profile. Your job is to speak directly to their problems and needs.

Each stage of the funnel—Awareness, Interest, Consideration, and Action—should be designed to guide them toward solving their challenges with your business.

Building the Funnel

Create Awareness

You can attract customers to your offer from across the internet by creating and sharing content related to your product or service.

Start by establishing a presence on key social media platforms like X, LinkedIn, Instagram, YouTube, and others where your target audience spends time.

The content you post should address the interests, needs, and pain points of your ideal customers. This could include tips, insights, success stories, or engaging visuals that highlight the value you offer.

You can post content naturally and grow organically or you can pay for ads to speed up your growth. At the end of the day, consistency and relevance are key—every piece of content should aim to capture attention and spark curiosity about your business.

Capture Leads

The next step in the funnel is to capture your audience’s information, typically their email address.

You do this by offering something valuable in exchange—such as an e-book, guide, checklist, or free trial. Your prospect gets immediate value, and you get a direct line for future communication.

The most effective way to capture leads is through a well-designed landing page.

I created a detailed guide on how to build a high-converting landing page HERE.

Nurture Relationships

Once you’ve captured a prospect’s email address, the next step is to nurture the relationship through email sequences that provide value and build trust.

The best way to do this is with an autoresponder sequence—a series of pre-written, automated emails triggered by specific actions, such as signing up for your list or making a purchase.

Your emails are strategically timed to introduce your brand, educate the prospect, and offer solutions to their problems. A balance of storytelling, helpful content, and soft promotion works best.

Convert Prospects

Once you've built trust with your prospect, it’s time to introduce your offer.

Prospects who have followed your emails this far are likely interested in your product and are considering the next step of working with you.

Craft an offer that directly meets their needs, and create a new landing page that clearly outlines the details of the offer.

Be crystal clear about what you’re offering, what the prospect can expect, and the benefits they’ll receive by purchasing.

After sending a series of emails, share your offer, and continue to follow up as time goes on to keep the momentum going.

Common Mistakes to Avoid

Don’t overlook the customer’s journey. Take the time to understand your customers’ pain points and experiences.

A great way to gather this insight is by exploring Reddit and reading posts related to your niche or topic. Firsthand accounts will provide some of the best perspectives.

Another common mistake is overcomplicating the sales funnel. The goal is simple: guide the customer from one logical step to the next while consistently providing value and building trust.

Keep it straightforward and avoid adding unnecessary steps that might confuse or overwhelm your audience.

See You on the Next One!

— Oleg