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Learn more about our <a target="_blank" class="sc-fXeWAj dVTYsK" href="/blog/editorial-standards/">editorial standards and process</a>.</div></div><span data-test="text-content" class="sc-kLwhqv gEQrQk sc-eXlEPa jQsfVt"><p data-test="author"><a target="_blank" rel="noopener" role="link" href="/blog/user/hava-salsi/">Hava Salsi</a></p><span data-test="date">Jan 30, 2025</span><span data-test="time-to-read">9 min read</span></span><span data-test="contributors" class="sc-kLwhqv dJgXij">Contributors: <a target="_blank" rel="noopener" role="link" data-test="contributor" class="sc-htJRVC bMoVP" href="/blog/user/202082801/">Sydney Go</a> and <a target="_blank" rel="noopener" role="link" data-test="contributor" class="sc-htJRVC bMoVP" href="/blog/user/217785329/">Simon Fogg</a></span></div><div class="sc-gKclnd jomabB sc-gyElHZ kMVYZt"><img src="https://static.semrush.com/blog/uploads/media/6b/ff/6bff33a50bdb2d4ed51d8cdc9175820d/create-your-own-marketing-funnel.svg" alt="marketing funnel" width="340" height="248" data-test="image"/></div></div></div></div><div data-test="container" class="sc-gKclnd dmOGYZ"><div data-test="template-article-base" class="sc-gKclnd iBtQsf"><div class="sc-eldieg bMorKE"><div class="sc-kiIyQV gvatUw"><button class="sc-cLpAjG kFnqpz">Table of contents</button><button class="sc-cLpAjG kFnqpz"><svg aria-hidden="true" tabindex="-1" disabled="" class="___SIcon_pchrv_gg_ sc-iIUQWv flhuZi" data-ui-name="Share" width="16" height="16" viewBox="0 0 16 16" data-name="Share" data-group="m"><path d="M11.707 1.293a1 1 0 1 0-1.414 1.414L12.586 5H7a6 6 0 0 0-6 6v3a1 1 0 1 0 2 0v-3a4 4 0 0 1 4-4h5.586l-2.293 2.293a1 1 0 1 0 1.414 1.414l4-4a1 1 0 0 0 0-1.414l-4-4Z" shape-rendering="geometricPrecision"></path></svg>Share</button></div></div><div data-test="intersection-container" class="sc-gKclnd htfCox"><div class="sc-kTLmzF gsQNVL"><span data-test="top-left-share-block-description" class="sc-kLwhqv bAMHOQ">Share</span><div data-test="top-left-share-block" class="sc-gKclnd hcvUza"><div class="sc-giYglK fSiAZB"><a data-test="share-block-link-text-linkedin" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="https://linkedin.com/sharing/share-offsite?url=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fmarketing-funnel%2F%3Futm_source%3Dlinkedin%26utm_medium%3Dblogshare%26utm_campaign%3Dsocialsharing" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-linkedin-icon" viewBox="0 0 16 16" width="16" height="16" class="sc-bdvvtL dHnzHm"><use xlink:href="#linkedin-icon"></use></svg></a><a data-test="share-block-link-text-twitter" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fmarketing-funnel%2F%3Futm_source%3Dtwitter%26utm_medium%3Dblogshare%26utm_campaign%3Dsocialsharing&text=Check+out+this+article+by+%40semrush%3A+%22The+Marketing+Funnel%3A+What+It+Is+%26+How+It+Works%22+%23SemrushInsights" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-twitter-icon" viewBox="0 0 16 16" width="16" height="16" class="sc-bdvvtL dHnzHm"><use xlink:href="#twitter-icon"></use></svg></a><a data-test="share-block-link-text-facebook" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="https://facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fmarketing-funnel%2F%3Futm_medium%3Dblogsharefacebook%26utm_campaign%3Dsocialsharing" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-facebook-icon" viewBox="0 0 16 16" width="16" height="16" class="sc-bdvvtL dHnzHm"><use xlink:href="#facebook-icon"></use></svg></a><a data-test="share-block-link-text-mail" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="mailto:?body=The Marketing Funnel: What It Is & How It Works%0D%0Ahttps://www.semrush.com/blog/marketing-funnel/?utm_source=socialsharing_email&utm_medium=blogshare&utm_campaign=socialsharing" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-mail-icon" viewBox="0 0 16 16" width="16" height="16" class="sc-bdvvtL dHnzHm"><use xlink:href="#mail-icon"></use></svg></a></div></div></div><div data-test="table-of-content" width="203" class="sc-iqVWFU bsrXeg"><p data-test="text-content" class="sc-kLwhqv deatxS sc-eWfVMQ hTSBMW">TABLE OF CONTENTS</p></div></div><div data-parse="true" class="sc-gKclnd eBribL sc-lkgTHX fnqfqY"><article class="sc-jlRLRk brDSho -table-of-content-show" data-test="article-body"><p>Every marketer should understand the marketing funnel to help generate more sales.</p><p>In this article, you’ll learn about every stage of the marketing funnel, from top to bottom. You’ll also get actionable tips on making your marketing funnel more efficient.</p><h2 id="what-is-a-marketing-funnel">What Is a Marketing Funnel?</h2><p>A marketing funnel is a model of the customer journey that shows how people move from discovering a brand or product to making purchases and becoming loyal advocates.</p><p>Customer journeys can be complex. The marketing funnel simplifies them so you can build a better strategy. The funnel also helps you:</p><ul> <li style="list-style-type:disc">Understand your audience and tailor your marketing approach</li> <li style="list-style-type:disc">Identify and address weaknesses in the customer journey</li> <li style="list-style-type:disc">Contextualize your marketing results</li></ul><p>Some potential customers will drop out at each stage of the marketing funnel. Your highest-quality leads will reach the end.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/17/e5/17e57837a4abfdb854688a7d9ee67158/0124959d8892b91dcaae462de7ec5b7f/AD_4nXeE_o7Rwur_bIhShHDQGmoKxXBGQr7Y9DQZ4WqHlE1qCiTDm_7bBPY-DMENKKvEhr1VPjpWAyclhWLMMjEjPjDZxNVebokZPDZ4Pmj6cstdlM1RhL53qTxg_8xsZVM6dHpod5eu.webp" type="image/webp"/><img alt="AD_4nXeE_o7Rwur_bIhShHDQGmoKxXBGQr7Y9DQZ4WqHlE1qCiTDm_7bBPY-DMENKKvEhr1VPjpWAyclhWLMMjEjPjDZxNVebokZPDZ4Pmj6cstdlM1RhL53qTxg_8xsZVM6dHpod5eu?key=---A2SMjJ0hLdgH4Roe_w44X" data-original="https://static.semrush.com/blog/uploads/media/17/e5/17e57837a4abfdb854688a7d9ee67158/0124959d8892b91dcaae462de7ec5b7f/original.png" height="666" loading="lazy" src="https://static.semrush.com/blog/uploads/media/17/e5/17e57837a4abfdb854688a7d9ee67158/0124959d8892b91dcaae462de7ec5b7f/AD_4nXeE_o7Rwur_bIhShHDQGmoKxXBGQr7Y9DQZ4WqHlE1qCiTDm_7bBPY-DMENKKvEhr1VPjpWAyclhWLMMjEjPjDZxNVebokZPDZ4Pmj6cstdlM1RhL53qTxg_8xsZVM6dHpod5eu.png" width="1010"/></picture></figure><aside class="tip-box"><div class="tip-box_title"><p><em><strong>Note</strong></em></p></div><div class="tip-box_text-wrapper"><p><em>The marketing funnel is also called the purchase funnel, buyer funnel, customer funnel, conversion funnel, or sales funnel.</em></p></div></aside><h2 id="why-are-marketing-funnels-important">Why Are Marketing Funnels Important?</h2><p>Marketing funnels are important because they help you <a href="https://www.semrush.com/blog/how-to-create-effective-marketing-strategies-for-your-business/" style="text-decoration:none">create more effective marketing strategies</a> and understand where leads are in their buying journey so you can deliver the right message at the right time. You can also see where leads drop off.</p><p>Use a marketing funnel to find out where your leads drop off or why they become customers, and adjust your marketing strategy to match your potential customers’ needs.</p><p>For example, if most leads disappear after the consideration stage, you may need different messaging.</p><h2 id="3-types-of-marketing-funnels-&-their-stages">3 Types of Marketing Funnels & Their Stages</h2><p>Marketing funnels vary by industry and target audience. Businesses build funnels that suit their specific customers.</p><h3 id="1--basic-marketing-funnel">1. Basic Marketing Funnel</h3><p>A simple marketing funnel often has three stages:</p><ul> <li style="list-style-type:disc"><strong><a href="#top-of-the-funnel-(tofu)">Top of the funnel (ToFu)</a>:</strong> People become aware of the problem you can solve</li> <li style="list-style-type:disc"><strong><a href="#middle-of-the-funnel-(mofu)">Middle of the funnel (MoFu)</a>:</strong> Prospects want a solution and consider their options</li> <li style="list-style-type:disc"><strong><a href="#bottom-of-the-funnel-(bofu)">Bottom of the funnel (BoFu)</a>:</strong> Prospects decide on a solution and become customers</li></ul><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/de/22/de223713ee7be668aa10fd736348656e/e28f34327295fd5536787b841f714ea7/AD_4nXf5RVAWiIGlxetqhbjZCDGX4KGJ-9tyXgTaZQhD_1PV3c5DCq2LlAtp-IrRCXm8L-fZTrQIYY3OaUB_Rd2IZ81Gh36sGZQZtXkyc8DitaQCkPsadwqlcss-P-xSjYV0gIr6VJSlMw.webp" type="image/webp"/><img alt="AD_4nXf5RVAWiIGlxetqhbjZCDGX4KGJ-9tyXgTaZQhD_1PV3c5DCq2LlAtp-IrRCXm8L-fZTrQIYY3OaUB_Rd2IZ81Gh36sGZQZtXkyc8DitaQCkPsadwqlcss-P-xSjYV0gIr6VJSlMw?key=---A2SMjJ0hLdgH4Roe_w44X" data-original="https://static.semrush.com/blog/uploads/media/de/22/de223713ee7be668aa10fd736348656e/e28f34327295fd5536787b841f714ea7/original.png" height="640" loading="lazy" src="https://static.semrush.com/blog/uploads/media/de/22/de223713ee7be668aa10fd736348656e/e28f34327295fd5536787b841f714ea7/AD_4nXf5RVAWiIGlxetqhbjZCDGX4KGJ-9tyXgTaZQhD_1PV3c5DCq2LlAtp-IrRCXm8L-fZTrQIYY3OaUB_Rd2IZ81Gh36sGZQZtXkyc8DitaQCkPsadwqlcss-P-xSjYV0gIr6VJSlMw.png" width="1010"/></picture></figure><p><strong>Example:</strong> Imagine you sell band merchandise at a concert.</p><ul> <li style="list-style-type:disc"><strong>New fans (ToFu):</strong> People discovering your brand for the first time</li> <li style="list-style-type:disc"><strong>Casual fans (MoFu):</strong> People interested in the music, considering your merchandise</li> <li style="list-style-type:disc"><strong>Die-hard fans (BoFu):</strong> People ready to buy tickets and merchandise</li></ul><p>The basic marketing funnel is great for beginners because it keeps things simple and easy to track. It helps you see how people move from just hearing about you to becoming paying customers.</p><h3 id="2--aida-marketing-funnel">2. AIDA Marketing Funnel</h3><p>Another popular marketing funnel model is AIDA: Awareness, Interest, Desire, and Action.</p><ul> <li style="list-style-type:disc"><strong>Awareness:</strong> Potential customers discover your brand</li> <li style="list-style-type:disc"><strong>Interest:</strong> They develop curiosity about your offering</li> <li style="list-style-type:disc"><strong>Desire:</strong> They prefer your brand and consider purchasing</li> <li style="list-style-type:disc"><strong>Action:</strong> They make a purchase or take another desired action</li></ul><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/45/07/4507b14fb8fe37493efaec9ca4907ed2/551afbbda99fc8b9811bb3e85036ee3f/AD_4nXddOosn0Oj9MVMf9QxeS8SVmGuJs2F04ZZqAn3qGOWMDXW0S2JT_Qw44DHDs4s6efD7R3HGZ2PugD6FQTRmauGcwLOx3TjG3gAxHPIDAcx-4ZXhAUNRq8RaIr0pTl4YhcoFbWHHuA.webp" type="image/webp"/><img alt="AD_4nXddOosn0Oj9MVMf9QxeS8SVmGuJs2F04ZZqAn3qGOWMDXW0S2JT_Qw44DHDs4s6efD7R3HGZ2PugD6FQTRmauGcwLOx3TjG3gAxHPIDAcx-4ZXhAUNRq8RaIr0pTl4YhcoFbWHHuA?key=---A2SMjJ0hLdgH4Roe_w44X" data-original="https://static.semrush.com/blog/uploads/media/45/07/4507b14fb8fe37493efaec9ca4907ed2/551afbbda99fc8b9811bb3e85036ee3f/original.png" height="640" loading="lazy" src="https://static.semrush.com/blog/uploads/media/45/07/4507b14fb8fe37493efaec9ca4907ed2/551afbbda99fc8b9811bb3e85036ee3f/AD_4nXddOosn0Oj9MVMf9QxeS8SVmGuJs2F04ZZqAn3qGOWMDXW0S2JT_Qw44DHDs4s6efD7R3HGZ2PugD6FQTRmauGcwLOx3TjG3gAxHPIDAcx-4ZXhAUNRq8RaIr0pTl4YhcoFbWHHuA.png" width="1010"/></picture></figure><p>AIDA is a classic model that clearly outlines how to capture attention and drive action. It’s especially useful for guiding marketing messages in a structured, straightforward way.</p><h3 id="3--granular-marketing-funnel">3. Granular Marketing Funnel</h3><p>You can also break the customer journey into more specific stages:</p><ul> <li style="list-style-type:disc"><strong>Awareness:</strong> People learn about your brand</li> <li style="list-style-type:disc"><strong>Consideration:</strong> They compare your products or services to alternatives</li> <li style="list-style-type:disc"><strong>Conversion:</strong> They decide to buy</li> <li style="list-style-type:disc"><strong>Loyalty:</strong> They make repeat purchases</li> <li style="list-style-type:disc"><strong>Advocacy:</strong> They recommend you to others</li></ul><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/66/f3/66f3fbf625714a2e24324a6628f6aeab/c898f1a344e4de6cb8fdab7c5e75cc8e/AD_4nXeX2zve2Dw4v8LOJ-XFsVSj3rHPrVL7RdxigJ_hvOkmQQEgWOwgvQ6KynXAe4sIWbu_ppjY1eA6GM9QwkkNIG6xrwOuk_RHNx_Bj0ZyvuhZoiulGh5RCYUX3iymXFkOnxhZE1W2ag.webp" type="image/webp"/><img alt="AD_4nXeX2zve2Dw4v8LOJ-XFsVSj3rHPrVL7RdxigJ_hvOkmQQEgWOwgvQ6KynXAe4sIWbu_ppjY1eA6GM9QwkkNIG6xrwOuk_RHNx_Bj0ZyvuhZoiulGh5RCYUX3iymXFkOnxhZE1W2ag?key=---A2SMjJ0hLdgH4Roe_w44X" data-original="https://static.semrush.com/blog/uploads/media/66/f3/66f3fbf625714a2e24324a6628f6aeab/c898f1a344e4de6cb8fdab7c5e75cc8e/original.png" height="749" loading="lazy" src="https://static.semrush.com/blog/uploads/media/66/f3/66f3fbf625714a2e24324a6628f6aeab/c898f1a344e4de6cb8fdab7c5e75cc8e/AD_4nXeX2zve2Dw4v8LOJ-XFsVSj3rHPrVL7RdxigJ_hvOkmQQEgWOwgvQ6KynXAe4sIWbu_ppjY1eA6GM9QwkkNIG6xrwOuk_RHNx_Bj0ZyvuhZoiulGh5RCYUX3iymXFkOnxhZE1W2ag.png" width="1010"/></picture></figure><p>The granular marketing funnel dives deeper into each stage, giving you more control over how you engage with customers. It’s ideal if your customer journey is complex and you want to nurture long-term relationships.</p><p><em><strong>Further reading: </strong></em><a href="https://www.semrush.com/blog/tofu-mofu-bofu-a-practical-guide-to-the-conversion-funnel/" style="text-decoration:none"><em>ToFu, MoFu, BoFu: A Practical Guide to the Conversion Funnel</em></a></p><h2 id="strategies-for-each-stage-of-the-marketing-funnel">Strategies for Each Stage of the Marketing Funnel</h2><p>Customers respond better to certain messages based on their stage in the marketing funnel. Here are strategies that can help.</p><h3 id="top-of-the-funnel-(tofu)">Top of the Funnel (ToFu)</h3><p>Potential customers in the top of the funnel (ToFu) stage have just become aware of a problem. They are starting to look for the right solutions.</p><p>This is the ideal time to introduce your business, service, or product as the solution they want.</p><aside class="tip-box"><div class="tip-box_title"><p><em><strong>Note</strong></em></p></div><div class="tip-box_text-wrapper"><p><em>The ToFu stage is also called the awareness, attention, discovery, or engagement stage.</em></p></div></aside><p>To properly address leads at the ToFu stage, define your target customers and increase brand awareness.</p><p>Here’s how.</p><h4 id="define-your-target-customers">Define Your Target Customers</h4><p>Your target customers are people who are most likely to become paying customers. Not everyone who sees your brand will buy what you offer.</p><p>Start by analyzing your existing customers. What kinds of people have already purchased your product or service?</p><p>Find out using <a href="https://www.semrush.com/blog/google-analytics/" style="text-decoration:none">Google Analytics’s</a> “User attributes overview” report. Then note your existing customers’ age ranges, genders, countries, cities, languages, and interests.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/fa/a3/faa366c72ea0306f4c9688ea1b8af261/4e24899e5db6eeac5af7419904bbca56/AD_4nXfR2BlZAvsVaBBWoLjLW0aZw4fMZQaon_ZcL6RNRH3iOvaEzhW2xVocby103zuYDcFH5C6OICjoA1NjCi53kWUYkKWq4JxT2OMVmmjWHcZ5rXHNKLiZ5cJDgFqOYoBAFbp3QsCG.webp" type="image/webp"/><img alt="User attributes overview report in Google Analytics 4" data-original="https://static.semrush.com/blog/uploads/media/fa/a3/faa366c72ea0306f4c9688ea1b8af261/4e24899e5db6eeac5af7419904bbca56/original.png" height="1430" loading="lazy" src="https://static.semrush.com/blog/uploads/media/fa/a3/faa366c72ea0306f4c9688ea1b8af261/4e24899e5db6eeac5af7419904bbca56/AD_4nXfR2BlZAvsVaBBWoLjLW0aZw4fMZQaon_ZcL6RNRH3iOvaEzhW2xVocby103zuYDcFH5C6OICjoA1NjCi53kWUYkKWq4JxT2OMVmmjWHcZ5rXHNKLiZ5cJDgFqOYoBAFbp3QsCG.png" width="1010"/></picture></figure><p>Next, compare segments in the “Demographic details” report to see which audiences are most likely to engage and convert:</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/e7/19/e719ebec27c6f7c1db85f4f1cf4e8e27/3714d1abb62a3e9f4b1e0e4af5ccc864/AD_4nXe9_DtG2Zu82fsfwIPf8RlYrSIkUXQWohaqN-cgCZRmTeOzpMLxw7cUD7LLuk41zOeCMS7q1Nb80B0kUfqEe2p0py_-BCUJUTCp754SSQllyGHsrFRcus0rIRtHvNkM8ZGrUQhHCA.webp" type="image/webp"/><img alt="Demographic details report in Google Analytics 4" data-original="https://static.semrush.com/blog/uploads/media/e7/19/e719ebec27c6f7c1db85f4f1cf4e8e27/3714d1abb62a3e9f4b1e0e4af5ccc864/original.png" height="1600" loading="lazy" src="https://static.semrush.com/blog/uploads/media/e7/19/e719ebec27c6f7c1db85f4f1cf4e8e27/3714d1abb62a3e9f4b1e0e4af5ccc864/AD_4nXe9_DtG2Zu82fsfwIPf8RlYrSIkUXQWohaqN-cgCZRmTeOzpMLxw7cUD7LLuk41zOeCMS7q1Nb80B0kUfqEe2p0py_-BCUJUTCp754SSQllyGHsrFRcus0rIRtHvNkM8ZGrUQhHCA.png" width="1010"/></picture></figure><p>In this example, 25- to 35-year-olds are the most likely to visit the website and make a purchase.</p><p>After that, perform market and competitor research with Semrush’s <a href="https://www.semrush.com/analytics/one2target/" style="text-decoration:none">One2Target</a> tool. You can gather data about your potential audience, like:</p><ul> <li style="list-style-type:disc">Age</li> <li style="list-style-type:disc">Sex</li> <li style="list-style-type:disc">Household size</li> <li style="list-style-type:disc">Income level</li> <li style="list-style-type:disc">Employment status</li> <li style="list-style-type:disc">Education level</li> <li style="list-style-type:disc">Social media usage</li> <li style="list-style-type:disc">Interests</li> <li style="list-style-type:disc">Device usage</li></ul><p>You can also use the tool to analyze up to five competitors at the same time. First, enter your competitors’ domains into the tool and click “<strong>Analyze</strong>.”</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/d1/a8/d1a835ad508bdfc86f6bde5bce1ea6b3/24e1a507b89b1de816355e4934be1a2a/AD_4nXc_uSxt7f0bPwS1ZHhVBvlK7Y1uHcRKIUw2NZC5ncTOzR9G80IFdA_Vffeo_z3Fr4pktt1Tgv5UvJaqsiL7aq3XWqQUe2QmN2T2DFMt6-s4MhHkm5UH0x8fP6xzFEdufPdk7Oz-.webp" type="image/webp"/><img alt="AD_4nXc_uSxt7f0bPwS1ZHhVBvlK7Y1uHcRKIUw2NZC5ncTOzR9G80IFdA_Vffeo_z3Fr4pktt1Tgv5UvJaqsiL7aq3XWqQUe2QmN2T2DFMt6-s4MhHkm5UH0x8fP6xzFEdufPdk7Oz-?key=---A2SMjJ0hLdgH4Roe_w44X" data-original="https://static.semrush.com/blog/uploads/media/d1/a8/d1a835ad508bdfc86f6bde5bce1ea6b3/24e1a507b89b1de816355e4934be1a2a/original.png" height="405" loading="lazy" src="https://static.semrush.com/blog/uploads/media/d1/a8/d1a835ad508bdfc86f6bde5bce1ea6b3/24e1a507b89b1de816355e4934be1a2a/AD_4nXc_uSxt7f0bPwS1ZHhVBvlK7Y1uHcRKIUw2NZC5ncTOzR9G80IFdA_Vffeo_z3Fr4pktt1Tgv5UvJaqsiL7aq3XWqQUe2QmN2T2DFMt6-s4MhHkm5UH0x8fP6xzFEdufPdk7Oz-.png" width="1010"/></picture></figure><p>The tool generates a report of your competitors’ audience. In this example, Gucci is most popular among 35- to 44-year-olds. Zara, Fendi, Prada, and Dior skew toward a slightly younger audience.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/0d/93/0d936056ad9c742c539182c207bb10e6/118a361c7d5de3ed8deab1272fe3aa5e/AD_4nXddpEkJfSgjZNOXhdP9MCuWoC1bKAWcx_a6yn7zsqwlCrCXERSUSwbQw0ORhHmWNSE5Qrz5vm9KfPelr1F_uzQMyYpdYjACoZBrqzPAjXZfMsT5Jb9MK_1fWAv7K5o3xsc-AkAoVA.webp" type="image/webp"/><img alt="One2Target bar chart showing age breakdown of Zara, Gucci, Fendi, Prada, and Dior audiences" data-original="https://static.semrush.com/blog/uploads/media/0d/93/0d936056ad9c742c539182c207bb10e6/118a361c7d5de3ed8deab1272fe3aa5e/original.png" height="1153" loading="lazy" src="https://static.semrush.com/blog/uploads/media/0d/93/0d936056ad9c742c539182c207bb10e6/118a361c7d5de3ed8deab1272fe3aa5e/AD_4nXddpEkJfSgjZNOXhdP9MCuWoC1bKAWcx_a6yn7zsqwlCrCXERSUSwbQw0ORhHmWNSE5Qrz5vm9KfPelr1F_uzQMyYpdYjACoZBrqzPAjXZfMsT5Jb9MK_1fWAv7K5o3xsc-AkAoVA.png" width="1010"/></picture></figure><p>Use the information to <a href="https://www.semrush.com/blog/buyer-persona/" style="text-decoration:none">create buyer personas</a>—profiles describing your main customers. Craft marketing messages that speak directly to these personas.</p><aside class="tip-box"><div class="tip-box_title"><p><em><strong>Pro tip</strong></em></p></div><div class="tip-box_text-wrapper"><p><em>Use our </em><a href="https://www.semrush.com/persona/"><em>free buyer persona templates</em></a><em> to build customer profiles.</em><br/> </p><p><img alt="AD_4nXfq4mm0a4xiUm67BwVZII0B75ONEV6KsMOBO4ELLJTo0PUY7P55ZWXN2fh7ikneGrv-jGFzbV1BXU6h9hGWAf7kwWp3RoJndoPoVkNOXoHtOO4aH6omycfESFvqoQ0b3nqW5BFBoA?key=---A2SMjJ0hLdgH4Roe_w44X" src="https://static.semrush.com/blog/uploads/media/bc/93/bc9332851092e2561866740960a83cdd/0745e3576961475b7f85bcc1af5058ca/AD_4nXfq4mm0a4xiUm67BwVZII0B75ONEV6KsMOBO4ELLJTo0PUY7P55ZWXN2fh7ikneGrv-jGFzbV1BXU6h9hGWAf7kwWp3RoJndoPoVkNOXoHtOO4aH6omycfESFvqoQ0b3nqW5BFBoA.png" loading="lazy" width="1010" height="762"/></p></div></aside><h4 id="increase-brand-awareness-with-inbound-marketing">Increase Brand Awareness with Inbound Marketing</h4><p><a href="https://www.semrush.com/blog/inbound-marketing/" style="text-decoration:none">Inbound marketing</a> is a tactic that attracts your target market’s attention by creating content that is relevant to them. In other words, use relevant keywords to rank on Google (or other search engines). This ensures your target audience finds your brand even if you do not reach out.</p><p>This method often feels less promotional than advertising. It can also deliver a better return on investment at this stage.</p><p>Here’s an example.</p><p>Mattress brand Casper has a blog post about cleaning blood out of sheets. The post includes a step-by-step cleaning guide and tips—not a hard sales pitch.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/c2/66/c26630ff9e7255225e7dda8839c81728/256e9c234eeea54c4dcf453d1cd6f65c/AD_4nXdPG0XhvUKge9tfTZw-qy65CyXSY0ixTLr3FoTZFvinLHl8heTnpnisp6hLBPp5ck1RJ3_THRzsCs7_34VRUvF1PG1iVRWXvmZAIrTz7ddjrjW_9POPfTJf1JlKkTUcVqrYUUjK.webp" type="image/webp"/><img alt="AD_4nXdPG0XhvUKge9tfTZw-qy65CyXSY0ixTLr3FoTZFvinLHl8heTnpnisp6hLBPp5ck1RJ3_THRzsCs7_34VRUvF1PG1iVRWXvmZAIrTz7ddjrjW_9POPfTJf1JlKkTUcVqrYUUjK?key=---A2SMjJ0hLdgH4Roe_w44X" data-original="https://static.semrush.com/blog/uploads/media/c2/66/c26630ff9e7255225e7dda8839c81728/256e9c234eeea54c4dcf453d1cd6f65c/original.png" height="592" loading="lazy" src="https://static.semrush.com/blog/uploads/media/c2/66/c26630ff9e7255225e7dda8839c81728/256e9c234eeea54c4dcf453d1cd6f65c/AD_4nXdPG0XhvUKge9tfTZw-qy65CyXSY0ixTLr3FoTZFvinLHl8heTnpnisp6hLBPp5ck1RJ3_THRzsCs7_34VRUvF1PG1iVRWXvmZAIrTz7ddjrjW_9POPfTJf1JlKkTUcVqrYUUjK.png" width="1010"/></picture></figure><p>The goal of this article is not to sell a product. It’s to increase brand awareness by:</p><ol> <li style="list-style-type:decimal">Discussing a broad but relevant topic that potential customers are interested in</li> <li style="list-style-type:decimal">Ranking on Google so potential customers can easily find the brand</li></ol><p>And this tactic works. According to <a href="https://www.semrush.com/analytics/organic/" style="text-decoration:none">Semrush’s Organic Research</a> tool, the cleaning article from Casper gets around 10.2K visitors per month.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/2e/c4/2ec4e809670a40912a97e8f48faaa1c0/6eca441fe87cdb09bcc596ced26fc2fe/AD_4nXerPP5xeQ1jm5DGnJbTE4fM5RyIuJnE70FuML8hWYkfh1wvI7LiwjYeAx8SmLdn8Y5QwHLG9tz72a5FC3t0Zt6rdSdzm12tIW6868spaMYMscckdSxmFxSAzD3PV-uXAg3062ko_A.webp" type="image/webp"/><img alt="Semrush Organic Research tool report with Traffic data showing 10.2K monthly visitors for Casper blog post URL" data-original="https://static.semrush.com/blog/uploads/media/2e/c4/2ec4e809670a40912a97e8f48faaa1c0/6eca441fe87cdb09bcc596ced26fc2fe/original.png" height="965" loading="lazy" src="https://static.semrush.com/blog/uploads/media/2e/c4/2ec4e809670a40912a97e8f48faaa1c0/6eca441fe87cdb09bcc596ced26fc2fe/AD_4nXerPP5xeQ1jm5DGnJbTE4fM5RyIuJnE70FuML8hWYkfh1wvI7LiwjYeAx8SmLdn8Y5QwHLG9tz72a5FC3t0Zt6rdSdzm12tIW6868spaMYMscckdSxmFxSAzD3PV-uXAg3062ko_A.png" width="1010"/></picture></figure><p>Start your inbound marketing strategy by finding the keywords your prospects search for. Try <a href="https://www.semrush.com/analytics/keywordmagic/" style="text-decoration:none">Semrush’s Keyword Magic Tool</a>. Then, target those keywords with valuable content that naturally draws potential customers to your business.</p><p>Open the tool. Enter a keyword related to your product or service. Also, enter your domain name for AI-powered, personalized keyword data. Then click “<strong>Search</strong>.”</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/3f/e5/3fe5dc6d698eca79bbbdee00360788e2/e20b1f7787033ab9e4c26c1a5bc1be38/AD_4nXejOHJuLHhybYpWWz9ycLFkS-UL8EeaFC2AElkjC6NvYnBDn7DlhgdMUW9MiUnrpFDKJ35x5TGXMaNV85XJVPzhZexRkZtkrRmglj0xbBBIjSoQtwsyKRqSumAxt1OU--yafmd73A.webp" type="image/webp"/><img alt="Semrush Keyword Magic Tool start with keyword and domain entered and Search button highlighted" data-original="https://static.semrush.com/blog/uploads/media/3f/e5/3fe5dc6d698eca79bbbdee00360788e2/e20b1f7787033ab9e4c26c1a5bc1be38/original.png" height="619" loading="lazy" src="https://static.semrush.com/blog/uploads/media/3f/e5/3fe5dc6d698eca79bbbdee00360788e2/e20b1f7787033ab9e4c26c1a5bc1be38/AD_4nXejOHJuLHhybYpWWz9ycLFkS-UL8EeaFC2AElkjC6NvYnBDn7DlhgdMUW9MiUnrpFDKJ35x5TGXMaNV85XJVPzhZexRkZtkrRmglj0xbBBIjSoQtwsyKRqSumAxt1OU--yafmd73A.png" width="1010"/></picture></figure><p>At the ToFu stage, people typically look for general information. So they often use keywords with informational intent.</p><aside class="tip-box"><div class="tip-box_title"><p><em><strong>Note</strong></em></p></div><div class="tip-box_text-wrapper"><p><em>You need to understand search intent (i.e., the motivation behind a search) to rank well on Google. Check out our guide to </em><a href="https://www.semrush.com/blog/search-intent/"><em>search intent</em></a><em> if you want to learn more.</em></p></div></aside><p>To find these keywords, click on the “<strong>Intent</strong>” filter. Select “Informational,” and click “<strong>Apply</strong>.”</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/e6/95/e6952739ca1cbd17354ef85c88c07405/578eb71a938fe25b3dffa687991159eb/AD_4nXcaQm9-dKaxPZlVYZBnqP0I4FKxYgDFuCx3jXw1n7KCfld3-KN10nzkN6Wa6wMrUK1kpq9VnDVvK2150c3rMzwhm3F0dCriAgNbYiThUeoDqOyW7BKH3NkDzAfWc9hJDyLKGD9SrQ.webp" type="image/webp"/><img alt="Informational search intent in Keyword Magic Tool" data-original="https://static.semrush.com/blog/uploads/media/e6/95/e6952739ca1cbd17354ef85c88c07405/578eb71a938fe25b3dffa687991159eb/original.png" height="1294" loading="lazy" src="https://static.semrush.com/blog/uploads/media/e6/95/e6952739ca1cbd17354ef85c88c07405/578eb71a938fe25b3dffa687991159eb/AD_4nXcaQm9-dKaxPZlVYZBnqP0I4FKxYgDFuCx3jXw1n7KCfld3-KN10nzkN6Wa6wMrUK1kpq9VnDVvK2150c3rMzwhm3F0dCriAgNbYiThUeoDqOyW7BKH3NkDzAfWc9hJDyLKGD9SrQ.png" width="1010"/></picture></figure><p>You now have a list of informational keywords. Look through the following columns:</p><ul> <li style="list-style-type:disc"><strong>Volume:</strong> How many searches a keyword gets per month. We recommend focusing on keywords with volumes higher than 100.</li> <li style="list-style-type:disc"><strong>PKD%:</strong> How easy or difficult it may be for your site to rank for a keyword, as calculated by AI. We recommend focusing on keywords with PKD% below 50%.</li></ul><aside class="tip-box"><div class="tip-box_title"><p><em><strong>Pro tip</strong></em></p></div><div class="tip-box_text-wrapper"><p><em>Use the filters to find keywords that meet these criteria.</em><br/> </p><p></p><figure class="easyimage easyimage-side"><picture><source type="image/webp" srcSet="https://static.semrush.com/blog/uploads/media/84/b7/84b7c0d03c34d8646a2254c8416cc5a8/09a23aa0171c0de0c9c9446d54fed804/AD_4nXfpckGxNPsovoGiSxAS3BfghnKF6zPJzjyuItrnfdSbTc0LuzabE03dPLNkNeDClAIY2xo5E2se-jdhjDl-JpWBHqFqrB8AXVmJDxES89KM5gNt6GgLCqCQMknYO3pauPojdQBcsA.webp" alt="Updated keywords list with Volume and PKD% columns highlighted"/><img src="https://static.semrush.com/blog/uploads/media/84/b7/84b7c0d03c34d8646a2254c8416cc5a8/09a23aa0171c0de0c9c9446d54fed804/AD_4nXfpckGxNPsovoGiSxAS3BfghnKF6zPJzjyuItrnfdSbTc0LuzabE03dPLNkNeDClAIY2xo5E2se-jdhjDl-JpWBHqFqrB8AXVmJDxES89KM5gNt6GgLCqCQMknYO3pauPojdQBcsA.png" data-original="https://static.semrush.com/blog/uploads/media/84/b7/84b7c0d03c34d8646a2254c8416cc5a8/09a23aa0171c0de0c9c9446d54fed804/original.png" alt="Updated keywords list with Volume and PKD% columns highlighted" loading="lazy" width="1010" height="1008"/></picture></figure><p></p></div></aside><p>From the list above, Casper could write a blog post around “how to go to sleep fast” to attract more people into their marketing funnel.</p><aside class="tip-box"><div class="tip-box_title"><p><em><strong>Pro tip</strong></em></p></div><div class="tip-box_text-wrapper"><p><em>Find more keywords by looking at what your competitors rank for. Use Semrush’s Organic Research tool.<br/><br/>Start by entering a rival’s domain, choosing your country, and clicking “Search.”</em><br/><br/> </p><p><img alt="Organic Research Tool start with domain entered and Search button highlighted" src="https://static.semrush.com/blog/uploads/media/d8/87/d887e93d553aba3496c5b4e4874d7daf/1dfc765704244c74b3b330d87315eae7/AD_4nXciPs8NOSlsYlZNZUCq3XXkUMEQh_TJEsx1hsAEg_KWRgIRJ6U0PE3tiGq-go8SoylmX-VPkL5-TmgXW7bt0ZV7OLPPLk68kBbjnQDR0fkFPJ0mFAdhR8wvnfrk4d6tJAvhbJbFDg.png" loading="lazy" width="1010" height="519"/></p><p><em> <br/>Then, go to the “Pages” tab and filter for “Informational” intent again.</em><br/> </p><p><img alt="Organic pages with informational intent" src="https://static.semrush.com/blog/uploads/media/d7/28/d7281652d302375864d949952b159f34/65c3e60548a1d045fae781dc56d18610/AD_4nXfPx8J4Qxqg89UBjTbmHgJc-K-VBQCtozjCtNC11P86J_Cxze3XBmMip4PNwDx-GrjwhGytxYbxSws83b60hfnldkgC3SMaY8nNC-gwgW21M5M-CJCv_Vz2dnCY5PFwYyqv7mKq.png" loading="lazy" width="1010" height="1032"/></p><p><em> <br/>You’ll see pages that rank for informational keywords. They’re sorted by estimated organic search traffic, from highest to lowest. These pages can inspire top-of-funnel content ideas.</em></p></div></aside><p>Now that you have your list of keywords, the next step is to <a href="https://www.semrush.com/blog/seo-writing/" style="text-decoration:none">write search-friendly content</a>. This content can help you secure high search rankings and get more people into your marketing funnel.</p><p>However, search is not the only channel for brand awareness. You can also consider:</p><ul> <li style="list-style-type:disc"><a href="https://www.semrush.com/blog/guide-to-digital-pr/" style="text-decoration:none"><strong>Digital PR</strong></a><strong>:</strong> Earn media coverage on sites your prospects visit</li> <li style="list-style-type:disc"><a href="https://www.semrush.com/blog/content-pillars-for-social-media/" style="text-decoration:none"><strong>Social media marketing</strong></a><strong>:</strong> Create engaging, shareable content</li> <li style="list-style-type:disc"><strong>Online communities:</strong> Answer relevant questions on sites like Reddit and Quora</li> <li style="list-style-type:disc"><a href="https://www.semrush.com/blog/guest-blogging/" style="text-decoration:none"><strong>Guest blogging</strong></a><strong>:</strong> Write helpful articles for sites your audience visits</li> <li style="list-style-type:disc"><strong>Events:</strong> Speak at or organize events your target audience attends</li> <li style="list-style-type:disc"><a href="https://www.semrush.com/blog/email-marketing/" style="text-decoration:none"><strong>Email marketing</strong></a><strong>:</strong> Keep in touch with prospects who sign up for your emails</li></ul><p>Try not to spread yourself too thin. Focus on one or two tactics when starting out. The best strategy depends on your buyer personas and resources. Testing and measuring will help you allocate time and money more efficiently.</p><aside class="tip-box"><div class="tip-box_title"><p><em><strong>Pro tip</strong></em></p></div><div class="tip-box_text-wrapper"><p><em>Use clear CTAs (calls to action) to tell readers what to do next. For example, encourage blog readers to sign up for your newsletter or follow you on social media. That way, your brand stays on their radar.</em></p></div></aside><h3 id="middle-of-the-funnel-(mofu)">Middle of the Funnel (MoFu)</h3><p>In the middle of the funnel, people research solutions. Prospects know they have a problem, and they want to decide which product or service solves it.</p><p><strong>Two key tactics:</strong></p><ol> <li style="list-style-type:decimal">Educate your prospects</li> <li style="list-style-type:decimal">Manage your reputation online</li></ol><h4 id="educate-your-prospects">Educate Your Prospects</h4><p>Show your expertise with educational content to build trust and clarify how you differ from competitors. A strong support team can answer questions via live chat, phone, email, or social media.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/74/63/74634ac62dcf32e6142d96246d6129d9/6cc1b5fd14da79d46cfa8976d6673a54/AD_4nXfg7jvqWjNT0zKP559Y0jRaNIQf7NZ25JXAdCKG4dWivf_cxH3wMMheDUWavAiOD2Tm68MsP3Pca8zGiwvLEBXPp7d1Dk5--jO1piF75l4RruQ0J2IA3u3uYef7Au_YgrDxwnrbWg.webp" type="image/webp"/><img alt="AD_4nXfg7jvqWjNT0zKP559Y0jRaNIQf7NZ25JXAdCKG4dWivf_cxH3wMMheDUWavAiOD2Tm68MsP3Pca8zGiwvLEBXPp7d1Dk5--jO1piF75l4RruQ0J2IA3u3uYef7Au_YgrDxwnrbWg?key=---A2SMjJ0hLdgH4Roe_w44X" data-original="https://static.semrush.com/blog/uploads/media/74/63/74634ac62dcf32e6142d96246d6129d9/6cc1b5fd14da79d46cfa8976d6673a54/original.png" height="1582" loading="lazy" src="https://static.semrush.com/blog/uploads/media/74/63/74634ac62dcf32e6142d96246d6129d9/6cc1b5fd14da79d46cfa8976d6673a54/AD_4nXfg7jvqWjNT0zKP559Y0jRaNIQf7NZ25JXAdCKG4dWivf_cxH3wMMheDUWavAiOD2Tm68MsP3Pca8zGiwvLEBXPp7d1Dk5--jO1piF75l4RruQ0J2IA3u3uYef7Au_YgrDxwnrbWg.png" width="1010"/></picture></figure><p>Offer self-serve resources (like success stories or product overviews) highlighting your product’s usability.</p><p><strong>Example:</strong> Casper’s mattress size comparison guide attracts prospects seeking the right mattress. The guide draws more than 472,000 organic visits a month from Google.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/7e/93/7e93dd4fb87fdf5e78bda0328e6138e3/30e400f29456eac5abbfe7ed88942e7e/AD_4nXeErlE_KL7OkEYrcFezXnh1BNEMJWf_yl6Ni_w8zZn-ut-vtbOGyEdkXdsRf6vVpb8ITbgxezQcS25OYfupsteYgdwaNDajdGJpDJg-eDYNpR52a4HoLRTBrC5aZAkjWB5ZRcIB.webp" type="image/webp"/><img alt="AD_4nXeErlE_KL7OkEYrcFezXnh1BNEMJWf_yl6Ni_w8zZn-ut-vtbOGyEdkXdsRf6vVpb8ITbgxezQcS25OYfupsteYgdwaNDajdGJpDJg-eDYNpR52a4HoLRTBrC5aZAkjWB5ZRcIB?key=---A2SMjJ0hLdgH4Roe_w44X" data-original="https://static.semrush.com/blog/uploads/media/7e/93/7e93dd4fb87fdf5e78bda0328e6138e3/30e400f29456eac5abbfe7ed88942e7e/original.png" height="619" loading="lazy" src="https://static.semrush.com/blog/uploads/media/7e/93/7e93dd4fb87fdf5e78bda0328e6138e3/30e400f29456eac5abbfe7ed88942e7e/AD_4nXeErlE_KL7OkEYrcFezXnh1BNEMJWf_yl6Ni_w8zZn-ut-vtbOGyEdkXdsRf6vVpb8ITbgxezQcS25OYfupsteYgdwaNDajdGJpDJg-eDYNpR52a4HoLRTBrC5aZAkjWB5ZRcIB.png" width="1010"/></picture></figure><p>Use Semrush’s <a href="https://www.semrush.com/blog/keyword-research-tools/" style="text-decoration:none">Keyword Magic Tool</a> to find <a href="https://www.semrush.com/blog/search-intent/" style="text-decoration:none">commercial-intent keywords</a>. Then create relevant content to address prospects’ questions.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/35/d6/35d63c09251727ed611f75496216a2b5/2ac6f4ce359481cf91ad1a774c4ea7bd/AD_4nXeSLjcdYeN69ulDdPfiS1y7be70S6KrQwSr-N4y2QgFiY6JJYkOwHuqvh8Afk1EcplgEjAiSASq5GFPb0VtoPEuhqgJZJuGCTvUDOuzSoFcdhpBn19js7AUTiZLx5ku-QaUgd8CNA.webp" type="image/webp"/><img alt="AD_4nXeSLjcdYeN69ulDdPfiS1y7be70S6KrQwSr-N4y2QgFiY6JJYkOwHuqvh8Afk1EcplgEjAiSASq5GFPb0VtoPEuhqgJZJuGCTvUDOuzSoFcdhpBn19js7AUTiZLx5ku-QaUgd8CNA?key=---A2SMjJ0hLdgH4Roe_w44X" data-original="https://static.semrush.com/blog/uploads/media/35/d6/35d63c09251727ed611f75496216a2b5/2ac6f4ce359481cf91ad1a774c4ea7bd/original.png" height="965" loading="lazy" src="https://static.semrush.com/blog/uploads/media/35/d6/35d63c09251727ed611f75496216a2b5/2ac6f4ce359481cf91ad1a774c4ea7bd/AD_4nXeSLjcdYeN69ulDdPfiS1y7be70S6KrQwSr-N4y2QgFiY6JJYkOwHuqvh8Afk1EcplgEjAiSASq5GFPb0VtoPEuhqgJZJuGCTvUDOuzSoFcdhpBn19js7AUTiZLx5ku-QaUgd8CNA.png" width="1010"/></picture></figure><h4 id="manage-your-reputation-online">Manage Your Reputation Online</h4><p>Prospects often look for reviews, ratings, or user feedback at the MoFu stage. Negative or unaddressed reviews can deter them.</p><p>To check your brand’s reputation:</p><ul> <li style="list-style-type:disc">Search for your brand on Google and examine reviews</li> <li style="list-style-type:disc">Search for “best [product]” or “[service] reviews” to see if your brand appears in the top results</li> <li style="list-style-type:disc">Use Semrush’s <a href="https://www.semrush.com/apps/media-monitoring/" style="text-decoration:none">Media Monitoring</a> to track brand mentions online</li> <li style="list-style-type:disc">If you have a local business, use Semrush’s <a href="https://www.semrush.com/listings-management/start/" style="text-decoration:none">Listing Management</a> tool to manage your listings and reviews</li></ul><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/27/8b/278b7fcf8c9911b8948eead176d33f88/1ac942b60012f5d2b39a3a4a77d6aae5/AD_4nXc0hnXfXgxd7-awKIKKCLA-5ILO5tvKfnuyrFFWwpyWGvMvw6KxzsgoJt0En0DM4n6yySi37c4VrVbF9W0UKboNk8ylm4KZjWikPRBSXS_stKahZzs5A7kn4UFdppwHITynPg_23A.webp" type="image/webp"/><img alt="AD_4nXc0hnXfXgxd7-awKIKKCLA-5ILO5tvKfnuyrFFWwpyWGvMvw6KxzsgoJt0En0DM4n6yySi37c4VrVbF9W0UKboNk8ylm4KZjWikPRBSXS_stKahZzs5A7kn4UFdppwHITynPg_23A?key=---A2SMjJ0hLdgH4Roe_w44X" data-original="https://static.semrush.com/blog/uploads/media/27/8b/278b7fcf8c9911b8948eead176d33f88/1ac942b60012f5d2b39a3a4a77d6aae5/original.png" height="1046" loading="lazy" src="https://static.semrush.com/blog/uploads/media/27/8b/278b7fcf8c9911b8948eead176d33f88/1ac942b60012f5d2b39a3a4a77d6aae5/AD_4nXc0hnXfXgxd7-awKIKKCLA-5ILO5tvKfnuyrFFWwpyWGvMvw6KxzsgoJt0En0DM4n6yySi37c4VrVbF9W0UKboNk8ylm4KZjWikPRBSXS_stKahZzs5A7kn4UFdppwHITynPg_23A.png" width="1010"/></picture></figure><h3 id="bottom-of-the-funnel-(bofu)">Bottom of the Funnel (BoFu)</h3><p>At the bottom of the funnel, prospects decide to buy. People may search for transactional keywords like “buy mattress” or “mattress store near me.”</p><p>You want prospects to click on your site or go directly to your product pages.</p><h4 id="build-awesome-landing-pages">Build Awesome Landing Pages</h4><p><a href="https://www.semrush.com/blog/what-is-a-landing-page/" style="text-decoration:none">Landing pages</a> convince visitors to purchase. A landing page’s quality affects organic and paid rankings, conversions, and <a href="https://www.semrush.com/blog/bounce-rate/" style="text-decoration:none">bounce rates</a>.</p><p><strong>Best practices:</strong></p><ul> <li style="list-style-type:disc">Optimize content for target keywords</li> <li style="list-style-type:disc">Reduce barriers to purchase</li> <li style="list-style-type:disc">Reassure customers by highlighting benefits and social proof</li></ul><p>Use Semrush’s <a href="https://www.semrush.com/on-page-seo-checker/" style="text-decoration:none">On Page SEO Checker</a> for recommendations on improving content and user experience.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/fc/04/fc04ff28664b9452f4a8d8ce72a18238/ee4a23faf2aa785f7bcc0cfde66e754f/AD_4nXd3f9e1YeYPgcDRmSVTy_OK7wHVPb3uFkPdarki4uJ41aJWaui665vzL2DjSmH8b9RXQC1Jk2d5AafwNn_5UOXs9nYyyB4Dzy_0qhkVtJEm6BDNkPshkMfK2oHQSgVoVvC5_7RAGg.webp" type="image/webp"/><img alt="AD_4nXd3f9e1YeYPgcDRmSVTy_OK7wHVPb3uFkPdarki4uJ41aJWaui665vzL2DjSmH8b9RXQC1Jk2d5AafwNn_5UOXs9nYyyB4Dzy_0qhkVtJEm6BDNkPshkMfK2oHQSgVoVvC5_7RAGg?key=---A2SMjJ0hLdgH4Roe_w44X" data-original="https://static.semrush.com/blog/uploads/media/fc/04/fc04ff28664b9452f4a8d8ce72a18238/ee4a23faf2aa785f7bcc0cfde66e754f/original.png" height="439" loading="lazy" src="https://static.semrush.com/blog/uploads/media/fc/04/fc04ff28664b9452f4a8d8ce72a18238/ee4a23faf2aa785f7bcc0cfde66e754f/AD_4nXd3f9e1YeYPgcDRmSVTy_OK7wHVPb3uFkPdarki4uJ41aJWaui665vzL2DjSmH8b9RXQC1Jk2d5AafwNn_5UOXs9nYyyB4Dzy_0qhkVtJEm6BDNkPshkMfK2oHQSgVoVvC5_7RAGg.png" width="1010"/></picture></figure><aside class="tip-box"><div class="tip-box_title"><p><em><strong>Pro tip</strong></em></p></div><div class="tip-box_text-wrapper"><p><a href="https://www.semrush.com/blog/retargeting/"><em>Retarget ads</em></a><em> to people who leave your site without buying. Show prospects ads to remind them of your offerings.</em></p></div></aside><h4 id="turn-buyers-into-loyal-customers">Turn Buyers into Loyal Customers</h4><p>Loyalty and advocacy also belong at the bottom of the funnel because the buyer’s journey should continue after purchase. A strong relationship encourages repeat purchases and referrals.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/33/3d/333dc104d801655312f1e795caa46b30/89d6011432fd9da339dcde530ce51282/AD_4nXfGHj7vLgNa73IjnU4ktS6bHxwBn18iUaKfizRzzszkPHbNI42Oi4goEM5jiSRpLkPjLyK3i-tWoGZ76qx5_y_BntzR2xbCkHTVG7LL-Pd2Q8iyyfj24RWNiKV0Id7zaJLSJC_Stg.webp" type="image/webp"/><img alt="AD_4nXfGHj7vLgNa73IjnU4ktS6bHxwBn18iUaKfizRzzszkPHbNI42Oi4goEM5jiSRpLkPjLyK3i-tWoGZ76qx5_y_BntzR2xbCkHTVG7LL-Pd2Q8iyyfj24RWNiKV0Id7zaJLSJC_Stg?key=---A2SMjJ0hLdgH4Roe_w44X" data-original="https://static.semrush.com/blog/uploads/media/33/3d/333dc104d801655312f1e795caa46b30/89d6011432fd9da339dcde530ce51282/original.png" height="728" loading="lazy" src="https://static.semrush.com/blog/uploads/media/33/3d/333dc104d801655312f1e795caa46b30/89d6011432fd9da339dcde530ce51282/AD_4nXfGHj7vLgNa73IjnU4ktS6bHxwBn18iUaKfizRzzszkPHbNI42Oi4goEM5jiSRpLkPjLyK3i-tWoGZ76qx5_y_BntzR2xbCkHTVG7LL-Pd2Q8iyyfj24RWNiKV0Id7zaJLSJC_Stg.png" width="1010"/></picture></figure><p>Loyalty or referral programs should reward customers for coming back or recommending you. If you choose not to have a loyalty program, offer great aftercare. For example, Casper shares a mattress maintenance guide.</p><figure class="easyimage easyimage-side"><picture><source srcSet="https://static.semrush.com/blog/uploads/media/d1/47/d147efb08dc8e191984475eeee252240/e2b1b303359d8cf2c75040249f37003d/AD_4nXdw5MmY34zy_mz_-vyYRvlt4icVPjRKrMJ9csXGsI6CF_wFi9-FpNo1svIG1A77FAk2Y8oNViudVcc1NVGgVLztPErUz9LBUvaWCqAVB7IxTJH1gMXD0kCOmPmD-UxAVCyRXafE.webp" type="image/webp"/><img alt="AD_4nXdw5MmY34zy_mz_-vyYRvlt4icVPjRKrMJ9csXGsI6CF_wFi9-FpNo1svIG1A77FAk2Y8oNViudVcc1NVGgVLztPErUz9LBUvaWCqAVB7IxTJH1gMXD0kCOmPmD-UxAVCyRXafE?key=---A2SMjJ0hLdgH4Roe_w44X" data-original="https://static.semrush.com/blog/uploads/media/d1/47/d147efb08dc8e191984475eeee252240/e2b1b303359d8cf2c75040249f37003d/original.png" height="702" loading="lazy" src="https://static.semrush.com/blog/uploads/media/d1/47/d147efb08dc8e191984475eeee252240/e2b1b303359d8cf2c75040249f37003d/AD_4nXdw5MmY34zy_mz_-vyYRvlt4icVPjRKrMJ9csXGsI6CF_wFi9-FpNo1svIG1A77FAk2Y8oNViudVcc1NVGgVLztPErUz9LBUvaWCqAVB7IxTJH1gMXD0kCOmPmD-UxAVCyRXafE.png" width="1010"/></picture></figure><p>Use email and social media to keep customers engaged and remind them of your brand after a purchase.</p><h2 id="marketing-funnel-metrics">Marketing Funnel Metrics</h2><p>Set goals for each stage of the marketing funnel so you can identify weak areas and measure growth. Common funnel metrics include:</p><table width="624"> <colgroup> <col width="122"/> <col width="122"/> <col width="380"/> </colgroup> <tbody> <tr> <td> </td> <td> <p style="text-align:center"><strong>Metric</strong></p> </td> <td> <p style="text-align:center"><strong>Description</strong></p> </td> </tr> <tr> <td> <p><strong>Top of funnel</strong></p> </td> <td> <p>Page views</p> </td> <td> <p>How many views your webpages get</p> </td> </tr> <tr> <td> </td> <td> <p>Impressions</p> </td> <td> <p>How many times your SERP listings or <a href="https://www.semrush.com/blog/best-social-media-campaigns/" style="text-decoration:none">social media posts</a> appear</p> </td> </tr> <tr> <td> </td> <td> <p>Click-through rate</p> </td> <td> <p>Percentage of impressions that turn into clicks</p> </td> </tr> <tr> <td> </td> <td> <p>Engagement</p> </td> <td> <p>Number of interactions with your content</p> </td> </tr> <tr> <td> <p><strong>Middle of funnel</strong></p> </td> <td> <p>Time on page</p> </td> <td> <p>How long visitors spend reading your content</p> </td> </tr> <tr> <td> </td> <td> <p>Bounce rate</p> </td> <td> <p>Percentage of visits that leave without a next action</p> </td> </tr> <tr> <td> </td> <td> <p>Google star rating</p> </td> <td> <p>Average rating on your <a href="https://www.semrush.com/blog/google-my-business/" style="text-decoration:none">Google Business Profile</a></p> </td> </tr> <tr> <td> <p><strong>Bottom of funnel</strong></p> </td> <td> <p>Conversion rate</p> </td> <td> <p>Percentage of landing page visits that result in a sale</p> </td> </tr> <tr> <td> </td> <td> <p>Return on ad spend (ROAS)</p> </td> <td> <p>Ad revenue minus ad costs equals ROAS</p> </td> </tr> </tbody></table><p>Use Google Analytics for most funnel metrics. Refer to our <a href="https://www.semrush.com/blog/google-analytics/" style="text-decoration:none">Google Analytics guide</a> for help.</p><h2 id="create-your-marketing-funnel">Create Your Marketing Funnel</h2><p>Building a marketing funnel involves more than drawing stages. You must understand your target customers, how their needs change, and how to serve them at every stage. Data is essential for making these decisions.</p><p>That’s why many marketers use Semrush to build a <a href="https://www.semrush.com/blog/marketing-strategy/" style="text-decoration:none">marketing strategy</a>. Semrush’s digital marketing toolkit provides the data you need to understand your audience and optimize your strategy—every step of the way. 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With over 5 years of experience working with startups and businesses around the world, she produces engaging, user-centric content that ranks highly and drives conversions.","socials":{"webSite":"","twitter":"","facebook":"","instagram":"","linkedin":"https://www.linkedin.com/in/havasalsi/"},"isPublic":true,"expertise":["content writing","social media management","technical seo","on-page seo"],"education":[{"establishment":"Franklin University Switzerland","degree":"BA in History","link":"https://www.fus.edu/"}]},"blocks":{"articleContent":{"code":"article-content","itemId":30398,"enabled":false,"value":[]}},"critical":{"article-content":{"id":30398,"content":"\u003cp\u003eEvery marketer should understand the marketing funnel to help generate more sales.\u003c/p\u003e\u003cp\u003eIn this article, you’ll learn about every stage of the marketing funnel, from top to bottom. You’ll also get actionable tips on making your marketing funnel more efficient.\u003c/p\u003e\u003ch2\u003eWhat Is a Marketing Funnel?\u003c/h2\u003e\u003cp\u003eA marketing funnel is a model of the customer journey that shows how people move from discovering a brand or product to making purchases and becoming loyal advocates.\u003c/p\u003e\u003cp\u003eCustomer journeys can be complex. The marketing funnel simplifies them so you can build a better strategy. The funnel also helps you:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eUnderstand your audience and tailor your marketing approach\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eIdentify and address weaknesses in the customer journey\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eContextualize your marketing results\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eSome potential customers will drop out at each stage of the marketing funnel. Your highest-quality leads will reach the end.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/17/e5/17e57837a4abfdb854688a7d9ee67158/0124959d8892b91dcaae462de7ec5b7f/AD_4nXeE_o7Rwur_bIhShHDQGmoKxXBGQr7Y9DQZ4WqHlE1qCiTDm_7bBPY-DMENKKvEhr1VPjpWAyclhWLMMjEjPjDZxNVebokZPDZ4Pmj6cstdlM1RhL53qTxg_8xsZVM6dHpod5eu.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"AD_4nXeE_o7Rwur_bIhShHDQGmoKxXBGQr7Y9DQZ4WqHlE1qCiTDm_7bBPY-DMENKKvEhr1VPjpWAyclhWLMMjEjPjDZxNVebokZPDZ4Pmj6cstdlM1RhL53qTxg_8xsZVM6dHpod5eu?key=---A2SMjJ0hLdgH4Roe_w44X\" data-original=\"https://static.semrush.com/blog/uploads/media/17/e5/17e57837a4abfdb854688a7d9ee67158/0124959d8892b91dcaae462de7ec5b7f/original.png\" height=\"666\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/17/e5/17e57837a4abfdb854688a7d9ee67158/0124959d8892b91dcaae462de7ec5b7f/AD_4nXeE_o7Rwur_bIhShHDQGmoKxXBGQr7Y9DQZ4WqHlE1qCiTDm_7bBPY-DMENKKvEhr1VPjpWAyclhWLMMjEjPjDZxNVebokZPDZ4Pmj6cstdlM1RhL53qTxg_8xsZVM6dHpod5eu.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003caside class=\"tip-box\"\u003e\u003cdiv class=\"tip-box_title\"\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eNote\u003c/strong\u003e\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv class=\"tip-box_text-wrapper\"\u003e\u003cp\u003e\u003cem\u003eThe marketing funnel is also called the purchase funnel, buyer funnel, customer funnel, conversion funnel, or sales funnel.\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003c/aside\u003e\u003ch2\u003eWhy Are Marketing Funnels Important?\u003c/h2\u003e\u003cp\u003eMarketing funnels are important because they help you \u003ca href=\"https://www.semrush.com/blog/how-to-create-effective-marketing-strategies-for-your-business/\" style=\"text-decoration:none\"\u003ecreate more effective marketing strategies\u003c/a\u003e and understand where leads are in their buying journey so you can deliver the right message at the right time. You can also see where leads drop off.\u003c/p\u003e\u003cp\u003eUse a marketing funnel to find out where your leads drop off or why they become customers, and adjust your marketing strategy to match your potential customers’ needs.\u003c/p\u003e\u003cp\u003eFor example, if most leads disappear after the consideration stage, you may need different messaging.\u003c/p\u003e\u003ch2\u003e3 Types of Marketing Funnels \u0026amp; Their Stages\u003c/h2\u003e\u003cp\u003eMarketing funnels vary by industry and target audience. Businesses build funnels that suit their specific customers.\u003c/p\u003e\u003ch3\u003e1. Basic Marketing Funnel\u003c/h3\u003e\u003cp\u003eA simple marketing funnel often has three stages:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003e\u003ca href=\"#top-of-the-funnel-(tofu)\"\u003eTop of the funnel (ToFu)\u003c/a\u003e:\u003c/strong\u003e People become aware of the problem you can solve\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003e\u003ca href=\"#middle-of-the-funnel-(mofu)\"\u003eMiddle of the funnel (MoFu)\u003c/a\u003e:\u003c/strong\u003e Prospects want a solution and consider their options\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003e\u003ca href=\"#bottom-of-the-funnel-(bofu)\"\u003eBottom of the funnel (BoFu)\u003c/a\u003e:\u003c/strong\u003e Prospects decide on a solution and become customers\u003c/li\u003e\u003c/ul\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/de/22/de223713ee7be668aa10fd736348656e/e28f34327295fd5536787b841f714ea7/AD_4nXf5RVAWiIGlxetqhbjZCDGX4KGJ-9tyXgTaZQhD_1PV3c5DCq2LlAtp-IrRCXm8L-fZTrQIYY3OaUB_Rd2IZ81Gh36sGZQZtXkyc8DitaQCkPsadwqlcss-P-xSjYV0gIr6VJSlMw.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"AD_4nXf5RVAWiIGlxetqhbjZCDGX4KGJ-9tyXgTaZQhD_1PV3c5DCq2LlAtp-IrRCXm8L-fZTrQIYY3OaUB_Rd2IZ81Gh36sGZQZtXkyc8DitaQCkPsadwqlcss-P-xSjYV0gIr6VJSlMw?key=---A2SMjJ0hLdgH4Roe_w44X\" data-original=\"https://static.semrush.com/blog/uploads/media/de/22/de223713ee7be668aa10fd736348656e/e28f34327295fd5536787b841f714ea7/original.png\" height=\"640\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/de/22/de223713ee7be668aa10fd736348656e/e28f34327295fd5536787b841f714ea7/AD_4nXf5RVAWiIGlxetqhbjZCDGX4KGJ-9tyXgTaZQhD_1PV3c5DCq2LlAtp-IrRCXm8L-fZTrQIYY3OaUB_Rd2IZ81Gh36sGZQZtXkyc8DitaQCkPsadwqlcss-P-xSjYV0gIr6VJSlMw.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003e\u003cstrong\u003eExample:\u003c/strong\u003e Imagine you sell band merchandise at a concert.\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eNew fans (ToFu):\u003c/strong\u003e People discovering your brand for the first time\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eCasual fans (MoFu):\u003c/strong\u003e People interested in the music, considering your merchandise\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eDie-hard fans (BoFu):\u003c/strong\u003e People ready to buy tickets and merchandise\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eThe basic marketing funnel is great for beginners because it keeps things simple and easy to track. It helps you see how people move from just hearing about you to becoming paying customers.\u003c/p\u003e\u003ch3\u003e2. AIDA Marketing Funnel\u003c/h3\u003e\u003cp\u003eAnother popular marketing funnel model is AIDA: Awareness, Interest, Desire, and Action.\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eAwareness:\u003c/strong\u003e Potential customers discover your brand\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eInterest:\u003c/strong\u003e They develop curiosity about your offering\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eDesire:\u003c/strong\u003e They prefer your brand and consider purchasing\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eAction:\u003c/strong\u003e They make a purchase or take another desired action\u003c/li\u003e\u003c/ul\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/45/07/4507b14fb8fe37493efaec9ca4907ed2/551afbbda99fc8b9811bb3e85036ee3f/AD_4nXddOosn0Oj9MVMf9QxeS8SVmGuJs2F04ZZqAn3qGOWMDXW0S2JT_Qw44DHDs4s6efD7R3HGZ2PugD6FQTRmauGcwLOx3TjG3gAxHPIDAcx-4ZXhAUNRq8RaIr0pTl4YhcoFbWHHuA.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"AD_4nXddOosn0Oj9MVMf9QxeS8SVmGuJs2F04ZZqAn3qGOWMDXW0S2JT_Qw44DHDs4s6efD7R3HGZ2PugD6FQTRmauGcwLOx3TjG3gAxHPIDAcx-4ZXhAUNRq8RaIr0pTl4YhcoFbWHHuA?key=---A2SMjJ0hLdgH4Roe_w44X\" data-original=\"https://static.semrush.com/blog/uploads/media/45/07/4507b14fb8fe37493efaec9ca4907ed2/551afbbda99fc8b9811bb3e85036ee3f/original.png\" height=\"640\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/45/07/4507b14fb8fe37493efaec9ca4907ed2/551afbbda99fc8b9811bb3e85036ee3f/AD_4nXddOosn0Oj9MVMf9QxeS8SVmGuJs2F04ZZqAn3qGOWMDXW0S2JT_Qw44DHDs4s6efD7R3HGZ2PugD6FQTRmauGcwLOx3TjG3gAxHPIDAcx-4ZXhAUNRq8RaIr0pTl4YhcoFbWHHuA.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eAIDA is a classic model that clearly outlines how to capture attention and drive action. It’s especially useful for guiding marketing messages in a structured, straightforward way.\u003c/p\u003e\u003ch3\u003e3. Granular Marketing Funnel\u003c/h3\u003e\u003cp\u003eYou can also break the customer journey into more specific stages:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eAwareness:\u003c/strong\u003e People learn about your brand\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eConsideration:\u003c/strong\u003e They compare your products or services to alternatives\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eConversion:\u003c/strong\u003e They decide to buy\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eLoyalty:\u003c/strong\u003e They make repeat purchases\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eAdvocacy:\u003c/strong\u003e They recommend you to others\u003c/li\u003e\u003c/ul\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/66/f3/66f3fbf625714a2e24324a6628f6aeab/c898f1a344e4de6cb8fdab7c5e75cc8e/AD_4nXeX2zve2Dw4v8LOJ-XFsVSj3rHPrVL7RdxigJ_hvOkmQQEgWOwgvQ6KynXAe4sIWbu_ppjY1eA6GM9QwkkNIG6xrwOuk_RHNx_Bj0ZyvuhZoiulGh5RCYUX3iymXFkOnxhZE1W2ag.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"AD_4nXeX2zve2Dw4v8LOJ-XFsVSj3rHPrVL7RdxigJ_hvOkmQQEgWOwgvQ6KynXAe4sIWbu_ppjY1eA6GM9QwkkNIG6xrwOuk_RHNx_Bj0ZyvuhZoiulGh5RCYUX3iymXFkOnxhZE1W2ag?key=---A2SMjJ0hLdgH4Roe_w44X\" data-original=\"https://static.semrush.com/blog/uploads/media/66/f3/66f3fbf625714a2e24324a6628f6aeab/c898f1a344e4de6cb8fdab7c5e75cc8e/original.png\" height=\"749\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/66/f3/66f3fbf625714a2e24324a6628f6aeab/c898f1a344e4de6cb8fdab7c5e75cc8e/AD_4nXeX2zve2Dw4v8LOJ-XFsVSj3rHPrVL7RdxigJ_hvOkmQQEgWOwgvQ6KynXAe4sIWbu_ppjY1eA6GM9QwkkNIG6xrwOuk_RHNx_Bj0ZyvuhZoiulGh5RCYUX3iymXFkOnxhZE1W2ag.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eThe granular marketing funnel dives deeper into each stage, giving you more control over how you engage with customers. It’s ideal if your customer journey is complex and you want to nurture long-term relationships.\u003c/p\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eFurther reading: \u003c/strong\u003e\u003c/em\u003e\u003ca href=\"https://www.semrush.com/blog/tofu-mofu-bofu-a-practical-guide-to-the-conversion-funnel/\" style=\"text-decoration:none\"\u003e\u003cem\u003eToFu, MoFu, BoFu: A Practical Guide to the Conversion Funnel\u003c/em\u003e\u003c/a\u003e\u003c/p\u003e\u003ch2\u003eStrategies for Each Stage of the Marketing Funnel\u003c/h2\u003e\u003cp\u003eCustomers respond better to certain messages based on their stage in the marketing funnel. Here are strategies that can help.\u003c/p\u003e\u003ch3\u003eTop of the Funnel (ToFu)\u003c/h3\u003e\u003cp\u003ePotential customers in the top of the funnel (ToFu) stage have just become aware of a problem. They are starting to look for the right solutions.\u003c/p\u003e\u003cp\u003eThis is the ideal time to introduce your business, service, or product as the solution they want.\u003c/p\u003e\u003caside class=\"tip-box\"\u003e\u003cdiv class=\"tip-box_title\"\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eNote\u003c/strong\u003e\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv class=\"tip-box_text-wrapper\"\u003e\u003cp\u003e\u003cem\u003eThe ToFu stage is also called the awareness, attention, discovery, or engagement stage.\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003c/aside\u003e\u003cp\u003eTo properly address leads at the ToFu stage, define your target customers and increase brand awareness.\u003c/p\u003e\u003cp\u003eHere’s how.\u003c/p\u003e\u003ch4\u003eDefine Your Target Customers\u003c/h4\u003e\u003cp\u003eYour target customers are people who are most likely to become paying customers. Not everyone who sees your brand will buy what you offer.\u003c/p\u003e\u003cp\u003eStart by analyzing your existing customers. What kinds of people have already purchased your product or service?\u003c/p\u003e\u003cp\u003eFind out using \u003ca href=\"https://www.semrush.com/blog/google-analytics/\" style=\"text-decoration:none\"\u003eGoogle Analytics’s\u003c/a\u003e “User attributes overview” report. Then note your existing customers’ age ranges, genders, countries, cities, languages, and interests.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/fa/a3/faa366c72ea0306f4c9688ea1b8af261/4e24899e5db6eeac5af7419904bbca56/AD_4nXfR2BlZAvsVaBBWoLjLW0aZw4fMZQaon_ZcL6RNRH3iOvaEzhW2xVocby103zuYDcFH5C6OICjoA1NjCi53kWUYkKWq4JxT2OMVmmjWHcZ5rXHNKLiZ5cJDgFqOYoBAFbp3QsCG.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"User attributes overview report in Google Analytics 4\" data-original=\"https://static.semrush.com/blog/uploads/media/fa/a3/faa366c72ea0306f4c9688ea1b8af261/4e24899e5db6eeac5af7419904bbca56/original.png\" height=\"1430\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/fa/a3/faa366c72ea0306f4c9688ea1b8af261/4e24899e5db6eeac5af7419904bbca56/AD_4nXfR2BlZAvsVaBBWoLjLW0aZw4fMZQaon_ZcL6RNRH3iOvaEzhW2xVocby103zuYDcFH5C6OICjoA1NjCi53kWUYkKWq4JxT2OMVmmjWHcZ5rXHNKLiZ5cJDgFqOYoBAFbp3QsCG.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eNext, compare segments in the “Demographic details” report to see which audiences are most likely to engage and convert:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/e7/19/e719ebec27c6f7c1db85f4f1cf4e8e27/3714d1abb62a3e9f4b1e0e4af5ccc864/AD_4nXe9_DtG2Zu82fsfwIPf8RlYrSIkUXQWohaqN-cgCZRmTeOzpMLxw7cUD7LLuk41zOeCMS7q1Nb80B0kUfqEe2p0py_-BCUJUTCp754SSQllyGHsrFRcus0rIRtHvNkM8ZGrUQhHCA.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"Demographic details report in Google Analytics 4\" data-original=\"https://static.semrush.com/blog/uploads/media/e7/19/e719ebec27c6f7c1db85f4f1cf4e8e27/3714d1abb62a3e9f4b1e0e4af5ccc864/original.png\" height=\"1600\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/e7/19/e719ebec27c6f7c1db85f4f1cf4e8e27/3714d1abb62a3e9f4b1e0e4af5ccc864/AD_4nXe9_DtG2Zu82fsfwIPf8RlYrSIkUXQWohaqN-cgCZRmTeOzpMLxw7cUD7LLuk41zOeCMS7q1Nb80B0kUfqEe2p0py_-BCUJUTCp754SSQllyGHsrFRcus0rIRtHvNkM8ZGrUQhHCA.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eIn this example, 25- to 35-year-olds are the most likely to visit the website and make a purchase.\u003c/p\u003e\u003cp\u003eAfter that, perform market and competitor research with Semrush’s \u003ca href=\"https://www.semrush.com/analytics/one2target/\" style=\"text-decoration:none\"\u003eOne2Target\u003c/a\u003e tool. You can gather data about your potential audience, like:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eAge\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eSex\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eHousehold size\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eIncome level\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eEmployment status\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eEducation level\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eSocial media usage\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eInterests\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eDevice usage\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eYou can also use the tool to analyze up to five competitors at the same time. First, enter your competitors’ domains into the tool and click “\u003cstrong\u003eAnalyze\u003c/strong\u003e.”\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/d1/a8/d1a835ad508bdfc86f6bde5bce1ea6b3/24e1a507b89b1de816355e4934be1a2a/AD_4nXc_uSxt7f0bPwS1ZHhVBvlK7Y1uHcRKIUw2NZC5ncTOzR9G80IFdA_Vffeo_z3Fr4pktt1Tgv5UvJaqsiL7aq3XWqQUe2QmN2T2DFMt6-s4MhHkm5UH0x8fP6xzFEdufPdk7Oz-.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"AD_4nXc_uSxt7f0bPwS1ZHhVBvlK7Y1uHcRKIUw2NZC5ncTOzR9G80IFdA_Vffeo_z3Fr4pktt1Tgv5UvJaqsiL7aq3XWqQUe2QmN2T2DFMt6-s4MhHkm5UH0x8fP6xzFEdufPdk7Oz-?key=---A2SMjJ0hLdgH4Roe_w44X\" data-original=\"https://static.semrush.com/blog/uploads/media/d1/a8/d1a835ad508bdfc86f6bde5bce1ea6b3/24e1a507b89b1de816355e4934be1a2a/original.png\" height=\"405\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/d1/a8/d1a835ad508bdfc86f6bde5bce1ea6b3/24e1a507b89b1de816355e4934be1a2a/AD_4nXc_uSxt7f0bPwS1ZHhVBvlK7Y1uHcRKIUw2NZC5ncTOzR9G80IFdA_Vffeo_z3Fr4pktt1Tgv5UvJaqsiL7aq3XWqQUe2QmN2T2DFMt6-s4MhHkm5UH0x8fP6xzFEdufPdk7Oz-.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eThe tool generates a report of your competitors’ audience. In this example, Gucci is most popular among 35- to 44-year-olds. Zara, Fendi, Prada, and Dior skew toward a slightly younger audience.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/0d/93/0d936056ad9c742c539182c207bb10e6/118a361c7d5de3ed8deab1272fe3aa5e/AD_4nXddpEkJfSgjZNOXhdP9MCuWoC1bKAWcx_a6yn7zsqwlCrCXERSUSwbQw0ORhHmWNSE5Qrz5vm9KfPelr1F_uzQMyYpdYjACoZBrqzPAjXZfMsT5Jb9MK_1fWAv7K5o3xsc-AkAoVA.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"One2Target bar chart showing age breakdown of Zara, Gucci, Fendi, Prada, and Dior audiences\" data-original=\"https://static.semrush.com/blog/uploads/media/0d/93/0d936056ad9c742c539182c207bb10e6/118a361c7d5de3ed8deab1272fe3aa5e/original.png\" height=\"1153\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/0d/93/0d936056ad9c742c539182c207bb10e6/118a361c7d5de3ed8deab1272fe3aa5e/AD_4nXddpEkJfSgjZNOXhdP9MCuWoC1bKAWcx_a6yn7zsqwlCrCXERSUSwbQw0ORhHmWNSE5Qrz5vm9KfPelr1F_uzQMyYpdYjACoZBrqzPAjXZfMsT5Jb9MK_1fWAv7K5o3xsc-AkAoVA.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eUse the information to \u003ca href=\"https://www.semrush.com/blog/buyer-persona/\" style=\"text-decoration:none\"\u003ecreate buyer personas\u003c/a\u003e—profiles describing your main customers. Craft marketing messages that speak directly to these personas.\u003c/p\u003e\u003caside class=\"tip-box\"\u003e\u003cdiv class=\"tip-box_title\"\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003ePro tip\u003c/strong\u003e\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv class=\"tip-box_text-wrapper\"\u003e\u003cp\u003e\u003cem\u003eUse our \u003c/em\u003e\u003ca href=\"https://www.semrush.com/persona/\"\u003e\u003cem\u003efree buyer persona templates\u003c/em\u003e\u003c/a\u003e\u003cem\u003e to build customer profiles.\u003c/em\u003e\u003cbr\u003e \u003c/p\u003e\u003cp\u003e\u003cimg alt=\"AD_4nXfq4mm0a4xiUm67BwVZII0B75ONEV6KsMOBO4ELLJTo0PUY7P55ZWXN2fh7ikneGrv-jGFzbV1BXU6h9hGWAf7kwWp3RoJndoPoVkNOXoHtOO4aH6omycfESFvqoQ0b3nqW5BFBoA?key=---A2SMjJ0hLdgH4Roe_w44X\" src=\"https://static.semrush.com/blog/uploads/media/bc/93/bc9332851092e2561866740960a83cdd/0745e3576961475b7f85bcc1af5058ca/AD_4nXfq4mm0a4xiUm67BwVZII0B75ONEV6KsMOBO4ELLJTo0PUY7P55ZWXN2fh7ikneGrv-jGFzbV1BXU6h9hGWAf7kwWp3RoJndoPoVkNOXoHtOO4aH6omycfESFvqoQ0b3nqW5BFBoA.png\" loading=\"lazy\" width=\"1010\" height=\"762\"\u003e\u003c/p\u003e\u003c/div\u003e\u003c/aside\u003e\u003ch4\u003eIncrease Brand Awareness with Inbound Marketing\u003c/h4\u003e\u003cp\u003e\u003ca href=\"https://www.semrush.com/blog/inbound-marketing/\" style=\"text-decoration:none\"\u003eInbound marketing\u003c/a\u003e is a tactic that attracts your target market’s attention by creating content that is relevant to them. In other words, use relevant keywords to rank on Google (or other search engines). This ensures your target audience finds your brand even if you do not reach out.\u003c/p\u003e\u003cp\u003eThis method often feels less promotional than advertising. It can also deliver a better return on investment at this stage.\u003c/p\u003e\u003cp\u003eHere’s an example.\u003c/p\u003e\u003cp\u003eMattress brand Casper has a blog post about cleaning blood out of sheets. The post includes a step-by-step cleaning guide and tips—not a hard sales pitch.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/c2/66/c26630ff9e7255225e7dda8839c81728/256e9c234eeea54c4dcf453d1cd6f65c/AD_4nXdPG0XhvUKge9tfTZw-qy65CyXSY0ixTLr3FoTZFvinLHl8heTnpnisp6hLBPp5ck1RJ3_THRzsCs7_34VRUvF1PG1iVRWXvmZAIrTz7ddjrjW_9POPfTJf1JlKkTUcVqrYUUjK.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"AD_4nXdPG0XhvUKge9tfTZw-qy65CyXSY0ixTLr3FoTZFvinLHl8heTnpnisp6hLBPp5ck1RJ3_THRzsCs7_34VRUvF1PG1iVRWXvmZAIrTz7ddjrjW_9POPfTJf1JlKkTUcVqrYUUjK?key=---A2SMjJ0hLdgH4Roe_w44X\" data-original=\"https://static.semrush.com/blog/uploads/media/c2/66/c26630ff9e7255225e7dda8839c81728/256e9c234eeea54c4dcf453d1cd6f65c/original.png\" height=\"592\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/c2/66/c26630ff9e7255225e7dda8839c81728/256e9c234eeea54c4dcf453d1cd6f65c/AD_4nXdPG0XhvUKge9tfTZw-qy65CyXSY0ixTLr3FoTZFvinLHl8heTnpnisp6hLBPp5ck1RJ3_THRzsCs7_34VRUvF1PG1iVRWXvmZAIrTz7ddjrjW_9POPfTJf1JlKkTUcVqrYUUjK.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eThe goal of this article is not to sell a product. It’s to increase brand awareness by:\u003c/p\u003e\u003col\u003e \u003cli style=\"list-style-type:decimal\"\u003eDiscussing a broad but relevant topic that potential customers are interested in\u003c/li\u003e \u003cli style=\"list-style-type:decimal\"\u003eRanking on Google so potential customers can easily find the brand\u003c/li\u003e\u003c/ol\u003e\u003cp\u003eAnd this tactic works. According to \u003ca href=\"https://www.semrush.com/analytics/organic/\" style=\"text-decoration:none\"\u003eSemrush’s Organic Research\u003c/a\u003e tool, the cleaning article from Casper gets around 10.2K visitors per month.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/2e/c4/2ec4e809670a40912a97e8f48faaa1c0/6eca441fe87cdb09bcc596ced26fc2fe/AD_4nXerPP5xeQ1jm5DGnJbTE4fM5RyIuJnE70FuML8hWYkfh1wvI7LiwjYeAx8SmLdn8Y5QwHLG9tz72a5FC3t0Zt6rdSdzm12tIW6868spaMYMscckdSxmFxSAzD3PV-uXAg3062ko_A.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"Semrush Organic Research tool report with Traffic data showing 10.2K monthly visitors for Casper blog post URL\" data-original=\"https://static.semrush.com/blog/uploads/media/2e/c4/2ec4e809670a40912a97e8f48faaa1c0/6eca441fe87cdb09bcc596ced26fc2fe/original.png\" height=\"965\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/2e/c4/2ec4e809670a40912a97e8f48faaa1c0/6eca441fe87cdb09bcc596ced26fc2fe/AD_4nXerPP5xeQ1jm5DGnJbTE4fM5RyIuJnE70FuML8hWYkfh1wvI7LiwjYeAx8SmLdn8Y5QwHLG9tz72a5FC3t0Zt6rdSdzm12tIW6868spaMYMscckdSxmFxSAzD3PV-uXAg3062ko_A.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eStart your inbound marketing strategy by finding the keywords your prospects search for. Try \u003ca href=\"https://www.semrush.com/analytics/keywordmagic/\" style=\"text-decoration:none\"\u003eSemrush’s Keyword Magic Tool\u003c/a\u003e. Then, target those keywords with valuable content that naturally draws potential customers to your business.\u003c/p\u003e\u003cp\u003eOpen the tool. Enter a keyword related to your product or service. Also, enter your domain name for AI-powered, personalized keyword data. Then click “\u003cstrong\u003eSearch\u003c/strong\u003e.”\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/3f/e5/3fe5dc6d698eca79bbbdee00360788e2/e20b1f7787033ab9e4c26c1a5bc1be38/AD_4nXejOHJuLHhybYpWWz9ycLFkS-UL8EeaFC2AElkjC6NvYnBDn7DlhgdMUW9MiUnrpFDKJ35x5TGXMaNV85XJVPzhZexRkZtkrRmglj0xbBBIjSoQtwsyKRqSumAxt1OU--yafmd73A.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"Semrush Keyword Magic Tool start with keyword and domain entered and Search button highlighted\" data-original=\"https://static.semrush.com/blog/uploads/media/3f/e5/3fe5dc6d698eca79bbbdee00360788e2/e20b1f7787033ab9e4c26c1a5bc1be38/original.png\" height=\"619\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/3f/e5/3fe5dc6d698eca79bbbdee00360788e2/e20b1f7787033ab9e4c26c1a5bc1be38/AD_4nXejOHJuLHhybYpWWz9ycLFkS-UL8EeaFC2AElkjC6NvYnBDn7DlhgdMUW9MiUnrpFDKJ35x5TGXMaNV85XJVPzhZexRkZtkrRmglj0xbBBIjSoQtwsyKRqSumAxt1OU--yafmd73A.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eAt the ToFu stage, people typically look for general information. So they often use keywords with informational intent.\u003c/p\u003e\u003caside class=\"tip-box\"\u003e\u003cdiv class=\"tip-box_title\"\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eNote\u003c/strong\u003e\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv class=\"tip-box_text-wrapper\"\u003e\u003cp\u003e\u003cem\u003eYou need to understand search intent (i.e., the motivation behind a search) to rank well on Google. Check out our guide to \u003c/em\u003e\u003ca href=\"https://www.semrush.com/blog/search-intent/\"\u003e\u003cem\u003esearch intent\u003c/em\u003e\u003c/a\u003e\u003cem\u003e if you want to learn more.\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003c/aside\u003e\u003cp\u003eTo find these keywords, click on the “\u003cstrong\u003eIntent\u003c/strong\u003e” filter. Select “Informational,” and click “\u003cstrong\u003eApply\u003c/strong\u003e.”\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/e6/95/e6952739ca1cbd17354ef85c88c07405/578eb71a938fe25b3dffa687991159eb/AD_4nXcaQm9-dKaxPZlVYZBnqP0I4FKxYgDFuCx3jXw1n7KCfld3-KN10nzkN6Wa6wMrUK1kpq9VnDVvK2150c3rMzwhm3F0dCriAgNbYiThUeoDqOyW7BKH3NkDzAfWc9hJDyLKGD9SrQ.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"Informational search intent in Keyword Magic Tool\" data-original=\"https://static.semrush.com/blog/uploads/media/e6/95/e6952739ca1cbd17354ef85c88c07405/578eb71a938fe25b3dffa687991159eb/original.png\" height=\"1294\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/e6/95/e6952739ca1cbd17354ef85c88c07405/578eb71a938fe25b3dffa687991159eb/AD_4nXcaQm9-dKaxPZlVYZBnqP0I4FKxYgDFuCx3jXw1n7KCfld3-KN10nzkN6Wa6wMrUK1kpq9VnDVvK2150c3rMzwhm3F0dCriAgNbYiThUeoDqOyW7BKH3NkDzAfWc9hJDyLKGD9SrQ.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou now have a list of informational keywords. Look through the following columns:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eVolume:\u003c/strong\u003e How many searches a keyword gets per month. We recommend focusing on keywords with volumes higher than 100.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003ePKD%:\u003c/strong\u003e How easy or difficult it may be for your site to rank for a keyword, as calculated by AI. We recommend focusing on keywords with PKD% below 50%.\u003c/li\u003e\u003c/ul\u003e\u003caside class=\"tip-box\"\u003e\u003cdiv class=\"tip-box_title\"\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003ePro tip\u003c/strong\u003e\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv class=\"tip-box_text-wrapper\"\u003e\u003cp\u003e\u003cem\u003eUse the filters to find keywords that meet these criteria.\u003c/em\u003e\u003cbr\u003e \u003c/p\u003e\u003cp\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource type=\"image/webp\" srcset=\"https://static.semrush.com/blog/uploads/media/84/b7/84b7c0d03c34d8646a2254c8416cc5a8/09a23aa0171c0de0c9c9446d54fed804/AD_4nXfpckGxNPsovoGiSxAS3BfghnKF6zPJzjyuItrnfdSbTc0LuzabE03dPLNkNeDClAIY2xo5E2se-jdhjDl-JpWBHqFqrB8AXVmJDxES89KM5gNt6GgLCqCQMknYO3pauPojdQBcsA.webp\" alt=\"Updated keywords list with Volume and PKD% columns highlighted\"\u003e\u003c/source\u003e\u003cimg src=\"https://static.semrush.com/blog/uploads/media/84/b7/84b7c0d03c34d8646a2254c8416cc5a8/09a23aa0171c0de0c9c9446d54fed804/AD_4nXfpckGxNPsovoGiSxAS3BfghnKF6zPJzjyuItrnfdSbTc0LuzabE03dPLNkNeDClAIY2xo5E2se-jdhjDl-JpWBHqFqrB8AXVmJDxES89KM5gNt6GgLCqCQMknYO3pauPojdQBcsA.png\" data-original=\"https://static.semrush.com/blog/uploads/media/84/b7/84b7c0d03c34d8646a2254c8416cc5a8/09a23aa0171c0de0c9c9446d54fed804/original.png\" alt=\"Updated keywords list with Volume and PKD% columns highlighted\" loading=\"lazy\" width=\"1010\" height=\"1008\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003c/p\u003e\u003c/div\u003e\u003c/aside\u003e\u003cp\u003eFrom the list above, Casper could write a blog post around “how to go to sleep fast” to attract more people into their marketing funnel.\u003c/p\u003e\u003caside class=\"tip-box\"\u003e\u003cdiv class=\"tip-box_title\"\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003ePro tip\u003c/strong\u003e\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv class=\"tip-box_text-wrapper\"\u003e\u003cp\u003e\u003cem\u003eFind more keywords by looking at what your competitors rank for. Use Semrush’s Organic Research tool.\u003cbr\u003e\u003cbr\u003eStart by entering a rival’s domain, choosing your country, and clicking “Search.”\u003c/em\u003e\u003cbr\u003e\u003cbr\u003e \u003c/p\u003e\u003cp\u003e\u003cimg alt=\"Organic Research Tool start with domain entered and Search button highlighted\" src=\"https://static.semrush.com/blog/uploads/media/d8/87/d887e93d553aba3496c5b4e4874d7daf/1dfc765704244c74b3b330d87315eae7/AD_4nXciPs8NOSlsYlZNZUCq3XXkUMEQh_TJEsx1hsAEg_KWRgIRJ6U0PE3tiGq-go8SoylmX-VPkL5-TmgXW7bt0ZV7OLPPLk68kBbjnQDR0fkFPJ0mFAdhR8wvnfrk4d6tJAvhbJbFDg.png\" loading=\"lazy\" width=\"1010\" height=\"519\"\u003e\u003c/p\u003e\u003cp\u003e\u003cem\u003e \u003cbr\u003eThen, go to the “Pages” tab and filter for “Informational” intent again.\u003c/em\u003e\u003cbr\u003e \u003c/p\u003e\u003cp\u003e\u003cimg alt=\"Organic pages with informational intent\" src=\"https://static.semrush.com/blog/uploads/media/d7/28/d7281652d302375864d949952b159f34/65c3e60548a1d045fae781dc56d18610/AD_4nXfPx8J4Qxqg89UBjTbmHgJc-K-VBQCtozjCtNC11P86J_Cxze3XBmMip4PNwDx-GrjwhGytxYbxSws83b60hfnldkgC3SMaY8nNC-gwgW21M5M-CJCv_Vz2dnCY5PFwYyqv7mKq.png\" loading=\"lazy\" width=\"1010\" height=\"1032\"\u003e\u003c/p\u003e\u003cp\u003e\u003cem\u003e \u003cbr\u003eYou’ll see pages that rank for informational keywords. They’re sorted by estimated organic search traffic, from highest to lowest. These pages can inspire top-of-funnel content ideas.\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003c/aside\u003e\u003cp\u003eNow that you have your list of keywords, the next step is to \u003ca href=\"https://www.semrush.com/blog/seo-writing/\" style=\"text-decoration:none\"\u003ewrite search-friendly content\u003c/a\u003e. This content can help you secure high search rankings and get more people into your marketing funnel.\u003c/p\u003e\u003cp\u003eHowever, search is not the only channel for brand awareness. You can also consider:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003ca href=\"https://www.semrush.com/blog/guide-to-digital-pr/\" style=\"text-decoration:none\"\u003e\u003cstrong\u003eDigital PR\u003c/strong\u003e\u003c/a\u003e\u003cstrong\u003e:\u003c/strong\u003e Earn media coverage on sites your prospects visit\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003ca href=\"https://www.semrush.com/blog/content-pillars-for-social-media/\" style=\"text-decoration:none\"\u003e\u003cstrong\u003eSocial media marketing\u003c/strong\u003e\u003c/a\u003e\u003cstrong\u003e:\u003c/strong\u003e Create engaging, shareable content\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eOnline communities:\u003c/strong\u003e Answer relevant questions on sites like Reddit and Quora\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003ca href=\"https://www.semrush.com/blog/guest-blogging/\" style=\"text-decoration:none\"\u003e\u003cstrong\u003eGuest blogging\u003c/strong\u003e\u003c/a\u003e\u003cstrong\u003e:\u003c/strong\u003e Write helpful articles for sites your audience visits\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eEvents:\u003c/strong\u003e Speak at or organize events your target audience attends\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003ca href=\"https://www.semrush.com/blog/email-marketing/\" style=\"text-decoration:none\"\u003e\u003cstrong\u003eEmail marketing\u003c/strong\u003e\u003c/a\u003e\u003cstrong\u003e:\u003c/strong\u003e Keep in touch with prospects who sign up for your emails\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eTry not to spread yourself too thin. Focus on one or two tactics when starting out. The best strategy depends on your buyer personas and resources. Testing and measuring will help you allocate time and money more efficiently.\u003c/p\u003e\u003caside class=\"tip-box\"\u003e\u003cdiv class=\"tip-box_title\"\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003ePro tip\u003c/strong\u003e\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv class=\"tip-box_text-wrapper\"\u003e\u003cp\u003e\u003cem\u003eUse clear CTAs (calls to action) to tell readers what to do next. For example, encourage blog readers to sign up for your newsletter or follow you on social media. That way, your brand stays on their radar.\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003c/aside\u003e\u003ch3\u003eMiddle of the Funnel (MoFu)\u003c/h3\u003e\u003cp\u003eIn the middle of the funnel, people research solutions. Prospects know they have a problem, and they want to decide which product or service solves it.\u003c/p\u003e\u003cp\u003e\u003cstrong\u003eTwo key tactics:\u003c/strong\u003e\u003c/p\u003e\u003col\u003e \u003cli style=\"list-style-type:decimal\"\u003eEducate your prospects\u003c/li\u003e \u003cli style=\"list-style-type:decimal\"\u003eManage your reputation online\u003c/li\u003e\u003c/ol\u003e\u003ch4\u003eEducate Your Prospects\u003c/h4\u003e\u003cp\u003eShow your expertise with educational content to build trust and clarify how you differ from competitors. A strong support team can answer questions via live chat, phone, email, or social media.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/74/63/74634ac62dcf32e6142d96246d6129d9/6cc1b5fd14da79d46cfa8976d6673a54/AD_4nXfg7jvqWjNT0zKP559Y0jRaNIQf7NZ25JXAdCKG4dWivf_cxH3wMMheDUWavAiOD2Tm68MsP3Pca8zGiwvLEBXPp7d1Dk5--jO1piF75l4RruQ0J2IA3u3uYef7Au_YgrDxwnrbWg.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"AD_4nXfg7jvqWjNT0zKP559Y0jRaNIQf7NZ25JXAdCKG4dWivf_cxH3wMMheDUWavAiOD2Tm68MsP3Pca8zGiwvLEBXPp7d1Dk5--jO1piF75l4RruQ0J2IA3u3uYef7Au_YgrDxwnrbWg?key=---A2SMjJ0hLdgH4Roe_w44X\" data-original=\"https://static.semrush.com/blog/uploads/media/74/63/74634ac62dcf32e6142d96246d6129d9/6cc1b5fd14da79d46cfa8976d6673a54/original.png\" height=\"1582\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/74/63/74634ac62dcf32e6142d96246d6129d9/6cc1b5fd14da79d46cfa8976d6673a54/AD_4nXfg7jvqWjNT0zKP559Y0jRaNIQf7NZ25JXAdCKG4dWivf_cxH3wMMheDUWavAiOD2Tm68MsP3Pca8zGiwvLEBXPp7d1Dk5--jO1piF75l4RruQ0J2IA3u3uYef7Au_YgrDxwnrbWg.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eOffer self-serve resources (like success stories or product overviews) highlighting your product’s usability.\u003c/p\u003e\u003cp\u003e\u003cstrong\u003eExample:\u003c/strong\u003e Casper’s mattress size comparison guide attracts prospects seeking the right mattress. The guide draws more than 472,000 organic visits a month from Google.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/7e/93/7e93dd4fb87fdf5e78bda0328e6138e3/30e400f29456eac5abbfe7ed88942e7e/AD_4nXeErlE_KL7OkEYrcFezXnh1BNEMJWf_yl6Ni_w8zZn-ut-vtbOGyEdkXdsRf6vVpb8ITbgxezQcS25OYfupsteYgdwaNDajdGJpDJg-eDYNpR52a4HoLRTBrC5aZAkjWB5ZRcIB.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"AD_4nXeErlE_KL7OkEYrcFezXnh1BNEMJWf_yl6Ni_w8zZn-ut-vtbOGyEdkXdsRf6vVpb8ITbgxezQcS25OYfupsteYgdwaNDajdGJpDJg-eDYNpR52a4HoLRTBrC5aZAkjWB5ZRcIB?key=---A2SMjJ0hLdgH4Roe_w44X\" data-original=\"https://static.semrush.com/blog/uploads/media/7e/93/7e93dd4fb87fdf5e78bda0328e6138e3/30e400f29456eac5abbfe7ed88942e7e/original.png\" height=\"619\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/7e/93/7e93dd4fb87fdf5e78bda0328e6138e3/30e400f29456eac5abbfe7ed88942e7e/AD_4nXeErlE_KL7OkEYrcFezXnh1BNEMJWf_yl6Ni_w8zZn-ut-vtbOGyEdkXdsRf6vVpb8ITbgxezQcS25OYfupsteYgdwaNDajdGJpDJg-eDYNpR52a4HoLRTBrC5aZAkjWB5ZRcIB.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eUse Semrush’s \u003ca href=\"https://www.semrush.com/blog/keyword-research-tools/\" style=\"text-decoration:none\"\u003eKeyword Magic Tool\u003c/a\u003e to find \u003ca href=\"https://www.semrush.com/blog/search-intent/\" style=\"text-decoration:none\"\u003ecommercial-intent keywords\u003c/a\u003e. Then create relevant content to address prospects’ questions.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/35/d6/35d63c09251727ed611f75496216a2b5/2ac6f4ce359481cf91ad1a774c4ea7bd/AD_4nXeSLjcdYeN69ulDdPfiS1y7be70S6KrQwSr-N4y2QgFiY6JJYkOwHuqvh8Afk1EcplgEjAiSASq5GFPb0VtoPEuhqgJZJuGCTvUDOuzSoFcdhpBn19js7AUTiZLx5ku-QaUgd8CNA.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"AD_4nXeSLjcdYeN69ulDdPfiS1y7be70S6KrQwSr-N4y2QgFiY6JJYkOwHuqvh8Afk1EcplgEjAiSASq5GFPb0VtoPEuhqgJZJuGCTvUDOuzSoFcdhpBn19js7AUTiZLx5ku-QaUgd8CNA?key=---A2SMjJ0hLdgH4Roe_w44X\" data-original=\"https://static.semrush.com/blog/uploads/media/35/d6/35d63c09251727ed611f75496216a2b5/2ac6f4ce359481cf91ad1a774c4ea7bd/original.png\" height=\"965\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/35/d6/35d63c09251727ed611f75496216a2b5/2ac6f4ce359481cf91ad1a774c4ea7bd/AD_4nXeSLjcdYeN69ulDdPfiS1y7be70S6KrQwSr-N4y2QgFiY6JJYkOwHuqvh8Afk1EcplgEjAiSASq5GFPb0VtoPEuhqgJZJuGCTvUDOuzSoFcdhpBn19js7AUTiZLx5ku-QaUgd8CNA.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003ch4\u003eManage Your Reputation Online\u003c/h4\u003e\u003cp\u003eProspects often look for reviews, ratings, or user feedback at the MoFu stage. Negative or unaddressed reviews can deter them.\u003c/p\u003e\u003cp\u003eTo check your brand’s reputation:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eSearch for your brand on Google and examine reviews\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eSearch for “best [product]” or “[service] reviews” to see if your brand appears in the top results\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eUse Semrush’s \u003ca href=\"https://www.semrush.com/apps/media-monitoring/\" style=\"text-decoration:none\"\u003eMedia Monitoring\u003c/a\u003e to track brand mentions online\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eIf you have a local business, use Semrush’s \u003ca href=\"https://www.semrush.com/listings-management/start/\" style=\"text-decoration:none\"\u003eListing Management\u003c/a\u003e tool to manage your listings and reviews\u003c/li\u003e\u003c/ul\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/27/8b/278b7fcf8c9911b8948eead176d33f88/1ac942b60012f5d2b39a3a4a77d6aae5/AD_4nXc0hnXfXgxd7-awKIKKCLA-5ILO5tvKfnuyrFFWwpyWGvMvw6KxzsgoJt0En0DM4n6yySi37c4VrVbF9W0UKboNk8ylm4KZjWikPRBSXS_stKahZzs5A7kn4UFdppwHITynPg_23A.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"AD_4nXc0hnXfXgxd7-awKIKKCLA-5ILO5tvKfnuyrFFWwpyWGvMvw6KxzsgoJt0En0DM4n6yySi37c4VrVbF9W0UKboNk8ylm4KZjWikPRBSXS_stKahZzs5A7kn4UFdppwHITynPg_23A?key=---A2SMjJ0hLdgH4Roe_w44X\" data-original=\"https://static.semrush.com/blog/uploads/media/27/8b/278b7fcf8c9911b8948eead176d33f88/1ac942b60012f5d2b39a3a4a77d6aae5/original.png\" height=\"1046\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/27/8b/278b7fcf8c9911b8948eead176d33f88/1ac942b60012f5d2b39a3a4a77d6aae5/AD_4nXc0hnXfXgxd7-awKIKKCLA-5ILO5tvKfnuyrFFWwpyWGvMvw6KxzsgoJt0En0DM4n6yySi37c4VrVbF9W0UKboNk8ylm4KZjWikPRBSXS_stKahZzs5A7kn4UFdppwHITynPg_23A.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003ch3\u003eBottom of the Funnel (BoFu)\u003c/h3\u003e\u003cp\u003eAt the bottom of the funnel, prospects decide to buy. People may search for transactional keywords like “buy mattress” or “mattress store near me.”\u003c/p\u003e\u003cp\u003eYou want prospects to click on your site or go directly to your product pages.\u003c/p\u003e\u003ch4\u003eBuild Awesome Landing Pages\u003c/h4\u003e\u003cp\u003e\u003ca href=\"https://www.semrush.com/blog/what-is-a-landing-page/\" style=\"text-decoration:none\"\u003eLanding pages\u003c/a\u003e convince visitors to purchase. A landing page’s quality affects organic and paid rankings, conversions, and \u003ca href=\"https://www.semrush.com/blog/bounce-rate/\" style=\"text-decoration:none\"\u003ebounce rates\u003c/a\u003e.\u003c/p\u003e\u003cp\u003e\u003cstrong\u003eBest practices:\u003c/strong\u003e\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eOptimize content for target keywords\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eReduce barriers to purchase\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eReassure customers by highlighting benefits and social proof\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eUse Semrush’s \u003ca href=\"https://www.semrush.com/on-page-seo-checker/\" style=\"text-decoration:none\"\u003eOn Page SEO Checker\u003c/a\u003e for recommendations on improving content and user experience.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/fc/04/fc04ff28664b9452f4a8d8ce72a18238/ee4a23faf2aa785f7bcc0cfde66e754f/AD_4nXd3f9e1YeYPgcDRmSVTy_OK7wHVPb3uFkPdarki4uJ41aJWaui665vzL2DjSmH8b9RXQC1Jk2d5AafwNn_5UOXs9nYyyB4Dzy_0qhkVtJEm6BDNkPshkMfK2oHQSgVoVvC5_7RAGg.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"AD_4nXd3f9e1YeYPgcDRmSVTy_OK7wHVPb3uFkPdarki4uJ41aJWaui665vzL2DjSmH8b9RXQC1Jk2d5AafwNn_5UOXs9nYyyB4Dzy_0qhkVtJEm6BDNkPshkMfK2oHQSgVoVvC5_7RAGg?key=---A2SMjJ0hLdgH4Roe_w44X\" data-original=\"https://static.semrush.com/blog/uploads/media/fc/04/fc04ff28664b9452f4a8d8ce72a18238/ee4a23faf2aa785f7bcc0cfde66e754f/original.png\" height=\"439\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/fc/04/fc04ff28664b9452f4a8d8ce72a18238/ee4a23faf2aa785f7bcc0cfde66e754f/AD_4nXd3f9e1YeYPgcDRmSVTy_OK7wHVPb3uFkPdarki4uJ41aJWaui665vzL2DjSmH8b9RXQC1Jk2d5AafwNn_5UOXs9nYyyB4Dzy_0qhkVtJEm6BDNkPshkMfK2oHQSgVoVvC5_7RAGg.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003caside class=\"tip-box\"\u003e\u003cdiv class=\"tip-box_title\"\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003ePro tip\u003c/strong\u003e\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv class=\"tip-box_text-wrapper\"\u003e\u003cp\u003e\u003ca href=\"https://www.semrush.com/blog/retargeting/\"\u003e\u003cem\u003eRetarget ads\u003c/em\u003e\u003c/a\u003e\u003cem\u003e to people who leave your site without buying. Show prospects ads to remind them of your offerings.\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003c/aside\u003e\u003ch4\u003eTurn Buyers into Loyal Customers\u003c/h4\u003e\u003cp\u003eLoyalty and advocacy also belong at the bottom of the funnel because the buyer’s journey should continue after purchase. A strong relationship encourages repeat purchases and referrals.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/33/3d/333dc104d801655312f1e795caa46b30/89d6011432fd9da339dcde530ce51282/AD_4nXfGHj7vLgNa73IjnU4ktS6bHxwBn18iUaKfizRzzszkPHbNI42Oi4goEM5jiSRpLkPjLyK3i-tWoGZ76qx5_y_BntzR2xbCkHTVG7LL-Pd2Q8iyyfj24RWNiKV0Id7zaJLSJC_Stg.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"AD_4nXfGHj7vLgNa73IjnU4ktS6bHxwBn18iUaKfizRzzszkPHbNI42Oi4goEM5jiSRpLkPjLyK3i-tWoGZ76qx5_y_BntzR2xbCkHTVG7LL-Pd2Q8iyyfj24RWNiKV0Id7zaJLSJC_Stg?key=---A2SMjJ0hLdgH4Roe_w44X\" data-original=\"https://static.semrush.com/blog/uploads/media/33/3d/333dc104d801655312f1e795caa46b30/89d6011432fd9da339dcde530ce51282/original.png\" height=\"728\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/33/3d/333dc104d801655312f1e795caa46b30/89d6011432fd9da339dcde530ce51282/AD_4nXfGHj7vLgNa73IjnU4ktS6bHxwBn18iUaKfizRzzszkPHbNI42Oi4goEM5jiSRpLkPjLyK3i-tWoGZ76qx5_y_BntzR2xbCkHTVG7LL-Pd2Q8iyyfj24RWNiKV0Id7zaJLSJC_Stg.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eLoyalty or referral programs should reward customers for coming back or recommending you. If you choose not to have a loyalty program, offer great aftercare. For example, Casper shares a mattress maintenance guide.\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003csource srcset=\"https://static.semrush.com/blog/uploads/media/d1/47/d147efb08dc8e191984475eeee252240/e2b1b303359d8cf2c75040249f37003d/AD_4nXdw5MmY34zy_mz_-vyYRvlt4icVPjRKrMJ9csXGsI6CF_wFi9-FpNo1svIG1A77FAk2Y8oNViudVcc1NVGgVLztPErUz9LBUvaWCqAVB7IxTJH1gMXD0kCOmPmD-UxAVCyRXafE.webp\" type=\"image/webp\"\u003e\u003c/source\u003e\u003cimg alt=\"AD_4nXdw5MmY34zy_mz_-vyYRvlt4icVPjRKrMJ9csXGsI6CF_wFi9-FpNo1svIG1A77FAk2Y8oNViudVcc1NVGgVLztPErUz9LBUvaWCqAVB7IxTJH1gMXD0kCOmPmD-UxAVCyRXafE?key=---A2SMjJ0hLdgH4Roe_w44X\" data-original=\"https://static.semrush.com/blog/uploads/media/d1/47/d147efb08dc8e191984475eeee252240/e2b1b303359d8cf2c75040249f37003d/original.png\" height=\"702\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/d1/47/d147efb08dc8e191984475eeee252240/e2b1b303359d8cf2c75040249f37003d/AD_4nXdw5MmY34zy_mz_-vyYRvlt4icVPjRKrMJ9csXGsI6CF_wFi9-FpNo1svIG1A77FAk2Y8oNViudVcc1NVGgVLztPErUz9LBUvaWCqAVB7IxTJH1gMXD0kCOmPmD-UxAVCyRXafE.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eUse email and social media to keep customers engaged and remind them of your brand after a purchase.\u003c/p\u003e\u003ch2\u003eMarketing Funnel Metrics\u003c/h2\u003e\u003cp\u003eSet goals for each stage of the marketing funnel so you can identify weak areas and measure growth. Common funnel metrics include:\u003c/p\u003e\u003ctable width=\"624\"\u003e \u003ccolgroup\u003e \u003ccol width=\"122\"\u003e \u003ccol width=\"122\"\u003e \u003ccol width=\"380\"\u003e \u003c/colgroup\u003e \u003ctbody\u003e \u003ctr\u003e \u003ctd\u003e \u003c/td\u003e \u003ctd\u003e \u003cp style=\"text-align:center;\"\u003e\u003cstrong\u003eMetric\u003c/strong\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd\u003e \u003cp style=\"text-align:center;\"\u003e\u003cstrong\u003eDescription\u003c/strong\u003e\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd\u003e \u003cp\u003e\u003cstrong\u003eTop of funnel\u003c/strong\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd\u003e \u003cp\u003ePage views\u003c/p\u003e \u003c/td\u003e \u003ctd\u003e \u003cp\u003eHow many views your webpages get\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd\u003e \u003c/td\u003e \u003ctd\u003e \u003cp\u003eImpressions\u003c/p\u003e \u003c/td\u003e \u003ctd\u003e \u003cp\u003eHow many times your SERP listings or \u003ca href=\"https://www.semrush.com/blog/best-social-media-campaigns/\" style=\"text-decoration:none\"\u003esocial media posts\u003c/a\u003e appear\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd\u003e \u003c/td\u003e \u003ctd\u003e \u003cp\u003eClick-through rate\u003c/p\u003e \u003c/td\u003e \u003ctd\u003e \u003cp\u003ePercentage of impressions that turn into clicks\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd\u003e \u003c/td\u003e \u003ctd\u003e \u003cp\u003eEngagement\u003c/p\u003e \u003c/td\u003e \u003ctd\u003e \u003cp\u003eNumber of interactions with your content\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd\u003e \u003cp\u003e\u003cstrong\u003eMiddle of funnel\u003c/strong\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd\u003e \u003cp\u003eTime on page\u003c/p\u003e \u003c/td\u003e \u003ctd\u003e \u003cp\u003eHow long visitors spend reading your content\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd\u003e \u003c/td\u003e \u003ctd\u003e \u003cp\u003eBounce rate\u003c/p\u003e \u003c/td\u003e \u003ctd\u003e \u003cp\u003ePercentage of visits that leave without a next action\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd\u003e \u003c/td\u003e \u003ctd\u003e \u003cp\u003eGoogle star rating\u003c/p\u003e \u003c/td\u003e \u003ctd\u003e \u003cp\u003eAverage rating on your \u003ca href=\"https://www.semrush.com/blog/google-my-business/\" style=\"text-decoration:none\"\u003eGoogle Business Profile\u003c/a\u003e\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd\u003e \u003cp\u003e\u003cstrong\u003eBottom of funnel\u003c/strong\u003e\u003c/p\u003e \u003c/td\u003e \u003ctd\u003e \u003cp\u003eConversion rate\u003c/p\u003e \u003c/td\u003e \u003ctd\u003e \u003cp\u003ePercentage of landing page visits that result in a sale\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003ctr\u003e \u003ctd\u003e \u003c/td\u003e \u003ctd\u003e \u003cp\u003eReturn on ad spend (ROAS)\u003c/p\u003e \u003c/td\u003e \u003ctd\u003e \u003cp\u003eAd revenue minus ad costs equals ROAS\u003c/p\u003e \u003c/td\u003e \u003c/tr\u003e \u003c/tbody\u003e\u003c/table\u003e\u003cp\u003eUse Google Analytics for most funnel metrics. Refer to our \u003ca href=\"https://www.semrush.com/blog/google-analytics/\" style=\"text-decoration:none\"\u003eGoogle Analytics guide\u003c/a\u003e for help.\u003c/p\u003e\u003ch2\u003eCreate Your Marketing Funnel\u003c/h2\u003e\u003cp\u003eBuilding a marketing funnel involves more than drawing stages. You must understand your target customers, how their needs change, and how to serve them at every stage. Data is essential for making these decisions.\u003c/p\u003e\u003cp\u003eThat’s why many marketers use Semrush to build a \u003ca href=\"https://www.semrush.com/blog/marketing-strategy/\" style=\"text-decoration:none\"\u003emarketing strategy\u003c/a\u003e. Semrush’s digital marketing toolkit provides the data you need to understand your audience and optimize your strategy—every step of the way. Try Semrush for free today.\u003c/p\u003e","galaxy":"no_galaxy","team":"en_editorial_team","isReviewedByExpert":true}},"alternates":[{"language":"es","url":"embudo-de-marketing/","title":"Embudo de Marketing: Qué Es y Cómo Funciona"},{"language":"de","url":"marketing-funnel-erstellen/","title":"So erstellst du deinen eigenen Marketing Funnel"}],"category":{"id":339,"name":"General Marketing","slug":"general-marketing","lang":"en","description":"Whether you‘re new to marketing or a seasoned pro, our General Marketing category offers tips, tools, and expert advice to boost your marketing efforts. Learn from top experts and enhance your marketing skills.","metaTitle":"General Marketing - Semrush Blog","metaDescription":"Improve your marketing skills with expert insights. Discover tips, tools, and trends to boost your campaigns.","parent":{"id":24,"name":"Marketing","slug":"marketing","lang":"en","description":"Explore the world of marketing with insights for beginners and experts alike. Uncover effective strategies, cutting-edge tools, and tips from industry leaders to elevate your marketing game and achieve success.","metaTitle":"Marketing - Semrush Blog","metaDescription":"Marketing is the key to business growth and success. Discover expert tips and insights to boost your efforts.","parent":null,"template":"category-default","productWidget":null,"customProductWidgetId":null,"children":[]},"children":[],"template":"subcategory-default","productWidget":"domainOverview","customProductWidgetId":2},"background":"orangeIllust","timeToRead":9,"tableOfContent":true,"deindex":false,"metrics":null,"related":[9454,8423,3946,4022],"translated":[{"language":"es","url":"embudo-de-marketing/","title":"Embudo de Marketing: Qué Es y Cómo Funciona"},{"language":"de","url":"marketing-funnel-erstellen/","title":"So erstellst du deinen eigenen Marketing Funnel"}],"mainUrl":"","contributors":[{"id":202082801,"name":"Sydney Go"},{"id":217785329,"name":"Simon Fogg"}]},"categoriesTree":[{"id":1,"name":"SEO","slug":"seo","lang":"en","description":"Search engine optimization is the backbone of any digital marketing strategy. From SEO basics to keyword research to link building, here is everything you need to know to create an organic search strategy for your website.","productWidget":null,"customProductWidgetId":null,"children":[{"id":338,"name":"General SEO","slug":"general-seo","lang":"en","description":"Whether you’re a beginner or an expert, general SEO can help you improve your website’s ranking and reach. Discover the best practices, tools, and strategies from the leading SEO experts.","productWidget":"domainOverview","customProductWidgetId":2,"children":[]},{"id":8,"name":"Keyword Research","slug":"keyword-research","lang":"en","description":"Keyword research is essential for understanding what your audience is searching for online. Learn the basics, find the best tools, and master strategies from experts to improve your website‘s search engine ranking and visibility.","productWidget":"keywordOverview","customProductWidgetId":3,"children":[]},{"id":153,"name":"On-page SEO","slug":"on-page-seo","lang":"en","description":"On-page SEO is the key to making your web pages more relevant and user-friendly for both users and search engines. Learn how to apply the latest techniques, tools, and best practices from the top on-page SEO experts.","productWidget":"keywordOverview","customProductWidgetId":3,"children":[]},{"id":7,"name":"Link Building","slug":"link-building","lang":"en","description":"Link building is one of the most effective SEO strategies to boost your website’s performance. Check out these resources and learn how to build high-quality links from the best link-building experts.","productWidget":"backlinksAnalytics","customProductWidgetId":1,"children":[]},{"id":6,"name":"Local SEO","slug":"local-seo","lang":"en","description":"Local SEO is essential for businesses targeting specific areas. Dive into expert tips, tools, and best practices to boost your local online presence and connect effectively with your community.","productWidget":"domainOverview","customProductWidgetId":2,"children":[]},{"id":5,"name":"Technical SEO","slug":"technical-seo","lang":"en","description":"Technical SEO is key to helping search engines find, crawl, and index the pages on your site. Check out these resources to learn how to improve your site’s speed, crawlability, indexability, and more.","productWidget":"domainOverview","customProductWidgetId":2,"children":[]},{"id":345,"name":"Frequently Asked Questions","slug":"faq","lang":"en","description":"A collection of our most frequently asked questions about SEO, keyword research, backlinks, tools, and much more, answered by our team of our dedicated experts.","productWidget":null,"customProductWidgetId":null,"children":[]}]},{"id":24,"name":"Marketing","slug":"marketing","lang":"en","description":"Explore the world of marketing with insights for beginners and experts alike. 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