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What are the 4 Stages of the Marketing Funnel & How Does it Work? 

What is the marketing funnel, and why is it important?  The marketing funnel as a graphic illustration of the process through which people travel through while learning about a brand to becoming a loyal customer.  Applying the marketing funnel to a marketing strategy is critical because it helps businesses set both business and marketing goals that are both measurable and achievable.  The purpose of this page is to examine how the four stages of marketing funnel can be applied to a digital marketing campaign.

4 stages of the marketing funnel

The four stages of the marketing funnel:

  • Awareness: When a potential customer encounters a brand for the first time
  • Consideration: When the person starts to think about doing business with the brand, and actively searches for more information about it.
  • Conversions: When the person decides to make a purchase
  • Loyalty: When the customer decides to purchase from the brand again
image of the awareness stage of the marketing funnel

Awareness Stage Goals:

  • Increase visibility with the right audience
  • Create initial recognition and familiarity
  • Drive first-time engagement
Download FREE Funnel Worksheet

Awareness Stage of the Marketing Funnel

The awareness stage is when a potential customer encounters your brand for the first time. At this point, they may have little to no familiarity with your business and likely do not yet have enough information to form an opinion. The primary goal of this stage is visibility—making sure the right people become aware that your business exists and begin to recognize what you offer.

Common Awareness Strategies

  • Search Engine Optimization (SEO) — also known as search everywhere optimization to help your business appear in organic search results
  • Search Engine Marketing (SEM), including paid search ads such as Google Ads
  • Organic social media marketing (non-paid Content and engagement)
  • Paid social media advertising
  • Video marketing, such as YouTube Content
  • Influencer marketing, through blogs, partnerships, or social media endorsements
  • Email Content marketing, focused on building and growing your email list

Key Metrics to Review

  • Impressions
  • Clicks

These metrics help measure how often your brand is being seen and how frequently people are taking the first step to engage.

Consideration Stage of the Marketing Funnel

The consideration stage is when potential customers move beyond initial awareness and begin actively evaluating whether your business is the right fit for their needs. At this point, they are comparing options, asking questions, and looking for signals of trust, credibility, and expertise. The goal of this stage is to educate, build confidence, and stay top of mind as they move closer to a decision.

Common Consideration Strategies

  • Email marketing and nurture sequences
  • Remarketing and retargeting campaigns
  • Educational Content, such as blog posts, guides, and FAQs
  • Case studies, testimonials, and reviews
  • Social proof, including ratings, client logos, and success stories
  • Product or service pages that clearly explain benefits and process

Key Metrics to Review

  • Click-through rate (CTR)
  • Engagement and interaction rates
  • Time on page
  • Email open and click rates


These metrics help measure how effectively your messaging builds interest and trust.

image of the Consideration stage of the marketing funnel

Consideration Stage Goals:

  • Build trust and credibility
  • Educate prospects on value and fit
  • Stay top of mind during evaluation
Download FREE Funnel Worksheet
image of the conversion stage of the marketing funnel

Conversion Stage Goals:

  • Remove friction from the decision process
  • Create clarity around the next step
  • Turn intent into action
Download FREE Funnel Worksheet

Conversion Stage of the Marketing Funnel

The conversion stage is when a potential customer decides to take action and become a customer. This action may include making a purchase, booking a call, requesting a quote, or completing a sign-up form. The goal of this stage is to remove friction, provide clarity, and make it easy for someone to confidently say “yes.”

Common Conversion Strategies

  • Clear and compelling calls to action (CTAs)
  • Optimized landing pages and checkout flows
  • High-quality visuals and product or service descriptions
  • Live chat or chatbots to answer last-minute questions
  • Follow-up emails for abandoned forms or carts
  • Free trials, demos, or money-back guarantees
  • A/B testing to improve conversion performance

Key Metrics to Review

  • Conversion rate
  • Cost per conversion
  • Form completions or purchases
  • Drop-off or abandonment rates

These metrics show how effectively interest is being turned into action.

Loyalty Stage of the Marketing Funnel

The loyalty stage begins after a customer has completed a purchase. The goal at this stage is to maintain the relationship, encourage repeat business, and turn customers into long-term supporters and advocates of your brand. Strong loyalty efforts increase lifetime value and reduce the cost of acquiring future customers.

Common Loyalty Strategies

  • Ongoing email communication and updates
  • Customer follow-ups and check-ins
  • Loyalty or referral programs
  • Exclusive offers or repeat-customer incentives
  • Requests for reviews or testimonials
  • Educational or value-driven Content for existing customers

Key Metrics to Review

  • Customer lifetime value (CLV)
  • Repeat purchase rate
  • Referral or review volume
  • Email engagement from existing customers


These metrics help measure how well your business retains customers and builds lasting relationships.

image of the loyalty stage of the marketing funnel

Loyalty Stage Goals:

  • Encourage repeat engagement or purchases
  • Strengthen long-term relationships
  • Generate advocacy and referrals
Download FREE Funnel Worksheet

How I am Your Virtual Professional
can help your business grow

The marketing funnel is a tool that is used while developing a digital marketing strategy. One of the skills that I offer to my clients is the ability to help identify who their target audience is and once the target audience is identified pick and choose the most effective strategies to reach that  demographic.

I look forward to the opportunity of  talking with you are your team on how together we can  build and grow your business by leveraging the ever growing online market.

David Levine Professional and Proven Small Business Consulting Services
I want to schedule a complimentary consultation

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David was nothing short of phenomenal to work with. He truly cares about his clients success, and always goes the extra mile to ensure things are done the right way, timely, and effectively. He is always keeping up with the latest trends in the market to provide his clients with the most up-to-date offerings, making me rest easy at night knowing that I have someone in my corner looking to only deliver the best results possible. I would highly recommend David to anyone looking to improve their digital presence”
Jake Stotter, Vice President | Fenceworks Inc. AKA "The Guy on 41"




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I can't say enough good things about our experience working with David Levine and his company, I Am Your Virtual Professional. From start to finish, David was an absolute pleasure to work with. He truly made it feel like he was a part of our team, always focused on what was best for our website and business.

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A year ago, my website was like a billboard in the desert — beautifully made but invisible. Then I engaged David at I Am Your Virtual Professional. He didn’t just tweak my site — he brought it to life. Now I’m ranking on page one of Google, sending smart emails, and testing marketing ideas I never would’ve thought of on my own. David’s creativity, patience, and drive to see me win make him feel less like a freelancer and more like a business partner who’s just as invested in my success as I am. He’s also incredibly quick to respond and always attentive to the details that matter most. If you’re serious about growing your business, he’s the one you want in your corner.
Aaron Frolich, CFP, Licensed Investment Advisor | Green Peak Advisors
Download the Marketing Funnel Worksheet

A simple 3-page worksheet to see what’s working, what’s not, and where to focus next.

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