7 Types of Marketing Funnels for Small Business

Written By
January 11, 2024

Before we dive deep into the types of marketing funnels, let's first take a minute to understand what a marketing funnel is. Picture a funnel (nope, we aren't delving; we're imagining!). Wide at the top and narrow at the bottom, right? A marketing funnel works the same way. It starts broad, with a large pool of potential customers, and gets narrower as these individuals move through different stages, becoming leads and, finally, customers.

A marketing funnel is an essential tool for understanding customer journeys, predicting customer behaviour, and strategizing marketing efforts. But not all funnels are created equal. Different businesses, products, and customer segments might require different funnels.

Let's check out six types of marketing funnels you need to know about. Buckle up, folks!

The AIDA Funnel

Rolling into the world of digital marketing, let's start with one of the classic models – the AIDA Funnel. The term AIDA is an acronym for Awareness, Interest, Desire, and Action. This model, though old, is a great place to start your understanding of marketing funnels.

In the first stage, Awareness, you're aiming to capture the attention of potential customers. This is your chance to make a great first impression through blog posts, social media engagement, or other types of content that cast a wide net. The goal? Grab attention and make consumers aware that you exist.

Interest, the second stage, is where you focus on engaging with consumers who have shown an interest in what you offer. At this point, they're likely researching options, comparing prices, and checking out reviews. You want to create compelling, targeted content to hold their attention and start to build a relationship.

Next, we have Desire. This is where your potential customers have narrowed down their options, and your product or service is in the final line-up. Your job? Make them want what you offer. Provide detailed product information, highlight what sets you apart from the competition, and share testimonials that demonstrate the value of what you offer.

Finally, there's Action. At this stage, your potential customer is ready to purchase. Your mission? Make the buying process as smooth and enticing as possible. This could involve a streamlined checkout process, offering free shipping, or a time-limited discount.

One thing to note - the AIDA model, while useful, is a bit oversimplified for today's complex digital landscape. But it's a great foundation that we'll build upon with other funnels.

Email Funnel

Our next stop on the marketing funnel tour is the Email Funnel. This model hinges on using emails to gently guide potential customers through their buying journey. It starts when a user opts into your email list, often in exchange for something valuable like a free ebook or a discount code.

The first step in the email funnel is the welcome email. This is your chance to make a great first impression and set the tone for your relationship with the subscriber. It's like rolling out the red carpet and welcoming them into your community.

Next comes the nurturing phase. This involves sending regular emails that provide valuable content – think how-to guides, tips, or industry news. The goal here is to build a relationship with your subscriber and position yourself as a trusted authority.

Then we have promotional emails. This is where you start introducing your products or services and explaining how they can benefit your subscriber. This stage can also involve limited-time offers or discounts to create a sense of urgency.

The final stage in the email funnel involves follow-up emails. These could be thank you emails after a purchase, reminders for abandoned cart items, or even customer surveys.

One crucial aspect of an effective email funnel is personalization and segmentation. You don't want to send generic emails to your entire list. Instead, segment your list based on factors like past purchases, engagement with your emails, or subscriber interests. Then, tailor your emails to each segment. Personalization can significantly boost your open and click-through rates, making your email marketing efforts much more effective.

Video Funnel

With the rise of video content on platforms like YouTube, the Video Funnel has gained popularity. This funnel uses engaging, informative videos to guide customers through the buyer's journey.

In the awareness stage, you might use short, entertaining videos to capture people's attention. In the consideration stage, you could use product demos or explainer videos to educate your audience about your product. And in the decision stage, testimonials or case study videos can help build trust and encourage purchase.

Remember, your videos need to be high-quality, engaging, and, most importantly, valuable to your viewers. So, grab that camera and start filming!

Webinar Funnel

The Webinar Funnel is all about using online seminars (webinars) to attract and convert customers. It's particularly popular in the B2B sector, but it can also work for B2C businesses.

Webinars provide a chance to showcase your expertise, provide valuable content, and build relationships with potential customers. Your webinar funnel might start with a landing page promoting the webinar, followed by a series of emails to nurture registered participants, the webinar itself, and then follow-up emails to promote your product or service.

The key here is to ensure your webinar provides real value to the participants. That's what will keep them engaged and open to your promotional messages.

Lead Magnet Funnel

A Lead Magnet Funnel centers around offering something of value for free (the lead magnet) to attract potential customers. This lead magnet could be anything from an ebook, a checklist, a discount code, a free trial, or a template. The idea is to entice people to provide their contact information in exchange for the lead magnet.

Once you have their contact information, you can start nurturing these leads with targeted marketing campaigns. The effectiveness of your lead magnet funnel depends largely on the value of your lead magnet. So, make sure it's something your target audience really wants!

Live Demo Funnel

Live Demo Funnels are particularly effective for complex products or services that require some explanation or demonstration. As the name suggests, this funnel involves offering a live demo of your product or service to potential customers.

The funnel generally starts with a landing page where people can sign up for the live demo. This is followed by reminder emails, the live demo itself (where you showcase the features and benefits of your product), and then follow-up emails promoting the product.

It's important to remember that your live demo needs to be engaging, informative, and sales-oriented but without being too pushy. It's about showing your potential customers how your product can solve their problems.

Landing Page Funnel

Last but definitely not least is the Landing Page Funnel. This is arguably the simplest type of marketing funnel, but it can also be incredibly effective. It revolves around a single landing page that's designed to convert visitors into customers.

The landing page might promote a product, a discount, a free trial, a webinar, or any other offer. The goal is to convince visitors to take a specific action, like making a purchase or signing up for your email list.

Key elements of a successful landing page include a compelling headline, persuasive copy, eye-catching visuals, social proof (like testimonials or reviews), and a clear call to action. And don't forget to A/B test different versions of your landing page to find out what works best!


So, there you have it - six different types of marketing funnels that can help you attract and convert more customers. But remember, the most important thing is not which type of funnel you use but how well you understand your target audience. Because, at the end of the day, that's what will make your marketing efforts successful.