If you are wondering what the heck a marketing funnel is, then this is for you. The marketing funnel is the process the consumer goes through when deciding to purchase goods or services. Like most concepts, this one could be elaborated upon for volumes. We'll use a simplified but effective version for our purposes.
The concept works as follows. When a consumer first recognizes a potential need for a product or service, they enter the top of the funnel. That consumer doesn't really have a strong sense of the exact solution, just awareness they may need one.
In moving down the funnel, the consumer starts to seek out information on solutions. This may be by searching the internet for answers, speaking with friends or family who have already been through the process, or by seeking the advice of a known authority whom the consumer believes would be able to point them to the answer.
The consumer moves to the bottom section by narrowing the choices and investigating them further. Finally, the consumer makes a choice and completes the transaction, exiting the bottom of the funnel as a client.
Why is this important? Learn more in my recent Massachusetts Lawyers Journal article.