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What are Influencers: Types, Examples & How Much They Make

Influencer Marketing - What Are Influencers: Types, Examples & How Much They Make

Although the concept only appeared a few years ago, everyone today knows what an “influencer” is. They are experts within a specific community who endorse or review products, software, or even thoughts within their field of expertise. Others in the community look to them when making their own purchasing choices.

Influencers yield a lot of power. If you can get an influencer to endorse your product or brand, you can tap into the audience at the influencer’s disposal, which may be far more vast than your own following.

Influencer marketing, then, is the field of marketing in which influencers are paid (via cash or other incentives) to promote a brand or product. Let’s explore how you can create this type of campaign.

Part 1: What Is an Influencer?

Now that word of mouth recommendations and criticisms spread through social media faster than fire in a dry field, influencers are more important than ever. They usually huge followings on social media and are brand advocates as well as niche promoters.

True influence drives action, not just awareness.

Jay Baer

It’s not enough to find any influencer with clout, however; if you want to run an influencer marketing campaign, you need to find someone who is known in your industry. If they aren’t a contextual fit, their post or tweet could be completely ineffective at driving leads.

Why Does Your Brand Need Influencers?

Consumers trust recommendations from a third party more often than a brand itself.

It makes sense if you think about it in a more personal context; you don’t usually trust a person at a cocktail party who comes up to you and brags about himself or herself and spouts fun facts about his or her personality to convince you to be a friend. Instead, you often believe your mutual friend who vouches for that person.

An influencer is the mutual friend connecting your brand with your target consumers.

When you align with an influencer, not only do they bring their audience, but they also bring their audience’s network as well. Because of the loyalty of their audience, an influencer has the ability to drive traffic to your site, increase your social media exposure, and flat-out sell your product through their recommendation or story about their experience.

With the fall of traditional outbound marketing, influencer marketing is becoming one of the most effective ways to attract customers and clients. Modern-day consumers are blind to billboards and deaf to commercials. They are self-sufficient and want to research a brand on their own and hear about it from someone they trust.

How do influencers assist with your inbound marketing? They are generate content about your brand, they recommend your brand to their loyal following, and they insert themselves into conversations surrounding your brand. Getting them on your side before your competitor does can make a huge difference in the success (or lack thereof) of your company or product.

Think About the Audience

influencer marketing - picture of an audience

As a marketer, you already have a solid idea of the audience you should be targeting for your brand. To locate the ideal influencer, you need to take it one step further and think about the types of topics, blogs, and twitter handles that your audience would follow.

Since I market a blogger outreach tool for my company, the influencers that I’ve targeted are PR and marketing blogs that emphasize content and influencer marketing. Followers of these blogs usually are PR professionals and marketers who want to keep up with the latest technology and trends in their field.

Thus, hopefully, they find my company relevant when a blogger they follow recommends it. However, had I gone after bloggers who write about finance, even though a particular blogger might like my software, their audience most likely wouldn’t care.

Who Uses Influencer Marketing?

While it seems that some companies don’t want to let go of their outbound marketing practices, fashion ecommerce sites are targeting influencers like pros. Many are reaching out to reputable fashion bloggers and sending them clothing and accessory items to be reviewed. The blogger then posts photos and writes about the garments, often linking back to the site where their audience can buy the items being reviewed.

ModCloth, a vintage clothing site does a great job of this. They are active in sharing (on social media outlets) the images their audience members provide showing them wearing ModCloth’s clothing. This makes their audience feel special, which encourages more posts about the clothing.

I’ve seen many fashion sites send their items to an influencer, and then the audience could enter a contest to receive it. Or sometimes they will send a credit to an active fashion social media user, magazine writer, or blogger so they can go to the site, pick out some clothing, and then review the experience as a whole.

What Defines an Influencer for Your Brand?

Context: Again, an influencer differs for every brand because, first and foremost, they are a contextual fit. This is the most important characteristic when targeting the right influencers for your brand. For example, Justin Bieber is known as one of the most “influential” social media users with his 37+ million followers. Would his tweet about your software really bring in sales tough? Probably not, because the target audience for tech software and Justin’s target audience aren’t the same; his endorsement isn’t really relevant.

Reach: In addition to wanting an influencer from your field, you also want them to have reach. This is so they can share their awesome content or positive recommendation of your brand or product in a manner that actually will be consumed. If your online business sold clothes for “tweens,” then maybe a mention to 37 million girls from Justin Bieber wouldn’t be so bad after all.

Actionability: This is the influencer’s ability to cause their audience to take action. This characteristic comes naturally when you target individuals that are in contextual alignment with your brand and have a far enough reach.

Influencers don’t force themselves upon an audience. They are an “opt-in” network. Their audience chooses to follow their blog or Twitter handle. Thus, their audience is engaged and is there to hear about the topic being discussed. Hence, the need for a contextual fit.

I want to note that there is a lot of market research coming out about mid-level influencers. These are the influencers who have a decent reach but don’t have such a large audience that they can’t nurture relationships with their audience and harness loyalty. A loyal audience soaks up recommendations like a dry sponge.

Give Your Influencer an Image

influencer marketing - give your influencer an image
  • Personality type: Decide if you need an activist, an informer, an authority, etc. to best promote your campaign or product.
  • Genre: Pick your targeted influencer from one or two genres. Examples include technology, fashion, travel, marketing, etc.
  • Niche: The influencer you use can fall into two or three niches. In order to promote my own product, I usually target marketing and PR influencers, as my genre and my niches are firms writing about blogger outreach and influencer targeting.
  • Topics: Pick a topic that your ideal influencer sometimes talks about on social media or their blog. You will be referencing this topic when you reach out and explain why the two of you are such a good fit.
  • Type of reach: Is it site traffic you are after or social media followers? Is the influencer an active blogger? Do you have a visually driven campaign and need your influencer to be on Pinterest and Instagram? Is it tweets you are after? Whatever reach you think is best for your brand, narrow down the channels and the number of followers on those channels.

Part 2: Where to Look for Your Ideal Influencer

Now that you’ve given your influencer an image, it’s no longer this misty figure that we can barely see. It’s now tangible so we can understand it and recognize it when we see it.

Social Media Monitoring

Brand advocates are the loudest influencers your brand will have. Not only does their audience follow them because what they write aligns with your brand, but they also talk loudly and actively about how much they like your company. By tuning in to your social media mentions and blog posts about your brand, you will find influencers and advocates you didn’t realize you had.

Social media monitoring also allows you to find influencers who advocate for the genre or niche you outlined in step 1. For example, someone may post and tweet heavily about yoga gear but not mention your website as an awesome place to buy yoga apparel or equipment. Well, this is someone you want to engage with and expose your brand to.

Research Hashtags: Identify the hashtags that your target influencers are using. For my company, I follow #bloggeroutreach and #influencemktg. By tuning in to the conversations surrounding these hashtags, I have not only identified active talkers in these categories, but I’ve also identified blog topics that I wrote to appeal to these influencers as well.

Once you start finding influencers that seem like a good fit for your brand, I recommend putting them in a Twitter list so that you can organize and follow them most effectively. I use HootSuite to organize my Twitter channel. Here is what my hashtags look like in their platform:

influencer marketing - twitter feed example in hootsuite

Google Alerts: Set alerts for keywords pertaining to your brand to identify people who actively write about topics in your realm. You also should create alternatives for the name of your brand so that you can find posts and articles containing your mentions and identify advocates who already are in place.

influencer marketing - google alerts

Mention: Mention allows you to type in your company’s name to discover mentions on different outlets such as YouTube, Twitter, and Facebook, just to name a few.

Blogger Outreach

Bloggers arguably are the strongest spoke in the wheel of influencers. One of the bonuses of targeting bloggers is they almost always are active across many social media platforms.

When locating influential bloggers for your brand, start by searching for blogs in your genre and find the niche(s) by reading through the posts to determine if they write about relevant post topics. After making a list of the contextually relevant bloggers, then it’s time to locate their SEO stats and social media information to pinpoint the ones that equal the best reach for your brand.

influencer marketing - SEO and social media stats of influencers

Manually sorting through blogs to find all of the criteria that you outlined when you gave your influencer an image can take a long time. Luckily, there are a lot of really good blogger outreach tools out there to make this process easier. There is a tool to cover every part of the spectrum.

Part 3: Start the Campaign

Encourage Content Creation

A true brand influencer is passionate about your product or service, and this passion shows. It spreads to those who read the influencer’s words or watch their videos. This results in potential leads for your company. Your goal is to get as much content from happy customers live and in front of as many people as possible. Here are some ways to squeeze out consumer-generated content from the customers that you know already love your brand:

  • Ask your customers to upload photos and videos of themselves using your product. If you offer a promise to share their uploaded content, I promise that the narcissism that is social media will consume them and you will have a lot of happy compliers.
  • Incentivize user-generated content with a product giveaway or discount on your service.
  • Ask happy customers to answer case study questions and assure them they can approve your content before you publish it. I saw better response rates when I bribed my customers with gift cards because answering these questions takes up a decent chunk of their time.
  • Participate in all forms of discussion forums. By engaging in discussions with your audience, you can use their posts or words as quotes and even blog post inspiration. You also can ask them to write a post based on their comment and publish it. I promise that when they see their words live, they’ll share it like crazy.
  • Send out free products or a free trial of your software without any sort of prior commitment from the influencer. If they like it, they might mention you or write about you, recommending the awesome product.
  • Swap guest posts with them.

Compensate Influencers

If someone is going to spout good things about your brand, they need to be compensated. It doesn’t have to be financially, but it can be, though. The point is you want your influencer to feel rewarded, acknowledged, loved, important, or any combination of those. Here are some ways to compensate the influencers you find for your brand:

  • Financially: Be sure to follow industry standards and best practices as well as FTIC guidelines when you do financially compensate influencer marketers.
  • Shoutouts: Sharing a post they write about you on your social media outlets will get more traffic to their site and make them feel important. Also, something as simple as a tweet that says “Thanks for the awesome shout out, you awesome influencer,” (or something to that effect) will do wonders.
  • Product discount or giveaway: Offering a discount on your service or giving them a product from your brand will really incentivize an influencer to keep talking about you.
  • Commission: For influencers who are actively inserting themselves into conversations about your brand and bringing you big sales, it’s not a horrible idea to give them some sort of commission for the clients they bring your way.


Influencer marketing has evolved since it first became a digital marketing strategy, but the technique continues to be successful for many brands.

If you want help creating an influencer campaign for your company, let our agency know and we can help guide you through the process.

Where do you look for influencers for your brand? Cheers to a good discussion in the comments below!

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Can You Get a Credit Card Cash Back for Your Business?

Are you looking for a credit card cash back? It is possible.

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Credit Card Cash Back with Flat-Rate Rewards

Capital One ® Spark® Cash for Business

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Bank of America® Business Advantage Cash Rewards MasterCard® credit card

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Earn 5% cash back at office supply stores and on cellular and landline phone service, internet, and cable TV; 2% cash back at gas stations and restaurants; and 1% cash back on everything else.. 5% and 2% cash-back bonus rewards apply only to the first $25,000 spent on the corresponding bonus categories each account anniversary year. You will need exceptional credit scores to get this card.

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Business Credit Cards with a 0% Introductory APR – Pay Zero!

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Capital One® Spark® Cash Select for Business

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Your straight-out ideal company credit cards depend upon your credit history and scores.

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The post Get a Credit Card Cash Back appeared first on Credit Suite.

New comment by heythisisom in "Ask HN: Who is hiring? (April 2021)"

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We’re a relatively small team of about 4 people – meaning your work will have a lot of impact. We truly encourage being yourself at work and it shows in the creative code we write 🙂

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If you are interested in joining our small and passionate team drop me an e-mail to om[at]letsdive[dot]io – come chat about what we’re doing, or if you have questions!

More Info:…

How to Make ‘Buy Online, Pick Up in Store’ (BOPUS) Work for Your Digital Brand

The BOPUS (Buy Online, Pick Up In-Store) has been attracting hype for both retailers and customers, and this trend is expected to stay. 

BOPUS lets retailers leverage omnichannel experiences to boost online and in-store profits when done well. However, it requires synergy between online commerce channels and physical retail to succeed. 

What are the advantages of the buy online, pick up in-store strategy, and how can retailers deliver? Here are some tips to consider. 

What Is Buy Online, Pick Up In-Store (BOPUS)?

BOPUS stands for Buy Online, Pick Up In-Store. It is sometimes also shortened to BOPIS.

True to its name, it gives shoppers the option to order items online and pick them up in-store. 

Here’s how the process works: 

  1. Customers place the order: Shoppers purchase goods online through the retailer’s mobile app or website. On the checkout landing page, customers can choose the date, time, and pickup location. 
  2. Retailer prepares order for pickup: Retail staff find the items ordered and pack them. Once packages are ready for pickup, shoppers can receive a notification through SMS or email. 
  3. Customer picks up the package:  Customers can get their packages in-store or at a dedicated pickup location. Some retailers may offer curbside pickup options where consumers can drive to the storefront and get their orders while remaining inside their vehicles. 

This style of shopping is gaining popularity because consumers prefer the speed and convenience of online shopping. 

Here are some statistics that prove this model is becoming increasingly popular:

  • 68 percent of U.S. consumers have leveraged BOPUS to make purchases. 
  • 50 percent of consumers have chosen retailers based on whether they offer the option to pick up orders in-store.
  • 48 percent of consumers have used BOPUS because it offers free shipping, followed by speed (39 percent) and convenience (28 percent).

How Can BOPUS Benefit Your Brand?

As you can imagine, the buy online, pick up in-store strategy can bring a lot of potential benefits to your business. In this section, we’ll take a look at some of the popular advantages it offers. 

1. BOPUS Increases Traffic

Once customers arrive in your store to pick up their goods, they’ll likely be tempted to visit in-store. They may want to inspect a product they’re interested in prior to purchasing it or browse for other items in your store. 

Top reasons why consumers prefer BOPUS include seeing a product before taking it home (77 percent), avoid shipping fees (65 percent), convenience (29 percent), and the ability to return the product instantly (23 percent). 

BOPUS can also boost traffic to your online website or increase the number of downloads for your mobile app. When consumers subscribe to your online channels, you have more opportunities to send promotional content or advertise deals through the mobile app. 

If customers have an account on your website, you can get information about their browsing habits or purchase history, then use it to create personalized promos. 

2. BOPUS Increases Sales

It can also boost sales by encouraging more people to buy in-store when they pick up their items. 

Invesp reports 75 percent of shoppers who have previously used BOPUS are likely to make an additional purchase. On top of this, 67 percent of BOPUS users purchase additional items in-store when picking up their orders. 

This means retailers get another opportunity to upsell products and increase impulse purchases. More importantly, the convenience means more customers will flock to retailers who offer it as an option.

3. BOPUS Provides a Better Customer Experience

BOPUS enables consumers to buy online, which means a more convenient shopping experience. 

Rather than wait for the delivery in a week, they can pick up the items on the same day. 

When they arrive in-store to collect their original orders, they can also inspect products that interest them or get inquiries answered by staff. 

Retailers who can provide a streamlined shopping experience can also inform customers whether a particular product is in stock prior to visiting the store. 

4. BOPUS Offers Free Shipping 

With BOPUS, shoppers can enjoy free shipping. They can save up on a few bucks and simultaneously enjoy the convenience of online shopping. 

Customers also have the option to choose the date and time of pickup. They can control when they can drop by the store or opt for same-day delivery if they urgently need an item. 

5. BOPUS Enables Quick Returns 

Sometimes customers may wish to quickly return a product because it did not meet their expectations. 

With BOPUS, consumers can process exchanges and returns upon arriving in the store. This is a lot better than shipping the orders back and waiting for the return to be processed. 

6. Improve Inventory Management System 

Buy online, pick up in-store encourages retailers to align their online and in-store inventory management system. 

An order can also be fulfilled at the distribution center, enabling a faster shipping and fulfillment process. When done right, it can even allow customers to confirm whether an item is in stock before arriving in the store to check out products. 

Customers are notified when an item is ready for pickup. This means they’re 100 percent guaranteed to receive their complete order when they arrive at the store unless stated otherwise. 

How to Have a Successful Buy Online, Pick Up In-Store Business Model

What do retailers need to make BOPUS a reality in their business? Here are the tips and tricks which you need to know. 

1. Online Site or App for Placing Orders

Of course, retailers must have an online website or mobile app where customers can order products. Ideally, it should accurately tell which items are in stock for the shoppers’ convenience. 

Since plenty of customers buy through their mobile devices, they may prefer retailers who let them purchase via a mobile app. With this channel, retailers can also send push notifications to let them know the order has been processed or is ready for pickup. 

2. Physical Store or Pickup Location

BOPUS requires a physical store or pickup location where customers pick up their items. 

Ideally, the area should be easily accessible, and it should accommodate higher foot traffic.

Retailers offering curbside pickup may need to reserve parking space for curbside customers. They may also need to have clear signage so they know exactly where to pick up their items. 

3. Real-time Inventory Capabilities

It can be frustrating when customers visit in-store or pick up their orders only to realize one of the items is out of stock. Hence, retailers must have real-time inventory capabilities so customers can easily determine whether an item is in stock through the mobile app or website. 

A robust retailer fulfillment system should also take into account order statuses and workflows.

If your business has multiple locations, opt for a system with multi-location inventory management capabilities. This way, customers can determine item visibility and choose the most convenient location to shop for their desired products. 

4. Train Staff

Whether customers order online or in-store, the staff must be trained on best practices for quality customer service. 

Think about the problems that may occur when customers pick up their items and train staff to respond accordingly, 

If customers receive damaged goods, then they should offer assistance for product returns. Likewise, customers with product inquiries for in-store items should be able to talk to staff that can help them make informed decisions. 

Support agents for the online channels should also be trained to ensure a consistent and seamless buying experience. 

Since you often need to improve customer experience, retrain staff every six to 12 months. 

5. Investment on Staff to Manage BOPUS

The buy online, pick up in–store model requires initial investment to hire dedicated staff. 

Their role encompasses the ability to identify online orders, pick them up in-store, and pack them in a neat package. You may also need employees in charge of double-checking and fulfilling orders. 

6. Market Buy Online, Pick Up In-Store

Investing on BOPUS won’t be worth it if customers don’t even know it exists. 

As a result, invest in marketing campaigns and promotional materials to boost customer awareness. Place signages in your retail outlets with instructions on how customers can use this option. Consider creating social media posts and emails to announce the launch of BOPUS. 

7. Leverage Augmented Reality Apps

Retailers who want to ensure a smoother online shopping experience can leverage augmented reality apps. This will enable shoppers to test or view products before they make a purchase. 

Take, for instance, the IKEA Place app, which lets customers preview how their furniture looks in their home prior to making a purchase. With your smartphone, you can immediately see whether the sofas, cabinets, or armchairs you plan to buy will match your room’s aesthetic. 

Buy Online, Pick Up In-Store - Ikea

Not only can this decrease returns, but customers can get a realistic expectation of the items they’ll be purchasing from the store. 

8. Boost Personalization

Shops that want to offer more personalization can also opt for Customize Online, Pick Up In-Store (COPUS). 

The business model is very similar to the buy online, pick up in-store model, but the difference is customers can customize the items ordered online. 

Yankee Candle gives consumers the opportunity to pick a fragrance, include a photo, and a personalized message for $5. This makes their products ideal for gift-giving. 

Buy Online, Pick Up In-Store - Yankee Candle

Not all retailers are fit to offer personalized products and that’s completely OK. 

Thanks to the latest advanced technologies, you can leverage customer data platforms to get real-time profiles of shoppers. A profile may include their wish lists, purchase history, birthdays, or product recommendations. 

With this information, staff and marketing teams can offer personalized recommendations and guide customers throughout their buying journey. 

BOPUS Brand Examples

Which brands or small businesses are succeeding with this business model? Here are some examples which could inspire your own. 

TC Running 

TC Running is a brand that offers running shoes and sportswear. It has expanded its online store to enable customers to get orders shipped or opt for curbside pickup. As a result, the brand’s sales skyrocketed by at least 110 percent every month since its launch. 

Buy Online, Pick Up In-Store - TC Running

Ackroyd’s Scottish Bakery

Located in Detroit, Ackroyd’s is a popular bakery offering savory pies, tea cakes, puddings, and meats. In 2020, the business closed its retail stores in favor of curbside pickup orders and nationwide shipping. According to their website, the shift to e-commerce and the buy online, pick up in-store model has given them the ability to expand their national reach and improve their production and inventory.  

Buy Online, Pick Up In-Store - Store Bakery


Fashion brand DressUp utilized BOPUS by turning their retail shops into pickup locations. 

Through the website, shoppers can choose their preferred pickup location. Software will then check whether the items are in stock before the customer can purchase them on the checkout page. 

In the Shipping section, customers who opt for BOPUS get the retail store Google Map location, contact details, and operating hours. The clear set of instructions enable customers to pick up their orders without a hassle. 

Buy Online, Pick Up In-Store - DressUp


Precycle is a package-free store offering organic produce and sustainable food. 

BOPUS precycle

For contactless delivery, they transitioned to a curbside pickup option. According to their FAQ page, customers can place orders online and their stock availability is updated daily. Upon making the purchase, they receive pickup instructions and click a link to view specific directions. 


The buy online, pick up in-store business model enables e-commerce businesses and retailers to offer a seamless online shopping experience. 

At the same time, customers may be encouraged to drop by the physical store to make additional purchases or check out products of interest. 

Other notable perks of buy online, pick up in-store strategy include the option to save up on shipping. In addition, shoppers can conveniently pick up their order on the same day or at their preferred time or date. 

Though BOPUS can bring many benefits to your online shopping experience, you also need appropriate resources to launch it successfully. You’ll need a physical pickup location, an online shopping experience, and a real-time inventory management system. 

While it may take time to get your logistics together, the benefits you reap will be worth it in the end. 

How will you utilize BOPUS for your digital brand?

Marketing Funnel: What They Are, Why They Matter, and How to Create One

What is a marketing funnel and why does it matter

If you’ve spent any time learning about marketing analytics, you’ve probably come across the term “funnels.” What exactly are marketing funnels and why do they matter?

Marketing funnels are a useful tool to help you visualize the path customers take from first finding out about your brand to converting. Understanding them provides useful insight into why some customers convert — and some don’t.

What Are Marketing Funnels?

A marketing funnel is a visual representation of the steps a visitor takes from first finding out about your brand until they convert. The most common type of marketing funnel is four steps:

  1. Attention: A prospective customer sees your ad, social media post, or hear about you from a friend.
  2. Interest: They think you can solve a problem and wants to learn more.
  3. Desire: The prospect has done their research and wants to convert.
  4. Action: The prospect takes action — they buy your item, schedule a demo, or take whatever other action you want them to take.

The action can vary based on customer and industry — maybe you want them to make a purchase, sign up, or fill out a form. When someone does something you want them to do, it’s known as a conversion. The visitor converts from browsing to taking the action you want them to take.

Think about the Amazon purchase funnel. There are several steps a visitor has to go through before they can purchase a product. Here’s how it looks:

  • They visit
  • They view a product
  • They decide to add a product to the cart
  • They complete the purchase

There are additional steps/actions that can be taken in between each of these steps, but they don’t matter in the marketing funnel unless they contribute to the final action. For example, a visitor may view Amazon’s Careers page, but we don’t need to count these in the funnel because they aren’t necessary steps.

Why is the set of steps to conversion called a “funnel”? Because at the beginning of the process, there are a lot of people who take the first step.

As the people continue along and take the next steps, some of them drop out, and the size of the crowd thins or narrows. (Even further along in the process, your sales team gets involved to help close the deal.)

Losing customers might sound like a bad thing — but it’s not. The truth is, not everyone in your funnel will convert. The top of the funnel is where everyone goes in (visiting your site or viewing a marketing campaign). Only the most interested buyers will move further down your funnel.

So when you hear people say “widen the funnel,” you now know what they are referring to.

They want to cast a larger net by advertising to new audiences, increasing their brand awareness, or adding inbound marketing to drive more people to their site, thus widening their funnel. The more people there are in a funnel, the wider it is.

What Are the Different Types of Funnels?

In this article, we’re focusing on marketing funnels, that is funnels that start with some sort of marketing campaign. That might be a PPC ad, content marketing campaign, white paper download, video ad, social media ad, or even an IRL ad. The point is the first step in the funnel is a marketing campaign of some sort.

Other types of funnels you might hear about include:

  • Sales funnels
  • Webinar funnels
  • Email funnels
  • Video marketing funnels
  • Lead magnet funnels
  • Home page funnels

Despite the different names, these all track the same exact thing — the steps a prospective customer takes to conversion. (Sometimes they are even called conversion funnels!)

What Can You Use a Marketing Funnel For?

You aren’t limited to using a marketing funnel strictly for signing up and/or purchasing. You can put funnels all over your website to see how visitors move through a specific website flow.

You may want to track newsletter signup (Viewing newsletter signup form > Submitting form > Confirming email) or a simple page conversion (Viewing a signup page > Submitting signup).

Figure out what your goals are and what you want visitors to do on your site, and you can create a funnel for it.

Once you have the data, you’ll be able to see where roadblocks are and optimize your funnel. Let’s dig a little deeper into that.

Why Are Marketing Funnels Are Beneficial?

Marketing funnels provide access to data, called a marketing funnel report, which lets you can see where you are losing customers. This is sometimes called a “leaky” funnel because it allows customers you want to keep to escape the funnel.

Let’s take your average SaaS business as an example. Here’s how a funnel may look for them:

  • Visited site
  • Signed up for a trial
  • Used product
  • Upgraded to paying

Do people have to use the product before paying? They don’t, but it’s a good idea to track it so you can see if it’s a roadblock.

For example, if you are losing a lot of conversions after the trial stage, you might need to update your onboarding process so people understand how to use the tool or even adjust the top of your funnel so you aren’t attracting people outside of your target audience.

A Real-Life Marketing Funnel Example

Let’s look at a funnel process for a retail store and see the corresponding steps in an e-commerce store. We’ll be tracking a purchase funnel.

marketing funnel comparison-retail-store-ecommerce

The e-commerce store has the fortune of being able to see a funnel because they can track clicks, time on page, and other metrics. Their marketing would look something like this:

ecommerce marketing funnel

Okay, so now we have an understanding of what a funnel is and why it helps. Let’s take a look at a product that offers funnels – Google Analytics.

How Google Analytics Marketing Funnels Work

Google Analytics offers funnels, and I’ve written extensively about it in the past. This is an incredibly simple way to track the path prospects take before they convert. Sign in, then head to Admin > Goals > +New Goal > Choose a Goal to create a Google Analytics goal.

Here are a couple of things you’ll need to know when creating funnels in Google Analytics:

  • It’s a pretty basic funnel: If you don’t want to dive deep into the data and optimize, you can go with this.
  • You cannot go back and retroactively view data: Once you create your funnel, you’ll only be able to the funnel going forward as the data comes in.

Overall, if you are just getting started with marketing funnels, Google Analytics is a solid place to start. Learn how to set up a conversion funnel in Google Analytics.

What is a marketing funnel?

A marketing funnel is a visual representation of the steps a visitor takes from first finding out about your brand until they convert.

What are the different types of marketing funnels?

Sales funnels
Webinar funnels
Email funnels
Video marketing funnels
Lead magnet funnels
Home page funnels

Why do marketing funnels matter?

Marketing funnels provide access to data, called a marketing funnel report, which lets you can see where you are losing customers.

What is an example of a marketing funnel?

Visited site > Signed up for a trial > Used product > Upgraded to paying customers

How to use Google Analytics to create a funnel

Sign in, then head to Admin > Goals > +New Goal > Choose a Goal to create a Google Analytics goal.


We’ve covered just about everything you need to know about marketing funnels. Here’s a quick recap:

  • When someone on your website does something you want them to do (i.e., sign up, make a purchase, fill out a form, etc.), it is known as a conversion.
  • A funnel tracks the steps that lead up to that conversion. For example, e-commerce companies want people to purchase products on their website. Their funnel may have these steps: visited site > viewed product > placed product in cart > purchased.
  • A funnel report shows you where people are dropping off in the path to conversion so you can optimize your conversion path and drive revenue.
  • Google Analytics provides funnels as part of the free Google Analytics software. It’s a simple and free way to get started with marketing funnels.

Have you created a marketing funnel in Google Analytics? What did you learn?

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