How do you set your positioning and marketing funnel?
Bring the data from M1 and M3 together into one direction for the whole campaign. Start by writing a positioning statement: who the brand is for and how it differs from competitors. Then map the customer journey before splitting your funnel into 3 layers: the top of the funnel (TOFU) builds awareness, the middle (MOFU) builds confidence and the bottom (BOFU) triggers the decision. If your budget is limited, start with the layer closest to the sale.
- Takes data from
- M1 and M3
- Funnel
- TOFU, MOFU, BOFU
- Small budget? Start with
- BOFU first
What M4 solves
- Your ads have no direction because the positioning is unclear, so every piece says something different.
- You skip steps in the customer journey and try to close the sale at once, even though people don't know you yet or aren't confident.
- You have a small budget but choose the wrong funnel layer, so the money runs out before it creates any sales opportunities.
What you'll do in this module
- 1
Positioning statement
State clearly who the brand is for, what problem it solves and how it differs from competitors.
- 2
Customer journey
Map the path from not knowing you, to getting interested, to buying, to buying again.
- 3
A 3-layer funnel
Give each campaign a clear job by deciding what each layer is for.
- 4
Which layer to start with
If your budget is limited, start with the layer closest to the sale and quickest to produce results.
The M4 prompt
This module's prompt is part of the Skill File that students receive when they finish the course, because it only works properly together with the output of the earlier modules.
Right now, 3 modules that work on their own are free to use: M1 Business analysis, M3 Competitor analysis and M10 Tracking check
FAQ
With a small budget, which funnel layer should I start with?
Start with BOFU, because those people are closest to buying, so you see results quickly and can prove the model works. Then expand to MOFU and TOFU as your budget grows.
What's the difference between TOFU, MOFU and BOFU?
TOFU, the top of the funnel, is about getting people to know you. MOFU, the middle, builds confidence in people who are starting to be interested. BOFU, the bottom, nudges people who are already ready to buy to decide. Each layer needs different messages and is measured differently.
Do I have to run all 3 layers?
No, especially with a limited budget. Running every layer on a small budget usually leaves no layer with enough data to learn from. Start with the layer closest to the sale, then expand.