The funnel still wins in 2025—but the channels and signals have changed. Use this guide to plan campaigns across five stages, with concrete online locations, KPIs, and proven strategies for each.
1) Awareness — Make People Aware You Exist
Where to show up
- Organic social: LinkedIn, TikTok, short-form video
- AI search: AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization)
- Traditional SEO: top-of-funnel content (guides, trends, POVs)
KPIs
- Impressions and reach
- Brand or product mentions in AI answers
- Organic traffic growth
Strategy checklist
- Structure articles for direct answers: clear headings, FAQ blocks, concise summaries.
- Publish founder-led content to build authority and trust.
- Create “trend explainer” and opinion pieces optimized for snippets and AI overviews.
2) Consideration — Educate and Nurture
Where to show up
- Organic blogs: comparisons, explainers, buyer guides
- Educational social content: cheat sheets and carousels
- Communities & forums: Reddit, Quora (great GEO signals)
KPIs
- Session time and scroll depth
- Returning visitors
- Snippet/AI answer appearances
Strategy checklist
- Build mid-funnel SEO content: comparison pages, use-case pages, industry templates.
- Participate helpfully in communities; cite sources and link to deeper resources.
- Use gated content (guides, webinars, worksheets) to collect leads without harming UX.
3) Intent — Capture Evaluators
Where to show up
- Bottom-funnel SEO: pricing, ROI, implementation, reviews
- AI-powered chat on landing pages for FAQs and routing
- Branded search + referral traffic
KPIs
- Demo requests, calendar bookings
- Form completion rate
- Branded search volume
Strategy checklist
- Optimize bottom-funnel pages for Google and AI citations (clear answers, scannable sections).
- Showcase social proof with structured data: case studies, ratings, testimonials.
- Use interactive tools (ROI calculators, quizzes) to capture high-intent leads.
4) Conversion — Turn Intent into Revenue
Where to show up
- Landing pages, checkout flows, free-trial flows
- Email nurture sequences and in-product prompts
- Social DMs for high-touch deals
KPIs
- Conversion rate and revenue per lead
- Cart/step abandonment rate
Strategy checklist
- Personalize CTAs and messaging with audience insights.
- A/B test AI-generated variants alongside human copy; keep winners only.
- Use urgency ethically: time-bound offers, bonuses, onboarding sessions.
5) Loyalty — Retain and Grow Customers
Where to show up
- Email: loyalty programs, upsell flows, re-activation
- Communities: Discord/Slack/LinkedIn groups, help hubs
- SEO-driven support content for self-serve success
KPIs
- Retention and repeat purchase rate
- Referral sign-ups
- Community engagement
Strategy checklist
- Build loyalty loops with personalized rewards and contextual upsells.
- Use AI alerts to predict churn (usage drops, inactivity) and trigger saves.
- Encourage community-led growth: referrals, user-generated content, advocacy.
Operations: Make the Funnel Measurable
- Attribution: Track first-touch (awareness) and last-touch (conversion) to see true lift.
- Content inventory: Map every asset to a funnel stage; fill gaps, retire clutter.
- Search intelligence: Monitor impressions, clicks, CTR, and query movement in GSC to spot stage shifts early.
- Automation: Connect analytics to lifecycle messaging (welcome, trial, activation, expansion, win-back).
