The Structure Of A Funnel

Julia Clementson

When you understand the basic structure of a funnel, you understand the purpose for all of its parts. When these parts are assembled to create a machine, you will see results. Understanding your business and niche plays a large role in understanding what you need from a funnel.

When making a machine, you need parts. A funnel, in its most basic structure, has three main parts. It has a magnet, a content hub and an offer. These three parts work together to separate leads into different categories. Funnels create a filtration process so you can narrow down your target. This filtration process allows you to concentrate your marketing efforts on one subsection of your audience to get the most out of them.

Funnels work with content. That’s the backbone of a successful funnel. Magnets are meant to entice potential customers, so they start clicking. This can be a social media campaign, a newsletter opt-in or any piece of published content that involves a call-to-action that leads to a content hub. This magnet is unique because it is usually placed on a platform with lots of incoming traffic. That foot traffic should create a stream of potential customers to your content hub. Content on this platform is much shorter and concise than what is on your content hub. This doesn’t mean that the quality of content is less than stellar, but it just a tease what you can offer.


This will filter oncoming traffic and only interested persons will click on your CTA. Your content hub is the most valuable middleman in your business. This is where you can explain what you do and why you do it. You can offer helpful advice, entertaining material or anything to build a relationship with your new converts. This hub can be a blog, newsletter, or even a landing page. Your content hub is a combination of resources. It will start small, but it needs to be built over time. This middleman can also create more subsections of your audience. This is helpful if you have many paid offers that have a variation in client base.

You might be offering a program for those who want to learn Spanish, but will multiple courses with different levels of difficulty. This is what makes the content hub interesting and complex. You can now filter your audience using magnets on your content hub. This is great for your long-term marketing strategy because it allows you to monitor the behaviors of your audience through data collection. With this data, you can make informed decisions about the direction of your marketing.

This data will form the backbone of your paid offers. This can be housed on a landing page, but the call-to-actions, copywriting, visual elements and other media that present your paid offer should follow the data collected. This will help you to increase your conversion rates.

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