Understanding the Sales Funnel for Handmade Sellers

Understanding the Sales Funnel for Handmade Sellers: How to Guide Your Customers from Awareness to LoyaltY

If you're a handmade seller, you’ve probably heard terms like "top of funnel," "middle of funnel," and "bottom of funnel" thrown around, especially when it comes to marketing strategies. But what do they actually mean? More importantly, how can they help you build a stronger, more successful business? Let’s break down each stage of the funnel, complete with real examples and strategies I’ve used in my own handmade business to turn strangers into raving fans.

The Sales Funnel: A Quick Overview

The sales funnel is a visual representation of the customer journey, from discovering your brand to becoming a loyal customer. It’s broken down into three key stages:

1. Top of Funnel (TOFU): Awareness

2. Middle of Funnel (MOFU): Interest and Desire

3. Bottom of Funnel (BOFU): Action and Loyalty
   

Each stage requires different marketing tactics to move potential customers further down the funnel. Let’s dive into what each stage means and how you can leverage it for your handmade business.

1. Top of Funnel (TOFU): Building Awareness

The top of the funnel is all about making people aware of your brand. At this stage, potential customers don’t know who you are or what you offer. Your goal is to capture their attention and introduce them to your beautiful handmade creations.

Real Examples:

• Blog Articles and Social Media Posts: Write blog posts about topics related to your products, like "5 Benefits of Using All-Natural Soaps" if you sell handmade soaps. Share these posts on your social media to attract readers who care about sustainability and natural products.
  

• Videos and Infographics: Create engaging videos showing how you make your products or explaining the story behind your brand. Infographics that showcase the benefits of handmade products vs. mass-produced ones can also capture attention.
  

• Giveaways and Contests: Host giveaways or contests on Instagram or Facebook to encourage people to follow your account, share your posts, and tag their friends. This expands your reach and attracts new potential customers.
  

What We Do: We love to run seasonal giveaways that align with our brand. For example, for Valentine’s Day, we did a “Self-Care Giveaway” where participants had to follow our Instagram page, like the post, and tag three friends. This brought in hundreds of new followers and potential customers who were genuinely interested in our handmade beauty products.

At the top of the funnel, focus on attracting as many eyes as possible. Make them curious enough to want to learn more about your brand.

2. Middle of Funnel (MOFU): Sparking Interest and Desire

Now that people are aware of your brand, the middle of the funnel is where you nurture that interest and build a deeper connection. This stage is about transforming curiosity into a genuine desire for your products.

Real Examples:

• Email Campaigns: Send a welcome email series to new subscribers introducing them to your story, your mission, and your best-selling products. Include customer testimonials to build trust.
  

• Product Videos and Demos: Create videos that show your products in action. For example, if you sell handmade jewelry, create a “How to Style” video showing multiple ways to wear your pieces.
  

• Exclusive Discounts and Free Trials: Offer a limited-time discount or free shipping to encourage first-time buyers. “Get 10% off your first purchase—because we believe in love at first sight”
  

What We Do: We send a 3-part welcome email series to every new subscriber. The first email shares our story and what makes our handmade items special. The second email includes a behind-the-scenes look at our workshop, and the third offers a 10% discount on their first purchase. We’ve found that this approach not only nurtures interest but also encourages a quicker conversion.

The middle of the funnel is your chance to show off your brand personality and build a connection. Make them feel like they’re part of your handmade journey.

3. Bottom of Funnel (BOFU): Driving Action and Building Loyalty

At the bottom of the funnel, your potential customers are primed and ready to buy. This stage is all about closing the deal and turning a one-time buyer into a loyal customer.

Real Examples:

• Abandoned Cart Emails: If someone adds items to their cart but doesn’t complete the purchase, send a friendly reminder. “Looks like you forgot something! Complete your purchase now and enjoy 15% off.”
  

• Referral Programs: Encourage satisfied customers to refer friends and family. “Love your new handmade bracelet? Share the love—refer a friend and both of you get $10 off your next purchase”
  

• Customer Appreciation Events: Host exclusive events, either online or in person, to reward your most loyal customers. This could be a sneak peek of a new collection or an exclusive sale just for them.
  

What We Do: We use Klaviyo to send personalized abandoned cart emails with a small discount to encourage customers to complete their purchase. We also have a referral program where both the referrer and the new customer get a discount. This has not only increased our sales but also helped build a community of brand advocates who genuinely love our products.

Question for You:

Which part of the funnel do you find the most challenging to manage for your handmade business? Share your experiences, and let’s help each other out.

Bringing Customers Down the Funnel

By understanding and optimizing each stage of the sales funnel, you can create targeted marketing strategies that not only attract new customers but also turn them into loyal fans. Remember, it’s not just about making a sale—it’s about creating an experience that keeps customers coming back for more.

So, where will you start? Top, middle, or bottom? Focus on one area at a time, optimize it, and watch your handmade business flourish! 🌿