Marketing Funnel Explained for Small Business Owners and Entrepreneurs

Marketing Tips

Jan 31

BY MICHELLE KNIGHT

Understanding the purpose and the power of marketing is incredibly important. There are a lot of moving parts. I talk a lot about content creation, video marketing, podcasting, SEO, etc…

It can feel like there are so many pieces to market your business, and you might be wondering how they all fit together in this mysterious puzzle that is marketing.

So today we’re going to take a deep dive into marketing, explore the different phases of marketing, and help you understand where all of these different elements fit in.

If you prefer to watch the video training, you can watch it here on my YouTube channel.

THE MARKETING FUNNEL

The first thing that we're going to dive into is the marketing funnel.

In the first section, the largest section, you have your cold audience. These are people who don't know you at all, nothing about your brand.

Then in the second section down, we have your warm audience. So once someone has gotten to know you a little bit, they've been warmed up via your content, some of the things that they've seen online, they've joined your email list, and they're starting to really build up that trust with your brand.

At the very, very bottom, we have your hot leads. These are essentially people who are ready to purchase or are already paying customers. And we're really focused on retention with them. So as you can see from this diagram, we want to make sure that people are coming in through the top of the funnel consistently.

This is where marketing comes into play. Often in the industry, we talk about it like a faucet. You want to turn that faucet on so that new people, leads, and money are constantly coming in. Anytime you turn it off, the bottom is going to dry up and that's where your paying clients are coming from. So this idea of consistent leads coming in is incredibly important.

Now, one thing I want to mention is that the timeframe from cold to hot is going to be different for everyone.

CUSTOMER BUYING PROCESS AND MARKETING

I talk about that process a little bit more in-depth in my Customer Buying Process video, which you can go ahead and watch here. That explains a little bit more about the phases that customers go through before making a purchase.

You might attract someone at phase one, not even thinking about buying anything, or phase five, ready to purchase. They could be coming in at any one of those markers. And that's important to note because even though we have this upside-down triangle, this funnel that’s focused on bringing in leads, someone could move through this funnel in as little as 10 minutes.

Or, somebody might take six months to a year.

But let's explore a scenario right here. Let's say that someone finds you on Google. They are Googling your niche, they find you on Google, they land on your website, and they consume a piece of your content.

So now they've moved from cold to warm, and then they're immediately like, "Okay, yes, this is perfect." They’ve gotten what they need, they feel connected to your brand, they know you’re the right person for them and they submit an application or make a purchase. And it all happens within 10 minutes. That person was a little bit further along in the buying process when they initially discovered your website. But as you can see, they went through your funnel very quickly.

One of the things that I love to teach inside Brandmerry Academy is the power of SEO. We have an entire marketing course on SEO and how to use it to your benefit as a business owner.

Now, the same might happen when someone discovers a piece of your content on Pinterest.

They go to your website, they read your blog, and they opt into your email list. On your email list, you give them an offer to buy something and they buy immediately. We see this happen quite a bit when it comes to evergreen marketing strategies, which is why we're obsessed with teaching them inside of the academy.

Then we also have members who have been on our email list for years sometimes before they're ready to buy. But it's been through that warm-up phase, creating content, and showing up for them that they stayed. And when they were ready to purchase, they came to my brand because of the relationship that I had built.

So I always want you to remember this diagram because this just shows us how important it is to consistently focus on marketing and getting in front of a cold audience so that we can then move them through the funnel.

MARKETING PHASES

A few years ago, when I launched Brandmerry Academy, I wanted to think about a way for my clients to simplify how they approached marketing.

We have this “fancy” upside-down triangle with your cold, warm, and hot audience, but what does that mean?

What's happening at each of those stages?

That's when I created a three-part marketing system. This is the foundation of everything that we teach inside of our marketing membership when we teach our different strategies like SEO, Pinterest, blogging, podcasting, and video marketing.

Inside this three-part system is where we're going to talk about all the little bitty things that you're doing with your marketing and where they fit into the bigger marketing picture.

AWARENESS PHASE

The very first one is going to be the awareness phase. The awareness phase is when someone is suddenly aware of your brand. So they didn't know about you before, but then they discover a piece of valuable content that makes them aware of your brand and what you provide.

This phase right here is just more proof that evergreen marketing strategies are so important. Because evergreen marketing strategies, like the blog that you’re reading, or the video that you might watch next are pieces of content that continue to perform over and over year after year. So by putting those pieces of content out there, you always have ways for someone to discover you and enter into this awareness phase.

ATTRACTION PHASE

Then the second phase that they would move into I call the attraction phase. This is when they're suddenly like, "Oh, I am totally into this brand and what they're sharing and I want to know more." I often use the imagery of a little bunny where their ears perk up and they're like, "Yes. Oh my gosh, tell me more. I am ready. What else do you have for me?"

That's the attraction phase. This area right here is where your email list-building strategies come into play. So typically someone who's moved into this phase will be ready to give their email to you, which I always say is like currency, and invite you into their world, invite you into their inbox so that they can learn more about you and from you and ultimately how you can help them solve their problem. So this phase is incredibly important.

CONNECTION PHASE

Then we move into the third phase, the connection phase. This is the moment when someone has moved from being attracted to what you're saying to being fully connected to your brand. At the connection phase, this is where we find that you're building that trust - the know, like, and trust factor that gets people to buy.

We know that purchase decisions are based on an emotional connection. One of my favorite quotes that I discovered when I was starting my business from Zig Ziglar says, "If people like you, they'll listen. If they trust you, they'll do business with you." So this connection phase is focused on building trust. And we have a lot of different marketing strategies that help us do just that.

The triangle shared in the beginning shows the power of marketing and why it's so important to constantly be getting people in front of your brand. This second part, these three phases of marketing shows the step-by-step process that someone might be going through.

Now, let's talk about the different strategies that you're going to use at each of these phases.

MARKETING STRATEGIES FOR EACH PHASE

STRATEGIES FOR BRAND AWARENESS

In the awareness phase, individuals are completely unaware of your brand. This makes content creation super important as it serves as the strategy for attracting new audience members. Whether discovered through Google searches, email shares, or platforms like YouTube and Pinterest, strong content is key.

Focusing on evergreen marketing strategies is essential during this phase. Strong SEO practices ensure visibility on search engines like Google, Pinterest, and YouTube which rely heavily on keywords and can put you at a major advantage.

Unlike social media platforms such as Facebook or Instagram where content is not searched for, but rather stumbled upon, platforms like Google, YouTube, and Pinterest attract users actively seeking solutions to their problems, making them further along in the consumer buying journey.

For those of you who still like social media (more on this in a bit), short-form videos on platforms like TikTok or Instagram Reels can be effective. However, it's important to note that these platforms may not give you as high buyer intent as search-based platforms.

Another valuable strategy at this phase is to invest in public relations. This can be an investment of an expert, or just some time in your calendar weekly. With a PR major and years of experience in the industry, I love to emphasize the importance of guest appearances on podcasts or other channels to my clients. Being invited into someone else's community establishes an amazing level of trust, speeding up the audience's journey to a paying client.

The awareness stage is about consistently reaching a cold audience. Rather than constantly seeking out your ideal customer, focus on optimizing your content delivery and platform selection to allow your audience to discover you—a principle we emphasize at Brandmerry Academy.

STRATEGIES FOR BRAND ATTRACTION

Now, let's talk about the second phase: the attraction phase. This is where your social media skills will come into play.

I've shifted my approach to social media over time. Initially, I used it for awareness, trying to scout for clients on the platform, but it wasn't yielding the results I hoped for. However, when I began integrating evergreen strategies, I realized I could reposition social media into the attraction phase.

Now, those who already know me from other platforms might follow me on social media. It alleviated the pressure. I could focus on building trust, sharing expertise, and even have a bit more fun, knowing this audience was more likely to convert because they were already familiar with my brand. Social media became a nurturing tool rather than a hunting ground.

Social media serves as an excellent tool at this stage for building connections that lead to sales. Think video content, posts, Instagram stories—all those engaging elements, whether you love or loathe creating them.

Moreover, at this stage, email marketing takes the spotlight. Once someone is attracted to your brand, getting them onto your email list is crucial. This is where having a compelling lead magnet comes into play. It's vital for marketing success.

We advise all our clients to get their lead magnets set up quickly. In fact, inside Brandmerry Academy, clients get a bonus called Funnel in a Weekend, which guides you step-by-step through setting up your opt-in page and funnel in just three days. If this has been a challenge for you, I highly recommend checking it out.

In the attraction phase, our focus is on moving our audience closer, encouraging them to follow us on social media, and join our email list. We continue to create and share content, sometimes repurposing what we've already produced in the awareness stage. The goal now is to ensure our attracted audience sees it, utilizing social media and email marketing to maximize visibility.

Additionally, public relations can be a game-changer at this stage, enhancing authority and trust with our existing audience. I've had the privilege of being featured on esteemed platforms like CNBC and Fast Company, and each time, I make sure to inform my audience. It's incredible how these features can boost authority and reassure those who've been on the fence about working with me.

So, while we're not creating new PR content, we're leveraging it to enhance this phase of the marketing process. It's a reminder that a single piece of content or action can serve multiple stages or phases of marketing.

STRATEGIES FOR BRAND CONNECTION

Now, let's dive into the connection phase. Here, it's all about maintaining the momentum of sharing our content and building trust with our audience. However, there's one element that I believe is absolutely crucial in this phase: storytelling.

Storytelling is my passion; it's where I shine. I adore discussing brand storytelling and, more specifically, how to craft compelling micro-stories within your content—whether it's on your blogs, social media, or videos.

When I first started my business, I stumbled upon the power of storytelling. As I integrated it into my content, I noticed an amazing shift. My small audience began to engage more, and ultimately, they started making purchases.

I vividly remember one of my early live streams, where I spoke to the same small audience I'd been nurturing for months. To my surprise, someone reached out via email afterward, expressing their readiness to schedule a discovery call. The only thing I changed was the addition of storytelling.

I firmly believe that it was the humanizing effect of storytelling that made the difference. By sharing more personal stories, I became more relatable and approachable, and my audience responded positively. Storytelling can be a powerful tool for converting your audience, especially when they're small. It's a strategy I've employed numerous times in my business, including in this very video. I highly recommend integrating storytelling into your approach and leveraging it to your advantage in the connection phase.

Whether you're launching a new offering, seeking to fill spots in your program, or introducing a new product, storytelling can speed up the transition of your audience from attraction to connection, ultimately leading to conversions.

I share my Storytelling 101 training inside Brandmerry Academy. Entrepreneurs with more knowledge can explore my course Storytelling Made Simple for a deeper dive into digital storytelling and how to use it in all of your marketing efforts.

CONCLUSION

Alright, let's do a quick recap and discuss some of the top tips to master your marketing. I know I've covered a lot of ground, and honestly, I love diving deep into this stuff—it's the kind of detailed knowledge you'll find inside the academy.

First off, ensure you're consistently generating leads for your business. Evergreen marketing strategies are key here—keep that flow of leads steady. Remember, it's not about doing more; it's about being strategic with your marketing efforts.

For example, if you're solely relying on social media, you might be missing out on opportunities in the awareness stage. Shifting your focus to creating evergreen content like blogs, YouTube videos, or podcasts can expand your reach across different phases. Add storytelling into the mix, and you've got a winning formula.

Always keep the client journey in mind. Don't buy into the notion that if someone doesn't buy right away, they're not worth your time. People move through the buying journey at their own pace. By honoring each phase, you guide them along the journey, building trust and connection with your brand.

This early trust and connection also lead to better client retention rates. When clients trust you from the get-go, they're more likely to stick around for the long haul.

As I've mentioned before, everything I've covered here is available inside Brandmerry Academy. It's a marketing membership designed to help you market your business without relying solely on social media. It's all about reclaiming your time as an entrepreneur and focusing on what matters most to you.

Head over to Brandmerry.com/Academy for more information. I'd love to support you on your journey and see how these strategies transform the way you run your business.

P.S. Have you tuned in to the Authentic Brand Builders podcast? I release new episodes every Thursday on topics around branding and marketing! Check out past episodes and be sure to subscribe at brandmerry.com/podcast