The Marketing Funnel: From Awareness to Advocacy

By: Ellie Marchiori

A well-structured marketing funnel isn’t just about getting leads—it’s about guiding potential customers through a strategic journey that turns them into loyal brand advocates. Understanding each stage of the funnel helps businesses attract the right people, nurture interest, drive conversions, and foster lasting relationships.

Whether you’re a small business or a national brand, a strong marketing funnel ensures you’re not just reaching people—but reaching the right people and moving them seamlessly toward action.

Stage 1: Awareness – Attracting the Right People

The awareness stage is where potential customers first discover your brand. They may not be looking for your product or service yet, but they’re experiencing a problem that you can help solve. Your job? Get in front of them with valuable, engaging content.

Tactics to Drive Awareness:

• SEO & Content Marketing: Blog posts, guides, and educational resources help users find you when searching for solutions.
• Social Media Ads & Organic Posts: Engaging posts, short-form videos, and interactive content attract attention.
• Influencer & Thought Leadership Marketing: Collaborating with industry leaders builds credibility and extends your reach.
• PR & Brand Awareness Campaigns: Getting featured in industry publications and news outlets introduces your brand to new audiences.

Example of Awareness in Action:

A boutique fitness studio launches a TikTok series on quick at-home workouts, introducing its brand to a new audience. It also runs Instagram ads targeting people searching for home fitness solutions.

Goal: Capture attention and build familiarity.

Stage 2: Consideration – Nurturing Interest

Once potential customers know about your brand, they start researching their options. This is the stage where they compare solutions and evaluate whether you’re the right fit. Your content should educate, build trust, and position your brand as the best choice.

Tactics to Nurture Consideration:

• Email Sequences & Retargeting Ads: Follow up with leads through personalized emails or display ads.
• Social Proof & Case Studies: Customer testimonials, reviews, and success stories build credibility.
• Comparison Content: Blog posts like “How We Compare to Competitors” help address common objections.

Example of Consideration in Action:

An eCommerce brand selling eco-friendly skincare sends an email series to new subscribers with testimonials, ingredient transparency, and behind-the-scenes videos showing their sustainable production process.

Goal: Keep potential customers engaged and help them see why your brand is the best choice.

Stage 3: Conversion – Sealing the Deal

After researching, comparing, and considering, the customer is ready to make a purchase. Your goal? Make it as easy and compelling as possible for them to say YES.

Tactics to Drive Conversions:

• Strong Calls-to-Action (CTAs): Clear, direct language guiding customers to buy, book, or sign up.
• Limited-Time Offers & Discounts: Create urgency with special promotions or exclusive deals.
• Seamless Checkout & Lead Forms: Reduce friction by streamlining the process.

Example of Conversion in Action:

A TV streaming company offers a free 14-day trial and a limited-time discount to encourage sign-ups. It also has a live chat feature for users with last-minute questions.

Goal: Remove barriers and make it easy for leads to convert.

Stage 4: Loyalty & Advocacy – Turning Customers into Fans

The marketing funnel doesn’t end at conversion—the real growth comes from turning customers into brand advocates. Keeping existing customers engaged increases lifetime value, encourages repeat business, and fuels word-of-mouth marketing.

Tactics to Drive Loyalty & Advocacy:

• Exclusive Content & Perks: VIP discounts, loyalty programs, and early access to new products.
• Referral & Ambassador Programs: Incentivize customers to bring in new business.
• User-Generated Content & Community Engagement: Encourage customers to share their experiences.

Example of Loyalty in Action:

A coffee subscription service sends surprise gifts to long-term subscribers and encourages them to refer friends for free months. Its marketing materials also feature customer reviews.

Goal: Build long-term relationships and encourage customers to spread the word.

Final Thoughts: Designing a Funnel That Works for Your Business

A successful marketing funnel ensures that every interaction with your brand moves the customer closer to a decision. By strategically using content, ads, and engagement tactics at each stage, you attract, nurture, convert, and retain customers more effectively.

Want to explore the marketing funnel further? We covered this topic in a recent episode of 1000 Ways to Market Your Business! Listen now for insights on building a marketing funnel that works.

Need help optimizing your strategy? Let’s chat!