Marketing funnel sounds like jargon. It's actually a useful mental model for understanding how customers move from "never heard of you" to "loyal repeat customer" — and where your marketing investments should go at each stage.
The Marketing Funnel, Simply
Imagine a funnel. Wide at the top, narrow at the bottom. A lot of people enter at the top. Far fewer make it through to become customers at the bottom. Your job as a marketer is to:
- Get enough people into the top of the funnel
- Remove the friction that causes people to drop out at each stage
- Make it easy and natural for people to reach the bottom
The Four Stages
Stage 1: Awareness (Top of Funnel)
What's happening: A potential customer realizes they have a problem or need. They may not know you exist yet.
Example: A homeowner notices their roof is looking worn. They Google "signs your roof needs replacing."
Marketing tactics that work here:
- Blog content targeting informational searches
- Social media video and posts
- Local SEO (appearing in searches before someone has decided to hire)
- Community presence and word-of-mouth
Stage 2: Consideration (Middle of Funnel)
What's happening: The potential customer knows they need what you offer. They're comparing options.
Example: The homeowner searches "best roofing companies in Bremerton" and reads reviews, checks websites, watches videos.
Marketing tactics that work here:
- Google reviews — the primary trust signal
- Brand and testimonial videos — builds trust rapidly
- Service pages that clearly explain what you do and how
- Case studies and before/after galleries
Stage 3: Conversion (Bottom of Funnel)
What's happening: The customer is ready to hire. Something tips them toward action — or causes them to abandon.
Example: The homeowner clicks your Google listing, sees 4.8 stars with 90 reviews, reads your website, and calls for an estimate.
Marketing tactics that work here:
- Clear, prominent contact information
- Fast response time (every hour you delay costs conversions)
- Strong call-to-action on every page
- Easy scheduling or quote process
- Price transparency (or clear process for getting a quote)
Stage 4: Retention and Referral
What's happening: The customer has bought. Now you either build a relationship that generates repeat business and referrals — or you lose them.
Marketing tactics that work here:
- Post-service review requests
- Email newsletter staying in touch
- Seasonal reminders for relevant services
- Referral program
- Exceptional service (the most powerful retention tool)
Why This Matters for Your Marketing Budget
Understanding the funnel helps you spend your marketing budget in the right place:
- If nobody's hearing about you → invest in awareness (SEO, content, GBP)
- If people hear about you but don't choose you → invest in trust (reviews, video, website credibility)
- If people visit your website but don't contact you → invest in conversion (CRO, clearer CTAs, faster response)
- If customers don't return or refer → invest in retention (email, follow-up, referral system)
Most small businesses try to solve every problem with more advertising. Often the real problem is earlier in the funnel — or at a completely different stage. Tracking and analytics is what tells you which stage needs work.
Where Buzz Cue Focuses
We specialize in the foundation stages for Kitsap County businesses: visibility (so people find you), trust (so they choose you), and measurement (so you know what's working). Start with a free audit →
Buzz Cue — Poulsbo, WA marketing agency. We help local businesses build marketing funnels that convert. Talk to us →