If you’re a business owner you’ve probably heard people tell you need to look at your marketing funnel, and the goal of it is to track the stages your customers go through so they can go from “cold to sold”.
But the term marketing funnel is a bit outdated. It suggests a neat, linear path where someone spots your brand, learns more, compares you to others, and finally buys. But in this day and age of marketing? It’s far from smooth sailing.
In today’s world of constant content, social scrolling, and late-night Googling, marketing for small businesses needs to reflect how people actually make decisions. That’s why more and more people, including me, prefer to think in terms of a customer journey, not a funnel.
I first heard of this term on a seminar given by Girls in Marketing, and it makes perfect sense!
Real customers don’t trickle through a process like water through a tube. They bounce around, disappear for a while, then resurface unexpectedly. Understanding the marketing funnel stages is still useful, but only if you know what to say at each point (the message), and how to meet your customers where they’re at (the touchpoints).
So let’s dive into the stages of the newly named marketing funnel, ” The Customer Journey.
Stage 1: Awareness
Goal: Let people know your business exists.
At this early stage, your customer isn’t actively looking for you, they just happen to come across you. That means you’ve got one shot to make a strong, clear first impression.
What the message to give at this stage:
- Here’s who we are and what we do.
- We see your problem, and we’ve got solutions.
- Here’s something helpful, entertaining, or inspiring.
Touchpoints:
- Social media posts and paid ads
- SEO blog content and landing pages
- Brand partnerships or influencer mentions
- Offline visibility (like posters or event sponsorships)
If you’re a marketing for small businesses, this stage is where consistency and visibility are key, especially in saturated markets.
Stage 2: Interest
Goal: Spark curiosity and encourage a deeper look.
Now they’ve seen you, but are they intrigued enough to find out more? This is where you move from seen to considered.
The message to give at this stage:
- Want to learn more?
- Here’s something free you can use right away.
- Let us show you what we’re about.
Touchpoints:
- Website homepage
- Lead magnets like downloadable guides or checklists
- Email newsletter sign-up pop-ups
In small business marketing, having strong lead magnets here helps keep potential customers warm until they’re ready to act.
Stage 3: Consideration
Goal: Help them weigh you up against other options.
They’re now in research mode; comparing prices, reading reviews, and deciding if you’re worth their time or money.
The message to give at this stage:
- Here’s why people choose us.
- Here’s what our customers say.
- Here’s how we’re different.
Touchpoints:
- Services or product pages
- Comparison or FAQ content
- Customer testimonials and case studies
As a marketing consultant for small businesses, I often find this is where many business owners lose potential customers, because the proof just isn’t visible enough. You need to give reason for them to trust you.
Stage 4: Purchase
Goal: Make the sale as easy and friction-free as possible.
This is the moment of truth. Your potential customer is nearly there, don’t give them a reason to hesitate.
The message for this stage:
- Here’s the price and how it works.
- We’d love to work with you, here’s what happens next.
- Still got questions? Let’s talk.
Touchpoints:
- Clear pricing page
- Discount messaging (where appropriate)
- Simple checkout or enquiry forms
- Confirmation pages and onboarding messages
For small business owners, a complicated or unclear sales process can cost you valuable conversions.
Stage 5: Retention
Goal: Keep them coming back and engaged.
The sale’s done but it doesn’t end there, now it’s time to build a relationship. This stage is often overlooked in marketing for small businesses, but it’s where long-term loyalty and word-of-mouth magic happen.
The message for this stage:
- Thanks for choosing us, here’s what’s next.
- Let us help you get the most from this.
- We’ve got something else you’ll love.
Touchpoints:
- Onboarding emails
- Ongoing customer support
- Product updates or surprise gifts
- Loyalty programmes
Stage 6: Advocacy
Goal: Turn happy customers into raving fans.
The final stage, and arguably the most powerful. Your best marketers? Satisfied customers who shout about you.
The message for this stage:
Would you leave us a review?
Refer a friend and get rewarded.
Please can we write a case study on your experience with us?
Touchpoints:
- Review and testimonial requests
- Referral schemes
- Sharable social media content
- Case study follow-ups
As someone who offers marketing for small businesses, this is where I help clients turn one great customer into three — just by setting up the right touchpoints.
So, is the marketing funnel dead?
Not quite but it is evolving. People don’t always follow a straight path. They dip in and out, repeat stages, and find your brand in unexpected places. Your job isn’t to force them through a funnel, it’s to make every stage easy to engage with, whenever they’re ready.
If you’re a small business trying to figure out what’s working (and what’s not), don’t just guess. That’s where a marketing consultant for small businesses can help you zoom out, map the journey, and fix what’s broken.
Want to map your customer journey, without the fluff?
I help small business owners build smart, strategic marketing that works with how people actually buy.
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