Today, the average person is exposed to more than 5000 advertising messages per day. We’re constantly being bombarded with images and sales pitches; however, even through all of the smoke and mirrors that these messages may present, there is a real consumer desire for emotional connection with the brands that we choose to support. This is why as business owners, it’s so important that marketing is viewed as more than just a platform to sell, but as a conduit for building meaningful relationships.

Building relationships with your customers and overall audience is much like building any other relationship; you have to develop a real connection, listen and take action. You need to prioritise the relationship and deliver on the promises you make.

If you want to encourage customers to choose you over the plethora of competition, you need to present them with a compelling reason as to why. It doesn’t matter what element of your business you’re working from, IMO, if you don’t know your customers – like really know them – you’re essentially creating content/making noise/operating just for the sake of it. Which is kinda pointless, right?

So, how do you create content that is relevant to your audience, while also building a relationship based on trust? 

Well, it’s simple really. You need to know what gets them ticking. You need to know what they want, before they even know that that’s what they need.

When it comes to gathering intel on your ideal customer, there are 5 top insights I recommend you be absolutely clear on.

  1. Their Goals and values
  2. Where do they source info from
  3. Demographics
  4. Challenges and Pain Points
  5. Objections and Role in the purchasing process

Knowing the answers to these insights will help you in really knowing your audience and will help you in tailoring your content and brand messaging to suit. All of which will help in creating content that serves different purposes; aka your marketing funnel.

What is a Marketing Funnel?

Your marketing funnel is an essential part of all successful marketing campaigns. It helps you to visualise the path that your prospects take from the moment they become familiar with your brand all the way through to conversion and beyond. The funnel will help you to figure out the best way to communicate with your users at every stage of the customer journey.

The Five Stages of the Marketing Funnel

While there is no universal marketing funnel – some businesses may prefer to use other funnel naming conventions – the funnel does work as a unified whole. This means that every section needs to work harmoniously in order for the journey to be successful. Let’s take a look at each of the stages:


At the top of the funnel is Awareness. At this stage, prospects are strangers to your brand, so they need to learn who you are. This is your chance to start building a strong relationship with them. 

Here, it is your job to demonstrate the value that your offer provides through sharing free value content. Potential customers at this stage aren’t yet ready to purchase from you because they don’t know how you can help them, so they need free educational content to help them clarify.

Priority for you at this stage would be optimising your content for search engines (SEO) to ensure that your website appears amongst the top search results on Google, or other search engines. The higher you rank, the more it’s implied that the content you share is relevant and valuable to the term being searched, thus positioning you as a thought leader in your field.

Other items in your content marketing repertoire that you could consider here include using social media to help make people aware of your brand, as well as videos, blog posts, infographics and e-Books to name a few.



As the funnel lessens, or as the pool of people gets a little smaller, we’ve got Consideration. This is when you’ve got the attention of potential customers, so for you, your priority is to inspire and encourage them to learn more about your brand. At this point, your prospects know that they have a problem and are in search of a viable solution. So, they need more information to help move them through to the next stage of the funnel.

Here, you can share success stories, email marketing campaigns, detailed product/service offerings and retargeting campaigns for abandoned carts and browsing sessions. As these leads consume more information and reviews, their interest will rise. If handled properly, they should progress to the next stage…


This is when your prospects have moved from a state of emotional decision making to rational. You’ve convinced them that your product/service is the solution to their problem, you just need to clarify to them why buying from your brand is the best option for them, why they need to buy right now and how easy it is to buy from you.

It doesn’t matter how competitive the industry is that you’re part of; there is always going to be an option for them to buy from someone else. This is where you need to start demonstrating why your offer is better than others; focus on the benefits that you offer. This could be free delivery, price-point, customer support – all of these could influence your prospect’s buying decision.

Some tactics and content that you could share at this stage include inviting customers to a free masterclass or demonstration of your product/service, adding them to a targeted drip campaign that highlights the different benefits of your offer, offer a free trial or give prospects samples, or send a discount or sales offer if purchasing within a certain timeframe.


Once a lead becomes a customer, you need to have in place a plan that will build their loyalty. Without a plan to keep in touch with your customers, they’ll leave your store and forget about you, until the next time they need your product or service. You should be striving to give your customers a reason to repeat their purchase. Add your customers to your mailing list and send them regular email newsletters; ask them to follow you on social media for more info on new products and competitions. Use a loyalty program to help to retain your hard-earned customers and have them enjoy the benefits of repeat business. Give them deals and special discounts – reward them for being a long-term supporter of your brand.

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Then finally, as we get down the bottom of the funnel is Advocacy. Similar to Loyalty, you want to give your loyal customer a reason to become a raging fan. Ways in which you can encourage this is by sharing UGC, working with Influencers and ambassadors and running campaigns for Reviews.

Marketing Funnel Conclusion

No matter how well established your brand is, all of your prospects will move through each marketing funnel stage before they become loyal customers and advocates for your brand. Every step requires carefully thought out strategies in order for you to nurture your leads and move them further down the funnel. It is absolutely essential and is something that is often overlooked by many businesses. 

If you need help developing an effective Marketing Funnel or even great content, we’re dedicated and ready to help! Contact us to get started!

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