From Awareness to Advocacy: How to Build a Marketing Funnel That Works
When you're working with businesses in high-trust service sectors — like law, health, tech or government — marketing looks different. It's less about flashy conversions and more about clarity, credibility, and building confidence at every stage. If you’ve ever heard someone talk about a “marketing funnel” and nodded while secretly wondering what on earth they meant, this one’s for you.
A marketing funnel is just a way to describe how someone goes from “never heard of you” to “where do I sign up?” — and beyond. It’s not about manipulating people. It’s about helping them move through a natural process of discovering, considering, and eventually choosing what’s right for them.
Let’s break it down stage by stage — with examples and practical tips to help you make it work.
The 5 stages of the marketing funnel
Each stage reflects where someone is in their decision-making process, and each stage needs a different kind of energy from you.
1. Awareness
This is where it all begins. People don’t know who you are, what you do, or why it matters. Your job at this stage? Show up.
Not with a hard sell. With value. Attention is earned. You’re simply inviting people into your world.
Strategy tips for this stage:
Share insights, not sales pitches
Focus on visibility
Use language and visuals that resonate — and feel human
Help people feel seen
Strategy examples:
SEO-optimised blog posts
Educational social content (LinkedIn, Instagram, YouTube)
Podcasts or guest features
Google Business Profile
PR or media coverage
YouTube explainer videos
Targeted paid ads (brand awareness campaigns)
2. Consideration
Now you’ve got their attention — but that doesn’t mean they’re ready to buy. They’re still weighing things up. Comparing. Thinking. Maybe bookmarking your site for later.
This is the stage where trust is built.
Strategy tips for this stage:
Answer the questions they’re already asking in their head
Share social proof (like testimonials or case studies)
Explain your process clearly — no jargon, no guesswork
Show how you’re different in a way that matters to them
Strategy examples:
Free resources (guides, checklists, templates)
Lead magnets + email nurture sequences
Case studies and testimonials from clients and partners
“How it works” or process pages
Webinars or live Q&As
Behind-the-scenes or founder story content
Comparison/FAQ content
3. Conversion
They’re ready. Or almost. They’ve seen enough. They believe you might be the right fit. Now is the time to make it simple and safe to say “yes.”
Strategy tips for this stage:
Use strong, clear calls to action
Keep your forms and checkout flows simple and frictionless
Set expectations early — what happens next, how long it takes
Show care, not pressure
Strategy examples:
Clear call-to-actions (CTAs)
Online booking forms
Discovery call offers
Limited-time promos or consults
Streamlined service packages
Landing pages focused on one service
Chat or contact options on the website
4. Loyalty
Conversion isn’t the finish line. It’s the start of a relationship. Loyalty is built when people feel looked after, like they’re not just another number.
This is where consistency, communication, and real support come into play. Keep in mind that loyalty is cheaper than acquisition.
Strategy tips for this stage:
Send a thoughtful follow-up or welcome message
Share useful updates or tips that offer value
Keep showing up even when you’re not “selling”
Treat existing customers like real people, not old leads
Strategy examples:
Personalised onboarding
Regular check-ins or review calls
Client-only newsletters or content
Educational events or webinars
Client appreciation emails/gifts
Feedback forms with actioned follow-ups
Exclusive offers or upgrades
5. Advocacy
This is when someone becomes more than a customer — they become a fan. They recommend you. Refer you. Defend you in the comments section. This stage can’t be forced — it’s earned through care, consistency, and clarity.
Strategy tips for this stage:
Make it easy to share or refer
Invite feedback (and actually use it.)
Reward loyalty if it fits your business model.
Say thank you — people remember how you made them feel
Strategy examples:
Request Google reviews and LinkedIn recommendations
Referral programs or affiliate systems
Showcase client success stories
Create shareable content they’ll want to repost
Feature clients on your platforms (with permission)
Surprise-and-delight moments post-project
Consistent, value-driven post-service follow-up
Final Thoughts
The marketing funnel is just a framework. People don’t move through it in a straight line. They loop, backtrack, pause — and that’s okay.
What matters most is that you’re showing up at each stage with the right mindset: be useful, be clear, and be worth trusting.
Because at the end of the day, great marketing isn’t about shouting louder. It’s about understanding where someone’s at — and helping them move forward.
If you build your funnel with intention and care, you won’t need to chase people. The right people will find you, stay with you, and tell others why it was worth it.
