Deconstructing Your Marketing Funnel (And How It All Comes Together)

Welcome to “Full Stack Snacks” – where we break down marketing concepts into simple, actionable ideas you can actually use.

We’re kicking off with a big one: the marketing funnel.

For many businesses, marketing can feel a bit… chaotic.
A social post here. An ad there. An email that may or may not go out.

But when those efforts work together — as part of a clear, intentional funnel — you can turn casual browsers into loyal customers (and even brand advocates).

The funnel isn’t just a pretty diagram — it’s a practical way to help your marketing do what it’s supposed to do:
→ Build trust
→ Guide your audience
→ Grow your business (without wasting time or money).

⬇️ Download the PDF

What is the marketing funnel?

Think of it as the path your potential customers take — from first hearing about you, all the way to becoming loyal fans (who tell other people about you, too).

It’s the framework that helps you stay consistent, so you’re:
✅ Talking to the right people
✅ At the right time
✅ With the right message

And knowing where someone is in the funnel means you can:
→ Stop guessing what content or campaign to run next
→ Spend less time + money on things that don’t work
→ Build marketing that feels more natural — for you and your audience

The stages of the marketing funnel

1. Awareness: Grabbing Attention and Introducing Your Brand

This is where you make your first impression. The goal is to cast a wide net and introduce your brand to potential customers who may not even know they have a problem you can solve.

• Tactics: We’re talking social storytelling, engaging display ads, strategic influencer partnerships, and effective PR. Content marketing also plays a huge role here.
• Key Metrics: How many eyeballs are you getting? We look at impressions and reach, website traffic, social media engagement, brand visibility, and website authority.

2. Consideration: Cultivating Interest and Building Connection

Once you’ve got their attention, it’s time to nurture that spark into genuine interest. This stage is about providing value, educating your audience, and establishing your brand as a credible solution.

• Tactics: Think paid and organic search strategies, showcasing customer reviews and case studies, and offering insightful webinars or interactive demos.
• Key Metrics: We’re tracking click-through rates (CTR), time on page, bounce rate, content downloads, and email open rates. These tell us how engaged your audience is with your valuable content.

3. Conversion: Encouraging Action and Sealing the Deal

This is where interest transforms into action. Your goal is to guide your prospects towards making a purchase or taking a desired action, like signing up for a demo or making a call.

• Tactics: This often involves targeted lead generation campaigns, optimized shopping campaigns, limited-time discounts or sales, retargeting ads , optimizing landing pages for conversion , and direct sales calls or demos.
• Key Metrics: The big ones here are conversion rate , cost per conversion , cart abandonment metrics , lead quality , and revenue metrics like ROAS (Return on Ad Spend), AOV (Average Order Value), and CPA (Cost Per Acquisition).

4. Loyalty: Nurturing Engagement and Building Relationships

The sale isn’t the end; it’s the beginning! This stage is all about keeping your customers happy, fostering ongoing engagement, and encouraging repeat purchases.

• Tactics: We focus on exclusive content, robust loyalty programs, customer feedback surveys, community management, and personalized review requests.
• Key Metrics: Key indicators include customer retention rate, repeat purchase rate, customer satisfaction (CSAT), churn rate, and customer lifetime value (CLV).

5. Advocacy: Turning Happy Customers into Brand Champions

The ultimate goal! This stage is about empowering your most satisfied customers to become vocal promoters of your brand, generating powerful word-of-mouth marketing.

• Tactics: Think loyalty and referral programs, encouraging social shares, educational emails, customer feedback surveys, testimonials, and incentivized review requests.
• Key Metrics: We track referral rate, social shares, Net Promoter Score (NPS), testimonials, and brand mentions.

Why this matters for your business — and how I can help

If you’re reading this and thinking:
“OK, this makes sense — but what should I actually be doing right now?“

That’s exactly the right question.

Not every business needs to hit every part of the funnel at once — and you definitely don’t need a massive marketing department or huge budget to get started.

That’s where I come in.

At Full Stack Creative, I help small and medium businesses:
→ Figure out where they are in their marketing journey
→ Prioritise the most valuable next steps
→ Layer in new tools and strategies as they grow
→ Build marketing systems that actually fit their business

It’s about clarity — not complexity.
And about creating marketing that works — without wasting your time or money.

If you’re ready to build a marketing funnel that supports real growth — without the overwhelm — I’d love to help. Book a free discovery call to chat about your marketing.