Podcast Summary Article
In this insightful episode of Brands on Tap, Jazmin and Ellie break down one of marketing’s most foundational concepts – the marketing funnel. Whether you’re new to strategy or refreshing your approach, this episode outlines how a clear funnel framework can guide your customers from first awareness all the way to loyalty and advocacy.
🧠What Is the Marketing Funnel?
At its core, the marketing funnel maps the journey a customer takes—from first discovering your brand to becoming a loyal customer or brand advocate.
While there are many variations out there (with Google offering dozens of interpretations), the team prefers a more comprehensive six-stage model that reflects how modern relationships with brands really work.
🔽 The Six Stages of the Funnel (White Space Style)
- Awareness – Your audience first hears about you.
- Interest – They become curious and want to learn more.
- Consideration – They compare you to alternatives.
- Conversion – They take action (e.g. sign up, buy, book).
- Loyalty – They come back again or stay subscribed.
- Advocacy – They actively recommend you to others.
This model recognises that the customer journey doesn’t stop at the sale. Building loyalty and advocacy is just as important as acquisition.
🧠Why It Matters
The funnel isn’t just a theory – it’s a strategic tool that shapes:
- Content strategy: You need different messaging at each stage.
- Ad targeting: You’ll talk differently to someone who just found you vs. someone who’s ready to buy.
- Customer experience: Recognising what stage people are in helps you guide them more effectively.
The team emphasises that a funnel shouldn’t be one-size-fits-all. The shape and stages might vary depending on your product, service, and target audience.
🔄 It’s a Journey, Not a One-Off
Ellie and Jazmin highlight that post-conversion stages—like loyalty and advocacy—are often forgotten, but they’re crucial for:
- Maximising lifetime value
- Encouraging repeat business
- Growing through word-of-mouth
These latter stages are where trust and emotional connection really pay off.
📌 Final Takeaway
If you’re building a marketing strategy without a funnel in mind, you’re missing out on a powerful roadmap. Whether you use four steps or six, understanding where your customer is—and what they need at that point – is the key to better engagement, conversions, and growth.