If you’ve ever felt like you’re working hard on social media, tweaking your website, and sending emails but not seeing the results you hoped for, you’re not alone. The missing piece might just be a cohesive marketing funnel.

In this episode of the Next Brave Step Podcast, we’re breaking down the concept of marketing funnels in a way that’s simple, actionable, and approachable. By the end, you’ll understand how to guide your audience seamlessly from discovery to purchase—and how to make your social media, website, and email marketing work together to grow your business with confidence.

Plus, don’t forget to download the Funnel Mapping Cheat Sheet in the show notes below. This step-by-step guide will help you design your marketing funnel from top to bottom!

What is a Marketing Funnel?

At its core, a marketing funnel describes your customer’s journey from “Who are you?” to “Take my money!” It’s divided into three stages:

1. Awareness (Top of Funnel)

This is where people discover your brand for the first time. It’s all about capturing attention and introducing yourself to potential customers. Examples of top-of-funnel content include:

• Social media posts (Reels, stories, and quick tips)
• Blog posts
• Pinterest pins

2. Consideration (Middle of Funnel)

At this stage, your audience is curious and wants to learn more about you. This is where you nurture the relationship through:

• Guides, webinars, or videos
• Blog posts and case studies
• Your website’s About page

3. Conversion (Bottom of Funnel)

Here’s where the magic happens! Your audience trusts you and is ready to make a purchase. Conversion tools include:

• Email campaigns
• Special offers
• Sales pages

Think of your funnel like a relationship:

• Top of Funnel: Making a great first impression.
• Middle of Funnel: Getting to know each other.
• Bottom of Funnel: Making it official!

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How Social Media, Websites, and Emails Work Together

A cohesive funnel uses three main platforms, each with a unique role in the customer journey:

1. Social Media: The Awareness Stage

Social media is the ultimate tool for building awareness and engagement. The goal is not to sell immediately but to spark interest and connection. Examples include:

• A photographer sharing behind-the-scenes wedding moments.
• A bakery posting time-lapse videos of decorating cakes.
• A fitness trainer offering quick workout demos or motivational content.

Focus on creating eye-catching, shareable content that showcases your personality, expertise, and solutions.

2. Website: The Consideration Stage

Your website is the hero of the consideration stage, acting as your online home base. It should:

• Tell your story on an engaging About page.
• Showcase your expertise through blog posts and case studies.
• Offer valuable resources like free downloads, webinars, or quizzes.

For example:

• A fitness coach might write a blog post titled “5 Easy Workouts to Do at Home”, leading to a free workout plan download.
• A skincare brand could create a guide on “Building an Evening Skincare Routine,” with links to a product quiz or checklist.
• A travel agency might offer a free itinerary planning consultation in exchange for email sign-ups.

3. Email Marketing: The Conversion Stage

Your email list is your bottom-of-funnel powerhouse. Once someone subscribes, nurture them with:

• Value-packed newsletters
• Personal stories
• Exclusive offers

Examples include:

• A business coach offering time management tips via email, then inviting subscribers to a productivity course.
• A yoga instructor sharing simple stretches with a link to a virtual class subscription.
• A bakery sharing recipes and tips, leading to custom cake orders.

Read this blog post for an overview of my favorite email platform.

Pro tip: Use a tool like Flodesk to manage your email campaigns. With code CHELSY, you can get a 50% discount!

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Common Funnel Mistakes (And How to Fix Them)

1. Skipping Funnel Stages

Trying to sell directly to a cold audience is like proposing on a first date. Instead, focus on building trust and awareness first.

Solution: Share engaging, non-sales content on social media before leading people to your website or email list.

2. Lack of Clarity

Inconsistent messaging across your social media, website, and emails confuses your audience.

Solution: Ensure everything aligns. For example, your Instagram bio should link to a landing page that matches your current campaign.

3. Overcomplicating Things

You don’t need to be everywhere at once.

Solution: Pick one top-of-funnel platform (e.g., Instagram), make your website funnel-ready, and create one email sequence. Streamline your efforts for higher-quality interactions.

4. Ignoring Analytics

Not tracking your funnel’s performance is like driving without a map.

Solution: Use tools like Google Analytics to track website performance, monitor email open rates, and analyze social media insights to see what drives traffic.

5. Neglecting Personalization

Generic messaging fails to connect with your audience.

Solution: Tailor your content based on user behavior. For example, if someone downloads a beginner’s guide to photography, follow up with an email series geared toward beginners.

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Your Next Brave Step

Building a cohesive marketing funnel doesn’t have to be overwhelming. Here’s how to get started:

1. Download the Funnel Mapping Worksheet below. This cheat sheet will help you assess each stage of your funnel.
2. Audit Your Current Funnel: Are you creating enough content at the awareness stage? Is your website capturing leads? Do you have an email nurturing sequence?
3. Take Action: Focus on improving one area this week. For example, create five Instagram Reels or update your About page.
4. Celebrate Small Wins: Every step forward is progress.

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FAQs

1. What’s the most important stage of the funnel?
All stages matter, but without a strong awareness stage, you won’t have leads to nurture or convert.

2. How many social platforms should I focus on?
Start with one for the top of the funnel, like Instagram, and expand as needed.

3. How do I capture emails effectively?
Offer an enticing freebie, like a guide, checklist, or quiz, and make your opt-in form easy to find.

4. What tools can I use for email marketing?
Flodesk is a great option, and you can use code CHELSY for 50% off.

5. How do I track my funnel’s performance?
Use tools like Google Analytics for website traffic and Flodesk for email metrics.

6. How long does it take to build a funnel?
It’s a process! Focus on small, consistent steps to build over time.

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Building a marketing funnel is a journey, but with focus and consistency, it can transform your business. Download the Funnel Mapping Worksheet, take your next brave step, and start seeing results today!

Until next time, keep moving forward—you’re closer than you think!