More and more, I’ve been in conversations with women entrepreneurs interested in creating their brand stories. We might be at different stages of developing our brand — from just a logo to having a suite of communications channels — but outside of the functional tools we use, there’s a bigger storytelling arch in how we engage and bring people into our work.

How are you introducing your work?
What stories are you telling, through information and resources, that get people engaged?
And what are the channels or vehicles you’re using to keep them in the conversation?

There’s also a critical element of ensuring you have marketing or communication channels that are reaching the right audiences and that align with your goals. One of the biggest issues we see is solopreneurs stretching themselves too thin, to the point it’s not sustainable, because they’re doing too many activities that either don’t reach their intended audience or don’t move them closer to being customers.

Fortunately, there’s a great tool to help us think through both our brand story and how we’re being intentional with our time: the marketing funnel.

What is a marketing funnel?

A marketing funnel is a tool to think through a customer’s journey and how you engage with them, from your first point of contact through them becoming a loyal customer or client.

It can be a way of thinking about their experience with your business, as well as a tool for you to be intentional in how you’re curating that experience and how you’re spending your time.

Download our free marketing funnel worksheet

Why is a marketing funnel critical for women entrepreneurs?

Simply put, not all marketing activities work towards the same goal.

When I first became a solopreneur, one of my first projects was helping a friend who’d been in business for several years, but her practice wasn’t growing. I did a pro-bono strategic plan for her, and one of the biggest insights from that process was that her marketing activities were largely generating brand awareness.

She had only so much time she could dedicate to marketing, and most of it was going to feeding the social media algorithm so her posts got more eyeballs. But, at the end of the day, those eyeballs simply weren’t converting to conversations or customers.

And it’s a universal problem. Organizations, large and small, often get stuck in the trap of doing activities because they feel like they should or because leadership is informing their tactics based on what they see competitors doing.

As solopreneurs or business owners, our time is limited and valuable, so we need to be intentional. And the best way to do that is to think about the customer’s journey.

Where are they spending their time?
What are the greatest challenges they face and how are we speaking to them?
What story do we want to tell about our brand?
And, what are the tools or vehicles you use to tell that story?

Being intentional by using a marketing funnel will allow us to look at the content we’re creating and to focus our energy where it feels aligned, both with our audience and what feels authentic for us.

Marketing funnel stages and content

Top of the Funnel: Building brand awareness

Content at the top of the marketing funnel is focused on creating brand awareness: blog posts, SEO, sponsorships, events, social media, earned media, original research, infographics, and guest blog posts

Brand awareness is the act of bringing people into your universe. This audience consists of new eyeballs or prospective clients. Those who resonate with your work will – if given the opportunity – become part of your community, moving one or multiple steps down the funnel.

This stage is about education, and one of the most powerful tools for connecting with people at this stage is through values and core beliefs. Why?

It connects with them on a deeper level
It can move you out of discomfort with marketing

If you’re uncomfortable with marketing in general, it’s likely because it feels salesy and inauthentic. When we connect with others through shared values and truths, it’s bigger than us. Also, the information and education you provide is often helping people do their jobs better or live better lives, so it’s important to not discount its value.

Note: Don’t forget your ask. Whether you’re writing a blog or taking part in a webinar, don’t forget to provide ways for people to take action. What’s one thing they can do? Can they sign up for your newsletter, set up a free consultation, register for a program, or download a resource? Find an ask that’s authentic for you.

Want to start making your journey? Download our free worksheet

Middle of the Funnel: Generating interest and consideration

Content for the middle of the funnel focuses on building a conversation and addressing the specific needs of your prospective customers: How-to articles and videos, infographics, case studies, newsletters, webinars, tips, ebooks, and drip emails

The middle of the funnel addresses two different stages: attracting people who have a specific need that your solutions speak to, and how you’re bringing people along in your brand story.

For prospective customers, you’re getting more granular. You’re offering specific how-to resources or tips so they can put the work in practice for themselves. It builds trust and authority. It can still be informational, but you’re exchanging tools and resources for their email address or contact information, allowing you to follow up with a more direct ask.

Another important component is bringing people on your brand journey. If they’re in your network now, what’s the larger story you’re telling, and how can they engage with you? Even though you’re generating and pushing out content, think of it as an ongoing conversation.

Also, not everyone is at the stage where they’re ready to become a customer, but you want to be top-of-mind when they are ready.

Note: Do you have a good mix of activities? Are you noticing where you’re spending your time and if it’s feeling balanced or unbalanced? Are there places where you can add a few new ideas into the mix?

Bottom of the funnel: Conversion

*Content for the final stage supports the decision-making process: referrals, strategic partnerships, lead capture tools, webinars and demonstrations, testimonials, and case studies*

The final or last stage is where you’ll have your most qualified leads. For small business owners, the largest conversion generally happens through referrals or strategic partnerships. Recommendations from a friend or provider allow you to be seen as a trusted resource.

But this stage is also about decision-making. Especially if you’re pitching a larger purchase, people want to understand your process, how you work, and what their experience will be. And there can be helpful ways – walk-through demonstrations, testimonials, case studies – that allow them to get an inside view.

Note: How often do you ask for introductions and referrals? I’ve yet to talk with a small business owner who doesn’t value referrals over any other form of marketing. But we’re sometimes afraid to ask. So, are there ways you can build it into a structure where you’re checking in annually or semi-annually with those who value your work, and asking if there’s anyone they know that needs that support? Some adopt paid referral programs, but you can also consider exchanging free services or a gift for those who make an effort to help.

My mind has been stewing on a bigger conversation around reciprocity, and that we elevate our work when we elevate others. The old models of business where we do it on our own – pulling oneself by one’s own bootstraps – is outdated and inefficient. In reality, we get more by being in community with each other.

But, I see this tool – the marketing funnel – as one of the best and most effective ways of staying intentional with your time and resources. Don’t forget, we have a free marketing funnel worksheet for you to start mapping out your customer journey.

And if you need help thinking through what makes sense for you, executing on it, or staying accountable, we have the tools to help, so let’s connect.

Marketing Funnel for Women Entrepreneurs: Building your brand with intention