Marketing Funnels: Attracting + Converting Local Customers

Too often, small business owners invest in advertising, post on social media, or build websites without a clear strategy for how those efforts lead to sales. That’s where a marketing funnel comes in. In this post, we'll break down what a marketing funnel is, how it works, and how you can use it to connect with more people to build trust and grow your business.

What Is a Marketing Funnel?

A marketing funnel is a step-by-step framework that maps the customer journey, from the moment someone first hears about your business to the point where they make a purchase (and ideally become a loyal advocate). It’s called a “funnel” because not everyone who learns about your business will become a customer. The process starts wide and narrows down:

1. Awareness – People discover your business.
2. Interest – They start paying attention.
3. Consideration – They compare, ask questions, and evaluate options.
4. Conversion – They make a purchase or take meaningful action.
5. Loyalty & Advocacy – They come back and refer others.

By designing content and strategies for each stage, you can nurture leads rather than simply hoping they convert.

Why You Should Care

Tacoma is a city full of creativity, small business energy, and community pride. But that also means competition is real, from boutique retailers and local services to tech startups and independent artists. To stand out in this vibrant market, you need more than a great product or service; you need a system that helps people discover you, trust you, and choose you. A well-designed funnel does exactly that. And it works whether you're selling pottery in Proctor, offering consulting in the Dome District, or running a salon in Stadium.

Funnel Stages

1. Awareness: Getting Found in Tacoma

This is the top of the funnel. At this stage, people have no idea who you are or what you do. Your job is to get on their radar.

• Run location-targeted Facebook and Instagram ads showing your work or storefront.
• Create Google Business Profile posts that highlight events, offers, or customer testimonials.
• Attend or sponsor local events like farmers markets, First Night, or community workshops.
• Use local SEO to show up in searches like “Tacoma barber” or “best Tacoma dog groomer.”

Eye-catching videos, social posts, blog articles about local topics, behind-the-scenes photos, or short reels that show your personality. Focus on visibility, not selling. You're just starting the conversation.

2. Interest: Making a Connection

Keep their attention and give them a reason to engage. Now that someone knows you exist, your job is to build curiosity and trust. They’re not ready to buy yet, but they’re paying attention.

• Offer something valuable in exchange for their email (like a free guide, checklist, or promo).
• Publish blog content that solves common problems (e.g., “How to Pick the Right Tacoma Realtor”).
• Share customer stories or case studies on social media.
• Use retargeting ads to stay visible to people who visited your website.

Example: A fitness coach might run Instagram ads with tips for staying active in rainy weather, then direct viewers to download a free 5-day fitness challenge in exchange for an email address.

3. Consideration: Standing Out from the Crowd

Help them see why you’re the right choice. At this stage, customers are comparing their options. They’ve seen your content, maybe followed you on Instagram, and now they’re thinking, “Is this who I want to work with?”

• Showcase testimonials and reviews, especially from local clients.
• Share videos that explain your process, values, or unique selling points.
• Offer free consultations, walkthroughs, or product demos.
• Use email marketing to send useful, relevant content that builds confidence.

Buyers value authenticity and community involvement. Let your Tacoma roots shine, whether that’s supporting local events, sourcing from regional partners, or just knowing how to pronounce “Puyallup.”

4. Conversion: Making the Sale

Turn interest into action. Here’s where your funnel needs to remove friction and make it easy to buy or book. Many small business websites or social profiles don’t do this well. Make sure you have:

• Clear calls to action (Buy Now, Book a Free Consultation, Sign Up)
• Fast, mobile-friendly website performance
• Transparent pricing or service packages
• Limited-time offers, seasonal deals, or loyalty discounts
• Clear contact options (bonus points for texting or chat)

Example: A local wedding florist might offer a seasonal bouquet discount for couples who book consultations before a certain date, supported by an email campaign and social proof from past brides.

5. Loyalty & Advocacy: Building Repeat Business

Turn customers into fans and referrers. A funnel doesn’t end at the sale. In Tacoma’s tightly-knit business community, word-of-mouth is gold. Happy customers can become your best marketers. Successful retention strategies include:

• Ask for reviews on Google, Yelp, or Facebook.
• Send follow-up emails with care tips, product suggestions, or updates.
• Offer referral incentives.
• Invite past customers to exclusive events or promotions.
• Thank them publicly (with permission) in social media shoutouts.

People love seeing local businesses giving back. Share your community involvement or collaborations to deepen loyalty and differentiate your brand.

The Best Tools to Build Funnels

You don’t need a giant budget or tech team to build an effective funnel. Here are some tools that work great for small businesses:

• Email marketing: Mailchimp, Flodesk, or ConvertKit
• Landing pages: Leadpages, Carrd, or your website platform
• CRM tools: HubSpot (free version), Zoho, or Keap
• Scheduling: Calendly, Square Appointments
• Analytics: Google Analytics + social platform insights

Final Thoughts: Start Simple, Then Optimize

Marketing funnels don’t have to be complicated. The most important thing is to be intentional. Think about how you guide people from “never heard of you” to “loyal customer.”

If you're an entrepreneur in Tacoma, your funnel doesn’t need to mimic what national brands do. Instead, lean into your strengths: your story, your community ties, your passion, and build content that reflects your unique value. You’ll get better leads, stronger relationships, and long-term growth rooted right here in the South Sound.

Need help building your funnel? Hemisphere Design helps entrepreneurs create smart content, local campaigns, and beautiful design that supports every stage of the customer journey. Let’s build your funnel together.