From Awareness to Advocacy

Ever feel like you’re putting great content out into the world, but it’s not quite turning into leads or loyal customers? You’re not alone. One of the biggest challenges for small businesses is helping people move from “I’ve heard of you” to “I wouldn’t go anywhere else.”

The “I’ve just heard about you” step

This is the stage where people first discover your brand. They might see a LinkedIn post, click on a Google ad, or hear about you through word of mouth. Your goal here is straightforward: get noticed for the right reasons.

For example, a B2C business such as a local coffee brand might run an Instagram campaign showing behind-the-scenes roasting clips or “meet the maker” videos. A B2B consultancy could publish helpful LinkedIn tips or a simple guide that solves a common client challenge.

The key is visibility. Show up consistently with content that adds value and builds familiarity, not just content that sells.

Next up, “Tell me more”

Now that your audience knows you exist, they’ll start to look more closely at who you are and what you do. Before they make a decision, they want to feel confident that you’re credible and trustworthy.

This is where your website, testimonials, case studies and brand story come in. Help people understand what makes you different and how you can make their lives easier.

Think of a marketing agency sharing examples of campaigns they’ve delivered, or a fitness coach showcasing transformation stories. You’re not pushing for a sale. You’re building understanding and connection.

The "Thinking about it" step

At this stage, potential clients or customers are weighing up their options. They might compare you with competitors or revisit your social media to get a feel for your tone.

This is the perfect time to offer something that helps them take the next step. It could be a free consultation, demo, or downloadable guide. The goal is to make their decision easier by being helpful and transparent.

A B2B example could be a software company offering a short demo video or an FAQ section. For B2C, it might be a limited-time offer or a clear “why choose us” explainer.

OK, I'm in

Here is where awareness turns into action. It could be a form submission, a booking, or a purchase, depending on what success looks like for your business.

The experience at this point needs to be simple and smooth. Avoid clunky forms or confusing instructions. Think about your checkout process, your onboarding emails, or your first client call.

If you make this moment feel effortless, you are not just winning a sale, you are creating the foundations for a beautiful relationship.

You're amazing! We love you!

This is the stage many businesses forget. Once someone buys, it is not the end of the journey, it is the start of a longer one.

Stay in touch with existing clients/customers. Ask for feedback. Say thank you. Share updates or insights that keep them connected. A happy customer who feels valued is far more likely to recommend you.

For example, a B2B consultancy might send a quarterly insights update to clients with fresh trends or data. A B2C brand might share exclusive discounts or sneak peeks for repeat business.

Over time, loyal customers/clients become your best marketers by sharing your work, tagging you online, and bringing new leads your way.

Wrapping it up

A great marketing funnel does not have to be complicated. It is simply about helping people move from curiosity to confidence, step by step.

Cola Cube Communications believe in building marketing that feels human. Content that attracts the right audience, earns their trust and keeps them coming back.

When you guide people thoughtfully through every stage, from awareness to advocacy, you do not just create customers/clients. You create champions for your brand.

You've got this!