What Is a Marketing Funnel – And Do You Actually Need One?

If you’ve spent more than five minutes in the online business world, you’ve probably come across the phrase “marketing funnel.” And if you’ve ever thought, “That sounds like something for a tech startup or corporate sales team,” you’re not wrong—but it’s also not the full story.

The truth is, marketing funnels aren’t just for big businesses or jargon-lovers. They’re simply a way of thinking about how someone goes from never having heard of you, to buying from you, and (ideally) sticking around.

So, what is a marketing funnel?

At its simplest, a marketing funnel is just the journey someone takes from:

1. Not knowing you exist

2. Getting curious

3. Building trust

4. Deciding to buy

5. Becoming a repeat customer or advocate

   
   

You don’t need complicated software or fancy diagrams. You just need to understand how your customers move through these stages—so you can support them at each point.

Why is it called a funnel?

Because it narrows.

You’ll always have more people at the top (the awareness stage) than at the bottom (buying or signing up). The idea is to gently guide them downwards—not by pressuring them, but by helping them decide if what you offer is right for them.

What does a funnel look like for a small business?

Let’s say you run a small product-based business. Here’s a very basic funnel example:

• Awareness: Someone sees your Instagram post or a friend shares your product

• Interest: They check out your profile or visit your website

• Consideration: They read reviews, look at prices, sign up for your email list

• Decision: They buy something, or get in touch

• Loyalty: They follow you, come back, or recommend you to others

Nothing complicated—just a series of steps. And you’re likely already doing it, even if you don’t call it a “funnel.”

Do you need one?

You probably already have one. The question is whether it’s working for you—or against you.

If people are discovering you but not sticking around, or clicking but not buying, it might be worth mapping out your funnel and checking where the drop-offs are.

Do they get stuck not knowing what you actually do? Lose confidence at the pricing stage? Bounce from your website?

Understanding your funnel isn’t about turning people into numbers—it’s about noticing where they get lost, and making it easier for them to stay.

When is it too complicated?

If your funnel involves ten automations, five lead magnets, and a 19-email sequence just to sell a £15 product—you’ve probably gone too far.

Funnels are tools, not trophies. They should feel useful, not overwhelming.

For most small businesses, a light-touch funnel is enough. Something like:

• A consistent way to show up and build awareness (e.g. social media, SEO, word of mouth)

• A clear, trustworthy website or profile

• A simple next step (buy, book, join, get in touch)

• A way to stay in touch (newsletter, follow, etc.)

But here’s the catch…

A lot of the advice out there about marketing funnels is vague on purpose. It’s packaged into systems you need to subscribe to, templates you have to buy, or services you’re told you can’t do without.

But the truth is, most of what makes a funnel work isn’t software—it’s trust.

Yes, there are formulas and best practices that can improve your chances. But nothing works better than using your own authentic voice to reach your ideal customer, showing them that you understand what they need, and clearly explaining how you’ll make their life better.

If you can do that consistently, you already have the makings of a brilliant funnel—without spending a penny.

Marketing funnels don’t need to be complicated. They just need to work—for you and your audience.

Start small. Map out the steps someone takes to go from stranger to customer. Make it easier, clearer, and more human. That’s a funnel worth having.