Marketing Funnel Basics for Local Businesses

When you’re running a business in a smaller community, every customer matters—and so does every touchpoint. That’s why understanding the marketing funnel is so important. It helps you guide potential customers from first hearing about your business all the way to becoming loyal advocates.

Here’s how the basic funnel works, and how local businesses in places like North Central Washington or the Columbia Basin can use it to their advantage.

Stage 1: Awareness

Your audience can’t buy from you if they don’t know you exist. Use platforms that cast a wide but relevant net:

• Local newspapers

• Community newsletters

• Local broadcast TV

• Outdoor signage (billboards, posters)

Example: A bakery runs a seasonal special ad in The Wenatchee World or features on the NCWLIFE morning show.

Stage 2: Consideration

Now they’ve heard of you—but need a reason to care. Use:

• Social media ads (Facebook, Instagram)

• Your website or landing page

• Google Business profile

• Sponsored features or community event tie-ins

Example: A short “Meet the Owner” video shared in a sponsored Facebook post and local news email.

Stage 3: Conversion

This is where curiosity becomes action. Use:

• Email with exclusive offer

• Call-to-action ads on local digital news platforms

• Time-sensitive promotions

Example: An ad in a Reach NCW newsletter linking to a “10% off this week” deal.

Stage 4: Loyalty & Advocacy

It costs less to keep a customer than find a new one. Use:

• Thank-you ads or social posts

• Customer spotlights in newsletters

• Participation in local events

• Consistent follow-up via email

Example: A local fitness studio sponsors a “Local Business of the Month” feature with client testimonials.

The Takeaway:

A full-funnel strategy doesn’t have to be complicated—it just has to be thoughtful. And when each stage is supported by trusted local platforms, your results go further. Want to learn more? Reach out: contact@reachncw.com