Why Digital Marketing Isn’t Optional: Understanding the Buying Funnel for Business Growth
Still relying on word of mouth to bring in business? In Episode 2 of the "Dominate Digital Marketing" segment, Josh breaks down why marketing—especially digital—is crucial for small business owners, and walks us through the customer journey using the "buying funnel" approach. Discover why awareness, consideration, and conversion matter, and how you can take control of your brand’s narrative and skyrocket your growth.
For many entrepreneurs and small business owners, marketing is something left on the backburner—sometimes replaced by the age-old trust in word of mouth. But as Jason points out in the latest episode of the Entrepreneur Podcast’s "Dominate Digital Marketing" segment, this mindset can seriously limit your growth, especially in smaller markets.
Why Relying on Word of Mouth is Risky
Sure, we all love a glowing recommendation from a customer. But, as Jason explains, word of mouth can be a double-edged sword. You can’t control what people say—bad experiences spread just as easily, sometimes even faster, than positive ones. And most importantly, word of mouth only travels so far. Your network (and your network’s network) can only reach so many potential customers before hitting a wall.
Advertising and marketing, on the other hand, let you take control of your message and decide how, when, and to whom it’s delivered. "I’m not going to leave my reputation up to the people to decide," Jason says, emphasizing the need to actively shape your brand outlook.
Expand Your Reach, Expand Your Possibilities
With marketing, you aren’t limited to the circles you already know. Your ads can target new zip codes, counties, or even behaviors—like searching for relevant services or watching certain types of videos. That means you’re reaching people who don’t already know you (or your regulars), which is essential if you want your business to grow.
Introducing the Customer’s Journey: The Buying Funnel
The cornerstone of Jason’s episode is the concept of the "buying funnel," or customer’s journey. Imagine an upside-down triangle:
Awareness (Branding):
Your future customer needs to know you exist. This could be a memorable billboard, a catchy social media ad, or a well-placed display ad.
Consideration:
Potential customers start researching their options, comparing businesses, reading reviews, browsing websites, and maybe even calling around for quotes.Conversion:
The final step—where their interest turns into action. They book your service or make a purchase.
And there’s a secret bonus stage: Retention. Great service and ongoing communication can turn a one-time buyer into a loyal advocate.
Mastering Awareness: The Top of the Funnel
"You cannot make it to the bottom of the funnel at the conversion stage… if [your customer] doesn’t first know that you exist," says Jason. Building awareness isn’t just about getting seen; it’s about getting remembered. Focus on three elements:
Reach: Target as many relevant people as possible.
Frequency: Make sure they see your message often enough to remember it.
Message: Say something that sticks.
Think about the big players in insurance—Geico, State Farm, Allstate, Progressive. They don’t win customers just because they’re everywhere. They win because they’re everywhere consistently, staying top-of-mind for when you need their service.
Winning in Consideration and Conversion
Strong digital marketing means high visibility in search ("plumbers near me" should bring up your business!). Search engine optimization, verified Google listings, and retargeting ads can keep your business at the forefront when potential customers are searching for solutions.
And remember—customer retention is just as important. After the sale, staying engaged through reviews, emails, and follow-up marketing builds loyalty and turns good work into more word of mouth—on your terms.
The Takeaway
If you’ve been letting word of mouth do all the work, it’s time to rethink how you’re growing your business. Take control of your message. Expand your reach. Master the buying funnel. As Jason sums up: "Let’s learn together, let’s grow together." The tools are there—use them to dominate your market!