We often get asked, “What is the one thing I should be doing for marketing?”
The honest answer? There isn’t one thing. Marketing isn’t a silver bullet; it’s a system. To build a sustainable business, you need to think about your marketing Top Down.
Think of it like a funnel. You need to dump water in the top (new people) to get a steady stream out of the bottom (sales). If you only focus on one part, the system breaks.
Here is the simple 3-step framework we use to build a complete strategy:
1. Top of Funnel: “I don’t know you.” (Awareness)
This is where you reach brand-new people who have never heard of your business or your approach to solving their problems. If you aren’t doing this, your pool of potential customers eventually dries up.
- The Digital Tools: Display Ads, Social Media (Paid & Organic)
- The Goal: Stop the scroll. You aren’t asking for marriage yet; you are just introducing yourself. You are casting a wide net based on interests and demographics to say, “Hello, we exist and offer unique value.”
2. Middle of Funnel: “I’m interested, but not ready.” (Warm Up)Most people won’t buy the first time they see you. They need to be “warmed up,” simply because the immediate need for your product or service hasn’t happened yet.
- The Tools: Retargeting Ads + Email Marketing.
- The Strategy: Have you ever looked at a pair of shoes online, only to have them follow you around the internet for a week? That is Retargeting. Combined with Email Marketing, this keeps your brand top of mind. You are educating visitors and building trust so that when they are ready, you are the option they think of.
3. Bottom of Funnel: “I’m ready to buy.” (The Close)This is the most critical phase. The customer has a credit card in hand and a problem to solve. They are actively looking for a solution.The Tools: Search Ads (PPC) and SEO.The Logic: When someone types or asks “plumber near me” or “best restaurant near me” through Google, they aren’t browsing—they are buying.
The Power of the Closer (Proof from Google)If you need proof that Search is the ultimate closing tool, look at the news. Google (Alphabet) released its Q4 2025 earnings report yesterday, posting a massive $113.8 billion in revenue.
While YouTube and Cloud are growing, Search advertising led the marketing pack with 17% growth. Why? Because businesses know that Search Ads capture intent. They capture the customer at the exact moment they are ready to make a purchase.
It is interesting to note that 55% of our successful clients run Search Ads as part of their strategy. They understand that while you need to fill the top of the funnel, you must have a strong “closer” at the bottom to capture the win.
Do you know where you stand?
Take an hour to map out your funnel on paper. You will quickly see where your strategy has holes.
We just launched a new Local Search Audit Tool that shows exactly how your business currently ranks in your local market. It’s a simple way to see if you are capturing those “ready to buy” customers on your website or if they are going to your competitors.
Click the button below to see your results.