Short answer? Yes, even small business owners need a marketing funnel. But not the overwhelming, 37-step kind that makes you want to throw your laptop out the window.

But what is a marketing funnel? Simply put, a marketing funnel is just a way of describing the journey your audience takes—from discovering your brand, to getting curious about what you do, to finally hitting “buy now.”

That’s it.

It’s not a complex tech setup or a bunch of jargon-y steps. It’s just a framework that helps you stop throwing spaghetti at the wall and start guiding people from “Who are you?” to “How do I work with you?”

And if you’ve ever found yourself posting consistently but still not making sales, wondering why your email list is growing but your revenue isn’t or hearing “I love your content!” with zero follow-through? Then yes, you need a marketing funnel. 

But don’t worry, we’re keeping it simple here. In this post, we’re breaking down:

• Exactly what a marketing funnel is
• Why you need a marketing funnel even as a small business
• 3 steps to building your marketing funnel

What is a Marketing Funnel? And Why it Matters (Even If You’re Not a “Marketing Person”)

We’ve already talked about what a marketing funnel is: a marketing funnel is just the path someone takes from discovering your business → getting to know you → becoming a paying client or customer. 

And the reason it’s called a “funnel” is that at each stage the pool tends to get smaller and smaller (it’s normal for the amount of people to find you to be higher than the number of buyers your business has). 

If you’ve ever felt like your marketing is a whole lot of effort with very little return, that’s where a funnel comes in. Cuz you might have a leak in it.

Without a marketing funnel that works, you might:

• Post random content with no clear strategy
• Get ghosted in your DMs after “I love your work!”
• Grow your email list…but not your sales
• Feel like you’re doing everything right but getting nowhere

That’s why having a marketing funnel is so important.

With even the most simple funnel in place, you’ll be able to see exactly where people are dropping off, so you can fix what’s not working. 

Build a Simple Marketing Funnel With Enji

Now that we’ve talked about the fact that you need a marketing funnel even as a small business, let’s walk through how to build one.

Step 1: What are you doing to attract people?

This is the top of your funnel. Because the first goal is to make sure people know you exist (that’s what marketing is) and first start paying attention. And regardless of how much time you spend each week on marketing, this is where you want to start. 

Here’s an example of how to market your small business to attract people:

1. Write helpful blogs that are optimized for SEO so people can find you and the internet can refer you
2. Post 2–3 times per week on Instagram, TikTok, or Linkedin (pick the platform where your people already hang out)
3. Pin content on Pinterest because it’s its own search engine people use to find things

The goal here isn’t to go mega-viral—it’s to be discoverable and memorable. You’re creating that first breadcrumb that leads people into your world.

Pro-tip: Use Enji’s AI Copywriter, Blog Repurposing Tool, and Social Media Scheduler to get this done quick!

Step 2: What are you doing to nurture people?

Once someone finds you, the next step is to keep them engaged and build enough trust that they want to stick around (and eventually buy).

This doesn’t mean you need to start writing long weekly newsletters or launching a full-blown content series. It just means showing up in small, meaningful ways that remind your audience why you’re the one they want to work with.

Here’s an example of how to market your small business to nurture people:

1. Send one email per week (even if it’s just a quick behind-the-scenes, a personal story, or a helpful tip)
2. Keep showing up on social media because consistency helps build trust
3. Consider being a guest on podcasts or starting your own. Letting people hear your voice and longer form thoughts is clutch  

Pro tip: If you’re still growing your email list, focus on adding a call-to-action to your social media posts (think: “Join my list for early access,” “Sign up to get this guide,” etc.).

At the end of the day, nurturing isn’t about selling. It’s about staying top-of-mind before someone’s ready to buy. You’re building the relationship now, so conversion feels natural later.

Step 3: What are you doing to convert people?

This is the part where all that visibility and trust pays off—literally.

But that doesn’t mean you need to shout “BUY NOW!!” or launch an elaborate sales campaign. You just need to make your offer clear, timed well, and easy to act on.

Here’s are some tips to improve this part of your marketing funnel:

• Choose one clear offer to focus on. Whether it’s a product, service, seasonal promo, or upcoming booking window
• Talk about how it helps (not just what it is). Why now? Why them? Why this?
• Add urgency in a way that feels honest and natural (deadlines, limited spots, or seasonal relevance all work)
• Track your marketing metrics so you know what’s working (and what to repeat next time)
  
  

Selling doesn’t have to feel awkward or pushy… especially when you’ve already built the connection. With a simple funnel in place, your content does the heavy lifting. You’re just giving your audience a clear next step.

Pro-tip: Enji’s KPI Dashboard automatically tracks most of your marketing metrics for you and turns your numbers into charts and graphs that are easy to understand!

Ready to Build a Marketing Funnel That Actually Works (And Is Sustainable For Small Business Owners)?

You don’t need a fancy setup or a full-time marketing team to turn interest into income. You just need a simple plan—and the right tools to help you follow through.

And the best part? You can start building your funnel inside Enji today—no tech headaches, no guesswork, and no pressure to be perfect. You can even join us at twice monthly office hours whenever you get stuck!

‍Start your free trial now, and let’s make your marketing actually work for your small business.

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Tayler Cusick Hollman

Enji Founder and Small Business Marketing Expert

Tayler is one of the Founders of Enji (marketing tools for small business owners who need to plan, do, and review it themselves). With over a decade of marketing experience, she has helped thousands of small business owners create simple marketing plans that help them get results. When she isn't thinking about how to solve the "I do my own marketing" problem, you'll find her skiing, mountain biking, or climbing rocks somewhere.

Try Enji's marketing tools for small business owners for free at enji.co

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