Picture your rural business as a hidden gem in the countryside. Maybe you sell handmade soaps at your village market, or perhaps you run a cozy B&B with the best views for miles. The thing is, if people don’t know about you, how will they ever discover what makes your business special? This is where the marketing funnel comes in. Think of it as the journey your customers take, from “Never heard of you” to “I wouldn’t dream of shopping anywhere else!” Here’s how it works—let’s break it down, Escape the Village style.
1. Never Heard of You
Imagine you’re running a farm shop selling fresh eggs and artisan jams. You know your products are incredible, but if no one knows about your shop, your best customers are still zipping past on the A-road, unaware of the treasure just down the lane. This is the Awareness phase of the funnel.
What Happens Here?
- Marketing Tactics: Social media posts of your freshly stocked shelves, flyers at the local cafe, or a banner at the village fair.
- Goal: Let people know you exist.
Your challenge here is to stand out. In a rural setting, word of mouth can be powerful, but you also need to reach those outside your immediate circle.
2. Don’t Know Why I Need You
Now they’ve heard about your farm shop (or rural business), but they’re still not convinced they need to stop by. Maybe they think, “I’ve already got eggs at home,” or “How is this different from the supermarket?” This is the Interest stage.
What Happens Here?
- Marketing Tactics: Use Instagram to show happy hens roaming free, share recipes featuring your products, or host a taster day.
- Goal: Get people curious about how your business adds something unique to their lives.
It’s about showing why your product or service isn’t just another option—it’s the better option.
3. What Do You Do, Anyway?
The next stage is Consideration, where potential customers start actively exploring what you offer. They’re wondering, “What exactly makes this farm shop or rural business special?”
What Happens Here?
- Marketing Tactics: Clearly display what’s on offer. Maybe you have a chalkboard listing daily specials or an easy-to-navigate website.
- Goal: Help them understand your business and its value.
This is where transparency is key. Highlight what makes you unique, whether it’s that your jams are made from locally picked fruit or that your B&B offers bespoke walking tours.
4. Are You Any Good at It?
Trust is everything in rural and local communities. Before people buy from you, they’ll want to know if you’re good at what you do. This is the Evaluation stage.
What Happens Here?
- Marketing Tactics: Share testimonials from happy customers, post a glowing review someone left on your Facebook page, or showcase awards you’ve won at the county show.
- Goal: Build credibility.
Word spreads fast in small communities, so if you’ve got great reviews or endorsements, don’t be shy—let everyone know!
5. Who Else Uses You?
In rural areas, knowing that others trust your business is especially powerful. The Social Proof stage shows potential customers that others in their community already love what you do.
What Happens Here?
- Marketing Tactics: Share pictures of regular customers enjoying your products, show off collaborations with other local businesses, or highlight partnerships with community groups.
- Goal: Make them feel like they’re joining a trusted community by choosing your business.
If Sally from the village swears by your jam for her bake sale, or the local pub uses your free-range eggs in their breakfasts, that’s worth shouting about!
6. Why Take a Risk With My Time and Money?
Finally, the big decision. Potential customers are asking themselves: “Is this worth it?” This is the Decision phase, where you need to make saying “yes” as easy as possible.
What Happens Here?
- Marketing Tactics: Offer a free sample, provide clear pricing with no hidden fees, or emphasize a “try before you buy” option.
- Goal: Remove any hesitation.
For example, if you’re a rural event venue, show how easy it is to book and highlight success stories from past weddings or gatherings. If you’re a shop, create simple bundles or starter packs to encourage first-time buyers.
Why It’s Called a Funnel
In a rural business, not everyone who hears about you will become a customer, and that’s okay! The funnel narrows as you focus on those genuinely interested in what you offer, guiding them from curiosity to loyalty.
Final Thoughts on a Marketing Funnel
Marketing funnels are like a trusty map for your customers’ journey. Whether you’re selling farmhouse cheese, running a local B&B, or crafting handmade candles, the funnel helps you reach the right people and turn them into loyal customers.
Need help creating your marketing funnel? That’s what Escape the Village is here for. Let’s help your rural or local business thrive—because every great journey starts with the first step. you have questions about how we can potentially support you and your business reach out today and speak to us about our marketing audits, strategic action plans and marketing management services. plus of course how we can help you plan ahead for your future!
Over the last thirty years Elizabeth has start up and run a number of successful businesses in a variety of industries including events management, restaurant, webdesign, business training and gardening! This has led to extensive knowledge of business startup, management and marketing.
She is also a qualified and experienced business and life coach with a passion for supporting small business owners. In addition to all of this she is an experienced and qualified further education lecturer, having taught face to face courses and workshops across England, as well as a range of online courses in a range of business and marketing topics .