Step-by-Step Local SEO Marketing Funnel: Awareness to Advocacy

A step-by-step local SEO marketing funnel from Awareness to Advocacy involves guiding potential customers through distinct stages by tailoring SEO and content strategies to their evolving needs and awareness levels.

1. Awareness (Top of Funnel - TOFU)

• Goal: Introduce your brand to a broad audience who may not yet realize they have a problem or need.
• SEO Strategy: Perform keyword research focused on broad, informational queries that potential customers might use when they are unaware or just beginning to recognize a problem. Use keywords like how to, prevent, improve, troubleshoot, and resolve.
• Content Types: Educational blog posts, industry research, expert articles, whitepapers, videos, infographics, and social media posts that provide helpful, problem-focused information without pushing a product.
• Channels: Organic search, social media platforms, paid ads, and SEO-optimized blogs/videos.
• Example: A skincare brand might publish blog posts on “How to identify dry skin” or “Tips to improve skin hydration” to attract users who don’t yet know about their products.

2. Interest

• Goal: Engage visitors who are now aware of their problem and are exploring possible solutions.
• SEO Strategy: Target keywords that indicate solution awareness, such as best ways to solve X, product types for Y, or how to choose Z.
• Content Types: Informative blog posts, email newsletters, free resources like eBooks or webinars, explainer videos, and product guides.
• Focus: Educate prospects about different solutions, including yours, without heavy selling.
• Example: Providing a webinar on “Choosing the right moisturizer for dry skin” or an eBook on “Effective skincare routines”.

3. Consideration (Middle of Funnel - MOFU)

• Goal: Help prospects evaluate your product/service as a viable solution.
• SEO Strategy: Use keywords with more commercial intent, such as product reviews, comparison, best X for Y, or how to use X.
• Content Types: Case studies, testimonials, product demos, free trials, buying guides, and detailed FAQs.
• Focus: Build trust and demonstrate why your solution is superior.
• Example: Publishing a detailed guide comparing your skincare products with competitors or offering free samples/trials.

4. Conversion (Bottom of Funnel - BOFU)

• Goal: Convert interested prospects into paying customers.
• SEO Strategy: Target transactional keywords like buy X, order Y online, discount on Z, or near me.
• Content Types: Clear calls-to-action (CTAs), product pages, special offers, customer reviews, and easy checkout processes.
• Focus: Remove barriers to purchase and encourage immediate action.
• Example: Optimizing local SEO for “best skincare products near me” and offering limited-time discounts.

5. Retention

• Goal: Keep customers engaged and encourage repeat purchases.
• SEO Strategy: Use content that supports product use and satisfaction, such as how to maintain X, tips for using Y, or troubleshooting Z.
• Content Types: Email newsletters, loyalty programs, how-to videos, and customer support content.
• Focus: Enhance customer experience and satisfaction.

6. Advocacy

• Goal: Turn satisfied customers into brand advocates who promote your business.
• SEO Strategy: Encourage user-generated content, reviews, testimonials, and social sharing.
• Content Types: Referral programs, review requests, social media engagement, and community building.
• Focus: Leverage positive customer experiences to attract new prospects organically.
• Example: Asking happy customers to leave reviews or share their stories on social media.

This funnel aligns SEO keyword targeting and content creation with the customer’s journey from unawareness to advocacy, ensuring each stage addresses the audience’s mindset and needs effectively.