I created the Marketing Hourglass after years of working with small businesses that felt overwhelmed by disjointed tactics. Agencies chased big budgets and flashy campaigns, while consultants dropped in and out without leaving a sustainable system. I believed marketing should work like any core business function; systematic, practical and focused on results. That insight became a framework, then a book and eventually a global community built around strategy before tactics.

Why Most Marketing Funnels Fall Short

Traditional marketing funnels push people from awareness to purchase, then stop cold. But as a small business owner, you know the real value comes after the sale, when customers come back, buy again, and tell their friends. Funnels ignore this. They treat marketing as a straight line, missing the reality that today’s buyers research, compare, and rely on recommendations before and after they buy.

Here’s the problem:

• Most marketing stops at the transaction.

• Buyers expect more: ongoing value, trust, and opportunities to share their great experience.

• If you don’t nurture relationships after the sale, you lose out on repeat business and referrals.

Introducing the Marketing Hourglass Framework

The Marketing Hourglass was created to solve this problem. After years working with small businesses overwhelmed by disjointed tactics, I realized that marketing should be systematic, sustainable, and focused on results, just like any core business function.

The Marketing Hourglass expands the funnel into seven essential stages: Know, Like, Trust, Try, Buy, Repeat, and Refer. Each stage answers a question your customer is asking and helps you guide them from first discovery to enthusiastic advocate.

Why Does The Marketing Hourglass work?

• Aligns with real buying behaviour. People often decide long before they contact you. The hourglass ensures you’re there early and stay present after they buy.
• Improves profitability. Selling to existing customers can convert as high as 70%, while new prospects often sit closer to 20%. This means, even a small bump in retention, around 5%, can increase profits by more than 25%.
• Creates a referral engine. Happy customers spread the word. The hourglass gives them a structure and incentives to do so.

What Are the Seven Stages of The Marketing Hourglass?

1. Know – “Who are you?” Use search‑friendly posts, social media and local events to introduce yourself. Address the problems your audience faces instead of pitching services.
2. Like – “Do I like your style?” Show personality through behind‑the‑scenes stories, team profiles and newsletters. Help people feel a personal connection to your business.
3. Trust – “Can you deliver?” Publish case studies, testimonials and reviews. Evidence builds confidence.
4. Try – “What’s the risk?” Offer a free consultation, audit, sample or downloadable guide so prospects can experience your expertise with little commitment.
5. Buy – “Is this right for me?” Make the purchase simple. Onboard new customers thoughtfully, communicate clearly and deliver early wins.
6. Repeat – “Should I stay?” Stay in touch with educational emails, progress check‑ins and offers that add value. Show customers you’re invested in their success.
7. Refer – “Who else needs this?” Encourage referrals by making the process easy (shareable links, referral bonuses) and recognising advocates. A great experience is the foundation.

Case Study: Balance Dental Studio’s (Previously Fox Point Dental) Marketing Hourglass Success

Balance Dental Studio needed a complete marketing reset. By embracing the hourglass model, they:

• Rebranded and relaunched their website for better awareness and trust.
• Offered low-risk ways for prospects to engage, like free consultations.
• Streamlined the appointment process to make buying easy.
• Nurtured patients after their visits with ongoing communication and value.

The results:

• Website traffic soared by 1,287%
• Google Business Profile views increased by 659%
• Overall practice growth reached 300%

When you guide people from first discovery to repeat visits and referrals, the impact is dramatic.

Read the full Fox  Point Dental case study

How Can I Put The Marketing Hourglass Into Practice?

• Audit your touchpoints. List every interaction prospects and customers have with you and assign each one to an hourglass stage. Notice gaps, maybe you have plenty of awareness content but no formal referral process.
• Fill the gaps. Add simple tactics for the stages you’re missing. For example, if you lack a “Try” stage, offer a free audit or downloadable checklist.
• Measure what matters. Track metrics such as repeat purchase rate, referral volume and customer lifetime value, not just leads or clicks.
• Update regularly. The hourglass is dynamic. Refine your approach based on results and feedback.

How to Make Marketing Manageable

Small businesses thrive with systematic, not scattered, marketing. The Marketing Hourglass is your blueprint for attracting, engaging, and delighting customers at every step. Want to see where you stand? Schedule a Strategy Call today.

Let’s turn marketing chaos into clarity together.