This is when your target customer is just learning that your business exists. They likely come across you on social media and consume a piece of content that is relatable and relevant to them. They check out your account and it further communicates that you are a brand that’s aligned with them (through your feed aesthetic, profile photo, headline, and bio) which entices them to follow along.
Key Social Media Content for this Stage:
Prioritize content that broadens your reach, focusing on top-of-funnel strategies to attract new audiences. This includes:
Relatable and inspiring reels
Collaborations with accounts sharing a similar audience
Leveraging on-brand trends
Hosting and attending IG live interviews
Engaging in guest blogging
Podcast interviews
This is when your target audience is getting to know your brand and is looking for reasons to trust that you’re the expert or top choice in your industry. During this stage, it’s essential that you are educating, adding value, and building trust and connection with your existing audience.
Key Social Media Content for this Stage:
Focus on adding value and building trust with your existing audience through middle-of-funnel content. This includes:
Educational content
Graphic carousels
Community engagement
Storytelling
At this stage, your audience is warm and ready to make a purchase. They seek information on the right service or product for them, what they'll get when they buy, how it works, and all the logistics around making a purchase.
Key Social Media Content for this Stage:
In the conversion stage, guide your audience off social media using clear CTAs and bottom-of-funnel content. This includes:
Explicit sales content driving them to make a purchase
Clear CTAs with the desired action (inquire using this booking form, sign up to our free training, check out our latest blog posts)
Instagram stories with CTA links & engagement stickers
The key to remember here is that your social media content should have a balance of content that fits within these three phases of the marketing funnel or your customer journey. At any point in time, there are members of your audience at each stage, which means you need to ensure that they are getting what they need to progress through the funnel and towards the point of making a purchase.
Need help creating a social media strategy or social media content that transforms your audience into loyal customers? Book a connection call with Her Content Co.
PS. If you found this blog post helpful, make sure to follow us on Instagram and say hi! We’d love to connect with you.
The Marketing Funnel Breakdown
Social Media Content and the Marketing Funnel
How to create social media content that strategically moves your audience down the funnel and to the point of purchase
Once you understand the marketing funnel, and how your social media content fits into it, creating content that effectively yields results (engagement, inquiries, and conversions) becomes much more attainable.
Without this understanding, your content marketing is likely lacking the purpose and strategy it requires to achieve your businesses objectives, which is why you might be experiencing a frustrating lack of growth and results.
So, let’s dive into everything you need to know about leveraging your social media to better serve your overarching marketing strategy.
