Your quiz results are in! You got 55% Brand Awareness Content, 30% Nurturing Content, 15% Conversion Content!

You’re a product-based business with a small number of SKUs, or a company looking to grow to attract investors or future customers. Products that are unlikely to have return customers also fall into this category because it’s all about helping new people become brand aware. Sometimes posting on social media can feel like you’re speaking into the void, but being strategic about your content will help you reach the right people and fill your marketing funnel. Take a look at our breakdown below to see how much of your content should be targeted at each part of the customer journey to achieve your goal of growing your audience.

Brand awareness — This is where you will spend most of your time posting content that is aimed at intriguing new followers and telling the world “I’m here!”

  • For most accounts, video is the most effective form of outreach content. Whether you’re utilizing Reels, TikToks, YouTube Shorts, or Video Pins, short-form vidoes will probably take up the majority of your content.

  • If you have a small number of products, haven’t launched products yet, or your product doesn’t usually have return customers, you have to give people a reason to follow your page. Lifestyle content is going to be your best friend here. What can you post that is relatable and entertaining to your target audience?

  • Memes that mention relatable experiences and pain points of your target customer.

  • Shareable quotes or infographics.

  • Content that causes your audience to question something.

  • CTAs asking people to follow for more or share the post.

  • Polarizing or educational content that highlights your UVP and what makes you different from others on the market.

  • Social proof like reviews of your product. Create a sense of FOMO by sharing user generated content from people who have purchased your product.

  • CTAs asking people to comment or save the post for later.

Nurture — Now they’ve followed you, give them a reason to stick around by posting content that nurtures the relationship between your brand and your customers.

Convert — Finally, we’ve gotten to the reason you’re here! This is how to call your audience to action and convert them into paying customers.

  • Focus on selling the transformation your product provides rather than the product itself. Utilize storytelling in your bottom-of-funnel content whenever you can.

  • Be sure to include CTAs in your feed content or caption to let your audience know where to purchase. How will they know to buy unless you ask?

  • Stories are a great place to put links and get more granular about the benefits of your product. Not only is your most engaged, warm audience on stories, the link sticker also makes it easy to directly purchase.

  • Bonus points: Consider running paid ads to fill your funnel with more leads.