Issue #1: How to create social media content that sells

Hey it's Jenn, your SaaS marketing ally.

If my name doesn't ring a bell, you probably found this newsletter thanks to my viral TikTok – blame it on my 15 minutes of fame.

 👇 Let's jump into Issue #1 of “Notes on Marketing ✍️”

So, you wrote a blog post for your website, and you sort of optimized for SEO.

Time to bring in some readers!

You go on social media, copy-paste the link, and hit ‘post’.

That’s it!

You’ve just marked “social media” as done from your “to-do” list.

Well, surprise, surprise – sharing a link doesn't cut it. And the “readers” or “buyers” are nowhere to be found.

You've probably noticed your social following isn't growing much either, and your metrics aren't too exciting.

Sure, those random posts might get you a like or two, but how do they truly impact your brand growth or sales?

Not much, right?

Enter the social content funnel– the missing element to transforming likes into ROI.

Cause, let's admit it, likes are a nice ego boost, but conversions? Now we're talking.

Content Funnel Breakdown:

The concept of the content funnel has been around for quite some time, and yeah the traditional approach has become somewhat outdated BUT hear me out..

The content funnel, in its classic form, involved a linear progression from awareness to consideration to conversion.

However, instead of seeing it as a one-way path, envision your social media content funnel as a dynamic, multidimensional maze where potential customers can enter and exit at various stages, engaging with your brand in diverse ways.

With some basic tweaks, your social media planning can go from being a task you don’t even wanna do to a powerful strategy to boost your brand and grow your business.

Here’s how it works:

TOFU: Top of the Funnel

TOFU is also known as the “awareness stage”.

The content you share here should be easy, light, just enough to say, 'Hey, we exist. This is what we do. This is who we do it for.'

So, keep it light. Share opinions, hot takes, and relatable content.

Purpose: Draw in potential followers. Tailor this content to those who somewhat fit within your target audience criteria.

Examples: Example 1, Example 2, Example 3

MOFU: Middle of the Funnel

When people follow you after seeing your TOFU content, it's time to get detailed. This is known as the “interest stage”.

Share practical 'How-To Guides' and the behind-the-scenes of your processes.

Solve their specific issues. Show you understand them.

Purpose: Engage them with focused content, and build a deeper connection.

Examples: Example 1, Example 2, Example 3

BOFU: Bottom of the Funnel

The 'Desire Stage.' It's your sales pitch.

Share case studies, reviews, and testimonials, this is tailored with your ideal customer in mind.

Purpose: Convert that interest into genuine desire and, ultimately, drive sales.

Examples: Example 1, Example 2, Example 3

When planning your content schedule, add the funnel stage:

For example:

It’s also helpful to specify who you are targeting with that post, depending on the funnel stage you can be specific or more broad.

For example, CTOs working for a Fortune 500 company need to streamline IT operations or “remote workers in tech”.

Don’t forget to add measurable goals per post i.e. link clicks, signups, etc.)

Remember to check your analytics and adjust.

To summarize, TOFU content is your low-effort content, continuously expanding your follower list and attracting fresh faces.

Once someone new steps into your brand's world, lead them through the journey of getting acquainted. Help them see why you're their perfect match.

💥That wraps up today's content, I appreciate you reading this far.

But, before you go…

👉🏼Things you should read:

• Instagram Ranking Explained (Blog article)

• Intel is launching a new AI company (News article)

• Google just dropped a new video-based AI (Product page)

• Grow your YouTube channel in 2024 (X thread)

Things Im currently into:

🎵 This Song: If you're into electronic music like I am, it'll boost your productivity by 5x.

📘 MasterClass Membership: Huge shoutout to my partner for the Christmas gift. I'm on a learning spree, soaking up everything from writing to cooking.

🎧 Audible: Listening to a book while walking around the house? My multitasker wildest fantasies are completed.

👉 Is there a topic you’d like me to write about in the next issue? Hit reply!

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See you next Wednesday!

p.s. What’s a book you are currently obsessed with?