I think we can all agree that marketing is a vast subject. What with numerous strategies and so many different methods to use within them. Not to mention the baffling acronyms! And isn't AI supposed to make content marketing easier?! Well, yes and no...
I had coffee with Joanne, a lovely woman who runs a training and people development company, recently. We'd arranged to meet at a local café to brainstorm her content strategy. On arrival, I discovered they were having plumbing issues. Suddenly, we were plunged into darkness! The plumber had done something to the electrics... Oops!
As I live just down the road, I invited Joanne to mine, which was better as that café can be noisy when you're trying to have a serious conversation. Not that we were that serious — we laughed a lot! I like to have fun with my clients.
When it comes to the serious business of marketing, I prefer simplicity. But these seemingly complicated marketing ideas do usually make sense once you drill down to figure out what they actually mean! With apologies to marketing professionals... 😉
The Marketing Funnel, aka the Content Conversion Funnel (I wrote about that last April), is one such model. But AI has changed the way we work. So, I did some digging to see how it affects the funnel and this is what I discovered:
𝗧𝗵𝗲 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗙𝘂𝗻𝗻𝗲𝗹 𝘀𝘁𝗶𝗹𝗹 𝗰𝗼𝗻𝘀𝗶𝘀𝘁𝘀 𝗼𝗳 𝘁𝗵𝗿𝗲𝗲 𝘀𝘁𝗮𝗴𝗲𝘀:
TOFU – Top of Funnel = grab people’s attention, build a following
MOFU – Middle of Funnel = keep them engaged, build trust
BOFU – Bottom of Funnel = convert followers into customers
𝗧𝗢𝗙𝗨
𝗕𝗲𝗳𝗼𝗿𝗲 𝗔𝗜 60% of content was recommended.
𝗡𝗼𝘄, the recommendation is only 10% 🫨 I do not agree.
AI may help you create content much faster, but you need to edit it to sound like you. And you need to post as frequently as before, if not more, because finding your ideal clients is HARD! What do you think? Do share your thoughts on my LinkedIn post about this, or comment below.
💥 TOFU is where you capture people’s attention and build your audience:
✅ Consider who your target audience is and what social media platforms they use and post there.
✅ Post ideas:
● Industry trends
● Insights and predictions
● Share content from proven, authoritative places
● Share your opinions
● Infographics
● Videos — make them fun!
𝗠𝗢𝗙𝗨
𝗕𝗲𝗳𝗼𝗿𝗲 𝗔𝗜 10% of content was recommended.
𝗡𝗼𝘄 it's 40%. Definitely agree with this!
💥 MOFU is where you keep your followers engaged and build their trust:
✅ More in-depth and informative posts are needed.
✅ Entice your followers to your website with captivating content. It's time to collect email addresses!
✅ Post ideas:
● Storytelling using case studies and people's experiences, including your own
● Lessons learned through trial and error — you've done the hard work for them
● Offer more in-depth information via a sign-up for your newsletters
● Highlight special offers or guides with a link to your website
𝗕𝗢𝗙𝗨
𝗕𝗲𝗳𝗼𝗿𝗲 𝗔𝗜 10% of content was recommended.
𝗡𝗼𝘄 50% is recommended to be as competitive as possible. I agree with this but suggest 50% as a maximum — you don't want people to feel spammed.
💥 BOFU is where you convert your followers into customers, ideally using a soft-sell approach:
✅ Now that you have their emails, send:
● Special offers on your services
● Free downloadable guides
● Case studies, testimonials and white papers
● Keep nurturing them with regular emails and newsletters
Now watch your followers grow and convert into paying customers. But be patient. It takes time for all this work to gain traction and deliver results.
Short on time? Need some help creating engaging content that sounds like you? Then please get in touch for a chat: jen@jennyhaken.co.uk Here's an ideal solution — my Build a Following Content Package.
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