Recently, the term “funnel” has become a hot topic in the social media world. For those who don’t know, the funnel is in a way understanding the customer’s relationship with a company. Different sources will sometimes have their own names for each stage of the funnel. However, generally, the funnel is broken into the top, middle, and bottom. As a social media copywriter, it is important to know how to write about each stage of the funnel. This will give you an upper hand when planning out your social media content.
Writing Copy for the Top of the Funnel
The first stage of the social media funnel is the top. This part of the funnel is all about awareness. The goal of the top of the funnel is simple; it’s for people who are learning about your company for the first time to become more interested. Primarily, the best way to do this is with educational, clean, and authoritative social media copy. This will draw the customer in and motivate them to learn more about the company.
Writing Copy for the Middle of the Funnel
The middle of the funnel focuses on social media users who are aware of your company. Middle funnel social media copy focuses on maintaining or improving the user’s opinion of your company. Companies will often do this in a number of ways, including accessibility through multiple platforms, having a variety of content, and paid promotion. When writing for the middle of the funnel, it is crucial to focus on the voice of the writing. Every company has its own style and tone that adds to its persona. Middle funnel social media users will often be familiar enough with the brand to know if something is wrong with the voice.
Writing for the Bottom of the Funnel
When writing for the bottom of the funnel, it is necessary to remember that you are advertising to loyal customers. Keep in mind that you don’t need to be as aggressive, as it may turn off returning customers. One of the best things you can do is make the shopping experience easier for these customers. Try adding an subtle CTA at the end of your content. You can also link your website to your social media pages for swift access. This will make the shopping experience quick and convenient.
As a social media copywriter, it is important to understand how to write for each stage of the funnel. Knowing the nuances of each stage can give any copywriter the upper hand while crafting quality copy. The top of the funnel is for introducing new users to your company. The middle of the funnel is for maintaining or improving users opinions on your company. Lastly, the bottom of the funnel is for loyal customers who should be appreciated and respected. The best way to do this is writing subtle CTAs and linking your website to your social media profiles.
David is the Founder and Director of article-writing.co, the fastest-growing content creation agency in North America. He has transformed companies by offering high-quality content that has impacted their SEO ranking, revitalized websites with engaging and industry-relevant blogs and website copy, and championed successful email campaign copy.