How to Set Up a Sales Funnel on Social Media

Creating a sales funnel on social media is an effective way to guide potential customers through their buying journey, from awareness to conversion. By strategically placing content that appeals to different stages of the funnel—awareness, consideration, and decision—you can nurture leads and turn followers into loyal customers.

In this article, we’ll explain how to set up a sales funnel on social media and provide examples for three different industries: a business coach, a consumer packaged goods (CPG) brand, and a course creator. Additionally, we’ll share tips on what types of content work best at each stage of the funnel.

Understanding the Sales Funnel Stages

Before diving into examples, let’s break down the three main stages of the sales funnel:

1. Awareness: This is the top of the funnel (TOFU), where potential customers first learn about your brand. The goal here is to attract attention and create brand awareness.

2. Consideration: In the middle of the funnel (MOFU), people know who you are but are evaluating whether your product or service is right for them. Your content should focus on educating and building trust.

3. Decision: At the bottom of the funnel (BOFU), your audience is ready to make a purchase or commitment. Your content should provide incentives or strong calls to action to drive conversions.

Example 1: Sales Funnel for a Business Coach

Stage 1: Awareness (TOFU)
At this stage, your goal is to attract potential clients who might benefit from your business coaching services.

Content Ideas:

• Educational Blog Posts: Share valuable insights about business growth, productivity, or leadership on social media, linking to in-depth blog posts or articles.
• Inspirational Quotes: Post quotes about success, leadership, and personal development to attract entrepreneurs and business owners who are seeking improvement.
• Short Videos or Reels: Share quick tips or advice on how to solve common business challenges.

Example Post: "Are you struggling with scaling your business? Here's how smart planning can double your revenue this year! Click the link to read my latest blog post."

Stage 2: Consideration (MOFU)
Here, your audience is aware of your expertise but is weighing options. Your content should show the value of working with you.

Content Ideas:

• Client Testimonials: Share success stories from clients you’ve helped.
• Free Webinars: Offer a free, live session on a popular business challenge to demonstrate your coaching skills.
• Case Studies: Post real-life examples of how you’ve helped businesses achieve growth.

Example Post: "Meet Jane, a small business owner who tripled her revenue in 6 months with my coaching program! Curious how? Watch her story and book a free discovery call to see how we can work together."

Stage 3: Decision (BOFU)
Your potential clients are ready to take action. Give them a reason to commit.

Content Ideas:

• Limited-Time Offers: Promote special pricing or discounts on your coaching packages.
• Direct Calls to Action: Encourage followers to schedule a consultation or sign up for a coaching program.
• Behind-the-Scenes Content: Show what clients can expect when they work with you—tools, processes, and personalized support.

Example Post: "Ready to take your business to the next level? Book a 1:1 coaching session today and receive 20% off your first month! Limited spots available."

Example 2: Sales Funnel for a CPG Brand (Skincare)

Stage 1: Awareness (TOFU)
For a CPG brand, especially in skincare, awareness is about creating buzz and making consumers familiar with your products.

Content Ideas:

• Product Teasers: Share eye-catching visuals of your skincare products.
• Influencer Partnerships: Collaborate with influencers to showcase your products in use.
• Educational Content: Post about skincare tips, routines, or ingredient benefits to attract skincare enthusiasts.

Example Post: "Introducing our new Vitamin C serum! Brighten your skin and fight aging with just a few drops a day. Available soon—stay tuned for launch details!"

Stage 2: Consideration (MOFU)
Your audience is interested in your skincare products, but they need more convincing. This is the stage where you provide deeper product knowledge.

Content Ideas:

• Product Benefits: Share detailed posts explaining how each ingredient benefits the skin.
• User-Generated Content: Encourage customers to post their results using your product, then share these testimonials.
• How-To Videos: Create tutorials on how to incorporate your product into a daily skincare routine.

Example Post: "Wondering how our Vitamin C serum fits into your skincare routine? Watch this video for an easy step-by-step guide and learn why it’s a game-changer for glowing skin!"

Stage 3: Decision (BOFU)
At this stage, your customers are ready to buy. Use content that removes any last-minute hesitations.

Content Ideas:

• Promotions or Discounts: Offer a discount for first-time buyers or bundle deals.
• Product Comparisons: Show how your product stacks up against competitors.
• Customer Reviews: Share positive reviews or before-and-after photos from real customers.

Example Post: "Get glowing skin now! For a limited time, enjoy 10% off your first purchase of our Vitamin C serum. Click the link to shop today!"

Example 3: Sales Funnel for a Course Creator

Stage 1: Awareness (TOFU)
The goal for a course creator is to educate your audience and build excitement for the value your course offers.

Content Ideas:

• Value-Packed Tips: Post actionable advice related to your course topic.
• Free Resources: Offer a downloadable guide or checklist that aligns with your course content.
• Engaging Polls/Quizzes: Use polls or quizzes to engage your audience and introduce your course’s subject matter.

Example Post: "Ready to improve your copywriting skills? Download my FREE guide to crafting high-converting sales pages!"

Stage 2: Consideration (MOFU)
Your audience is aware of your course and may be considering enrolling. Provide proof that your course delivers results.

Content Ideas:

• Student Testimonials: Share feedback from previous course participants.
• Course Previews: Post sneak peeks of your course content, such as video clips or sample lessons.
• Live Q&A Sessions: Host a Q&A session to answer questions and build trust with potential students.

Example Post: "Curious about what my copywriting course covers? Watch this quick preview of Lesson 2 on writing compelling headlines!"

Stage 3: Decision (BOFU)
At this stage, potential students are ready to purchase. Push them to enroll with limited-time offers or bonuses.

Content Ideas:

• Exclusive Bonuses: Offer additional materials, like bonus modules or 1-on-1 coaching, for those who sign up quickly.
• Discounts: Provide limited-time discounts to create urgency.
• Student Success Stories: Share in-depth stories of how your course has transformed students’ careers or businesses.

Example Post: "Enroll in my copywriting course this week and get a BONUS 1-hour coaching session for free! Offer ends Friday, so don’t miss out!"

General Tips for Building a Sales Funnel on Social Media

1. Know Your Audience: Tailor your content to the needs and desires of your target audience at each stage of the funnel.

2. Use Targeted Ads: Paid social media ads can help move potential customers through the funnel more quickly by delivering the right message at the right time.

3. Create Consistent, Valuable Content: Whether it’s blog posts, videos, or infographics, ensure that you’re consistently providing valuable content to keep your audience engaged.

4. Leverage Automation Tools: Use tools like Facebook Ads Manager, Instagram’s auto-replies, or LinkedIn automation tools to nurture leads and retarget users at different funnel stages.

5. Track Your Metrics: Use social media analytics to measure the effectiveness of your funnel. Track key metrics like engagement, click-through rates, and conversions at each stage.

Sales Funnels on Social

Setting up a sales funnel on social media involves creating strategic content that targets potential customers at different stages of their journey. Whether you’re a business coach, CPG brand, or course creator, a well-structured funnel can increase your conversions and help grow your business. By aligning your content with each stage of the funnel and using tools to monitor performance, you can optimize your social media presence for maximum success.