Content for sales stages: what to publish

The choice of content for social media depends on which stage of the sales funnel your target audience is at. Each stage requires a specific approach to effectively guide the user from first contact with the brand to purchase and then to long-term loyalty.

What stage of the sales process is my audience at?

Identifying the stage your potential customer is at allows you to create content that matches their current needs and intentions. This helps avoid pushy advertising for those who are not ready to buy yet, and avoids giving overly general information to those who are already close to making a decision.

How do I know a user has just discovered my brand?

At this stage, the main goal is to attract attention and spark interest. The audience still does not know about your product or service, or has only a very general idea of it.

• What to do:

  • Showcase the uniqueness and benefits of your brand.
  • Show the problem your product solves.
  • Create content that evokes emotions and associations.
  • Use storytelling to show the “human face” of the business.

• Who this works for:

  • A new audience seeing your brand for the first time.
  • Users looking for a solution to a specific problem but who do not yet know about your products.

• When this method does not work:

  • If the content is too niche-specific and not understandable to a broad audience.
  • If there is no clear visual or textual brand identification.

• Content format:

  • Reels: Short, dynamic videos showing the product in action, behind-the-scenes moments, and solutions to common problems. For example, “How our cosmetics solve dry skin in 3 steps.”
  • Stories: Visually appealing short videos or images with explanations. You can show interesting facts about the niche, quotes, or polls to increase engagement.
  • Image posts: Eye-catching product photos that create desire, or infographics with useful information related to your field.
  • Storytelling: Founder stories, the journey of creating the product, customer cases (with emphasis on the problem and its solution).

• What to measure:

  • Reach: The number of unique users who saw your content.
  • Impressions: The total number of times your content was shown.
  • Engagement Rate (ER): The percentage of interactions (likes, comments, saves, shares) relative to reach.
  • Reels views: View trends and completion rate.

• How to interpret KPIs:

  • High Reach and Impressions indicate that algorithms are effectively showing the content.
  • Low ER with high Reach may indicate content that is uninteresting or irrelevant to a new audience.
  • Saves and shares are good signs of interest.

• Most common mistakes:

  • Too aggressive selling at the introduction stage.
  • No clear call to action (for example, “Tap the link to learn more”).
  • Mismatch between visuals and text.

• How AI can help:

  • Generate visual ideas (for example, using Midjourney to create unique backgrounds or illustrations).
  • Analyze trends to create timely content.
  • Rephrase text for better readability.

• Where automation makes results worse:

  • Automatically sending template messages in Direct that do not take context into account.

What posts should I publish when the user already knows about the problem but is looking for a solution?

At this stage, the audience recognizes their need and actively looks for ways to satisfy it. Your goal is to show how your product solves this problem better than others.

• What to do:

  • Describe the benefits of your product/service in detail.
  • Compare your product with alternatives (directly or indirectly).
  • Provide expert information related to the niche.
  • Show how the product is used in real life.

• Who this works for:

  • Users actively looking for a specific product or service.
  • People who have already viewed your products but have not yet decided which one to choose.

• When this method does not work:

  • If the benefits are not unique or do not solve a specific audience pain point.
  • If the information is presented in too complex or unstructured a way.

• Content format:

  • Carousels: Ideal for step-by-step instructions, before/after comparisons, showcasing different product features, and collecting reviews. For example, “5 steps to perfect skin with our X cream.”
  • Video reviews/demos: In-depth product presentation, feature breakdowns, test drives.
  • Static posts with detailed descriptions: Used to present key characteristics, unique features, and technical specifications.
  • Behind the scenes: Show the production process, testing, and the team working on the product. This builds trust.

• What to measure:

  • Saves: Shows how useful the audience finds the content.
  • CTR (Click-Through Rate): The percentage of clicks on a link (to the website, catalog) relative to impressions.
  • Video watch time: How long users watch your videos.
  • Number of profile/website visits.

• How to interpret KPIs:

  • A high number of saves indicates the information is valuable.
  • Growth in CTR is a sign that calls to action are effective.
  • Long video watch time means the content is engaging.

• Most common mistakes:

  • Too many technical details without explaining the benefit to the customer.
  • Too few calls to action (CTA).
  • Using complex, unclear terminology.

• How AI can help:

  • Create product descriptions that emphasize benefits.
  • Turn long texts into carousel bullet points.
  • Generate scripts for video reviews.

• Where automation makes results worse:

  • Automatically collecting data about potential customers without their consent (GDPR violation).
  • Template replies to complex technical questions.

How do I persuade a user to choose my brand?

This is the decision stage, when the user is ready to buy but is comparing offers from different companies. Here it is important to show why your brand is the best choice.

• What to do:

  • Focus on unique selling propositions (USPs).
  • Use social proof (reviews, case studies, certificates).
  • Offer special conditions (discounts, bonuses, free shipping).
  • Make the purchase process as simple as possible.

• Who this works for:

  • Users who have already chosen a product category and are considering specific options.
  • People who are torn between your product and competitors’ offers.

• When this method does not work:

  • If competitors’ offers are significantly better or more closely match the customer’s needs.
  • If the checkout process is complicated or unclear.

• Content format:

  • Customer reviews: Text, video, photos — authentic, honest reviews carry a lot of weight. “Success stories” from satisfied customers are especially effective.
  • Case studies: A detailed breakdown of how your product helped a specific customer achieve results.
  • Comparison tables: Clearly show your product’s advantages over competitors.
  • Promotional offers: Banners, stories, and posts that clearly state the discount, validity period, and terms.
  • Live streams/Q&A sessions: Answer potential buyers’ questions in real time.

• What to measure:

  • Conversion Rate (CR): The percentage of users who completed the target action (purchase) out of the total number of visitors.
  • Customer Acquisition Cost (CAC): Marketing and sales costs divided by the number of new customers.
  • Average Order Value (AOV): The average order value.
  • Percentage of KPI achievement from ad campaigns.

• How to interpret KPIs:

  • Growth in CR is a direct indicator of the effectiveness of your content and offer.
  • A decrease in CAC indicates better acquisition cost optimization.
  • An increase in AOV may be the result of successful upsell strategies.

• Most common mistakes:

  • Too much filler and too little specificity about benefits.
  • No clear call to action (“Buy now”, “Order”).
  • Delaying the decision-making process on the brand side (long communication in Direct).

• How AI can help:

  • Personalize product recommendations based on browsing history.
  • Automate responses to common questions about payment and delivery.
  • Predict which promotions will be most effective.

• Where automation makes results worse:

  • Automatic “reassurance” messages to a customer who is making a real complaint.
  • Using chatbots to replace human interaction in complex cases.

How do I encourage repeat purchases and loyalty?

After a customer makes a purchase, it is important not to forget about them. At this stage, the focus shifts to building long-term relationships.

• What to do:

  • Provide excellent after-sales service.
  • Offer exclusive content for loyal customers.
  • Encourage reviews and feedback.
  • Inform customers about new products and special offers for loyal clients.

• Who this works for:

  • Existing customers.
  • Users who already know the brand and have had a positive experience.

• When this method does not work:

  • If the customer’s first experience was negative.
  • If offers for loyal customers are no different from general offers.

• Content format:

  • Email marketing/Messenger campaigns: Personalized messages thanking customers for their purchase, recommending related products, and inviting them to leave a review.
  • Closed groups/communities: For sharing experiences, exclusive content, and discounts.
  • Loyalty programs: Information about bonuses, points, and personalized discounts.
  • Stories with polls/interactive elements: Ask customers for their opinions about products and what they would like to see.
  • Content that reflects brand values: Show how your business impacts the world and supports social initiatives.

• What to measure:

  • Customer Lifetime Value (CLV): The total revenue a company expects to earn from one customer over the entire relationship.
  • Repeat Purchase Rate (RPR): The percentage of customers who made a repeat purchase.
  • Net Promoter Score (NPS): A customer loyalty metric measuring willingness to recommend the brand.
  • Engagement Rate in closed communities.

• How to interpret KPIs:

  • Growth in CLV and RPR are the main indicators of a successful retention strategy.
  • A high NPS indicates a positive customer experience.

• Most common mistakes:

  • Ignoring customers after the first purchase.
  • Overpromoting new products without considering customer needs.
  • Lack of personalization in communication.

• How AI can help:

  • Segment the customer base for more accurate campaigns.
  • Predict which customers may churn and offer them special conditions.
  • Automate personalized greetings and offers.

• Where automation makes results worse:

  • Replacing human communication in conflict situations.
  • Sending template “happy letters” without emotional tone.

What content format works best for different sales stages?

Choosing the right content for each stage of the sales funnel is critical to achieving marketing goals. A systematic approach, data analysis, and understanding audience needs will help you build an effective content strategy.