Case Study · 02 of 03
3,000 → 10,000 followers in 5 days
No ad spend. A shift to the top of the funnel.
She already had a dedicated following, but the page had stopped growing, and she wanted to reach new people. There wasn't much budget for paid, so this had to be organic.
Why wasn't the page growing?
The page wasn't growing because there was no real funnel behind the content. No proper division between top, middle and bottom of the funnel, TOFU, MOFU and BOFU. Almost everything she was posting sat at the bottom of the funnel, content made for people who already knew her and were close to buying. There was barely anything at the top of the funnel, and the top of the funnel is what actually brings new people in. So the content kept speaking to the audience she already had, and never opened the door to anyone new.
What did I change?
She's the expert, she already has the knowledge. What she needed from me was direction on what to actually talk about. So we focused on building out the top of the funnel. We looked at the topics that were hot in her space and chose the ones any woman could relate to, even with no background in the industry at all. The point was to move away from insider content made for the people already following her, and towards topics broad enough that a complete stranger could see it and think, that's me, or I've felt that too. That is what makes content top of the funnel. It travels, because people share what they relate to.
What happened?
The page went from 3,000 to over 10,000 followers in 5 days, with no ad spend. It went viral because the content was finally built to reach people who had never heard of her.
Why did it work?
It comes back to the funnel. Bottom of the funnel content speaks to the people already following you, which is why posting only that keeps you stuck at the same size. Top of the funnel content is how new people find you in the first place. Most people only ever post to the audience they already have, and then wonder why it never grows. Once we built the top of the funnel back in, new people could finally find their way to her.
Most people only ever post to the audience they already have, and then wonder why it never grows.
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