Page 87 - Black Friday Ebook (FINAL)

Once visitors are aware of your brand, they need to
Consideration
be interested enough to stick around.

This is one step before they purchase: they choose to
engage with your brand, or walk away.

This is where you’ll have to do most of the work with content
that conveys what your product (and your brand) is about.

At that step, you need to:

● Show product explainers
● Highlight your product’s features and benefits
● Gain trust

Leverage social proof to support those goals: there is
nothing more powerful than a customer telling a

prospective customer how they love the product and why.

We call this step: Middle of Funnel (MOF)

Audiences

Warm Audience that have had some kind of engagement
with the brand:

● Custom Audiences
○ Web visitors
○ Video Views
○ Page Engagement (Facebook and Instagram)
○ Email lists
■ Subscribers
■ Previous purchasers
○ Time Frame since the last engagement
■ 3/7/30 days - time frames vary

Content

As we said earlier, this is the place where you further their
understanding of your product and your brand:

● Product Explainers showing additional features and
benefits

● Offers on best-selling products
● Social Proof (Influencer and User Generated Content)
● Founder-led content
● Social proof (we can’t insist enough on that one!)