Time for another solo episode! It's fast but packs a punch. I started creating TikTok videos and posting them to LinkedIn and so far it's going well and I love how it takes less than 5 minutes to record, add a title, and add captions and do it all myself. Talk about scrappy AND engaging. Video works, ya'll. So I'm stripping out the audio and adding it to the podcast.

I was asked on a recent discovery call: “Where should we prioritize marketing in the funnel, TOF? Middle? Bottom to help close? With Customers to grow WOM and referrals?”

Answer: Yes.

The cool thing is your content strategy can hit ALL those levels (even with a very small team) if you’re being thoughtful about it.

I like to use a 1-page marketing plan that includes specific marketing plays across the funnel.

For example:

TOF to Engage: podcast, social media video clips

MOF to Nurture: podcast, social media video clips, newsletter, 1:1 sharing on LinkedIn, weekly virtual events

BOF to Convert: case studies, testimonials, testimonial videos

Customer Success: surprise and delight e.g. super responsive Slack channel, case studies / video testimonials from superfans, give them a platform to share their expertise >> get them on your podcast to discuss wins and challenges

And then for each stage, also have objectives (e.g. increased website visitors MoM, 50% OR and 20% CTR for email, 5 new customers per month, etc.) How is your content strategy impacting your objectives?

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You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com

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