Alex Cattoni breaks down social media into three layers: top-of-funnel posts that grab attention, middle-of-funnel offers that get people to raise their hand for a freebie, and bottom-of-funnel DMs that close the sale. The magic is that followers see all three over time, turning casual scrollers into customers.
Even if it's not getting a ton of engagement, there's a different reason for different posts. The top of the funnel should get more engagement. If it's not, then that's just because you're ramping up your account. The middle of the funnel, it should get people raising their hand, because you can't expect to get people to raise their hand for a freebie if you don't have the people in the top. Over time though, what happens is the postal work together like an ecosystem. Because then someone that sees the top of the funnel thing, they come in, they follow you, and they see another one of your posts and it just so happens to be a middle of the funnel post from a few days ago. And they're like, ah, not interested. And they see another top of the funnel, they're like, oh yeah, I remember that person. Cool, great content. And then a few days later, they're like, so frustrated, I need a new copywriter. And they're like, wait, I remember that person, Brianne. I followed her the other day. There's a bottom of the funnel thing right there. And then she sends you a DM and boom. Now closed. Right? So that's how it works now. Some of them follow you for like seven years. Okay, I hired my fitness coach, I paid this guy thousands, and I've been following him for 10 years. But that's just it. It's exactly. Planting those seeds.
Best Instagram Marketing Strategy For Small Business 2026 (PROVEN & PROFITABLE)
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