You’ve built awareness, you’ve earned trust—now it’s time to move things forward with Bottom of Funnel (BOF) content. This is where the magic happens. BOF content is all about converting engaged followers and connections into clients or opportunities.
By now, your audience knows who you are and trusts your expertise. Now, you need to give them a clear reason to take action. Whether it’s booking a call, downloading a guide, or making a purchase, your BOF content should encourage them to take the next step toward working with you.
Leveraging Case Studies and Results
At this stage, case studies and proven results are your best friends. Show your audience the impact you’ve had—share real outcomes that demonstrate your ability to deliver. When people see the tangible results you’ve gotten for others, they’re much more likely to believe you can do the same for them.
Share client testimonials, before-and-after scenarios, or detailed breakdowns of how you helped a client achieve success. These elements create confidence and remove doubts, making it easier for potential clients to commit.
Turning Engagement into Action
Offering something exclusive—like a consultation, a special offer, or a webinar—can be a great way to push your audience toward taking action. The key is to create a low-friction next step that feels natural and valuable.
You’re targeting your Ideal Customer Profile (ICP) here—the people most likely to convert into paying clients or business partners. Your goal is to make it clear that working with you is a no-brainer. To do this effectively, ensure your BOF content includes clear calls to action (CTAs), limited-time offers or exclusive access and educational content that reinforces your expertise while leading to conversion.
Structuring Your BOF Content Strategy
At this stage, you should be posting 20% BOF content. A simple weekly rhythm could be sharing a case study or results on Wednesdays and promoting a special offer or webinar on the weekend. Your aim is to make it as easy as possible for people to take that next step.
By keeping a steady flow of BOF content, you make it as easy as possible for people to take that next step.
Wrap It Up
And that’s it—the three stages of LinkedIn content strategy: awareness, trust, and conversion. By consistently posting TOF, MOF, and BOF content, you’ll build a personal brand that not only attracts the right audience but also creates real business opportunities.
If you need help refining your LinkedIn content strategy, Kurogo is here for you. We specialize in helping individuals and businesses create LinkedIn strategies that work. Reach out today, and let’s turn your LinkedIn presence into a powerful tool for growth.
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