This is the exact system we use to help CPG brands turn reach into revenue across social, search, and influencer campaigns. Read to the end…there’s another free gift for you.
- Most founders think they have a marketing problem.
- What they really have is a conversion system problem.
So here it is—our plug-and-play 3-part funnel that consistently drives sales for brands doing $100K to $10M+ in annual DTC revenue.
🎯 Funnel Overview
This system works because it’s built for how people actually discover, consider, and buy products today—across TikTok, Instagram, SEO, and paid.
It has 3 parts:
1. Influence Capture → Build emotional attention with content that hooks
2. Consideration Engine → Guide that attention toward belief & desire
3. Conversion Trigger → Remove friction and invite action with the right offers
Let’s break each down:
① Influence Capture: Build & Test Original Content
The most valuable attention comes from content that’s original, story-driven, and impossible to ignore.
Before running paid ads, hiring influencers, or scaling anything, CPG brands need to build a content lab—a system that constantly tests different ideas, formats, and stories across platforms.
This isn’t about following trends. It’s about creating content that makes people stop scrolling and start caring.
What This Looks Like:
- Story-driven content that highlights your origin, product truth, or customer transformation
- Testing different creative formats: UGC, skits, founder POV, how-it’s-made, reaction videos, etc.
- Finding your signature voice before investing in scaling
- Letting content earn the right to be amplified with ad spend
Here are Great Examples to Inspire You:
Key Strategy:
Don’t just post to fill a calendar.
Use organic content to test:
- Storytelling frameworks (problem → solution, hero’s journey, “did you know?”)
- Visual styles (raw UGC vs. polished brand vs. hybrid)
- Emotional tones (educational, funny, edgy, heartfelt)
When you find something that works—double down on it. Repurpose it. Run it as an ad. Split-test the hook, caption, and CTA.
What to Use:
- TikTok, Instagram Reels, and YouTube Shorts for rapid feedback
- Comment engagement and saves as signal metrics (not just views)
- Creator platforms or in-house content teams to source variants
- Creative tracking tools like Motion or Triple Whale to analyze winners
💡 Quick Tip: The goal isn’t to go viral—it’s to go differently. The brands that win on social are the ones brave enough to show up with a story that doesn’t sound like everyone else’s.
Your Action Plan:
- Audit your last 30 posts — which got the most saves, shares, and watch time?
- Test 3 new content formats.
- Post 3x/week for the next 30 days and track performance.
- Analyze comments — what language are your customers using that you can echo in future content?
② Consideration Engine: Turn Curiosity into Buying Desire
Capturing attention is step one—but turning it into belief? That’s the game.
Once your content strategy starts working, most CPG brands make one of two mistakes:
- They send people straight to a generic product page
- Or they go for the sale too soon
Instead, you need a middle layer: a storytelling engine that educates, engages, and builds desire before the pitch.
This is where you connect your product to the customer’s real-world identity, outcome, or values—and make them want to buy before you ever ask.
What This Looks Like:
- Product storytelling content: Why this product exists, how it’s made, what it solves
- Creator walkthroughs & UGC: “I used this for 7 days, here’s what changed…”
- Behind-the-scenes narratives: Founder stories, ingredient sourcing, team culture
- Long-form content that converts: Blog posts, carousels, and videos structured to inform and persuade
Key Strategy:
Use story as a bridge between awareness and action.
- Highlight transformation, not just features
- Add social proof with real humans (customers, creators, employees)
- Create comparison content: “Why we chose this packaging,” “What makes us different from [category]”
What to Use:
- Landing pages that answer key objections
- Influencer + expert testimonials
- Email sequences that tell a progressive brand story
- SEO articles built for discovery, not just ranking
- Product demo videos that show benefits in context
💡Quick Tip: If your content only works on TikTok—it’s not a funnel. Repurpose and expand your best stories across platforms: from short-form → long-form → website → email → retargeting ads.
Your Action Plan:
- Run a brand visibility audit:
- Google your brand. What shows up first?
- Check your SEO title tags + meta descriptions.
- Is there any news or press being published about you?
- Are creators mentioning you organically? If not, why?
- Shortlist 5 micro-influencers who already align with your niche.
- DM or email them a “value-first” pitch.
- DM Template (Instagram / TikTok / Twitter)
- Hi [First Name], we’ve been loving your content — especially [insert something specific or recent you admire]. It really aligns with the vibe + values of what we’re building at [Brand Name]. We’re inviting a few select creators to co-create content with us that feels true to your audience and ours. May I send over more details?
🔑 Why it works: It’s personalized, casual, and offers collaboration, not a one-sided ask.
- Hi [First Name], we’ve been loving your content — especially [insert something specific or recent you admire]. It really aligns with the vibe + values of what we’re building at [Brand Name]. We’re inviting a few select creators to co-create content with us that feels true to your audience and ours. May I send over more details?
- Email Template (Micro-Influencer Partnership Pitch)
- Subject: Collab Idea for [Influencer Name] x [Your Brand Name]
- Hi [First Name],
We’re [Brand Name] — and we’ve been big fans of your content for a while now.
The way you [insert something specific] really stands out, and it resonates with us.
We’re launching a new series of creator partnerships that go beyond typical sponsored posts. It’s all about collaboration — you bring your voice, we bring the product and support, and together we build something the audience will actually care about.
May I send over more info?
Cheers,
[Your Name]
[Your Role/Agency Name]
[Social or Calendly link, if needed]
- Repurpose your best organic posts into an ad creatives and launch $50/day tests with three different CTA variations.
- Seed search algorithms and AI replies with press releases or blog articles that focus on relevant keywords. Use free keyword tools (like Google Search Console, UberSuggest, or AlsoAsked.com) to identify quick-win topics.
③ Conversion Trigger: Make It Easy (and Compelling) to Buy
You’ve earned their trust. Now earn the sale.
When it’s time to convert, most brands either overcomplicate or underdeliver.
The goal here is frictionless conversion—through the right offer, at the right time, with the right level of urgency or exclusivity.
What This Looks Like:
- Optimized product pages that clearly highlight key benefits, ingredients, and FAQs
- Landing pages for each campaign or creator to match the message to the audience
- Bundles, limited drops, or pre-orders that create urgency without discounting the brand
- Retargeting ads that educate, clarify, or reframe—not just “Buy now!”
Key Strategy:
Don’t just retarget—re-educate.
Instead of chasing people with generic discounts, use retargeting to:
- Answer late-stage objections (“Is this safe for sensitive skin?”)
- Reframe value (“3 uses in one product”)
- Create FOMO through limited drops, social proof, or viral triggers
What to Use:
- Klaviyo abandoned cart flows + product deep-dives
- Meta retargeting that connects to your story, not just your product
- Creator landing pages for exclusive codes or bundles
- Product quizzes to simplify the path to purchase
💡Quick Tip: Most people don’t convert because they’re unsure—not uninterested. Use content and creative that removes doubt, not just adds urgency.
Your Action Plan:
- Link every piece of content back to a relevant landing page, product, or lead magnet.
- Use a tool like Beacons, Koji, or Linktree (or just your own site) to create a “link in bio” hub.
- A/B test your offer: “Free sample,” “bundle & save,” or “limited-time bonus” — which drives the most conversion?
- Build a simple nurture flow using Klaviyo or ConvertKit to retarget warm traffic with testimonials, user content, and reminders.
Books We Recommend for Brand Builders
Here’s a curated list of books we believe every CPG founder or marketer should read if they want to build a brand with real influence—across social, search, and beyond:
On Marketing Strategy & Brand Influence
1. Contagious by Jonah Berger
Why things catch on. A must-read on the psychology behind viral content and word-of-mouth.
2. Building a StoryBrand by Donald Miller
Learn how to make your customer the hero of your brand story—critical for high-converting messaging.
3. Alchemy by Rory Sutherland
A genius take on why irrational decisions drive behavior—and how smart brands use it to their advantage.
4. Influence by Robert Cialdini
The OG blueprint on persuasion—timeless and wildly relevant for content, conversion, and brand psychology.
On Content, Creators & Social Growth
5. The Cold Start Problem by Andrew Chen
A look into how some of the world’s fastest-growing platforms used network effects to grow—essential reading for community-led brands.
6. Made to Stick by Chip & Dan Heath
What makes ideas memorable—and how to craft content that actually gets shared and remembered.
7. Hooked by Nir Eyal
The behavioral design playbook. Great for product + content creators who want to build habit-forming brands.
On Sales, Funnels, and Conversion Strategy
8. $100M Offers by Alex Hormozi
Even if you’re not selling info products, the principles here are pure gold for packaging and positioning offers that people can’t ignore.
9. The One Page Marketing Plan by Allan Dib
A simple but powerful framework to understand the full journey from attention → nurture → sale.
“These are the books that shaped how we build funnels, craft brand stories, and scale influence. If you’re building a consumer brand—these aren’t just good reads. They’re unfair advantages.”