Top of funnel content Different types of ads work best at different points in the funnel. At the top of the funnel, you want to promote your business through content marketing and social channels. At this stage, you want to attract your audience and track them as they move down the funnel. White papers, eBooks and any other content that’s valuable enough for people to part with their data to gain access to is the perfect place to start. Middle of funnel content In the middle of the funnel, you want to broaden the scope of your ads and talk to your identified audience about why they should choose your business. These should include trust signals such as case studies and your key USPs. Bottom of funnel content The bottom of the funnel is the place for a more attractive deal. Things like a 10% off discount, a freebie or a 14-day free trial are perfect here. If you don’t have any of those, a demo or a free consultation will do. Other tracking tips You can also have a separate segment for existing customers. You can use Facebook ads to promote cross-sell or up-sell opportunities to them. Use your tracking to push your content to the different segments, e.g.: pushing bottom-of-funnel ads to a mid-funnel audience. One thing to note is that your tracking must be mutually exclusive - you want a unique audience in each segment. The Inbound Marketing Playbook / 32