Why Some Posts Get Likes but No Sales
One of the most common things we hear from business owners is:
“We’re posting consistently, but we’re not getting enquiries.”
Or sometimes:
“Our posts get engagement, but it never seems to lead anywhere.”
The assumption is usually that something is wrong with the content itself.
Maybe the graphics aren’t good enough.
Maybe the captions need work.
Maybe they need to post more often.
But in many cases, the real problem is much simpler:
They’re relying on only one type of content.
The reality is that successful marketing isn’t about creating more content. It’s about creating the right mix of content.
Because not every post has the same job.
Some posts are designed to get attention.
Some are designed to build trust.
And some are designed to generate action.
When businesses understand the role each type of content plays, their marketing becomes far more effective.
Not Everyone Is Ready to Buy
One of the biggest mistakes businesses make is assuming everyone who sees their content is ready to become a customer.
In reality, people move through different stages before making a decision.
Some people have never heard of your business before.
Others know who you are but aren’t convinced you’re the right fit.
And some are ready to take the next step—they just need a reason to do so.
If all of your content is focused on selling, you’re speaking only to the smallest portion of your audience.
That’s where the three content stages become important.
Top of Funnel Content: Building Awareness
Top of Funnel content is designed to introduce people to your business.
The goal isn’t to sell.
The goal is to get noticed.
This type of content tends to reach the largest audience because it’s easy to consume and engage with.
Examples include:
- Behind-the-scenes content
- Funny or relatable reels
- Business owner experiences
- Industry observations
- Quick tips and insights
- Trending content
For many businesses, this is the content that generates the highest reach.
But it’s also the content that often gets misunderstood.
Business owners will sometimes say:
“That post got lots of views but didn’t generate any sales.”
And that’s okay.
Because that wasn’t its job.
Its job was to introduce people to your business and begin building familiarity.
Middle of Funnel Content: Building Trust
Once people know who you are, the next step is building credibility.
This is where Middle of Funnel content comes in.
Its purpose is to demonstrate expertise, provide value, and help potential customers understand why they should trust your business.
Examples include:
- Educational articles
- Case studies
- Client success stories
- Industry insights
- Frequently asked questions
- Behind-the-scenes strategy discussions
This type of content often doesn’t generate the highest reach.
What it does generate is confidence.
It helps answer the questions people naturally ask before making a decision:
- Do these people know what they're talking about?
- Can they help someone like me?
- Do I trust them?
Trust is rarely built through a single post.
It’s built through consistent exposure to valuable information over time.
Bottom of Funnel Content: Driving Action
This is the content most businesses are familiar with.
Bottom of Funnel content is designed to encourage people to take action.
Examples include:
- Service promotions
- Membership offers
- Strategy sessions
- Testimonials
- Product features
- Calls-to-action
This is where businesses ask people to:
- Book
- Buy
- Enquire
- Join
- Contact
The problem is that many businesses jump straight to this stage.
They ask for the sale before they’ve built awareness or trust.
It’s the marketing equivalent of proposing on a first date.
While some people may be ready to act immediately, most need more information and reassurance first.
Why Most Businesses Struggle
The biggest issue isn’t usually poor content.
It’s imbalance.
Some businesses post nothing but promotional content.
Every post is about:
- services
- offers
- products
- sales
Over time, audiences become disengaged because every interaction feels transactional.
Other businesses have the opposite problem.
They create entertaining or educational content but never ask people to take the next step.
They build awareness and trust but fail to create opportunities for conversion.
The strongest marketing strategies use all three types of content.
Each one supports the next.
Awareness leads to trust.
Trust leads to action.
Action leads to results.
So What Should Your Content Mix Look Like?
While every business is different, a common approach is:
- 60–70% Top of Funnel content
- 20–30% Middle of Funnel content
- 10–20% Bottom of Funnel content
This allows businesses to consistently attract new audiences while nurturing existing followers and creating opportunities for conversion.
The exact percentages matter less than ensuring all three stages are present.
The Real Question
The next time you look at your content, don’t ask:
“Am I posting enough?”
Instead ask:
“Am I creating the right types of content?”
Because often, the issue isn’t the amount of content you’re producing.
It’s that one part of the customer journey is missing entirely.
And when that happens, even consistent marketing can struggle to deliver results.
References
HubSpot (2024) The State of Marketing Report 2024. Available at: https://www.hubspot.com (Accessed: 9 June 2026).
Kotler, P., Keller, K.L. and Chernev, A. (2022) Marketing Management. 16th edn. Harlow: Pearson.
Content Marketing Institute (2024) Content Marketing Benchmarks, Budgets, and Trends. Available at: https://contentmarketinginstitute.com (Accessed: 9 June 2026).
