In a recent LinkedIn post, Matt Gray outlines a strategic 3-layer funnel designed to bridge the gap between social media engagement and tangible sales outcomes. Gray addresses a common frustration among content creators: high post visibility and interaction that doesn’t translate into business. He argues that the disconnect often stems from a lack of a clear pathway from the content to a potential client relationship.
The Core Problem: Engagement Without a Path to Sales
Gray begins by diagnosing the issue: many professionals create content that garners significant views, likes, and even comments, yet fails to generate sales. The fundamental reason, according to Gray, is the absence of a defined route for interested individuals to transition from passive observers to paying clients. He emphasizes that visibility alone is insufficient; there must be a structured approach to nurture this initial awareness into a business relationship.
“There’s a reason your best posts still don’t lead to sales. You can write something that gets seen by thousands. People like it. A few even comment. Then nothing happens, because there was never a path from that post to working with you.”
This observation sets the stage for his proposed solution: a tiered funnel strategy.
Layer 1: Top of Funnel – Getting Seen (Growth Content)
According to Matt Gray, the primary objective at the Top of Funnel (ToFu) is simply to achieve awareness. He suggests posting 1-2 times per week with content that captures attention and demonstrates potential. This includes sharing personal stories that resonate and stop the scroll, highlighting transformations that prove what’s possible, and extracting lessons from personal growth experiences.
Gray’s philosophy here is straightforward: “Nobody buys from someone they’ve never heard of. Show up first. Sell later.” This initial phase is about establishing a presence and becoming familiar to a wider audience before any direct sales efforts are made.
Layer 2: Middle of Funnel – Getting Known (Authority Content)
Once awareness is established, Gray moves to the Middle of Funnel (MoFu), where the focus shifts to building credibility and authority. He asserts that “Awareness without credibility is just noise.” This stage is crucial for positioning oneself as the go-to expert in the respective field.
To achieve this, Gray recommends posting 1-2 times per week with content that showcases expertise. This can include “How I…” frameworks derived from real-world experience, actionable advice that provides immediate value, and sharing skills and stories that foster trust over time. As Gray puts it, “People don’t follow accounts. They follow people they learn from.” This layer is about demonstrating value and building trust through knowledge sharing.
Layer 3: Bottom of Funnel – Getting Chosen (Lead Content)
The final stage, the Bottom of Funnel (BoFu), is where followers are guided towards becoming clients. Gray emphasizes that this is where the conversion happens, and it requires directness. He advises posting once a week with content specifically designed to address the ideal client’s needs.
“This is where followers quietly become clients. Post 1x per week with: Pain, agitate, solution Content that speaks directly to your ideal client A clear, specific CTA every time.”
Crucially, Gray stresses the importance of a clear Call to Action (CTA). “No CTA, no client. Be direct. Ask for the action.” This stage is about making a specific offer and guiding potential clients on the next steps to engage with the business.
The Result: Inbound Leads and Natural Closures
By implementing this three-layer funnel, Gray argues that professionals can shift from actively chasing clients to attracting them. He suggests that when trust is built before a direct sales conversation, leads become inbound, calls become easier, and closing deals feels more natural. This structured approach, he concludes, ensures that the groundwork for trust and credibility is laid long before a client is ready to make a purchase.
Gray also announced a live teaching session on August 25th at 5 pm NY time to further elaborate on this funnel strategy and guide participants on specific content to post at each layer to convert followers into clients.
📝 About This Content
This article is based on insights shared by Matt Gray on LinkedIn.
📅 Originally posted on August 16, 2026 | View original post on LinkedIn →