SOP: Content Engagement → Coffee Chat
Objective: Convert meaningful content engagement into qualified conversations and, when appropriate, coffee chats.
Owner: Maria
Step 1: Identify the engagement
Place it into one of these buckets:
- Comment
- Meaningful reaction (🔥, 💯, etc.)
- Like
- Multiple engagements over time
Priority:
- Comment
- Multiple engagements
- Meaningful reaction
- Single like
Bucket 1: They left a comment
Reply publicly.
Keep it conversational.
Then, if appropriate, send a DM within 24 hours.
Example:
Thanks for the comment.
Curious—was there something in that post that hit home for your agency?
Wait.
Bucket 2: Multiple engagements
If they've liked or reacted to several posts over a week or two:
DM:
Hey {{First Name}}, appreciate you following along.
Curious—which topic has been the most relevant for your agency lately?
Wait.
Bucket 3: Meaningful reaction
Example:
🔥
💯
👏
DM:
Thanks for the support on the post.
Out of curiosity, was that something your team is running into as well?
Wait.
Bucket 4: Single like
Do nothing.
A single like is not enough buying intent.
If they respond
Continue discovery.
Example:
Yeah, keeping every client's voice consistent has definitely become harder.
Reply:
Makes sense.
About how many client brands are you all managing today?
Wait.
If qualified:
What's been the biggest bottleneck?
Capacity? Reviews? Rewriting? Turnaround? Something else?
Wait.
After they answer:
That's actually why I reached out.
I think it'd be easier to show you than explain it over messages.
Would you be open to a quick 15-minute coffee chat?
If they ask what you do
We help agencies keep every client's content consistent as they scale by giving their team a much stronger first draft.
Less rewriting. Faster turnaround. More capacity.
Then:
Curious—how many brands are you managing today?
If they aren't your ICP
Stay friendly.
Stay connected.
No meeting.
Rules for Maria
- Never DM everyone who likes a post.
- Prioritize comments and repeat engagement.
- Publicly reply to every relevant comment.
- One question at a time.
- Don't pitch immediately.
- Look for people who self-identify with the problem.
- The goal is a conversation, not a conversion.
Engagement hierarchy
Looking across your outbound system, I'd prioritize signals like this:
- Cold email reply → Highest intent.
- InMail reply → High intent.
- Connection accepted + DM response → Medium-high intent.
- Comment on a post → Medium intent.
- Multiple post engagements over time → Medium intent.
- Single reaction or like → Low intent.
That gives Maria a clear priority queue: respond first to the people who have invested the most attention, because they're the most likely to become coffee chats and, ultimately, paying pilots.