While conversions are the main objective of every marketer, not every lead is ready to click on that ad, go to your website or buy that product straight away.
That’s where lead nurturing comes in. Nurtured leads make 47% larger purchases than non-nurtured leads. This makes is clear that you need to take care of your leads.
But how do you do that?🤔
Apparently, 93% of B2B companies say content marketing generates more leads than traditional marketing strategies, according to Marketo.
That includes social media content, so optimizing all of your paid and non-paid efforts to shift the focus to lead nurturing can drastically improve conversions or sales.
In this article, I will show you 8 steps to boost your conversion rates by nurturing your leads.
Let's get started! ⇣
How to nurture your leads on Facebook to boost conversions
Step 1. Provide value before they opt-in
The main thing you need to do before you start lead nurturing is to provide value to your audience.
You can do it by creating high-quality content that will address their needs, which will ultimately will draw them to your business.
Content builds relationships. Relationships are built on trust. Trust drives revenue. - Andrew Davis.
Company blogs with helpful information that can be then shared on social media would be a great starting point.
However, you can also use other methods to increase visibility and engagement, such as Facebook instant articles together with the pre-filled forms.
Why use Facebook Instant articles with pre-filled forms?
With instant articles, you offer valuable content to your audience and also get leads in return.
Instant article is a mobile publishing platform that allows you to share content and news to Facebook's app. This implies that you don't need to promote your blog post or website content.
Facebook states that on average ‘users open 44% more articles when they're published as Instant Articles instead of a mobile web link. This increased consumer engagement creates traffic lift for publishers’.
Instant articles distribute your content on Facebook and they load 4 times faster than the standard website pages on mobile devices.
Ever since its launch in 2015, this feature has stirred the interest of publishers and content creators.
All you need to do is to create opt-in forms within the instant article. The form is pre-filled with the user’s data from their accounts, so it does not require readers to fill any field.
You can download the subscribers’ data and upload it into your email marketing software. This is when you can start nurturing them.
Step 2. Use Facebook ads for lead collecting and nurturing
Conversions were the main objective of most social media ads in 2019 and 2020.
But that goal can’t be achieved without nurturing your social media audience and getting people to interact with your ads.
By improving your ads’ content, creative types, and platform placement, you can increase those click-through rates.
For example, you can switch your ads between Facebook, Instagram, Audience Network, and Messanger to obtain different results.
Here are 3 data-proven effective tactics:
- Collect leads through Audience Network. These ads are shown more often to a viewer - 1.75 times on average. It’s the perfect means to capture attention at a lower CPC or CPM, as a recent Facebook ads study shows. Therefore, Audience Network ads become a good lead collector.
- Use Facebook ads to nurture those leads. The same study shows Facebook has a CTR of 3.90%, much higher than the other channels. That means that it becomes easier to convert your leads through Facebook ads, so optimize your ad content accordingly.
- Use status ads to convince. Status ads are the most underrated types of ads. While brands are juggling between video and share ads, it’s the status ads that get more clicks: 6.65% CTR. So work hard on your message and make it compelling. Think of it as a final pitch.
Step 3. Improve your organic content to appeal to leads
While ads give your brand more visibility, it’s the daily organic content that helps create a relationship with your brand’s audience.
Your social media following is made out of potential leads that are just waiting to understand your brand values and messages.
It’s that daily ‘conversation’ that either helps keep them connect, or makes them lose interest. And the way you structure and present that conversation often determines how engaged they are.
For example, Instagram carousels that include a mix of photos and videos have the best average engagement rate: 2.33%.
So try breaking down your message into carousels, including some short videos to support the images.
These types of posts seem to capture attention and inspire people to take some kind of action. From there, the step to conversion isn't far behind.
Step 4. Offer your leads useful incentives or giveaways
Incentives, giveaways, or freebies. No matter how you call them, incentive-based campaigns will always generate awareness, engagement, and ultimately conversions.
In fact, on Instagram, giveaway posts can spike the average engagement rates to 3.58%.
The key is that these incentives answer to a real need your potential customers have.
Your website visitors are searching for ways to solve their problems. One of the core reasons you need to offer freebies is to assure your audience that buying your product or services will solve those problems.
The giveaway can be a product, service, or insightful content in the form of an infographic, an ebook, etc.
Whichever you choose, it has to be relevant and of high quality, so that it makes the opt-in decision feel like it was worth it.
Step 5. Segment your audience
Now that you have your visitors’ email addresses, it is time to send them valuable and relevant messages at each stage of the buyer's journey.
But your leads may have different needs and interests. Besides, most of them are not ready to buy at the lead generation stage ie. opt-in stage.
They may require more information to be able to make an informed decision. This is where segmentation comes in.
Segmentation involves dividing a broad list of prospective customers into sub-groups (known as segments) by:
- purchase interests,
- past purchases,
- buying frequency,
- organization type,
- job function,
- education and seniority level, etc.
Personalization increases open rates by 26%, according to Campaign Monitor.
Moreover, they also state that marketers who use segmented campaigns note as much as a 760% increase in revenue.
By segmenting your email list, you’ll be able to communicate with your prospects as they move along the buyer cycle, and offer personalised information based on their specific background and interest.
Inevitably, this will increase your open, click-through, and conversion rates.
Step 6: Retarget your leads with CRM retargeting
It's a fact that many people who subscribed to your list may not open your emails.
So, how do you get them to convert? This is where CRM retargeting can help.
This strategy involves using your email campaign segmentation for CRM retargeting on Facebook to get incredible results.
All you need to do is create a custom audience on Facebook and use the Audience Network to place ads.
As mentioned earlier, the main attraction to this tactic is ad frequency.
The placement makes your message more memorable, as the average viewer gets to see your ad more frequently than on Facebook, Instagram, and Messenger.
What is CRM retargeting?
CRM (customer relationship management) retargeting is a system that helps you to create detailed custom audiences for your advertising campaigns.
You can create these audiences based on the customer details you have gathered previously.
A CRM helps you to create different segments of your email lists based on your needs, such as:
- subscribers who open their email but only click on links about a topic
- subscribers who open their email and make purchases
- subscribers who are procrastinators and have not make purchases
- subscribers who buy at a discount
The goal? Those personalized emails that skyrocket your ROI.
Let’s say you send 10,000 emails to your email subscribers and only 10% of them open it. What will you do with the remaining 9,000 subscribers?
With CRM retargeting, you can easily create a retargeting campaign on Facebook that will show your ads to those 90% subscribers who did not open your email.
All you need to do is open your CRM and select the contacts who did not open your email.
When you upload the segment (as custom audiences) on Facebook, you can run ads to inform them about your offer or services, or even add some incentives.
Step 7. Use analytics to nurture leads
Always check your stats.
Whether you’re interested in your organic content strategies or your ad results, analytics can help guide your future strategies by showing if your tactics are effective.
Look how different types of organic posts attract engagement, or how your CTRs are looking across Facebook, Instagram, Audience Network, or Messenger.
Take everything into account: videos, images, carousels, descriptions, calls to action in your messages, etc.
Understand what works and what simply doesn’t.
Facebook business managers and Ads manager can help with you social media stats, but third-party analytics tools can offer further insights into your posts and ads.
After all your social media efforts, Google Analytics can show you if your website traffic from social has increased.
Step 8. Follow up
Human behavior is oftentimes unpredictable. After all of your effort, some of your audience might still not buy your product or go to your site.
If you have nurtured them with relevant content and retargeting ads, and you are still not getting the right results, you don't have to give up.
You can keep nurturing them with a follow up. They might reconsider your offer.
Also, don’t forget to ask for their feedback.
Knowing why your audience is not converting is more valuable than you’d think. It can show mistakes you’ve made along the way, or reveal interests that you were previously not aware of.
Their feedback can teach how to improve your strategies.
Lead generation is important.
But some might argue that nurturing those leads is even more important if you want to boost your conversion rates.
You can start with Facebook Instant articles with pre-filled forms, social media paid and organic content or creating useful incentives.
Then segment your audience, and retarget them using CRM retargeting and Facebook ads.
And, of course, keep an eye on analytics to see if you’re on the right track.
What other ways have you been nurturing your leads and getting results? Share it in the comment section below.