How to Nurture People Who Are Interested but Haven’t Bought Yet
So you’ve started sending people to your website? Maybe you’ve been putting flyers under windscreen wipers; maybe you’re paying for some ads. Either way, while some people may be buying from you the instant they find you, most are not. Do you even know what your conversion rate is?
If it’s 1% percent of all website visitors and you can increase it by another 1%, that would double your profits, right? So anything you can do to squeeze out a higher conversion rate with the same amount of ad spend, is money in the bank. To that end, I want to suggest some ideas that you can use to follow up those that don’t buy directly, to help get them over the line using Facebook posts to nurture them.
Connect your website to Facebook.
If you don’t have it yet, you need to install Facebook’s Remarketing Pixel on your website. It’s easy: you just need a plugin or access to the backend of your website. I’ve written many articles about it and the wonderful things it can do so I won’t say much here, EXCEPT; it’s the basis for everything I’m about to tell you about how to nurture prospects. So get it on your site, m’Kay! Good. Let’s move on.
Who are you collecting?
Once the pixel is in, you start collecting everyone who visits your whole site. You can also make a separate list of those people who are visiting a particular page. It’s up to you. I collect everyone, and I make sub-lists of every page that I send people to. You can keep the list of website visitors for up to six months. That’s a lot of potential nurturing.
Imagine a class of school children that includes some naughty ones. The teacher would have a class list of all the kids for a maximum of one year, and they are her audience. The audience doesn’t change until they move up a year and ‘fall off’ her list. It’s the same with Facebook audiences, except the maximum is six months.
If one of the naughty kids does something wrong, the teacher would make a detention list and give them a certain number of days to serve. Little Johnny now exists in both the full class list and the detention list. It’s the same with Facebook audience, you can have a list of people who visited in the last three days (the detention list), and they are also in the 180-day list of all people (the full class list).
Imagine little Johnny was really bad, and the teacher has a series of things to “nurture” Johnny into aligning with her purpose. For example, he is given a 12-day detention. The first three days he has to pick up litter from the ground. The next three days he must write lines on the blackboard, then three days of peeling potatoes in the tuckshop, and finally three days of sitting in the principal’s office. Johnny would be on all four detention lists to start with but only on the litter list for three days, the potato peeling list for six days, the writing lines list for nine days, and the principal’s list for 12 days. But he would be excluded from sitting with the principal while he was on the other lists.
Finally, little Johnny would be asked if he is happy to do as he is asked and is successfully aligned with the purpose of the school teacher.
We can nurture people with Facebook in the same way:
- For the first three days after touching a website, show people a post, then
- For the next three days show them another post
- And so on
- These prospects remain on ‘the class list’ for 180 days but will only see ads if they are on a specific list
The big problem is that Facebook will deliver an ad to people in an audience until they fall off. So if you’re collecting everyone who touched your website for the last six months (your ‘class list’), and then sending everyone on that list a post, they will either see it for six months or until you stop the ad. It’s like putting the whole class on detention because you want to fix little Johnny. You’re paying for those posts.
I would suggest that if someone hasn’t clicked on your ad after 3-5 days, they’re probably not going to. You’re wasting money and annoying the prospect to the point where they won’t buy on principle.
How do I nurture people after I’ve collected them?
Let’s talk about everyone in the ‘three days after touching your site’ audience. They’re interested in you but haven’t taken the next step. We tell Facebook to deliver Post 1 to reach just that list. Here are some examples of what I find works well to nurture people:
- Nurture Post 1: I find that a great post to deliver is one that talks about you as an authority, or why you’re credible enough to be doing what you’re doing. They found you for some reason and were interested in what you do so your first post needs to make it clear why they should trust you. For example, I’ve been doing this for 20 years.
- Post 2: On days 4-6, post 2 is a good opportunity to overcome an objection that might have prevented them from making a decision now or one they have to make in the future. For example, if I were selling a course on how to do Facebook ads for $500 I would say, ‘it’s easy to blow $500 on ads and still not know anything. My course will save you a lot of future cash’. This approach overcomes price as an obstacle.
- Post 3: On days 7-9, post 3 is usually some type of social proof. Examples are testimonials, case studies, awards – anything where other people are saying ‘you’re good’.
- Post 4: By this time, the prospect is usually aligned with my purpose, or they’re really not interested. Hopefully, though, by they time they get to one of these posts, they’re feeling confident and ready to buy. So on days 10-12, I’ll do another post that is something of a call to action. I’m trying to convert them again at this stage. Buy my widget dammit!!
I don’t know the perfect number of touches people need to have from your brand to buy from you, but if you follow the above posts plus attraction, that’s five to get you started.
Don’t forget you’ve got another 170 days to come up with some more posts if you want. You might leave them alone for a few weeks and try again at the 30-day mark for example. Remarketing is really cheap, so it’s worth regular automated posts.
Another option for nurturing people is to send them articles you’ve written that you know do well with your target market. I write for a couple of authority sites (like CCIQ), and I share my articles as they are published to my friends, and various groups I think might be interested. After people see about five of these articles, they start to contact me. I’m not selling; I’m usually just helping solve a problem and in that, nurturing a feeling of trust.
I know which articles do well because I use Facebook ads to send them out to my page fans, website visitors, client lists, or anyone that I know is my target market. I then watch what happens as they see the article to determine which articles get lots of clicks; shares; likes and comments. It’s usually clear if people like it or not.
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