SMB Nation Blog

SMB Nation has been serving the Bainbridge Island area since 2001, providing IT Support such as technical helpdesk support, computer support, and consulting to small and medium-sized businesses.

How to Nurture an Email and Facebook Lead into a Sale

As more and more businesses adopt inbound marketing as a way to get more leads, the significance of choosing the most effective lead nurturing strategy becomes paramount. Typically, a large share of leads disappears after the first interaction with a business, so getting more quality ones and turning them into sales is something that you just need to master.

If you haven’t been able to turn your subscribers, followers, and fans into active sales, you need to change your approach to nurturing them. Are you interested in knowing how to accomplish this in the right way?

If you are, keep reading.

Today, we are going to talk about email and Facebook leads. Why? Because these two sources contain the most users, therefore they are used by the vast majority of businesses.

Let’s start with Facebook.

How to Nurture Facebook Leads

When it comes to social media, you should think about it as the initial step of your sales cycle. Your ultimate objective is to move leads to a landing page on your website. However, there is a complex task of getting them there.

These tips will help you to make this task easier:

Engage leads with Helpful and Shareable Content

Facebook is a powerful platform for lead generation that has one significant advantage: it gives brands a human face. The interaction with the customers, however, should follow some guidelines. For example, Facebook is not a tool for spamming your followers. People are using it for fun and communication, not sales pitches.

The marketers understand that. According to 2016 Benchmarks, Budgets, and Trends study completed by Content Marketing Institute, creating more engaging and useful content remained the highest priority in 2016. This situation is not likely to change anytime soon.

Top Priority B2C

Source: Content Marketing Institute

Therefore, all content you share with the leads on Facebook should be useful and shareable. The more shares and likes it receives, the better your reputation is.

Dos:

  • How to articles
  • Articles relevant to professionals from your industry
  • Engaging news

Don’ts:

  • Sales pitches
  • Posts with clear messages to “click here,” “buy from us,” and “share this.”

Optimize the Path to Conversion

Let’s come up and be honest here: many of us are fairly lazy customers. We don’t look for something really hard unless we urgently need it. So, if we have to figure out how to purchase a product or a service, we just might close that site and look for another one where purchasing is easy.

The takeaway here is that you to need to ensure that it’s super easy for leads to make purchases from you. Analyze the page of your business on Facebook:

  • How does a customer make a purchase?
  • Do they have to click on tabs, then click some more on your website, and then figure out how to contact you for the inquiry?

If you feel that your purchasing process is a bit complex, simplify it until it’ super easy.

How to Nurture Leads with Emails

If you’re using email marketing to increase your profits, consider these tips:

Think about the Experiences and Needs of your Leads

After a lead has signed up on your website using an email, you need to treat it as the beginning of the sales cycle. However, the most important role that defines your future marketing effort is the experience of that lead. Here are some examples of emails just for that:

  • Welcome Series – welcome the lead and thank them for joining! See an awesome example from Holland & Barrett below:

HB 1

  • Upsell Offers – emails that let the leads know about the sales and discounts and create a sense of urgency. Another great example from Holland & Barrett:

HB2

  • Educational Content – by sending relevant and helpful articles about the products you sell, you are building rapport with the leads. For example, you can describe product use ideas, benefits of specific products and other actionable information. Holland & Barrett excel at that as well:

HB3

Emails like these can drive major conversions and ensure that customers receive only highly personalized messages at the best possible moment.

Tools for Nurturing Leads using Facebook and Emails

  • MailChimp – an email automation tool that allows to enhance the process of engaging leads via emails sent on an automated basis.
  • Buffer – a social media tool that automatically posts the content at a time at frequency specified by the user.
  • Assignmenthelper.com.au – this tool is useful for creating marketing texts for Facebook campaigns, targeted emails, and more.
  •  Headline Analyzer from CoSchedule – verify whether the headlines in your content are appealing and get tips on improving them. 

Final Thoughts


To succeed, be critical of your lead nurturing campaigns because they are your tool for getting more sales. Don’t forget to measure the results you’re getting because it is the only way to determine where leads are in the sales process.

Hope these tips will be helpful for increasing your profits and getting more quality leads. Follow them closely and continue to build your success sale by sale!

Lucy Benton is a marketing specialist, business consultant. She helps people to turn their dreams into the profitable business. Now she is writing for marketing and business resources. Also Lucy has her own blog ProWritingPartner where you can check her last publications

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Now Sales Is Buying Bright Shiny Objects, Too

 

 

Maas Companies ImagePublished on May 18, 2017

Jill Rowley

I’ve seen this movie before, over in MarTech. I spent a decade at Eloqua building the marketing automation space from 2002-2012. Scott Brinker coined the term Chief Marketing Technologist in 2010 and has documented the “category” growth from ~ 150 applications to over 5,000 in 2017. Anything that could be automated was automated - at least at some companies - often without much thought as to the strategic plan underlying these sparkly new toys.

Marketing Technology Landscape 1

 

 

Now, the same thing is happening in SalesTech. Here’s one glimpse at this expanding universe from Nancy Nardin at Smart Selling Tools:

Smart Technology landscape 1

And here’s a more analytical look at the landscape, minus all the players:

 

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6 ways startups can *think different* with customer service

Story by Leyla Seka, Desk.com - 

Startups are known for creative thinking, trying new things, doing things differently. Yet they often fall prey to a fundamental mistake: forgetting to serve the customer. It’s not easy to launch a product, manage everything from IT to accounting, fend off the competition, and grow a customer base — all at the same time — so it’s hardly surprising that half of small businesses fail within the first five years. At Desk.com, we work with many fast-growing startups, so we’ve learned a lot about the journey. Here are six ways some of those amazing companies are using customer support to ‘think different’ and beat the competition.happy customer 1

1. Make every employee an agent
Startups have no time for specialized roles. Every employee — from the CEO to the receptionist — must be part of your support team. When everyone spends time on the frontlines, it’s easier to stay aligned around customers and maintain service levels when things get busy. (And nothing helps you understand the ins-and-outs of a product like answering service calls.) Just look at Charitybuzz, which brings together celebrities and top brands for auctions supporting nonprofits. “Every interaction that we have with celebrities, charities, bidders, and auction winners needs to be amazing,” says Dwayne David, a Charitybuzz Customer Service Manager. So while the company has an official concierge team of three, everyone jumps in to help during the busy times.

2. Offer wicked-fast response times
Customer service has come a long way since the old days, when you had to call a company between 9-5 Eastern Standard Time to get help. Most companies today offer a knowledge base or basic self-service so customers can find answers 24/7, but of course, sometimes customers still need to reach a living, breathing person. Get a customer service solution that’s easy to use and optimized for mobile so you have consistently fast response times. HotelTonight offers last-minute hotel reservations for busy travelers who crave efficiency; a response time of < 10 minutes (incredible!) has been a key driver of the company’s explosive growth.

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Robin Robins Launches Video Series on how MSPs Can Gain Additional, Quality Clients

Robin RobinsLate last week we heard from our friend Robin Robins, founder of the Technology Marketing Toolkit, who informed us that she has developed (and is now offering) a new video seminar series to show you how to get more high-quality clients to outsource their IT support to you, without discounting or hard-selling. But Robins warns that you must not hesitate as this new content (geared toward) companies selling outsourced IT support services) will only be available for a limited time.

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