4 Purpose Filled Ways to Guide Your Followers to Buy – Part 2

This article continues where part 1 left off. Check it out so you get the full story.

Step Two: Lead Nurture

At this point, people know a little bit about you. You should have a following of some sort. They may recognize your name, understand what industry you operate in, and hopefully understand the problem you solve. Do not stop here. Always create content and a website that leads people to take the next step into interest and consideration.

Some people will be in research mode. They need to solve their problem, but they aren’t sure who the right business is to partner with. Others may not be sure they need their problem solved right now. They are curious enough to be looking around, but are hesitant. Either way, your content at this point should be detailed and persuasive. 

Here are a few content ideas to nurture leads.

• Share testimonials from past clients and customers
• Demo a product or service to show how excellently it works
• Build engagement by asking your followers questions or running Q+As
• Pay influencers to promote your business
• Create content that is extremely shareable
  • Make your videos or pictures attractive, creative, and unique
• Target users on social media who follow you or have engaged with you in the past when you run any advertising so you can continue the conversation
• Include a CTA that invites people to visit a landing page, read more about your offerings, and even to make a purchase

In this step, you are more persuasive than in the last. This time you should take a step past introducing yourself. You are telling people why your company is the best and explain why they should buy from you.

Step Three: Converting Leads to Sales

In step three, people know who you are and what you do. They know the benefits of your products or services and hopefully why you are better than your competitors. You have built a relationship with these leads and have every right to ask for the sale. Here are a few ways to use your online content to convert leads to sales.

• Run a sale and target all advertising towards your followers and anyone who has engaged with you before
• Ask questions that lead to a sale
  • Do you [have this problem]?
  • Are you ready to [fix this problem]?
  • Have you ever considered [this solution]?
• Create content centered around one specific product or service you want to sell. Make sure it leads to a landing page on your website with persuasive sales copy and hard sell to “Buy now”
• Provide opportunities for anyone still on the fence to clear the air
  • What questions do you have about [this product or service]?
• Ask yourself these questions to create a sales post: What time of year is it? Why is buying your product today the best decision someone could make?

This stage is the moment to push and ask for the sale. You have to have first introduced yourself. You have to have nurtured the relationship. It’s important that you went through the first two steps.

Step 4: Put it All Together

Now you have three stages of content to build from. What does this look like on a daily and weekly basis? First, use each stage as a category to brainstorm content ideas from.

1. Lead Generation
   1. Introduction post
   2. Answer a problem my ideal customer has
   3. An exciting and unique hook that introduces a benefit of your service or product
2. Lead Nurturing
   1. Client testimonial
   2. Product or service demo
   3. Ask a question to build relationships
3. Converting Leads to Sales
   1. Promote a sale, discount or special offer
   2. Ask sales questions that lead to a landing page
   3. Create a seasonal post about the benefits of your product or service

These are just a few ideas. Keep a constant list of content ideas for each of these categories. Any time you create any advertising content for a lead nurturing post, target people who have engaged with your lead generation posts. When you create advertising to convert leads to sales, target people who have engaged with your lead nurturing posts.

Keep Going

Social media can give you a lot to balance. But with a simple strategy to direct people down the marketing funnel, your website and social media will increase your sales. No more posting inconsistently and without direction. Let your social media work for you instead of just being an afterthought. Create content that introduces yourself, engages with your followers, and persuades them to purchase.