Ultimate Lead Nurturing Guide (Facebook 2024)

Congratulations, you’ve run a successful lead-gen campaign on Facebook! You’ve got hundreds of names on a list, eager for your product. The hard work is over, right?

Absolutely not.?

Curating a list is only the first step in getting your product into the hands of your end customers. Without follow-up, these emails, phone numbers, and valuable data piles are simply cells in a Google spreadsheet.?

The true determinant of success in a Facebook campaign lies in the Nurture Sequence.?

What is a Nurture Sequence?

A nurture sequence describes a series of interactions with the customer after the initial data collection. This can be an automated system of SMS messages, emails, DMs, or (optimally) all of the above.?

The nurture sequence allows you to instantly begin guiding the prospect through valuable messaging and targeted content until they eventually purchase. Provide them with instructions, social proof, and helpful links to other lead magnets to bolster trust with the end user and finally convert.?

Generally, this ‘Honeymoon’ period of nurture sequences is within the first 4-8 Weeks of collection, to help your brand stay top of mind during the period they are most likely to purchase.?

What Goes Into a Good Nurture Sequence?

A good nurture sequence relies on a series of automated, highly efficient messages across platforms to guide the customer on their purchasing journey. These steps provide a logical sequence of actions for your customer to follow, leaving the guesswork out of purchasing.

1: Immediate Gratification

The moment a prospect submits their contact information on your lead magnet, the nurturing needs to kick into high gear. Within seconds, they should receive an automated text message thanking them for their interest and trust in your business.

This can be through SMS, Email, or DM. No matter which avenue you choose, this confirmation sets the tone, letting prospects know they made the right choice by engaging with your brand.

It is impossible to overstate the importance of this first message. If there’s too long a delay between the user putting in their data and getting their confirmation, they’re likely to build distrust for the brand or bounce from the page entirely. If it comes across too spam-like or uses ‘scam’ red flags, they may report you as Spam.?

This message sets the tone and expectations for the rest of the interaction and should prioritize clarity. Something simple as A team member will be in touch with you shortly! Arriving DMs seconds after connection may be the difference between a sale or a block.?

2:Value-Packed Follow-Up

Next up, the nurture sequence needs to authoritatively reinforce your expertise and prime prospects to receive your sales pitch. Here are some core elements to include in your immediate follow-up messaging:

1: Video Testimonial/Case Study

Share a short video highlighting one of your successful customer journeys. Showcasing real-world results through an engaging story accomplishes two key goals.?

First, it begins establishing your brand as the subject matter authority.?

Second, it gets prospects envisioning themselves as the 'after' picture you can make possible.

2: Company/Product Overview

While prospects are warm, provide helpful resources like an overview video explaining your company's mission and differentiators.?

If applicable, include a short 2-3 minute walkthrough of your product/service offering's key features and benefits.?

3: Social Proof

Humans are heavily influenced by social proof - the more, the better when it comes to nurturing.?

So sprinkle your automated messages with customer reviews, PR/media mentions, credentials/awards, and any other credibility-boosting elements you can share.

4: Helpful Lead Magnets/Resources

Another great nurture tactic is to drip insightful lead magnets, blog posts, or other educational content into your sequences.?

This continues the nurturing process by incrementally reinforcing your thought leadership while empowering prospects with valuable information related to their needs.

The Numbers

While that immediate post-submission nurturing is crucial, the process is far from over. Prospects need to be systematically nurtured across multiple channels through automated sequences over a period of ideally 4-8 weeks.?

For all that content you’ve created, you should have a…?

SMS Sequence

2-5 additional automated text messages spaced out every 4-5 days to stay top-of-mind. These can include team member intros, helpful resources, social proof, or reminders to book an appointment.

Email Nurture Sequence

Bi-weekly nurture emails that continue providing insightful content, product/company info, customer stories, and soft CTAs to book a consultation.?

Emails allow you to nurture more substantively with longer-form storytelling.

Messenger/WhatsApp Sequence

For prospects engaged on these channels, automated sequences can hit a different messaging tone and reinforce specific reasons why your offering will benefit them.?

Social Media Retargeting

Warming nurture sequences even further by retargeting prospects with helpful content and offers from your Facebook/Instagram accounts.

The key to effective nurturing is intentionally mapping out touches that steadily guide prospects toward your desired conversion event, whether that's a sales call, consultation, or purchase. Don't jump the gun - focus on continually reinforcing your credibility and value proposition first.

Why It Matters…

Implementing this comprehensive nurture approach accomplishes two key things for your business. First, you're arming your sales team with more qualified, educated, eager prospects who have been primed for conversion through your messaging sequences.

Secondly, nurturing allows your marketing automation efforts to essentially"nurture" prospects on autopilot, accelerating sales velocity while creating bandwidth for your human teams to focus on other revenue-generating activities. It's a win-win situation.

The bottom line - don't let your Facebook lead efforts go to waste. Maximize your ad spend's return by implementing a strategic, multi-channel nurture sequence that systematically guides every single prospect you capture through to becoming a loyal customer