So, you’re a digital marketer. That’s great! How are your sales cycles working for you? If they’re not producing the results you thought they would, you’re not alone. There are various reasons why this might be true, but no worries — this post is going to help you fix that.
Today I’m going to show you five types of posts — with a few real examples — that will help to shorten your sales cycle through nurturing your leads, turning them into customers with the most organic marketing strategies possible.
People buy your service or product when they know, like and trust you. If they can relate to you in some way, they’re more likely to see value in the content you’re offering, which helps them along in their decision making process and ultimately, leads to sales.
The five types of posts I’ll be talking about today are universal, meaning they can be used on any social media platform of your choice. Obviously, the more exposure you get the better, so I recommend utilizing as many platforms as you’re comfortable with.
Before we dive in, let’s talk a little about nurturing. What exactly does it mean in the context of your business?
The definition of nurturing is “to care for and encourage the growth or development of.” In a digital marketing nutshell, this basically means taking the time to show interest in your warm leads, making sure that they’re getting value from your content, and providing content that they can benefit from while ultimately boosting your sales and growing your business.
The five types of posts that I’ll be discussing today are all great ways to nurture your warm leads by gaining their trust and letting them get to know you, ultimately turning them into customers and shortening your sales cycle.
So, without further ado, here are the 5 types of social posts that will nurture your leads and shorten your sales cycle:
Story posts: Connect and Build Relationships Through Sharing Your Journey
Sometimes, not getting the results you’re after can be a simple case of being too forward in the sales department. If you’re feeling unqualified or have imposter syndrome, sharing your story, mission and values can be a game changer.
People will see the real you and respect the fact that you’re being open and honest, allowing them to connect with you as a person, not just someone who’s trying to sell them something.
Personal Posts: Build Likability and Trust by Sharing Your Personal Life
Being personal in your posts is a great way to drive the people towards you that resonate with your message, but it can be difficult to do. Whereas many of those people will agree with what you’re saying, there are always others that won’t, which makes it a little intimidating.
However, this works well in order to weed out the leads you don’t necessarily need, leaving room for those that will really benefit from your content, product or service and that resonate with your mission, values and message.
Value Posts: Give Value to Your Audience
Value posts do just what they say: bring value to your audience. Through content such as mini trainings, how-to videos, product reviews and demos, tips and advice, rants, Q&A’s, or biggest takeaways, value posts are a great way to connect with your audience organically and bring them the content that will benefit them the most.
This will be the type of post that I’ll be focusing on later, providing real, detailed examples that will help you shorten your sales cycle. Stay tuned!
Quotes: Create Content Around Quotes that Resonate with You and Your Message
Not only are quotes a great strategy to use in digital marketing, but this type of post is also simple to create. Basing a post around a quote that you read, heard or saw somewhere will, again, draw the leads to you that resonate with your message.
One great strategy here is to tag people that inspire you and share their favorite quotes, which works as a free lead generator by exposing you to their audience as well as your own.
Behind the Scenes: Create Content of Your Personal and/or Business Day to Day
Behind the scenes content is a great organic marketing strategy, as it allows your audience to see you as a real person. It’s very informal, natural and fun, and there are a variety of ways to do it.
Whether it’s just walking them through a day in your life or giving them an early glimpse of a project you’re working on, they’ll appreciate getting to know you just that much more.
Now we’ll dive into the details I mentioned earlier, using the most valuable of all five posts as our example: value posts.
Examples of Value Posts:
Mini trainings are short, educational videos, usually running from five to thirty minutes, and can be essential in nurturing your leads into sales. You can post these trainings to your social media accounts and/or your free course area, if you have one.
This will help to get your leads familiar with your teaching style, providing them with value and helping them get to know, like and trust you. There are quite a few options here, as you’ll see below.
Why Offer Mini Trainings?
There are various ways that mini trainings can benefit your leads, and ultimately, turn them into customers. These include:
Helping you to connect more with your audience
Giving your leads free value
Helping to build the trust factor with your leads
Helping you to position yourself as an expert/authority on your content subject
Helping your leads to gain small wins through your training content
Helping your leads to figure out if they resonate with your teaching style before purchasing your product or service
Recordings can be used for future content and edited into shorts for stories, Tik Tok videos, etc.
Types of Mini Trainings:
Simple how-to videos
Product demos and/or reviews
Tips and advice
Now that you know what mini trainings are and how they can benefit your audience (and ultimately your sales), here are some examples of the different types for you to consider offering:
How-to videos are simple tutorial style videos that, essentially, have the purpose of showing or telling your audience how to solve a problem they may very well be experiencing.
You can walk your audience through a process or present the training in slide format, whichever works best for you and will resonate with your audience.
They can be as short as a few minutes but can go up to thirty minutes or longer, depending on the complexity of the content you’re teaching.
Product demos are videos that introduce your audience to a product that you’re using. You’ll explain how you’re using it and walk them through how to use it, while showing how purchasing the product will benefit them.
It’s highly important to only recommend products that you actually use and love, to keep the trust factor with your audience and be sure that they will benefit from the product you’re demonstrating.
Some examples of products to demo are click funnel tutorials, courses, books, etc.
Product reviews are similar to product demos but are less of a technical walkthrough and more of a pros and cons conversation.
Try to be unbiased while at the same time showing your audience that the benefits of the product outweigh the negative attributes.
You can compare the product to its competitors, do a side-by-side comparison, or show a before and after if applicable. Use your imagination and get creative. This can be fun content to create!
Tips and Advice
These mini trainings are less factual and technical, and more about your overall opinion through your experiences.
You can give shortcuts to things you’ve learned the hard way, making it easier for your audience to learn something without the hassle or struggle.
Your audience will appreciate the openness of your story and your willingness to share free valuable content that will save them headaches, time and money.
Biggest takeaway videos tell your audience about the most important things you’ve learned from events you go to, trainings you take, books you might be reading, etc.
This strategy is super popular, and the best part is that you’ll never run out of content if you do this!
Give credit where it’s due, of course. But you can use the teaching moment to give back to your audience as well.
Rants are a great way to connect with your audience, simply because they show your human side. Business isn’t always going to go perfectly, and we all have ups and downs on our individual journeys!
You can turn otherwise negative experiences into vulnerable moments, teaching your audience something that you’re learning at the same time. Sharing the negative along with the positive will help your audience see that you’re not perfect, and that it’s ok to make mistakes.
While admitting fault and taking ownership of your mistake or negative experience, you can also show how you’re going to come back from it and motivate your audience to do the same.
Q&A’s are simple but powerful mini trainings, and you can grow your group or following exponentially by doing them on a regular basis.
Round up all the questions from your questions thread, and go live weekly (or bi-weekly, etc.) to answer all the questions you’ve been sent by your members.
If you don’t have the answers to all of the questions, don’t worry, and don’t pretend to know if you don’t! You can get back to the ones you’re unsure of at a later date, or even use the opportunity to bring on an expert to answer them for you.
Another great way to build trust and rapport with your audience is to create behind the scenes content, and to do so regularly if possible.
Here are a few quick examples to get you started:
Behind the Scenes Content
Behind the scenes videos run anywhere from five to fifteen minutes, but they can also be cut down to shorts for stories, Tik Tok, etc. They’re super informal and a very entertaining, curiosity provoking way to let your audience see what you’re doing or what you’re working on without being salesy.
This is a great opportunity to show people what you’re like when you’re not in teaching/selling mode. There’s no scripting required, just go with the flow and let your audience get a glimpse of your life. This works wonders to build your trust factor
Types of Behind the Scenes Posts
These videos show you sharing yourself opening something that came in the mail, such as a product that you ordered, a gift, fan mail, etc.
Walk your audience through your daily routines, whether business or personal.
These videos show you doing something fun and adventurous that you can do live, to let your audience share the experience with you.
Videos of an idea you had that can serve as a lesson for your audience.
In the Studio
Videos of you sharing a project you’re working on (informal).
An informal, non-salesy video to give your audience a peek into your day to day life.
Phew! If you’ve read this far, congratulations! You have just proven to yourself how committed you really are to creating valuable content that will nurture your warm leads and shorten your sales cycle.
By letting your audience get to know you, you build a trust factor that allows them to feel comfortable buying your products and services. It’s been proven time and again that customers buy from people they know, like and trust more than salespeople that are obviously just out to sell something.
These examples are just for starters, to give you an idea of which direction you want to take them for your online business. Make them your own and do what works best for you and your business, and don’t forget to have fun while you’re at it!