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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 

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

Biggest takeaways 

Q&A’s

Rants

 

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

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

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

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 Takeaways

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

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

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

 

Unboxing

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. 

Routine

Walk your audience through your daily routines, whether business or personal.

Lifestyle

These videos show you doing something fun and adventurous that you can do live, to let your audience share the experience with you.

Thought Provoking

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).

Reality TV

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!

If you’re running any business, creating an inbound lead system is super important.

However, many people are still struggling with cold prospecting or paying through the nose for site traffic and ads. But I’m here to show you that there’s another way.

And it works.

If you want to learn how I get 100s of warm inbound leads every month without resorting to ads or cold prospecting, this article is for you. After reading this post, you’ll have a straightforward process to help you attract inbound leads for your offers.

How, you ask?

As the title suggests, I post three types of posts on Facebook every week that explode my inbound leads. If you’ve got an offer you’re selling online, like a course, an affiliate program, or a product, you need a clear inbound lead strategy to get results.

So, to do that, you need to make a plan. And plans require commitment.

Here are a couple of things you need to do first and continue to do every day.

Be consistent and do the work. At the start, you’ve got to build a network of friends and subscribers. If you want to get to six figures and beyond, you need to put in the hard yards.

So, before we start thinking about any posts, we need to add friends and get
subscribers.

How? It’s simple. You need to answer these two big questions:

1) Who is your ideal customer or avatar?
2) Where do they hang out?

What type of people or professionals are you trying to reach? Business people,
marketers, doctors? You need to know who these people are and why they will find value in your offer. Once you know who they are and what they want, you can move on to the next step.

Where do they hang out? What Facebook groups and forums are they on? Find them, then show up daily and engage. Share your knowledge and opinions, like and reply to their comments, make yourself a valuable part of the community.

If you have lives, pieces of training, or any other engaging content, share them with the community. Establish your knowledge and expertise. You need to give to receive. Trust me, put in the work here, and it will pay off.

Identify the Gap and Fill It.

Understand your avatars:
● Desire
● Obstacles
● Pain points

Find a way to solve these problems for them. For example, I understood that people were struggling with cold prospecting. It’s challenging, frustrating, and for many people, it’s a thankless task.

So, I made a course with guides to help people generate warm leads from 3 simple posts.

Give them some help, but also keep some of your best stuff back. And make sure when they want it, you have an event or top-tier paid content to offer them.

Then…

Create Your Event
Create an event with graphics, and post it on Facebook. Then, invite the leads on your friend lists.

Pro tip: Use templates for your events. From there, you can update the date and subject to save time.

And now, what you’ve been waiting for, the three types of posts to generate more leads…

#1. Engagement Questions
You need to know who your ideal avatar is. What do they do? Where do they hang out? What type of people are they?

So, to draw these people out, make the sort of posts that they would engage with.

Ask them questions like will they be attending an industry-specific event?

Or, if you’d like to go with something more general, think about the type of questions that your target market would have an opinion on and might start some interesting debate in your comment section.

Finally, call them by name. If your market is medical professionals, tell them you appreciate them and get them to engage with the comments.

From here, you’ll collect a bunch of relevant leads.

#2. Validation Questions
Once you’ve identified your audience, you need to see if they need what you have to offer. So, before creating an event, I try to validate it. You can do this by asking a quick question.

I host web training events. If I have an idea for an event, I’ll ask who would be interested in an online event that teaches how to, for example, generate warm leads.

Those who like or reply are my warm leads. I know they are interested in what I have to offer.

#3. Hype Posts
Now you have a validated audience; it’s time to excite them about your event or offer. One hype post on your profile and two in your group is enough.

These posts work to solidify your leads, remind them about your event, and get them excited. Additionally, they can catch anyone who missed your earlier post.

Again, these posts should focus on the value you are bringing to the table.

What To Do Next?
Engage Them.

Once you’ve got some leads, you need to engage with them.

For starters, add them as friends. If you’re using Facebook for business, you’ll already understand that it’s best to put contacts into friend lists like family, workmates, marketers, etc., or whatever works for you.

So place your leads into a lead list and start engaging with them. Like, comment, create relationships and invite them to your events.

Add to Customer Relationship Manager Software
You don’t need to go out and get a Salesforce subscription. You can use a simple Google sheet or even the Facebook CRM to collect your warm leads. From here, you can categorize and keep track of their interests and what offers and conversations you’ve had with them.

Additionally, you can automate your CRM to send notifications; the Facebook CRM tool does this with a button click.

Increase Your Show Up Rates
Offer your leads ways to get notified about your events. These can be Facebook reminders, tags, email reminders. Whatever works.
Last Step. Make the Offer.

Once you’ve offered your leads some value and hopefully shared some knowledge with them, the next step is to let them know how you can help them get to the next level.

From here, you can show them your paid classes or workshop you have. If they’re still with you at this stage, you know they’re interested.

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