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In today’s episode, we’re going to be talking about the fourth step in the ad method which is nurturing. If you struggled with decreasing your overall cost of acquisition, we are going to talk about three different nurturing campaigns you can implement in your advertising to help bring that number down.
How Are You Nurturing The Click
The first one is: what are you doing right now to nurture a click. When I speak with most entrepreneurs and marketers, when they are doing their advertising on Facebook, most of them still are not doing any form of retargeting, and if you are a little bit more advanced than that, just stick with me here because there might be some ways that you can still implement nurturing campaigns to optimize your overall cost of acquisition.
So the first one, the busiest one, is what are you doing to nurture a click. Depending on your funnel you are going to have the click to a lead, or you are going have a click lead to an Add to Cart or a click lead to a different piece of content that goes into a secondary page. There are a lot of places where that click can go, and depending on what you’re optimizing for, the primary thing that you can look at here is what are you doing to actually take care of that first click.
Here is what I mean by that. If you’re doing a lead generation campaign to content, the only thing that you can do at that point, when that lead clicks the ad the first time, is they are going to read the piece of content and go to the next call to action that you have. So if you’re taking people to content, you might be trying to sell a physical product, try to get them to a webinar, get them on a lead magnet, and whatever the purpose of that click is, the next logical step you can put that in your retargeting campaign.
So what we usually do in order to nurture the click is we take people back to the same offer, we take people back to a completely different offer that is complementary or we take them to different media and ad types just so that they’re consuming the same piece of content in a different way that still takes them back to the end process that we want.
Therefore, the first step here, regarding nurturing, is how are you nurturing the click.
Turn Interest Into Desire
Next, normally after a click, you are getting some commitment from them, whether that is in the form of a lead, whether that is warm of an initiate check out or add to cart, whether that is in the form of requesting any additional information or going deeper into your funnel without giving you any information to contact them yet. Depending on the type of funnel, there are different ways that you can get that person to the next step and closer to giving you some value or that transaction in order to exchange that value for money. Then the second step here is what are you doing to nurture that second step closer to the actual transaction.
Here is what I mean. If you have a lead generation funnel, and you are trying to get someone to a webinar, what you are trying to do is trying to get that person actually to show up, and when we get that lead, the goal is what can we do to get in front of that person to get them excited for that webinar.
If you’re doing a lead generation just to get opt-ins, what you’re trying to do is get them into a Facebook group, to consume the PDF or your video series or open your emails or whatever that goal is. Most people that I speak to, they do not know what the second step is after they complete some that initial trigger. That initial trigger, as I mentioned, is that lead, that Add to Cart or whatever it is for your business, what you can do at that point is you can push them one step further.
Thus the type of pushing that we are doing at this level is we are trying to get them to either open an email, to consume some content, to get them excited by taking them to other content that leads back to an application to the webinar or whatever other pieces of content that we want them to do.
When we are in this second stage, now that someone has expressed interest, what are we doing with that interest to turn that into desire, and that is the goal of step two.
Take Care of Buyers
Now, lastly, this is where there is so much money in most organizations that this is not a priority because people assume well they have already bought something or they have already given us something, they could not possibly want anything else, and that is the furthest thing from the truth.
What we have ve seen is, as soon as we start nurturing and taking care of buyers, there is so much more money and so much more meat on the bone where that is where real profitability comes. In a previous episode I was sharing that when we get a buyer for an e-commerce company, the example was a shoe company, within six months they bought another pair of shoes and that second purchase is essentially CPA or advertising spend free, most of that does not actually require a significant ad spend, which was required to get them in into the business in the first place.
This reactivation of a buyer and getting them to purchase again is usually a lot easier and often a lot more profitable because they already know they can trust you, they have already done a transaction with you. If you have satisfied them and taken care of them, they are more likely to continue purchasing additional products.
Depending on the type of business you have, depending on what you are selling and how frequently you are selling, what kind of product launches you are doing, if you are not taking care of buyers and providing them and delivering new offers to them or new opportunities for them to give you money, that is somewhere to focus on because a lot of businesses, especially more established businesses, if you have been in business for five, ten, twenty years, you have a customer list and you might have not been marketing to them that is what we are usually where we start with local businesses because they just assume well we send them emails and we do call blasts that we do special events and that is good enough.
But what we have seen is, when we combine those same prefers with Facebook Ads with on other forms of retargeting online, what ends up happening is those people are so excited and so much more engaged with just an email or a phone call. That adds another layer and another touch to your campaign.
A bonus nurturing element that you can add here, depending on what kind of advertising you are doing and how big of a level you are doing it with, is that we are doing a lot of video ads; with video ads you can actually nurture impressions so if you did not get that click, you are able to create a segment that just targets people who watch your video, but did not actually come on to the website. So you can even take care of those people, depending on how much money you are spending and depending on how many impressions you are getting.
Again, the different ways that you can nurture people here is: you can nurture click, nurture a lead or that first interaction that they have with you; then you can nurture buyers, and if your campaign is big, if you are doing a lot of volumes, you can even nurture impressions.
I hope that helps in your organization on where to start investing more time in nurturing and where to get more bang for your advertising and where keep the momentum going to maximize your advertising spend.
I will catch you in the next one.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” width=”1/1″ tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][/vc_column][/vc_row]