Using Social Media to Nurture Conversions

By Rosie Thompson

When it comes to digital campaigns, brands typically lead with strong direct sales messaging like “buy now”. At Social Media Servants we don’t necessarily believe that this traditional direct-response approach is the most effective way to get results.

Instead of hitting customers with direct sales messages off the bat, we encourage brands to embrace other techniques, like story telling, to nurture people through a journey that results in sales. We call this nurturing conversions.

And we’re not alone here. The Facebook Marketing Science team tested the effectiveness and impact of storytelling on digital campaigns and have worked with a cross-section of advertisers to further examine the incremental value and impact of storytelling. The results were impressive, with all brands seeing better results using story telling. For example, Refinery29 had 49% greater conversion rates for email registrations, and Quaker received a positive lift from 0.7% to 3.3% on message association.
It is important to remember that no marketing approach is one-size-fits-all. As social media strategists, we look at every business objectively and identify what the brands key objectives and KPIs are. From this, we recommend a marketing approach that will best achieve those objectives, whether it is email registrations, sales or awareness.

There are many different techniques we like to use to nurture people through a sales funnel, some common story telling techniques include:

  • Funnel-based: a campaign that guides a person down the purchase funnel in 3 phases – awareness, consideration and sale. See example here.
  • Priming-and-reminding: a campaign that uses multiple ad formats to educate people of the brand’s relevance to their lifestyle. See example here.

So what can marketers take from this? Social media is a great platform to get results (ie sales) if used correctly. It is important to test different techniques such as story telling to nurture your community into a sale. If you’d like to find out how to do this for your brand, get in touch with us for a chat.

Want more? Download Facebook’s white paper on the Power of Story Telling here.




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