Kassaundra 0:00

Today we're diving in to the second episode in our social media marketing funnel series, where we're going to be chatting all about nurturing our audience.

Kassaundra 0:11

Welcome back to schooled in socials. Last episode, we established how the social media marketing funnel works. Potential customers come into our funnel through brand awareness, we nurture them, and then we work to convert them to customers. Since we chatted about brand awareness, the next section of the funnel we need to tackle is where we nurture our audience.

Kassaundra 0:42

So why can't we just go from brand awareness to conversion, bring people into our community, and then immediately start selling them our resources? Well, it would be like meeting someone for the first time, like we're talking, you just learn their name, you just shook their hand and the next thing out of their mouth is asking you to help them move tomorrow. Seems a little abrupt, right? Seems like they just introduced themselves to you because they were in need of someone to help them move. Are they even actually interested in getting to know you, going straight from brand awareness to conversion is kind of like that. Someone just learned about you. And now you will be asking them to immediately like and trust you enough to risk their dollar bills on something you created. That doesn't happen for many people. So we have to nurture them, and grow that like and trust, we have to build a relationship with them, we need to show them that we have an authority in our niche. We know what we're talking about. And we have ways that can truly help solve their pain points. Whether that be a simple math worksheet, or a whole course on ways to incorporate more hands on math instruction, you need people's buy in if you're going to convert them to customers.

Kassaundra 2:02

Now, when should the nurturing take place? Well, all of the time, really, just in different amounts. Remember, in the last episode, we have to be serving people across our whole funnel all the time, we just shifted who we're catering to more during different times, you're going to want to focus the majority of your content on nurturing your audience after a brand awareness phase, and in to a conversion phase. So if you are prepping a launch or for an upcoming sale, you're presumably going to have spent the last four to six weeks bringing people into your funnel. Around maybe week three of that phase, you should start adding in more nurturing content. And then nurturing content becomes the bigger and bigger focus until the actual launch week or sales date. To give you an example, it might look something like this. Six weeks out from a launch, you start creating 70% of your posts focus on brand awareness 20% on nurturing and 10% on sales. Three weeks out from a launch, you shift and now create 60% of your posts focus on brand awareness 30% on nurturing and 10% on sales, one to two weeks out, you shift again. And now you're creating 40% of your posts on brand awareness, and 50% of your posts on nurturing and 10% on sales. The idea is the closer you get to the launch, or the sale or whatever you're going to be offering your audience you ramp up the nurturing content.

Kassaundra 3:41

When ramping up your nurturing content, you want to focus on educating and inspiring your audience. Educational posts where you teach your audience about a topic, like giving them tips and strategies they can use right away in their classrooms, things to improve their teaching or make teaching more manageable, helps to establish you as an authority in your niche. When you first start out shifting from a brand awareness phase to more nurturing, you want to use what's called soft education. This is information that teachers can use right away and see some sort of result or transformation. Then as you get closer to a conversion phase, you can also start to incorporate what's called push education, where you can give some strategies and tips on a topic and then offer up your resource or course as a way to help solve that pain point. Beyond educational content to help grow your know like and trust. You want to create some inspirational content. And this is where you inspire your audience to take a specific action typically outside of social media. So not the typical CTAs to like comment or share, but instead you inspire them to maybe dream about being able to leave You've at contract hours. Or you use a story of something you did in your classroom, to help inspire them to try a more hands on approach to teaching social studies. You get them excited. For media types, we want to make sure we're reaching as many of our followers as possible and get them to engage with us. Reels continue to be top for reach here. And for many accounts, reels also get the most engagement. Carousels again can work well for reach and they also lend themselves very well to educational content. And sometimes you might also consider using a static posts such as an infographic or an inspirational message that your audience would be compelled to save and or share.

Kassaundra 5:47

Nurturing is really where the rubber hits the road in our social media marketing funnel. It's truly where we establish that like and trust that is needed for people to buy in and invest in the solutions. We're offering them for their pain points. So we want to focus on education, and inspiration. That's going to help build our authority and get people excited. The closer we get to a conversion phase, the more we want to ramp up the post that nurture so people will be ready to purchase.

Kassaundra 6:23

Now, I want you to give yourself a little gift after finishing this episode, I want you to head to your latest piece of long form content, and use that information to create an educational post to help nurture your audience. Don't forget to share it with me when you're done. Because I'd always love to help you amplify your message

Kassaundra 6:47

Alright, cold coffee friends. Thanks so much for listening. If you're loving getting schooled in socials, make sure to subscribe so you don't miss an episode. Also, I would love it if you left a review so that other teacher authors like you can start getting schooled in socials too. All right, I'll see you in the next episode.