16 Mar 2017 RB Marketing Series

3 Simple Ways to Nurture Prospects with Social Media

Ryan Eisenacher
Ryan Eisenacher
[Former] Content Marketing Manager

Lead generation is a crucial component of any successful business strategy — especially within the addiction treatment industry. But the truth of the matter is that a relatively small percentage of people who wind up on your website are ready to make a decision.

So, what do you do with these prospects that aren’t ready to commit?

Nurture them, that’s what.

Lead nurturing is the process of developing relationships with buyers at every stage of the sales funnel, and through every step of the buyer’s journey. Unfortunately, marketers often fall into the trap of assuming that lead nurturing revolves around strategic landing pages and email drip campaigns. But as it turns out, there are other powerful marketing mediums that can also help establish and nurture buyer relationships.

In recent years, social media has become much more than a simple brand awareness vehicle. In fact, it’s intended to help nudge people further down the marketing funnel so that they eventually convert and become an advocate for your brand.

Both social media marketing and lead nurturing strategies seek to communicate to your prospective clients with frequent, targeted messages. And, when used in tandem in the appropriate way, the results can be highly impactful.

Here are three simple ways you can utilize social media to nurture prospective clients.

  1. Share relevant and helpful content
    Social media is all about storytelling. And in order to be an effective storyteller, you have to create and distribute content that is shareable, meaningful, and valuable. The more credible content you share, the more your authority within the addiction treatment industry begins to build. If you don’t have the time or resources to create your own, curate digital stories from the web. But before you begin, make sure to develop a sound content strategy that aligns with your business goals — you never want to “just wing it” when it comes social media.
  2. Listen to your prospects and engage in meaningful conversations
    I hate to break it to you, but if you’re automating your social media game, you’re doing it all wrong. For prospective clients to trust you, you have to show them that you care. Social media is about listening — truly listening — and engaging in two-way conversations. Active audience engagement tells people that you’re not in it to mindlessly post and tweet canned company messaging. Because in the addiction treatment space, where compassion and empathy are critical, no one wants to converse with a robot.
  3. Highlight your treatment facility, staff, and offerings
    Individuals who are about to enter residential treatment want to know where they will be spending their time, who they will be spending it with, and what they’ll be doing. And social media provides the perfect opportunity for you to showcase that and more. Whether it’s a Q&A with your clinical director, a virtual tour of your facility, or a photo album of your staff at a community event, let your social media accounts be the platforms where individuals and their families can get a better understanding of who you are and what you’re about.

At the end of the day, social media marketing is a long-term investment; if you’re only dedicating a few hours a week here and there, it will never reach its full potential. I encourage you to hire someone credible — whether that be in-house or an agency — to manage the daily workload. Remember: social media marketing is a marathon, not a sprint.

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