How to Create Lead Nurturing Content for Facebook

So you’ve captured a new lead on Facebook. Now what? Too often, businesses let that hard-won attention fizzle out, hoping a generic ad or the occasional post will be enough to convert them. To turn interested scrollers into loyal customers, you need a plan to nurture them with content that consistently builds trust and provides value right inside the Facebook app. This guide breaks down exactly how to create a lead nurturing content strategy for Facebook that guides people from their first 'like' to their final purchase.

Mapping Your Lead Nurturing Funnel on Facebook

Before creating content, you need to understand the journey your leads take. While the traditional marketing funnel can feel a bit corporate, the core idea is simple: not everyone is ready to buy right away. You need to meet them where they are with the right message. On Facebook, that journey looks something like this:

• Top of Funnel (Awareness): These are people who have just discovered you. They might have liked a post, watched a few seconds of a Reel, or followed your Page. Their main problem is that they're still figuring out what their actual problem is. Your job is to educate and resonate with them, not sell to them.
• Middle of Funnel (Consideration): This group is more engaged. They’ve downloaded your freebie, commented on a post, or joined your Facebook Group. They know what their problem is and are now actively looking for the best solution. Your content should position you as the trusted expert.
• Bottom of Funnel (Decision): These are your warmest leads. They've visited your sales page, asked about pricing in a DM, or attended a webinar. They’re comparing options and just need a final nudge of confidence to choose you. Your content here needs to make the decision easy and compelling.

Nurturing is the process of gently guiding someone from the top of this funnel to the bottom with targeted, helpful content at each stage.

Step 1: Segment Your Audience Using Facebook's Tools

The secret to effective nurturing is to stop talking to everyone at once. You wouldn't say the same thing to a brand new acquaintance as you would to a close friend, and the same goes for your Facebook audience. Facebook’s Ad Manager offers powerful tools for segmenting your leads into these funnel stages through Custom Audiences.

Here’s how to create audiences that match your funnel:

Top-of-Funnel Audiences (TOFU):

These are broad engagement audiences. You want to connect with anyone who has shown even a small bit of interest.

• Facebook Page & Instagram Profile Engagers: Create an audience of everyone who has engaged with your Facebook Page or Instagram profile in the last 30-90 days. This includes likes, comments, shares, saves, and profile visits.
• Video Viewers (Low Percentage): Segment people who have watched at least 3 seconds or 25% of one of your awareness-focused videos.

Middle-of-Funnel Audiences (MOFU):

Here, you're looking for stronger signals of intent. These people have taken a more significant action.

• Video Viewers (High Percentage): This is one of the most powerful MOFU audiences. Create an audience of people who watched 50%, 75%, or even 95% of your educational or problem-aware videos. They are clearly invested.
• Facebook Lead Form Submissions: If you're running lead ads, you can create a Custom Audience of everyone who opened or submitted your form. These people have literally raised their hand and given you their information.
• Website Visitors: Using the Meta Pixel, you can create an audience of people who have visited your blog or key landing pages but haven’t purchased yet.

Bottom-of-Funnel Audiences (BOFU):

These are primo leads on the verge of converting. They’ve shown direct commercial intent.

• Website Visitors (Pricing/Product Pages): Target people who have specifically visited your service pages, pricing page, or looked at a particular product.
• "Add to Cart" but No Purchase: One of the hottest audiences you can have. These people started the checkout process but got distracted.
• Email List Uploads (Specific Segments): If a lead has taken a specific action on your email list (like clicking on a sales link), you can upload that segment to Facebook and target them directly.

By creating these different audiences, you can stop showing generic content and start delivering posts and ads that speak directly to what a person cares about right now.

Step 2: Create Engaging Content for Each Funnel Stage

Now that your audiences are defined, it’s time to create the content that will resonate with each segment. The tone and format should shift as leads move down the funnel.

Content for the Top of the Funnel (Awareness)

Goal: Educate, entertain, and build brand recall. Prove you understand their world without asking for anything in return.

Content Ideas:

• Relatable Memes & GIFs: Find humor in your industry’s pain points. A web designer could post a meme about scope creep, a fitness coach could share a GIF about the struggle to get out of bed for a morning workout. It shows you 'get it'.
• Quick-Win Tips in Carousels or Reels: Share simple, actionable advice. A B2B software company might create a carousel on "3 Ways to Improve Your Team Meetings Instantly," while a home organizing brand could do a quick Reel on a clever storage hack.
• Myth-Busting Posts: What's a common misconception in your industry? Address it directly in a simple text-and-graphic post. This positions you as an expert and builds an immediate connection with your audience.

Content for the Middle of the Funnel (Consideration)

Goal: Build authority, demonstrate your expertise, and show how your solution works.

Content Ideas:

• Case Studies or Mini-Case Studies: Don't just tell people you get results - show them. This can be a detailed blog post you link to or just a carousel with a "Before... And After" story. For example, "How we helped [Client Name] achieve [Specific Result]."
• Testimonial Screenshot Carousel: Have great reviews? Turn them into content! Take clean screenshots of client praise from emails, texts, or social media and share them in a simple carousel. It's authentic and highly effective social proof.
• Facebook Live Q&A Sessions or Webinars: Invite your MOFU audience to a live event where you teach something valuable and answer their specific questions. This is incredibly powerful for service providers and coaches as it builds huge trust.
• In-depth Guides and How-To Videos: Retarget your high-intent video viewers with longer-form content that solves a specific problem. If they watched 75% of your video on "5 SEO Mistakes," retarget them with a 10-minute deep dive on how to fix a common technical SEO mistake.

Content for the Bottom of the Funnel (Decision)

Goal: Overcome final objections, create urgency, and make it incredibly easy to take the next step.

Post Ideas:

• Behind-the-Scenes Look: Show your process, your team, or how your product is made. For someone on the fence, seeing the human side of your business can be the final piece of the puzzle that builds confidence.
• Direct Offer & Scarcity: Retarget people who visited your pricing page or abandoned their cart with a clear offer. This could be a limited-time bonus, a small discount, or an announcement that enrollment is closing soon. Keep the messaging simple and the call-to-action unmissable.
• Answering "Frequently Asked Questions": Create a post or video that directly addresses the most common pre-purchase questions or hesitations. "Is there a money-back guarantee?" "How long does setup take?" Proactively answering these removes friction from the buying process.
• User-Generated Content (UGC): Share photos or videos of your actual customers using and loving your product. It’s the ultimate form of social proof because it’s authentic, relatable, and trustworthy.

Bringing It All Together: A Simple Nurturing Ad Campaign Example

Let's imagine you're a marketing consultant who offers "website audit" services. You ran a Facebook lead ad with a free PDF: "The 5-Minute Website Checklist to Increase Conversions."

• Audience: A Custom Audience of people who submitted info to your lead form in the last 30 days.

Week 1 (Reinforce Value): Campaign Goal: Engagement

Create a compelling video ad where you walk through one point from your checklist and give an extra tip not included in the PDF. The goal isn't to sell your audit yet, it's to remind them of the value you provide and get them to consume more of your content.

Week 2 (Build Authority): Campaign Goal: Video Views

Create a new Custom Audience of people who watched 50% or more of your Week 1 video. Run a new ad just to this group sharing a short video testimonial from a client who got fantastic results after you audited their site. Let the client's story do the talking.

Week 3 (Solve a Problem): Campaign Goal: Link Clicks

Retarget the video viewers from Week 2. This time, run an ad to a blog post titled: "3 Hidden Reasons Your Website Isn't Converting (And How to Fix Them)." By now, they trust you and are ready for a more detailed solution you can offer. Use your Meta pixel to track who visits this page.

Week 4 (Make the Offer): Campaign Goal: Conversions

Create a final audience of people who visited the blog post from Week 3. Show them a simple, direct ad. It could say, "Ready to find out exactly what's holding your website back? Learn more about my 1-on-1 Website Audits." This ad will only be seen by the most engaged, problem-aware leads you've nurtured over the month.

This structured approach ensures you invest your ad spend on the people most likely to convert, all while building a strong relationship along the way.

Final Thoughts

Creating effective lead nurturing content for Facebook isn’t about just shouting into the void, it's about having a conversation. By understanding your audience's journey, segmenting them properly, and delivering the right message at the right time, you can guide warm leads from initial interest to a final, confident purchase without ever feeling pushy.

We know how challenging it is to keep track of all these moving parts - planning carousels, scheduling behind-the-scenes Reels, and staying on top of comments and DMs from different nurture campaigns. That’s why we built Postbase. Our visual calendar makes it simple to map out your entire multi-week sequence at a glance, and our reliable, video-first scheduling ensures your content actually goes live when it's supposed to. It helps you manage the conversation from one place so you can focus on building relationships, not fighting with your tools.