In order to convert the leads generated by our Facebook Campaign, our strategy was to create a fully automated email marketing campaign that sent relevant emails based on user actions. Once we captured a new lead through the Facebook campaign, we passed their information to our CRM system as a new lead. As they were passed into the system they were added to our drip campaign – a campaign composed of multiple emails sent out at specific times. When it comes to nurturing leads, one size doesn’t fit all. The campaign was designed to send emails based on actions that indicated their stage in the buying process. For example, if a user was active after receiving the initial email, they were sent another email with an incentive that encouraged them to book. This allowed us to segment leads based on their stage of the buying process and “tag” high-quality leads that were most likely to book a trip. From there, the sales team was able to close sales on high-quality leads, and we continued to monitor the analytics ensuring that action was being taken as “dreaming” leads converted into “booking” leads.