Ahhh nurture sequences! One of my FAVORITE topics – and one of the most underutilized marketing strategies out there.
This is why YOU, my friends, are about to learn why you NEED a nurture sequence and exactly how to create your first one!
Why You Need a Nurture Sequence
You’ll hear me use the word funnel + sequence interchangeably in this post. For all intents and purposes, they’re the same when we’re talking about an email sequence (or funnel). Funnels can be a bit more intricate beyond email sequences, but we’re going to keep it simple to get started.
Related post: What is a Marketing Funnel?
A Nurture Sequence is a series of emails that you send someone on your email list for the purpose of…. You guessed it – nurturing them!
What’s crazy is so many people nowadays seem to fall into one of two categories:
- You join their list because you sign up for some free download. You receive the email with the download…. And then never (or rarely) hear from them again. No follow up, and no nurturing.
- You join someones like and ONLY hear from them when they want to sell you something
😳 Yea… neither of those is the best options. The first one leaves a lot on the table in terms of relationship building, establishing trust, and generating income. The second just feels icky and spammy – and I know you’re not about that life.
What a nurture sequence does is it allows you to build the like, know, and trust factors by delivering relevant content to a new person on your email list.
Why Lead Nurture Campaigns are Important
Building trust with your audience – especially new folks – is incredibly important.
Did you know that approximately ½ of your leads won’t be ready to make a purchase when they first join your list?
Nurturing them builds trust, establishes you as a leader, and primes them to want to buy from you in the future!
We’ve all been on those email lists that seem like we ONLY ever hear from them when they’re trying to sell us something, right? Let’s not do that.
Instead, nurture campaigns allow you to serve your audience helpful content and resources in a way that gets them excited to be on your list and ready to buy from you in the future.
In fact, we’ve had people join our list, open our emails, and not buy a course until TWO YEARS AFTER they opted in! But because we showed up and served them well, we were the coaches they chose to invest in learning from when they were ready for that offer.
3 Things to Keep in Mind When Building Nurture Campaigns
Okay so now that I have you all pumped & ready to create your own nurture sequences, I wanted to share a few important reminders before you get started.
1. Nurturing is not about you
News flash: your nurture sequence is NOT about you – it’s about your audience.
Yes, you want to introduce yourself and share your story, but at the end of the day, you want it all to relate back to your ideal audience and what THEY need. Only talk about yourself in a way that establishes a real connection to your audience.
I always say: your people are tuned into the radio station WIIFM. Aka “what’s in it for me.” Be sure to keep this in mind when crafting the emails for your nurture campaign.
2. Nurturing is about adding value and building trust
Speaking of crafting your emails, make sure they’re adding real value and establishing trust with your audience.
When you’re mapping out what you want your sequence to look like, think about the journey you want to take your audience on. How can you provide content that will help them and establish you as the thought leader?
3. Nurturing should be automatic but NOT robotic
It’s no secret that I’m a BIG fan in using workflows and systems to grow your business. There’s absolutely no reason why you should be following up or nurturing these leads individually. Make sure you’re using a good ESP (email service provider) like Flodesk or Drip to nurture your leads in the right ways!
That being said, just because it’s happening automatically in the background doesn’t give you an excuse to sound like a robot. Remember to keep it personal and on-brand!
Ready to start creating your own nurture sequence? Here is a blog post to help you get started:
Happy sequence building!
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