A nurture campaign can be a highly beneficial marketing tool for your business. The campaign itself can be an email that you send out on a timed schedule designed to encourage your current audience to take action when it comes to services or products you offer.
Essentially, you use this type of campaign to build strong relationships with your audience members that have been loyal to your brand. With this strategy, you invest time in leads that are most likely to turn into conversions. But how exactly do you develop a nurture campaign that benefits yourself and your audience?
Make it Personal
Clients or customers want to know that their business matters to you. To ensure that they feel this way, you have to personalize your content as best you can. This means that the content you strive to share targets the select few already on your list. By using this specialized form of marketing, you can engage your audience in a way that leads to organic interactions between yourself and your clients or customers.
Keep It Brief
Your audience likely appreciates consumable content as much as they do personalization. Everyone on your list wants to be able to quickly take in what you’re offering in a way that doesn’t cost them valuable time out of their day. If the content you choose to include isn’t scannable or digestible, it will likely get pushed aside for something else that is.
Solve a Problem
Consumers purchase products or services because they have a problem that needs to be solved. For example, if a person is buying a new dishwasher, it’s because their old one broke. They have a problem that can only be solved by making a new purchase. Through a nurture campaign, you want to address those problems that your audience may have before they become too hard to ignore. You want to present a solution that they can use and the incentive to visit your website in an effort to do so.
Offer Value
There is value in the effort as much as there is in good quality services or products. The nurture campaign presents that value to your audience in a way that keeps them coming back to you for their business needs. Every person on your current list is a lead. However, if you fail to connect with them—they will never become customers or may not stay with you as current clients. That is where your offer of value comes in. You have to show them what you bring to their table.
When producing your nurture campaign, you want it on a schedule. This could mean offering your audience weekly tips or tricks of the trade or a bi-weekly newsletter that includes value, solutions, and personalized content. The timing you choose matters, but not as much as the content and value you offer within that content.
If you are looking to up your marketing game with a nurture campaign but don’t know where to start, book a strategy session with us today. We can show you how to develop the perfect campaign to keep your most loyal audience coming back time and time again.