How to Nurture Prospective Buyers on Your List

Shake On It? 

Unfortunately, bad nurturing happens more than it doesn’t.

The complaints keep coming in from customers and clients about the following worst practices of online nurturing:

  1. You visit a website and like their message.
  2. You notice they’re offering a free report / download in exchange for your contact info.
  3. You give them your contact info.
  4. You get your report / download.
  5. *crickets*
  6. You get a series of super-salesy emails telling you to buy their stuff.

While many businesses have the first part right, they fail when it comes to following up.

They don’t establish rapport with their prospects before trying to sell to them.

If you want to properly nurture new prospective buyers, you have to put some thought and effort into what you send your list before you pitch your offer.

Yeah, it’ll be a little more work to create the additional content… but if you get this right, your conversion rates will be so much better.

If you want to nurture prospective buyers on your list, keep these 3 things in mind.

Set the Stage

While design plays a key role in your user experience, the copy directs the core messaging and tone of your business.

To create a message that resonates in the minds — and hearts! — of your prospects, you must get to know and understand who they are.

This is called setting the stage because you want to make sure you’re creating a message-to-market match.

Consider the following when setting the stage for prospects:

  • Whom are you speaking to?
  • Are they male or female?
  • What do they do for a living?
  • What problems are you solving for them?
  • How old are they?

Targeting a specific demographic is where most businesses drop the ball, which is unfortunate because targeting is a marketing fundamental!

Businesses fear they will miss out on an opportunity if they only target one particular group of people.

This is a reasonable concern, and it has a logical solution:

It’s called segmenting.

Segment New Prospects

Segmenting is the answer to the question, “How do I make sure I’m speaking to multiple markets effectively?”

Segmenting is easy to do, thanks to powerful online marketing resources like InfusionSoft.

Here’s how segmenting works:

  1. A new customer joins your list.
  2. You set a hidden “tag” on his or her account.
  3. You create targeted messages for different tags in your database.

A tag is simply a way to group different people on your list. You could have a tag for “male” and “female,” for example. You could also tag your list by “frequent buyers” or “freebie seekers.”

Segmenting is critical to nurturing because you don’t want to speak one message to all people.

The best-performing nurturing sequences we’ve seen and developed for clients use segmenting and tagging.

If you want a high performing nurturing sequence, you should use segmenting and tagging, too.

But segmenting alone won’t solve your nurturing problems. You’re going to need to stay relevant in the eyes of your prospect. To do that, you need to create engaging, informative, and consistent content.

Create Consistent Content

Content is a universal word for any deliverable you create and share publicly, or send privately to your email list.

In theory, content creation sounds easy. In practice, it’s a lot of work. Following a regular content creation timeline gets tough when you don’t have any ideas.

To give you some content creation ideas for your business, consider creating articles, videos, or podcasts about the following:

  • A “how-to” piece of content and builds your credibility in your market.
  • A case study that shows how you achieved success for a client.
  • An interesting story about an experience your business went through.

The most important thing to keep in mind when creating and sending content to your list is: keep doing it.

Don’t be the business that opens the door, welcomes people into their home, and then makes them sit on the sofa for several hours all by themselves.

Engage your visitors. Talk to them. Make them comfortable.

People who opt-in to your list want to know more about you. They’ve raised their hand, so let them know you care.

If you find yourself “stuck” when it comes to creating content, we can help.

Let’s set up a time when we can talk about it.

Writing copy, strategizing marketing campaigns, and helping you nurture new prospects is our job. Let us do what we do best, so you can grow your business and attract more customers and clients.

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