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What is Lead Nurturing?

Lead nurturing is a term that has been around for quite a few years. The idea is once a lead converts on a top, middle, or bottom of the funnel offer, they might not be ready to speak with a sales person or purchase the product and/or service. In that case, you will nurture the lead.

When you think about nurturing a lead, you typically think about communicating to try to stay top of mind with them. This way, once they are ready, they will purchase from you.

The channels that are primarily used for lead nurturing are email and content.

Typical goals for lead nurturing will vary. Some will want to stay top of mind others may want to move people down the funnel depending on where they started in the funnel or collect additional data for future marketing.

Traditional Lead Nurturing Is Being Replaced by Marketing Funnels

In recent years, lead nurturing has been replaced by advanced companies that put funnels in place called email funnels or follow-up funnels. These are sequences of emails, content, messages, and videos designed to bring people down the funnel. If they did not convert when they joined your database, the intent is to build a relationship, build a rapport, and educate them to bring them down the funnel.

How to Avoid the Biggest Lead Nurturing Mistake

Aside from not doing any lead nurturing, the #1 mistake that is made is in how and what you communicate. As marketers, we are trained to make our marketing messages about the lead.

  • You have this challenge
  • You can achieve more
  • We have a way for making this process easier for you

We write our messages to people who we barely have relationships with as if they should trust us that we know them. Think about it. Wouldn’t you put up your guard if someone off the street claimed to know all about what you are going through the minute they met you.

The Secret to Better Lead Nurturing

Instead of starting your relationship with lead-centric messages – saying “you, you, you,” you need to flip the script and make it about yourself. Tell your story, tell them you have information, secrets, processes, and tools that they want to know about.

Use those touches as an opportunity to hook them by telling your origin story. The origin story will consist of the scenario or the situation that helped you realize the way you were doing things was broken. Tell them how you (or your company) figured out that that there was a better way to do things and how you developed a better way to accomplish your goals.

How to Draw Leads in With Your Brand’s Story

When you develop your origin story, do not start with your highlights of your career. Start with your lowest points or your darkest moments.

Create a “Hero’s Journey” show them how you built and overcame a challenge, and they can also overcome just as you did. Let them know they do not have to go through the same trials and tribulations that you went through. You are here to help them and save them from that.

Talk about your struggles and how you wouldn’t give up. Let them know how you were feeling and why you would not give up rather it was because of your family or yourself determination. Explained what you discovered and then wrap up with the big payoff and the end results.

The “Hero’s Journey” will draw your reader in to trust you and want to know more on how you overcame these obstacles.

At this point, you are the expert and you have the secrets that they want you to reveal to them. Avoid giving away every detail in your 1st email. You will lay out your story over several emails and this will have your reader wanting more. They will contact you for more insight into how they can accomplish what you achieved or convert on the next opportunity that they lay out for you.

Most importantly, your emails will stand out from the rest and you will have a stronger relationship with your prospective customers that you can leverage to bring people down your sales funnel.

If you found the advice in this episode helpful, please subscribe to the Small Marketing Teams podcast and leave a rating and a review while you’re on iTunes.

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