Your Nurture Marketing Message

The goal of Nurture marketing is to get your existing customers to buy again and for prospective customers to buy for the first time. Effective communication is one of the fundamentals of Nurture marketing. Without communication, you will never accomplish your goal.

Every communique that you send to your customers and prospects should have these three elements. There are, of course, more elements to include, depending on the method of communication, but these three elements are always required:

1.Call to action: what you want them to do (buy, click, call)
2.Contact information: how do they contact you or do the call to actio

3.Information: the ‘meat’ of the communicationr
Seems simple, yet so many companies do not do it properly.

Call to action is simply asking from the recipient what you want them to do. Do you want them to call, click on a link, give a referral, share the information, or visit a website? Don’t assume they know what they should do next. Think of it as a polite way to direct people what to do in your nurture marketing message.

Contact information is just that; don’t send out anything without making sure they have multiple ways of contacting you. The goals is to make it as easy as possible for the recipient to buy from you, so include a phone number, a website and email address or a physical address. I recommend adding all of the above.

Information you send, the ‘meat’ of the communication should be something that they care about. Don’t just ‘blow your horn’ about why your company or product or service is so darn great, tell them why their lives will be wonderful if they buy.

Just recently, I received a newsletter from a local martial arts business. It was a listing of all their upcoming classes and events for the following two weeks (the information). I was interested in one in particular event and wanted to sign up. There was no contact information anywhere on the newsletter. I was interested in the event, but not interested enough to take the time to figure out how to sign up specifically for that class. The moral of the story – I did not sign up and they did not make money from me.

I knew the owner and as a courtesy told him about the newsletter not providing information on how to sign up for classes and events. His response: “They can call if they are interested.” Um, no they can’t since the phone number was not included. His was not a very nurturing and I couldn’t help but think of how many people wanted to sign up but were stymied by lack of contact information.

Before you send out another newsletter, email or direct mail marketing piece, look it over. Does it have all three nurture marketing elements? The three nurture marketing elements make it as easy as possible for your customers and prospects to engage with you.
Do you need help constructing your Nurture marketing message or creating your Nurture marketing program? We at PlayBig Online Marketing can help.