You have made the decision to nurture, wonderful! One of the starting points is to look at how you are going to nurture. And the best place to find them is your database. As you look at your business database, you realize everyone is lumped into one big list. You do not have them in categories.
All businesses have at least three types of relationships they need to manage: past customers, current customers, and prospects. Most companies treat each category differently.

Why is each Nurture marketing group treated differently?

Sending the same message to your existing or past customers as to your prospects, would not make much sense to either list. Receiving an email stating: “We’ve missed you, come visit us again” wouldn’t make much sense to the prospect list.

If you are trying to woo prospects, you may decide to send them an extra-big, one-time only coupon to entice them to try your products. Since your current customers are already buying at your normal prices, consider offering them a different coupon of a different value.

It makes sense to break out your database into different groups so you can customize messages to each group. You can then see which marketing messages work best for each group.

While you may decide to have a generic message or newsletter that goes out to the group at large, consider a special message for each group.

Here are some examples:

■To your current customers: ask for referrals or testimonials on services or particular products
■To your past customers: woo them back by offering them a coupon or a discount to buy again
■To your prospective customers: offer them a money-back guarantee
The biggest mistake you could make in the Nurture program is not nurturing your clients. The second largest mistake is nurturing all clients in the same way!

Take database and break it down into groups, and then decide how you want to treat each one. Once you’ve done this, you can start on your nurture marketing campaign.

Author's Bio: 

Candy Sugarman earned her degree in Psychology from U.C.L.A. and worked in a variety of industries utilizing a wide-range of skills, for the last two decades. She began her virtual assistant practice in 2007 by offer real estate agents administrative support and internet marketing. Intrigued by the increase in popularity in Social Media, Candy earned her Certification in Social Media marketing from VA Classroom. With a love of learning, she quickly sought out and obtained her certification in Social Network Design, Online Video skills and as well as Virtual Event Specialist Certification.

With a deep desire to help entrepreneurs and small business owners understand and master online marketing, she created PlayBig Online Marketing. Due to the fast-paced changes in the online marketing world, she is able to use her ability to adapt and learn quickly to offer the very latest and best to her clients. Never content with the status quo, she is always searching and learning ways to improve processes, systems, and create automation whenever possible to deliver to her clients the very best in an efficient and successful manner.