Understanding Your Nurture Program

Before beginning any nurture program, it is important to get an understanding of what the catalyst is. What should the system do and who supports what. nurture marketing program

How do you set up a flow for your nurture marketing program? To understand all of that, you need to ask some questions. Here is a sampling of questions I ask a client:

What is the business and what kind of interaction is there between the client and their prospects and customers?

For some businesses there is no ‘face’ of the business. For example if you think of Sears, the owner does not come to mind. For other businesses, especially for authors or coaches, they are the face of the business. It is appropriate for one-on-one contact from the business owner to the customer.

What type of people are would they like to keep in contact with?

Here is a recent example for a coaching client: she identified three distinct categories: hot prospects: people who were very interested in her services, cold prospects: people who Nurture Categorieswould one day be interested but not for now, and three, potential referrers. These are people who would likely know people who would be interested in coaching.

How frequently should the contact be and for what time period?

The frequency depends on the audience and the type of communication. The time period generally is 4 to 6 months or at least 4 to 6 communications if the pieces are sent out on a quarterly basis.

What should the Nurture marketing content be?

The content depends on which category (prospect, customer) is getting the message. Regardless, a brief kind message is included in them all. For more about content creation check out my blog.

Asking and receiving the answers to these questions will help develop the flow. As you go through the process, more questions are likely to arise. In my next blog I’ll give an example of a flow I created.