Nurture  Marke*ng  

The  Drip  that  Fills  the  Cup  of  Success  

Who  Are  We?  

•  Marke*ng  services  firm  –  coaching  and  consul*ng     1:1  Coaching,  Group  Coaching   Frac*onal  VP  of  Marke*ng  

 Referral  Marke*ng  Coaching  and  Classes   Social  Media  Coaching  and  Learning  

•  Authorized  Duct  Tape  Marke*ng  coaches  •  Offices  in  Boston  and  Philadelphia  •  Clients  throughout  North  America  

•  We  help  our  clients  stop  was*ng  money  on  marke*ng  that  does  not  create  results  

Agenda  

What  is  nurture  marke*ng    Why  nurture  marke*ng  

Nurture  marke*ng  approach  

Calendar  approach  

Tracking  

Offer  

What  is  Nurture  Marke*ng?  

•  Nurture  Marke*ng  is  the  process  of  con*nually  engaging  a  prospect  with  offers  based  on  your  unique  value,  and  invi*ng  them  to  respond  for  deeper  engagement  

A  prospect  is…  

Leading  Results  Sales  Pipeline  Defini*ons:  •  Suspect  –  A  company  or  person  that  you  suspect  can  use  your  product  or  service  

•  Prospect  –  A  suspect  you  have  had  some  level  of  engagement  with  

•  Lead  –  A  prospect  in  an  ac*ve  sales  cycle    •  Customer  –  Someone  who  has  spend  money  with  you  •  Sa*sfied  Customer  –  A  customer  that  will  act  as  a  reference  for  you  

•  Evangelist  –  A  customer  that  ac*vely  promotes  your  product/service/company  

Marke*ng  is…  

 GeVng  someone,  who  has  a  need,  to  know,  like  and  trust  you….  

 So  that  they  will  try,  buy,  repeat  purchase  and  refer  you  and  your  organiza*on.  

Know  

Like  

Trust  

Try  

Buy  

Repeat  

Refer  

The  Marke*ng  Hourglasssm  

©  Duct  Tape  Marke.ng  –  all  rights  reserved  

• Who  and  how  • Ads  • Referrals  Know  • Web  site/blog  • Recep*on  • Newsle[er  Like  • Search  • Expert  content  • Sales  presenta*on  Trust  • Webinar  • Evalua*on  • Nurturing  Try  • Service  team  • New  customer  kit  • Finance/delivery  Buy  • Post  project  survey  • Cross  selling  • Quarterly  events  Repeat  • Results  reviews  • Partner  intros  • Peer2peer  events  Refer  

Why  Nurture  Marke*ng  is  So  Important  

©  Duct  Tape  Marke.ng  –  all  rights  reserved  

Steps  for  Successful  Nurture  Marke*ng  

•  Database  Segmenta*on  •  Thema*c  Defini*on  

•  Calendar  of  Ac*vi*es  •  Consistency  

1  –  Database  Segmenta*on  

•  Suspect,  Prospect,  Lead,  Customer?  •  Consider  

 Role  or  *tle   Loca*on   Interest   Ownership  of  engagement  

•  Quality  data  yields  quality  results  

2  –  Thema*c  Defini*on  

•  Value  based   Content  that  educates   Content  that  builds  trust  

•  Creates  engagement  opportunity  

•  Themes:   Not  about  your  product  or  service   Value  is  delivered   Broad  enough  for  sub-­‐topics  

Content  that  Builds  Trust  

•   Exper*se  •   Valida*on  

 Reviews   Tes*monials  

Content  that  Educates  

•   White  papers  •   Webinars  

•   FAQs  •   Success  stories  •   Tes*monials  

Engagement  Opportuni*es  

•  Demonstra*ons  •  Workshops  

•  Downloads  •  Audits  /  Reviews  •  Contests  

Consistency  Counts  

How  oben?  

•  Once  a  month  (average)  BUT  Vary  the  approach  

Tac*cs  and  Delivery  

Core  Tac*cs  •  Newsle[ers  •  Conversa*ons  (phone  &  F2F)  •  Webinars    

•  1:1  Value  Offers    

Sample  Newsle[er  TOC  

•  One  or  two  main  ar*cles  •  Some  quick  *ps  related  to  your  theme  

•  Other  sources  of  informa*on  

•  Quick  success,  tes*monial  or  quote  

•  Item  of  interest  

Other  Passive  Nurture  Tac*cs  

•  Educa*onal  email  series    •  Value  Content  Offers  •  Tes*monial  Stories    &  Videos  

•  Reviews    

Example  Webinar  Agenda  

•  Introduc*on  •  Problem  Statement    

•  Things  to  consider  in  the  solu*on  •  Presenta*on  of  your  solu*on  •  Demonstra*on  (as  appropriate)  

•  Summary  of  info  presented  

•  Call  to  Ac*on  •  Q  &A  and  contact  info  

Other  1:Many  Tac*cs  

•  Group  Entertainment  •  In  Person  Seminars  

•  Twi[er  •  Blogging  •  Slideshare          •  YouTube  (educa*onal)    

1:1  Offers  

•  Audits    •  Evalua*ons  •  Quotes  •  Custom  reports  or  analysis    

•  Market  Comparison  

How  do  I  manage  it  -­‐  Sample  Calendar  A  

How  do  I  manage  it  -­‐  Sample  Calendar  A  

What  if  no  one  reads/a[ends/responds  

•  Remember  the  purpose  •  Recycle  and  reuse  •  Feeds  the  spiders  

Tracking  

•  Response  -­‐  Integral  for  future  planning   Opens   Registra*ons   A[endees   Connects   Responses  

•  Conversions  

Summary  

•  Nurture  marke*ng  is  about   Consistency   Varia*on  in  engagement  approach   Thema*c  support   Crea*on  and  repurposing  of  assets  

•  Know-­‐>Like,  Like-­‐>Trust,  Trust-­‐>Try  •  Track  your  impact  to  improve  your  results    

What  Next  

•  Marke*ng  Hour  Glass  Audit   You  complete  our  ques*onnaire  

 We  spend  an  hour  or  so  with  you  to  review  your  marke*ng  against  the  Marke*ng  Hour  Glass  

Email  Us  or  Call  Us  

Thank  You  &  Ques.ons  Please  take  a  moment  to  complete  the  post  presenta*on  eval  that  you  will  receive  shortly  

We  help  small  businesses  stop  was*ng  money  on  marke*ng  

Contact  Us  

Web:  www.leadingresults.com  

Email:  info@LeadingResults.com  Phone:  888-­‐717-­‐1715  

Twi[er:  @LeadingResults  ;  @LauraBLorenz  

FaceBook:  facebook.com/leadingresults