Nurture marketing is the process of regularly sending people information about your business that:
- Educates them about your products and services,
- Establishes your credibility,
- Proactively answers questions prospects commonly ask,
- Makes them feel good about your business, and
- Gets them ready to buy.
You maintain mindshare, you motivate them to act, and you keep them involved with your business.
Why we call it nurture
We call it nurture because you are taking care of the people who matter to your business – your prospects, your customers, and people who refer business to you. You educate them, you share things, and you build a closer relationship with them. You nurture them.
When you reach out to them in a systematic way – so the nurturing happens consistently and automatically – you build stronger relationships. That helps you increase sales and grow your business.
Nurture marketing is the easiest, the least expensive and the most powerful marketing a small business can do.
If you do nurture right, you will grow your business – even if you don't do any other type of marketing. And if you do other types of marketing, nurture provides a foundation upon which you can build everything else.
Simple, systematic marketing
When you run your own business, you wear all the hats. You have to deal with the urgent and important things, and lots of times marketing falls through the cracks.
But with nurture, your marketing gets done in a systematic way. Month in and month out, you are reaching out to the people who matter – without you having to find time to think about it or do it.
One reason it works like that is that we put together a plan for sending out information each month – the thinking is done ahead of time – then you simply execute the plan. That's easier than having to come up with a new idea each month yourself.
Someone else does the work
The other reason it gets done systematically is because you can get someone else to do almost all of the work for you. Nurture programs are easy to delegate or outsource.
They don't take a lot of your time to supervise and manage – typically only about 2-3 hours of your time to get started, then about an hour a month after that.
Your nurture program is unique
Nurture marketing is also flexible. Your nurture program isn't like anyone else's - yours is customized to the specific needs of your business. It takes what is unique about your business and leverages that.
Nurture is inexpensive
Nurture marketing is inexpensive. We recommend that you spend 1/1000 of last year's revenue on nurture each month, which means you can do a nurture program on whatever size budget you have. For the smallest businesses, we've done nurture programs that cost less than $100 a month. For multi-million dollar businesses, we do nurture programs that cost a couple thousand dollars a month. For any size business it's completely affordable.
Grow your business by 10-20%
Finally, nurture marketing is effective. You can see growth in the range of 10-20% per year - year after year. That means you can keep managing your business the same way you are now. You just have a more steady flow of income coming in.
