Nurture marketing programs are some of the most effective and least expensive marketing any business can do. There's a reason they are so powerful – several reasons, in fact.
Fits how humans are wired
The human brain can only absorb so much at one time. When you deliver information in small chunks – one piece at a time – it is simply easier to take in. The people you want to communicate with find it easier to understand your message and learn what you want them to learn.
Sending a series of messages over time helps break through the clutter. You get and maintain mindshare with the people who matter to you.
Repetition – all by itself – builds credibility. It shows that you are a reliable business partner, and makes people more comfortable buying from you.
Shortens your to-do list
No one likes to follow up. But that's what needs to happen to make a sale.
With a nurture program, you are automating the follow-up process. You are putting a marketing system in place so you don't have to think about following up and you don't have to make time to do it. It just happens automatically.
Even better, nurture programs are easy to delegate. You can have an assistant do most of the work for you. It becomes one less thing you have to think about.
Plugs the holes
You spend a lot of time and money bringing people to your website, and to your company.
With a nurture program you stay in contact with them and help move them through the process of getting ready to buy. Since you are automating that process, it happens more consistently. As a result, you convert more of the people who contact you into customers.
Once they become customers, a nurture program keeps you in contact with them and encourages them to come back and buy more.
A nurture program for people who refer business keeps a steady stream of referrals coming.
With nurture programs the most fundamental marketing activities happen automatically, in a systematized way. You are plugging the holes in your marketing and sales process, so you keep more of the people you have worked so hard to bring to your business.
This gives you more leverage – basically, a multiplier effect that delivers greater results from any and all of your marketing and sales efforts.
