One of the great results from connections is finding that someone else has arrived at the same destination from a different direction. Nurture Marketing is the brainchild of Judy Schramm, CEO at ProResource. I work with a group of entrepreneurs that have developed a similar philosophy which we call Nurture Marketing 2.0. The main focus of both our concepts is how to personally connect in a digital world. The goal is to develop mutually satisfying relationships based on trust. Here is how our approach works…
First, you have to work at it everyday. Yes I know, the digital world wants instant accomplishment. With social media as the new source for connections we think that all we have to do is set up a profile and invite people to visit our websites and somehow, magically the products and services are sold. Nice try! Valuable relationships are still produced by consistent effort over time.
Imagine your approach as a set of stairs with enough room for two people on the same step. Building a trusting relationship looks like climbing the staircase together. Before you start to climb . . .
· Prepare and Research. Prepare an honest, professional representation of who you are and what you do, because your profile makes the very important first impression. Then, research. Get to know the person that you are contacting. Read their profile and get a sense of who they are and their interests. Decide whether both of you may benefit from the connection.
· Step One: Permission. Send a professional introduction and invitation to connect. Accompany the invite with a message commenting on their profile, something that caught your interest. Keep it short and positive. You are asking for permission to continue a conversation. If they accept the invite, picture the two of you occupying the first step on the staircase.
· Step Two: Beginning the Conversation. Your response is based on their response. Talk with the people that are interested in talking with you. Thank them for accepting your invitation and ask a question about what they do or an interest that they have listed on their profile. Make it open-ended and friendly, not personal.
· Step Three: Genuine Discussion. Continue the thread of the conversation and give them a concise piece of information about what you do or share a particular challenge that you have encountered. Look for a need, want, or desire, basically some part of their life that is a challenge. Are they looking for options? Begin to analyze whether you have a solution or does their expertise offer a solution for you. Remember, a genuine connection can work both ways.
· Step Four: Building Trust. Now you can ask questions based on the information that they have given you and you can begin to develop mutual solutions. Usually, this is the step where an appointment is made to chat. An invitation to connect on Skype or over coffee is appropriate. Be prepared to answer questions and allow the conversation to be about their needs and how you can help them. Be a good listener and provide honest solutions. Remember, effective marketing for the long term is still based on relationships of mutual trust.
The rest of the staircase involves time, patience, listening and providing the parts of the solution one at a time – in other words, Nurture Marketing. Regardless of the technology we use, we are still on this planet to make friends and to serve them. That marketing strategy never changes.
Laura Like is the owner of likemychoices.biz. Since 1999, she has been developing online communities for some large companies, and helping entrepreneur-minded individuals to transition from employment to ownership.