- If you've spent any time at all
on our website, social media,
or even in a room with us,
you've almost definitely picked up on the fact
that we value brands
building their relationships with their customers.
We're all about it.
We refuse to stop bringing it up.
One of the cool ways that this can be achieved
is through the use of nurturing automations or sequences
that can help educate people on their problems.
Most people call this process lead nurturing
as it's the process of providing nourishment to a lead,
encouraging them to sprout into a customer,
and by doing this,
we've won over our leads and delighted customers.
Want to do the same?
Well, watch on as we break down the six things
that create a good lead nurturing sequence.
(upbeat electronic music)
Hi, guys.
It's Liv here from Neighbourhood,
where we help brands find, sell, and keep their people.
To understand what lead nurturing is,
you've got to look at inbound marketing.
Inbound is all about helping people solve their problems.
It doesn't necessarily just mean giving someone the answer.
That approach doesn't encourage a long-term relationship,
just a transaction.
Instead, educating your leads
and helping them work this out for themselves
is a much better way to set yourself up for success.
By feeding an interested lead content,
you prove that you know what you're talking about,
you help solve their problems,
and you show them that if they have questions,
you have the answer.
Load all of this content up into an automated sequence
and you've got yourself some lead nurturing.
So what does a good lead nurturing sequence look like?
Excellent question.
Let's start with what bad lead nurturing looks like.
I know for a fact that everyone has suffered
poor lead nurturing at some point.
You've received multiple emails from a business
that aren't particularly relevant to you or your problems
and aren't even that particularly helpful.
They come thick and fast
to the point of being just obnoxious.
You don't feel particularly connected to the company,
you don't think of them as an authority,
and you haven't had your problems solved.
These are all mistakes made by marketers
who don't take lead nurturing as seriously as they should.
If you want to create a nurturing sequence
that drives conversions
and creates invested, happy customers,
then here are six guidelines we at Neighbourhood follow
when setting up sequences.
First of all, get the timing right.
No one likes to receive emails every day
from a company they're still only considering.
It's a bit clingy and comes across as desperate.
Likewise, leaving weeks or months between emails
gives the leads far too much time
to move on to another brand
and completely forget about you.
Aim to space out your emails
so they land seven to 14 days apart.
Next up, ensure the content is relevant.
The only thing worse than drowning in emails
is drowning in emails
that aren't in any way relevant to you.
Your lead gave you their information
in turn for something that interested them,
so nurture them by offering them more of the same.
Build their knowledge base on that topic.
Also, offer some variety in your content.
You might write fantastic articles,
but eventually people will tire of reading them.
Change things up through the nurturing process
by giving people different offerings,
different methods of consuming information.
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Also, personalize the heck out of your nurturing.
The point of these sequences is to build a relationship
without having to devote the time required
to do so manually.
As such, little extras
like personalization tokens where possible,
ensuring the email comes from a person
and not the business,
and referencing information
relevant to what the lead is interested in
will go a long way.
Ideally, the lead should think that these emails
are being sent individually.
Also, remember the goal of the sequence is conversion.
It's really easy to forget
what you're working towards sometimes
with a long-term sequence
but every piece of content and every email
should be an attempt to get the lead
to convert to the next stage of your funnel.
Once they do, be sure to remove them from your sequence too
so you don't keep trying to get them
to do something they've already done.
Also, give the lead a way out of the sequence in each email.
Likewise, some leads don't need
a big, fancy month-long sequence in order to convert.
You've won them over in just two or three emails.
If that's the case,
you want to make sure they have the ability
to convert while they're in the mood.
So ensure every email has a link
that lets them skip the rest of the emails
by taking them straight to the conversion.
You'll get a customer all the quicker
and they don't have to sit through a bunch of emails
telling them what they might already know.
If you follow everything I said in this video,
you'll be building lead nurturing sequence
that create more leads that you even know what to do with
in no time at all.
So if you found this video helpful,
feel free to share it with someone you know
that needs a hand with their lead nurturing sequences.
You could also subscribe to our blog
where you'll find heaps more tools, tips, and templates
to help you find, sell, and keep your people
just like Neighbourhood does.
And that's it from me guys. Happy marketing.
(gentle electronic music)