I was talking to a biz friend of mine the other day and she said something that really made me stop and think about our perception of a “successful online business”.
She said “I feel like I’m in a vicious cycle of launching because that’s what everyone says you have to do. I get that launching is the focus of an online business, but I feel like I’m constantly having to start over again and again.”
Do you feel like that, too?
Launching shouldn’t be the only focus of your business! Entrepreneurs get so burnt out on the whole Launch Process because it’s a whole lot of freakin’ work…and it’s only one part of your marketing/sales funnel! Sure, it’s important to launch new offerings because that’s what helps you bring home the bacon, but that launch-time promotional email series isn’t enough to convince your audience to buy your stuff.
Your marketing / sales cycle should include an educational email series or free content that will build rapport and keep your audience engaged in you and your business. Typically we call this a “Long Term Nurture Sequence” in fancy marketing speak.
The goal here isn’t to sell them something – in fact it’s the opposite. It’s a way for you to keep in touch with the people on your list who aren’t ready to buy your offerings (ahem, during the non-launch phase of your sales funnel!).
Creating a Long Term Nurture Campaign gives you an opportunity to show your expertise through high-value, free content and build a relationship with your audience without pressuring them to buy your offerings. When they’re ready to buy, you’ll
Here’s a few Long Term Nurture Campaign Topics to get you started.
- Share WHY you started this business – to help ______ do/have/be _______.
- Share a success story or case study from past clients you worked with
- Share free resources they might find helpful
- Share answers to FAQs you hear during that launch phase/prospect consultations
Automating a “Long Term Nurture sequence” bridges the gap between program launches so your prospects will think of you all the time – not just when they receive your promotional emails.
How to Create Your Long Term Nurture Campaign:
Use the topic suggestions I listed above and brainstorm ideas for 5-7 emails. Write and schedule them in 1-2 week increments, and you’ll be well on your way to publishing your own Long Term Nurture Campaign!
P.S. – next time I’m gonna show you (in a video!) how to build a Long Term Nurture Campaign inside your Infusionsoft account. Stay tuned! :)