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?
Here’s why:
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! :)
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