Today we are going to chat about your nurture sequence and more specifically, we’re going to talk about how you can create a highly engaging nurture sequence for your lead magnets. All those emails that come after you create the lead magnet are super important and we need to make sure they are solid
Before you even think about your nurture sequence, here are a few housekeeping items you need to consider:
#1. You need a good lead magnet: Your lead magnet needs to serve your ideal client, and it needs to give them something that they just have to get their hands on.
#2. A nurture sequence that actually leads to a sale: We need to be clear on what we want your ideal client to do when they use your lead magnet. What is the next step? Please start with the end in mind when you are creating your lead magnet.
#3. We need to talk about delivery: How are you delivering your lead magnet? How are we making it easy for them to sink their teeth into your lead magnet? We can create lead magnets a lot of different ways with many different delivery systems. Just keep in mind that the delivery method needs to make sense with the type of lead magnet you’re offering.
Side note: If you are on Instagram and that is the primary place that you are connecting with your ideal clients, this is for you: When you are setting up your signup page, I recommend to you that you also have a spot for them to put their Instagram handle. This is a great start towards tracking and engaging with your hot leads.
Now we’re going to get into the meat and bones of creating the actual nurture:
#1. Hooks and headlines
We need to talk about your subject lines because this is what gets them to open your emails in the first place. If your subject lines are boring, dead, or blend in, they’re not even going to open your email.
#2. Expound on what is in the freebie
Think about your nurture sequence as an extension of your freebie. You’re either giving them the next step in the nurture sequence or you are expounding upon or giving more tips on the freebie itself. We need to make sure that your freebies are juicy enough that they want to open the nurture sequence.
#3. How many emails is enough??
I don’t know that there’s a right or wrong answer here, but I would say anywhere between five to nine. I tend to do five or six in a row. There’s a lot going on in everybody’s life right now in general. Everybody’s busy. If you’re getting 50 or 60 emails a day, and you’re sending one every two days, one every three days, it’s probably going to get lost and their attention might have shifted to something else.
#4. We are giving them value, value, and more value
They’ve already downloaded this freebie and the point of the nurture sequence is to hit them with more. And not more as in just throw everything at them, but value delivered in a very intentional way. For example: “I’ve included my… guide or my 10 essential questions or my journal prompts”. Whatever it is, it should be something that takes the subject a little bit further. The hope is that they’re downloading these valuable items and that they’re doing the work. Most people probably don’t do the work, but it does start to condition your audience to expect something valuable every time they open one of your emails. Don’t forget to create anticipation, because we want them to remember to open future emails for even MORE valuable freebies and value.
#5. Give them different ways to connect with you
Always give them an opportunity to reply back to your email. You can do this by asking a question, asking for feedback, or encouraging people to reach out with questions. This is important for two reasons: One, because I can take this information and use that for market research purposes, and two, because it allows them to connect with me personally and “raise their hand” and identify themselves as a hot lead.
#6. What do you ultimately want them to do?
What is the goal of your nurture sequence? You want them to do something at the end of it. Maybe it’s to get on a call, buy a program, download a guide, or reach out for more information. Either way, you will be pitching this “ask” at the end of the email sequence. It’s a good idea to let them know that this pitch is coming. You can do this successfully (without them tuning you out!) but teasing this final call to action with the value and benefit it provides to them.
Then, that last email of the nurture sequence is an invitation to go to the next step. I’m all about intentionality. I’m not about just creating a freebie for the sake of having one, and throwing a couple emails together and calling it a “nurture sequence”. You can do that, but I promise that you’re not going to get the results you are looking for.
Inside my signature program, Grow Business & Marketing Academy, I lean heavily into teaching my students marketing, connecting with our leads, selling, converting, and creating really good quality content that actually converts. I’ve even got a 30-page doc full of email templates for nurture sequences, just to take some of the guess work out while you’re creating and growing your business.
So if what you are looking for is a program, that’s a one stop shop, and a complete growth framework, then Grow Business and Marketing Academy is something you need to check out because it is the first AND last program that you’re going to need for growth.
