And then, he said the words that stung.
I was in my early 20’s & had been in a relationship with this guy for a few months. He was finishing with me & I was gutted (in hindsight I dodged a bullet).
‘I don’t want to lose you’ I said,
‘You never had me’ he replied!!!
I think of this story every time I hear someone upset about people unsubscribing from their email list.
We’ve all been there, feeling rejected and hurt when someone we like decides they don’t want to be with us anymore. But what if I told you that same feeling can be applied to unsubscribes from your email list? The truth is, unsubscribes don’t matter as much as you think they do.
Yes, Yes, I get it. It’s natural to feel a bit stung and rejected, but the truth is, like that guy who dumped me, they’ve moved on. The chances are, they were likely no longer opening your emails, the timing is not right, they can’t afford you, or maybe they have other priorities and therefore, right now, not interested in what you have to say. Like this guy, at some point they decided the fit wasn’t right – but it doesn’t mean it’s a no forever (although it was with that guy the %^^&*).
You never know, one day they might come back, but for now you need to focus on the people who are interested, right now. When you think of it like this, what does it matter if they hit the button & unsubscribe?
In fact, it’s more important to focus on nurturing the prospects who do want to hear from you and building like, know, and trust with them.
So how exactly does nurturing fit into Marketing?
Here’s a quick rundown. As a small service business owner, whether you’re a creative, coach or consultant, understanding the role of nurturing in marketing is crucial to building a successful business.
The marketing process can be broken down into five stages.
The first stage is gaining Attention – making potential customers aware of your business and what you offer.
The second stage is Nurturing – building a relationship with your audience and demonstrating your expertise and value. This is where you build like, know, and trust with your audience by providing valuable information, social proof, and solutions that meet their needs.
The third stage is Converting or sales – when a prospect becomes a paying client.
The fourth stage is Retaining – keeping your clients engaged and satisfied by consistently providing solutions to their problems.
The fifth stage is Raving fan – when your clients are so happy with your services that they become your most effective marketing tool, recommending your business to others.
Ok, now we’ve got that clear, let’s go back to nurturing. It is crucial to building like, know, and trust with your audience. This is where you provide value, educate, and build a relationship with potential clients. It’s important to remember that not everyone is ready to buy from you right away, in fact 97% are not ready, but by nurturing them, you’re increasing the chances they will buy from you in the future.
So, how do you nurture your prospects?
In order to nurture your prospects, it is important to start by offering them value and education. You should also consider the most appealing way to engage with your prospects. Would they prefer to receive a value-packed email once a week? Or, perhaps they would like to schedule a 1:1 chat on Zoom, or have access to a free downloadable resource. Some prospects may simply want to consume the content you share on social media for now. It’s important to keep in mind that everyone is different and you should tailor your approach accordingly. The ultimate goal is to guide your prospects onto your email list, which enables you to communicate with them directly. This is important because social media posts can easily be missed and accounts can be hacked or shut down. During the nurturing process, it’s essential to demonstrate your expertise and offer solutions to their problems. Use social proof to build trust with potential clients, and make sure to consistently show up and engage with them. By following these strategies, you increase the likelihood that they will eventually become a client.
Nurturing your customers is an essential part of the customer journey and can help turn potential clients into raving fans. If you’re feeling overwhelmed or unsure of how to get started, download my free resource, “Get Booked“. This resource will help simplify marketing and help you find the unique strategy that will work for you. Get the “Get Booked” resource HERE.