Streamline Your Business with Effective Nurture Marketing Strategies

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okay now if you were talking to a brand newbie right now how would you define content marketing like what would you tell them that is for me content marketing is really the use of um digital assets to tell the story that needs to be told to help um you know drive awareness of a product or service and ultimately sales right so when i talk about a digital asset i mean that could be a blog that could be social media that could be an opt-in that you kind of create and someone downloads that could be like there's all those different pieces of i'm going to say content you can't use the definition the word in the definition um but you know that those sort of assets that you create and deliver online that tell a story that i think that's another piece though there's a communication aspect of it and they could be written or they could be audio like what we're creating right now is content right you know so it could be an interview right but it's any of these digital assets assets that live online that do the job of telling the story uh that needs to be told to the the community that you're wanting to invest in your products and services i had a feeling you'd nail it and you'd explain it you'd explain it in a way where it doesn't seem so so difficult to get started in you know thanks yeah so i wanted to talk to you a lot about nurture marketing and like let's talk about what nurture marketing is because this is your big thing and i think this is a difference maker and one of the biggest changes in marketing especially just to see to to implement for our own clients this year is this like shift away from some of these dark things you're talking about which i feel like i sound like dexter but um yeah nurture marketing is the answer and i would love for you to give your spiel about this i am so excited for my students to learn this from you and people who are newly diving into this area yeah yeah so for sure so actually we'll take it back to the definition of content right we're creating all these digital assets and when folks aren't super well versed in the marketing space and you know so i say that because i don't want to throw shade at anybody it's like we do what we do until we learn something different and better right but we know that content helps us market online right so we're out here we're creating all this content but what we really need to do if we want to see results we want it to be effective we need to assign a purpose or an intention to the types of content that we create which means that we are going to have some content that we might create that is designed to help us get new leads right we think of lead magnets you know the little freebie that you opt-in for that might be something that would be considered lead generating content and we have sales content right we have all the assets that might go together and i launched sales pages and email sequences and and you know that kind of thing promotional posts and videos nurture is what is supposed to happen in the middle so nurture content or nurture marketing really it bridges the gap between lead generation and sales and it does the job of taking a new lead and drawing them along the buyer's journey so that when you present them with the opportunity to buy they are ready i want to distinguish because we often like again i'm very i'm very big on intentional marketing intentionality right you might have heard about nurture before you might have thought before okay well if i'm not you know attracting a new leader when someone joins my community i want to or my clients community i want to you know keep them engaged and there's this mistake that happens that i see quite a bit where we we sort of take the idea of nurture to mean oh i'm staying visible or i'm just putting out more content um you know content to keep them engaged content to keep them nurtured but the differentiator for us at orisha is that your nurture content if you want to um if you want to be creating content that create that earns its keep if you want to create content that you know delivers an roi you want the content that they receive after they become a new lead after they join your community or your mailing list you want it to be very specific and do the job of presenting the messages that those ideal clients need to receive to help them kind of lean in and become ready to work with you so instead of just kind of creating any content with the hope that like but just put something out there it's better than nothing it certainly is better than nothing so again you know if you're putting something out there is better than nothing a way that we can get a lot more efficient with our content creation and a lot more effective is if we view nurture marketing um we view our content creation with a for that portion of the funnel for that um middle of the funnel we view it with the lens of what messages do those um prospects need to receive so that they can become ready to buy right and create content with that lens on okay and i love this yeah i'm thinking about my own business when i first threw up my website and started to promote myself i never had before i didn't really know like i kind of needed some time to figure out those you know values of like what my voice was and so now three years into my business i'm like getting smart about it and i i see that like i witnessed that and i think sometimes these unicorn digital marketing assistants we get the clients who have nothing and you're just kind of like going and you're building and you're figuring it out and then we also get these clients who are more established had success and it's almost like content overwhelm because they have too much so being able to like place it and figure out like you said what do they need to hear exactly so so helpful to like hear this exactly and from a team member perspective and one of the reasons that i created the nurture matrix is that when i was creating content there was always this place of feeling like like i was on a treadmill like always creating more stuff right particularly in those really established um clients businesses right they they're used to creating a lot of content there is a certain level of like just throwing spaghetti on the wall to see what sticks when you're sort of getting started and what happens for a lot of business owners is that they don't ever get out of that phase and so you team member you know come on and they're used you're with a client now who's like used to producing at this massive level then they want you to produce at this massive level and the truth is all of that content is not required and so you're kind of like like yes you want to feel useful and you want to have things to do and if you're billed hourly like you know maybe it's lucrative for you but it's also really uh exhausting you know because usually when you're creating at that level of that bandwidth they're usually not super organized right so you're like you're like waiting for them you know you're waiting on a friday night for that and i'm speaking from personal experience or waiting on a friday night for them to tell you what the angle is going to be for the post that you need to create you know to go out on the monday morning or something like that and you're like you know like what does it need to be and they're so used to creating kind of on the fly like ad hoc right they're creating on the fly and you're kind of expected to kind of jump in and catch the ideas when they come through and maybe you're contributing some ideas as well but what i find usually in those businesses where they're really like real content machines as much as you provide the ideas they're still like they want to be engaged in the process as well and so there still is kind of that piece of like the waiting for them to just say what's next um and i just i i was getting burned out i was getting real burned out i had been working in a business that had a you know very um intense sort of launch model so they would launch like every other month or every couple months or something like that and it was like one of the one of the biggies right so you know the difference the different launches that folks can have i'm talking a lot where like you know thousands in the facebook ads um you know email sequences with like 50 emails and like just all of the launch things right so i'd be in the mix of creating all of that and then the launch would completely finally like think we're gonna have a breath but we really don't because it's like okay well what now that we've done all the launch stuff we need to hurry up and get some content out to the community that's not launch you know that that isn't salesy like we need to we need to send them some value now and then there was this you know immediate pivot to like oh okay gotta hurry over here and we would try to like i would try to suggest things like well let's repurpose this and you know but again if you don't really have that messaging dialed in it's very difficult for you to help your clients say it's like help them feel that it's safe to repurpose that content because they still are operating under the principle like i need something new and fresh and whatever they've heard that already you need them to be oriented on like these are our core messages we can safely go back to repeating those and then you get to just like go into the archives pull something that they feel good with and run with it instead of having to engage in the whole like you know kerfuffle of like tell me what the thing is let's create the new thing that'll be you know you it just unhooks all of that drama and that's really where the nurture matrix was sort of formed because i was really thinking about how can i you know number one like you know let let my client know that like we don't need to be creating brand new all the time but how can i how can i really because you know this is a real ingrained sort of belief especially for those you know content creators right like they believe like new new new new more more more and they really pride themselves on it so i knew that it wasn't gonna be as simple as saying oh let's just you know let's repurpose we tried that already what i needed to be able to do with her is is really um impress upon her that if we get very clear about the messages that need to roll out and we make sure that our people are receiving those messages our folks will be pre-sold in the community before the next launch and guess what our next launch will be a lot lighter as well so not only will we get to you know sort of relax a little bit into the content creation um from a nurture perspective we'll also be seeing better results um you know from a sales perspective come launch time and of course the first time i did it i didn't know it was kind of like this is my hypothesis what do you think right like yeah let's see what happens and you know sure enough that is exactly what we saw happen we saw you know folks joining waitlist like you know it all depended kind of what their particular business model looked like but if they were folks who ran on a waitlist type of business they were seeing folks step on the wait list a lot earlier if they did sales calls they had more like folks step onto sales calls ready to buy kind of like quoting some of the marketing saying like hey when i saw you say x y and z you know i just knew i had to reach out they were seeing you know sales earlier on in the in the launch period so instead of not seeing a sale until like day five six seven or whatever and everybody being like tens as hell because yeah you know we're seeing enrollments like earlier on because again they had received the pieces of the messaging that they needed to receive and to sort of clarify like the messaging that i'm talking about here it's not like how-to content or anything else like that it really is engaging the conversation that a prospect might be having with themselves as they think about their problem and think about the potential solutions and really get clear on what they've been doing incorrectly that's kept them from getting the results so we're really looking at a specific type of content um that we're creating as well so what that does mean though is there is some new content that needs to be created because most coaches you know particularly speaking to the coaching industry but this could happen in other places as well when you get on when you're coming from the train of like let's create brand new stuff all the time we need to have 365 different ideas to post every single day and you know 52 you know blogs per week we there is a lot of content that is like i don't want to say that it's bad content it's just not effective at moving folks along the virus journey right so there is a bit of like you know a backbone of foundation that is what we you know even with our more established clients who brought through the nurture matrix process we do help them create new emails new content new social but we show them how to like marry it with what they've done already so you know you know so there's there's an opportunity there to kind of reuse some of what you've been using in a slightly different way but you know it is a bit of a it's a bit of a gap right it's a bit of a new way of looking at things for clients potentially but i will tell you what i mean it will save you so much time energy attention it saves them money and it's just more efficient like especially if you're someone who would love like if you're kind of in the assistant role and really wanting to think about maybe adding strategy into the mix or um you know spending your time on more high-value tasks that maybe you can charge a little bit more for right like this can be a way for you to show up as as truly a unicorn in your business like really really super valuable um to your clients because you're presenting uh sort of this you know this new way of supporting them right more direction than yeah you know doing this love that idea of having a bank being clear on your messaging having a plan and you're speaking my language here with all the clients over the years that i'm thinking about and i mean even my seven figure client was a hot mess going into every single launch and it shouldn't be like that and that ultimately it leads to that burnout right and when you're new you you can't just create new stuff all the time like it's so much easier to go back and repurpose and reuse so like being very structured about that like you're speaking my language as a as a journalism major and editor like i like to have a plan yeah and know what we're talking about and not doing like a hey he'll marry 11th hour