Automate Your Sales Process With a Lead Nurturing Campaign

Here is my step-by-step process for fostering success.

Step 1: Identify your audience

Before creating your nurturing sequence, you need to identify your target audience for the campaign.

This includes understanding their needs, wants, challenges and how your product or service fits into their lives.

The better you understand your customer’s pain points, the more targeted your lead magnets and sequencing can be.

What does that mean?

A better chance to close them down.

When I ran TGA, we focused on lawyers.

Here is an example of a customer persona. Nothing fancy, just a reminder of who you’re targeting.

Step 2: Make lead magnets

​Making lead magnets​ is an essential step in building an effective care regimen.

A lead magnet is an irresistible offer that provides valuable information to the prospect in exchange for their contact information (email address).

My favorite lead magnets are:

• Guides
• Resource library
• Checklists
• Templates
• eBooks
• Webinars
• Free trials
• Free tools

The key to a successful lead magnet is relevance based on your customer personas.

A manual for building a small house is useless for a lawyer. Make sure your lead magnets are relevant to a specific audience.

And don’t worry; you can have different lead magnets for different audiences and different matching sequences.

But start with one.

The next step is to promote your lead magnet.

Make sure your lead magnet is easy to find and accessible on your website.

Use every marketing channel at your disposal to reach potential customers.

This can include organic social media posts, paid advertising, SEO, and email marketing.

Here is a lead magnet post promoting lead magnets (start of lead magnet).

Pro Tip: The more quality lead magnets you have, the better! Don’t be afraid to provide too much value.

Step 3: Set up your email sequence

Now it’s time to set up your email sequence.

A typical sequence might look like this:

• Email 1: Welcome and introduce your brand
• Email 2: Share valuable content (guide, tools, etc.)
• Email 3: Address common objections (based on your target audience)
• Email 4: Offer a low-risk introductory offer (a discount perhaps?)
• Email 5: Share testimonials and success stories (mention the people you’ve helped).

From there you can rinse and repeat the sequence.

Create more valuable content, send more testimonials, etc.

How often should you send emails?

I’d probably send one a week.

For longer series I could reduce it to one series every two weeks.

Run tests and create a series based on the data you collect.

Step 4: Write compelling emails

The next step in the process is writing persuasive emails.

If you don’t see value in what you ship, why should your customers?

Step 4.1: Create a great email subject line

The subject line is the first thing your audience sees when they receive your email.

It should be compelling enough to pique their curiosity and get them to open the email.

A few tips to consider: keep it short and sweet (less than 50 characters if possible), use action words, and create intrigue.

Example: How we helped Best buy their inbound leads six times

Step 4.2: Create valuable content

The content of your email should add value to your audience.

The goal is to build trust with your audience and show that you understand and can solve their problems.

Make sure your content meets the needs and interests of your audience, and remember that it’s not about selling, it’s about providing value.

If you think you’re giving away too much, you’re on the right track.

Step 4.3: End with a CTA

Your email should always end with a clear call to action (CTA).

I’m a big fan of the “soft sell.”

Try this:

At the bottom of each email, write: “There are a few ways we can help you when you’re ready.”

Then list your offers and links to purchase, sign up, schedule a call, etc.

Step 5: Test and Adjust

After launching your campaign, keep a close eye on the results.

Pay attention to open rates, click-through rates and conversions.

Use this data to tailor your emails for better performance.

If you notice people dropping off after the third email, exchange it!

While automation is great, you need to keep tweaking this process as you go.

Best practices for email nurturing

In addition to the step-by-step process, there are some best practices you can follow to make your email nurturing campaigns more effective:

• Keep them semi-short: While providing value is important, respecting your audience’s time is just as important. Keep your emails semi-short and to the point. Make sure every sentence serves a purpose.
• Personalize your emails: Goes beyond just using the recipient’s name in the email. It’s about making your emails relevant to recipients based on their behavior, interests, and needs.
• Segment your list: Not every email will be relevant to every person on your list. You can send more targeted emails by segmenting your list, increasing engagement and conversions. A great way to do this is by creating targeted lead magnets or asking segmentation questions in your first email.