Nurture activity: what it is and which one is for you
A nurture activity is a repeatable activity that can capture potential and existing customers on a weekly or monthly or even quarterly basis.
This activity offers an ongoing touch point between the company and its audience, ensuring continuous engagement, education, value delivery and builds trust.
This activity also reveals customer insights, builds relationships and is a great source for content production across the pirate funnel, from awareness to retention.
Getting Started
A nurture activity is an effective way to continuous engage, inform and hold the attention of leads until they’re ready to buy your product - and this activity will remind them of the value even after becoming a customer.
The most simple example of a nurture activity is the newsletter.
It is not necessarily easy to continuously and - somewhat - consistently create a newsletter concept that people will engage with, but it can be a way to get started and to build a feedback loop from your ideal customers to the marketing and content responsible.
Just the exercise of building newsletter themes and content that you believe your ideal customers need, can be the first step towards creating a stronger messaging and content strategy for your Go-to-Market efforts.
When you’re ready to build a more ambitious nurture activity to grow your list of leads following your company, you should conceptualise the right nurture activity for you.
Key questions to find the nurture activity for you
Be ware of hot trends like starting a podcast, hosting webinars or building a big event.
Start by looking at the champions and decision makers in the ideal customer profile companies that you would most like to engage with.
→ What type of agenda would they want to engage with?
→ What is the type of activity they would prioritise?
Examples of nurture activities include:
The Newsletter. Don’t call it a newsletter - it’s not a letter with your news. Conceptualise this into a weekly inspirational letter, industry updates or a theme that your ideal customers are into.
Webinar Series. Identify the topics, themes, people and companies that your ideal customers are most interested in and create a series that they will priorities. Remember that you can easily involve webinar attendees by sending the pre-webinar questions and using polls and Q&As during the webinar to get more insights. Believe it or not, in some industries - people are not yet tired of webinars.
Roundtables. These can be exclusive, closed, open, online or offline - depending on the people and the topics that your ideal customer is interested in. Roundtables are great if you believe that your ideal customers will value the conversation with their peers and the fact that you brought them together in a facilitated session. If you are engaging a highly competitive industry, this might not be the best option.
Networking Events. Are you a company servicing a specific type of persona, industry or silo that is under served? Try organising a networking event and be the company that creates a community for them to learn, share and build relationships through.
Own Events. Hosting your own events can be an effective way of meeting your ideal customers and build relationships. These can be online or offline, monthly or quarterly. Event management does demand an extra effort, but it is also a very efficient way of getting in front of your potential or existing customers.
Pro-tip: Don’t just build a nurture activity that you believe your ideal customers will be most interested in. Build something that fits the skill set of your existing team. This is key for a consistent and succesful nurture activity.
Which nurture activity would be the best fit for your company and team, and which activity will your customers’ be most attracted to?
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