Sell Your Offers Better By Nurturing The Middle Of Your Funnel Strategically
Aug 01, 2022
Tamika Auwai shares why the middle of the funnel is overlooked, and how we can strategically create nurture content that actually sells our offers.
In this episode, we talked about...
- why Tamika choose to focus her business on nurture marketing
- the reason nurture marketing is so often neglected
- the difference between nurture marketing and your regular weekly newsletters or social content
- Tamika's top tips to start create great content that will make people ready to buy your offer
- how to tell if your middle of the funnel marketing is working for you
...and much, much more
Things mentioned in this episode
Learn more about Tamika Auwai
Muse. Magician. Mentor. Marketer. Creative.
These are the most common words that precede an introduction to Tamika Auwai.
Tamika is the CEO of Orisha Creative, an inventive nurture marketing agency that serves leaders in the online coaching industry. She is also the creator of The Nurture Matrix™, a unique evergreen nurture marketing framework that’s revolutionizing the way Master Coaches approach social media and email marketing, generating millions in premium coaching program sales along the way.
Tamika resides on territory originally stewarded by the Mississaugas of the Credit First Nations—presently known as Ontario, Canada—with her husband and children. She can often be found swooning over her Spotify Daily Mix in a hot bubble bath or trying to perfect her oyster shucking game.
Connect with her in IG: www.instagram.com/tamikaiscontent
Say Hi on LinkedIn: www.linkedin.com/in/tamikaiscontent/
Check out her Website: www.orishacreative.com
Read the full transcript so you don't miss a thing
Sara: There's so much we need to do to build a funnel that actually works. So many moving parts lead gen, the offer of the launch strategy and more. The focus is often on the top of the funnel to call people in or the end of the funnel to sell. But what about the middle? What do you do with people who are in your funnel, my guest today will be sharing why the middle of the funnel is overlooked, and how we can strategically create content that actually sells our offers.
You're listening to the launch playbook podcast, the weekly podcast for service based business owners to discover the starts, stops and tools the transformation that go into launching their online offers. I'm your host, Sara Vartanian. And if you want to launch your ideas into the world faster with more success and less burnout. Well friend consider this show your secret playbook to get you there.
Sara: Today I am welcoming Tamika Auwai, a content marketing strategist and founder of a reacher creative and nurture marketing agency Tamika welcome.
Tamika: Thank you so much, Sara, I'm so glad to be here.
Sara: I'm so excited that we're gonna get to chat I have listened to so many podcasts that you've been on and followed all your Instagram lives. And I'm always learning so much from you that I'm excited to get to have a one to one chat a bit more you do
Tamika: Me too! I need to know I'm here for it!
Sara: So Tamika I meet a lot of copywriters, or launch strategies over the years and but no one really focuses specifically on nurture marketing. So will you tell us more about what you do?
Tamika: Absolutely. And I want to say it's one of those things, you know, we call ourselves nurture, marketing, strategist nurture marketing experts. And I'll often often have this sort of thing like, should I should I just, you know, be a content marketer, because the question that comes up, of course, is like, what the heck is a nurture marketing strategist, but I am fully behind the decision, because it always allows me to kind of have this conversation off the top of like, what is nurture marketing? That's a little strategic piece on my, on my behalf that kind of Yeah, that always works in our favor. So nurture marketing, in my view, is really the efforts activities, the actions that we take, in order to prepare a new lead to work with us. It's quite simply the actions that we take to move our new leads along their buyers journey to prepare them to be ready to step in, when we make that invitation. You know, sometimes nurturer can get a surface level sort of definition. And it can be defined as you know, anything that we do outside of having a straight up, you know, by this now call to action, or anytime that we decide, we're going to show up, and you know, quote, unquote, good value. But for me nurture needs to we need to peel back a layer and we need to get really intentional, and we need to have, we need to be really outcome oriented. And again, that outcome is how do we move a new lead along that buyers journey so that they're ready to buy? That's what nurture is supposed to do?
Sara: Oh, my gosh, there's so much you said that I want to dig into so I'm just gonna go for your so what I think nurture marketing is often so neglected in the federal space.
Tamika: Yeah, I mean, I think there's a couple things, I think anything number one is just the, again, not having a clear definition or outcome. You know, anytime you start to do anything, as marketers, if we're not really clear about the outcome we're trying to create, we don't, you know, we don't give it all that's required to actually to get the outcome. Right. So I think there's like a, what is this thing? And because there wasn't clarity around what this thing is, we, you know, we don't spend a lot of time there. But you know, beyond that, I was sort of thinking about this for an Instagram Live I did recently. And I think it's because we get started in our business. And again, Sara, like you and I are marketers, you know, we've got kind of the leg up, but most business owners are not. And so when they get started when they start a business or looking for marketers to sort of show them where to focus. And when you're just getting started in a business, where do you focus? Well, you focus on sales, and you focus on generating leads, because you need to have proof of concept, right, you need to sell the thing to know that people will buy it. And you usually have to gather like a lot of leads or a lot of people around you to kind of have the best success right there. Right. So we're so focused, I think, on the short term to get started, that we can't help but focus on lead gen and enrollment. And the challenge is that we don't expand beyond that we kind of stay in that short term lens looking always at you know, where's the next sale coming from? Where's the next sale coming from? Instead of stepping back and really thinking, okay, you know, how can I have it be so that I'm not always trying to find the next person to buy but rather the people that are around me raising their hands and saying, hey, I want to buy with you, I want to work with you, right? So have our leads that we're sort of generating have them actually you know, take the take the lead, so to speak, in terms of having the relationship become that a Client, you know, plant and business as opposed to really being in that space of Yeah, always kind of hunting like, where's the next? Where's the next person? Who's gonna say? Yes.
Sara: Gosh, that makes so much sense. So when we've neglected our nurture marketing, what's our way back in? How do we get started?
Tamika: Yeah, you know, the way that we've had in really Sara is getting super clear on in kind of reconnecting to our ideal client getting really clear on and I know, you know, this is like, so you know, I can, I can feel somebody rolling your eyes, it's like I did a client, I've done ideal client stuff, I'm over the ideal client. But it really all starts there. Because when we're talking about nurture, we're talking about deepening the conversation that we're having with those prospects in our community who are, you know, most aligned to work with us. And so we have to, we have to get deep, we have to go deep into who those ideal clients are, so that we can kind of meet them where they're at and have a conversation that they need to have to move them along their buyers journey. So it's getting really clear on ideal plan, and it's getting clear beyond sort of the demographics and the psychographics. Right, we're not just talking about like attitudes, behaviors, interests, it doesn't matter if they're a mom in Toronto with two kids or you know, something else, right? That's not what I'm talking about. When I'm talking about getting clear on your ideal client, I'm talking about really getting clear again, on that conversation that they're having with themselves, that's preventing them from moving forward, to take the actions towards working with you. So we want to get clear on like, what you know, first of all, we want to look at, like, what is going on for them? What kind of scenarios and symptoms are kind of showing up in their life that lets them know that they have a problem, right? And then how are they like, what is the narrative that they're then having around those symptoms and scenarios, right? So to give you an example, you know, if we're talking about like a health coaching business, and we're looking at ideal clients, you know, say a health coach who helps their clients lose weight without diets or something like that, right? And we're thinking about the scenarios and situations and symptoms, that a potential client for this, you know, what they might be like, what those symptoms might be, like, we would say, okay, you know, what's the scenario that might happen? Okay, they get up in the morning, and they go to put on their clothes, and they're, like, unhappy, because none of their favorite items fit them. Okay, so that's a symptom. That's a scenario, but what's the narrative? What's the conversation that they're having with themselves? You know, they're saying something to themselves around this, this, you know, situation that keeps popping up for them? Like, what is that conversation? And how can we create nurture content to join them in that conversation and help them have a new perspective around their problem, right, so we get really clear on who the ideal client is, in the conversations that they're sort of having with themselves, and then we can start to create content that meets them in that conversation.
Sara: That's so great. I really love that idea of listening. It's something we talk about a lot in the podcast here around going deeper beyond that, like surface level ice that we all as you said, roll our eyes, and we're like, we've done that. Tell us, how do you recommend we find out that information?
Tamika: Yeah, so really, it kind of depends on where you're at, in your business. For most like established business owners that information is it's, it's probably already in your business. If you have discovery call forms where you, you know, collect information before you speak with a new prospect. Or if you do any sort of intake process, before you start working together, you like they have probably told you the scenarios and situations that are coming up. And if they haven't been, you might want to think about like, How can I tweak those forms or those intake processes to be able to gather some of that information? Right, but it's typically there, right? When, you know, before we start working with someone, we ask them, like, Hey, would you reach out for what's the problem? What's going on for you? Right? We ask them questions like that, and that is Intel that lets us know, kind of okay, what what's happening, right? And if we don't have that, the best way to, you know, to gather it is really to ask, like, again, here's another one more folks will roll their eyes, nobody wants to have you know, those client interviews or or, you know, just kind of certain, you know, marketing research conversations with their with their list, right? Nobody wants to do that. And there is a breadth of information that's available, when we are willing to just, you know, have that conversation and say, hey, you know, like, tell me, you know, what are all the things what are all the things that really frustrate you about the problem that you have when you're going through an average day in your life? Like how many times or how many different things sort of show up for you what are the experiences that you're having that let you know that this problem is really present for you? And you know, what do you want to have your your experience be like instead, what do you you know, what do you wish things were like instead, like all of these pieces can can help us form a really accurate kind of comprehensive view of who our ideal client is. And again, that all it all helps us connect to like, what is that conversation like what you know, what is the narrative going on for them on a daily, weekly, monthly basis?
Sara: Oh my gosh, that's so good. And I hope listeners that you're taking notes because Tamika just dropped. No two big things that you could do in your business one, I love how you mentioned, if you don't already have some those questions in your intake or in the ways that people in your sales calls, wherever you're collecting information to do it, what an easy way to have something come to you on a regular basis, and to collect that information. And the other one is to make the leap to have the conversations. I know, I found like when I've been on the end of people asking me for them, I'm usually almost almost willing to say yes, or like fill up the surveys, and I'm guessing you are two. Totally. And I think that we think that like I think I hear from my clients who I talk to that they're like, oh, people will say no, but like, so often they don't, right. Like, I feel like, I never have had a client who hasn't been able to get a handful of interviews with people like, you?
Tamika: Yeah, totally, totally. And it's like, you know, you don't need to have 600 of these things.
Sara: Oh my gosh!
Tamika: And it's a handful, right?
Tamika: It's a handful. And I find especially I can I totally can relate to the the piece of feeling awkward about reaching out to people who haven't worked with you yet, or people that you don't know, right? There's that like, you know, breaking the ice, but we're for your clients who've already worked with you, trust me, they love to be able to support you, if they've worked with you, and they've had great results. They love to support you. And if you're like, Hey, can I just have like a 10 minute conversation around what life was like for you before we started working together, trust me, they will be happy to share, you know, and even reflect on how much their life and experience has changed now that you know, you're there supporting them.
Sara: So true. I found even as a copywriter, when I've been doing those interviews for my clients, so many of their clients will actually be like, and if there's anything else, just let me know, do you want a video? Do you want this generous with their time once they've had a great experience too? Especially?
Tamika: Absolutely. Absolutely.
Sara: So you mentioned earlier and I could I could visualize the air quotes in my head, as you were saying you talked about value, like, add value, can we talk about that a little bit?
Tamika: Let's, let's talk about the value because honestly, and you know, I've had a few conversations about this value the V word now and I, the jury is out as to whether this is a problem that shows up more for those who identify as women run businesses, right, because there's the nurturing kind of feminine aspect that is sort of conditioned into us. But what I find happens in a lot of businesses is that value is like code for just giving away the farm, giving away all of your intellectual property, giving away you know, and trying to like put yourself in this place to churn out all of this content, in the name of value. And in my view, it really is not actually delivering the value in the way that you are hoping it would, right. So when we think about value, we think about okay, like give me you know, your checklist and your top five tips to this and, you know, little, you know, snacks here, and there are things to do, right? That is supposed to be valuable. And in my view and my experience, really what that type of content, that type of how to content does, it often leaves your prospects kind of like cycling in this paradigm of thinking they can solve the problem themselves, at least some sort of thinking, if I just collect enough visit value enough of these freebies, and tips and tools and tricks and everything else, then I don't actually need to hire somebody because I can just kind of, you know Frankenstein it together and get the outcome, right? You know, and so we don't want to leave people that who've like, raised their hand and you know, not raised their hand, but kind of like step forward and say, Hey, I have a problem, we don't want to leave them with this false understanding that they can solve it themselves, we instead want to let them know, like, hey, you know, here's actually the reasons why you can't solve it yourself or yours, you know, all of the things that you haven't thought about that an expert, you know, does think about and know and can guide you through so that you can get the results a lot faster. So, you know, in my view, kind of this creating content, you know, to be valuable, the way that we've been taught or the way that it's been, you know, kind of reflected in online marketing. It's like a giant, like, let's not go there, for me the most valuable kind of content that you can create, especially as a service based business provider. And so this could look different, you know, if your product base before my service base, folks, the biggest value that you can offer up is helping your prospects see their problem in a whole new way so that they can become open to getting it solved because they can't solve it on their own. Right. That's why you exist.
Sara: Oh my gosh, I think we could have a whole other podcast episode around. My mind is just going typically, but I hear you with that and I think I shouldn't say I resonate with so much what you're saying I think we have been told and I know some of the problems I've been in over the years have been you know, they tell you around like you have to give give, give, give give before you can tell and give a lot and like just make In creating it so much that I see why people don't want to send, like, you know, like, send them weekly emails or fun time, or train because it feels like so much to do. And I hear what you're saying that it sounds like, the more we spend on let's say that shifting beliefs in the mindset piece, the why, as opposed to giving them more things to do, that they actually can implement themselves is more powerful.
Tamika: Absolutely, absolutely. And the cool thing is, when you get really clear on sort of, you know, what those core messages are that your people need to hear, like, what those core perspective shifts are, you can actually like, reduce the amount of content that you're creating, like the value the old paradigm of value in the kind of tips and tricks and all that stuff I find has you to your point, like churning out all this stuff, trying to come up with new and different and, you know, what, have I given them already, right? But when you have this, I have, like, how can I help them think about their problem differently, it the focus is a lot narrower, and we get to actually be in this place of like repetition because the repetition is actually what they need. So we don't need to come up with all new stuff all the time to be valuable for our people. If we're you know, if we've got our you know, if we're thinking about it in the way that I'm, you know, proposing we think about it, we just have to identify what narrative like what conversations we need to be having with them, and kind of put those on repeat to to help our prospects actually step forward and move on their buyers journey and say, yes.
Sara: So to sum that up, what how would you say or what makes effective nurture marketing? Let's call it.
Tamika: Yeah, effective nurture marketing, again, is really just identifying the conversation that your prospects need to be having with you to help them make a buying decision and delivering that. So we're effective when we create content that helps our prospects see their problem in a brand new way, and therefore be open to a new solution.
Sara: And then what would you find the really big difference between nurture marketing would be in our regular weekly newsletters or social content, or is there?
Tamika: So there isn't a difference, but I sort of differentiate or kind of create a distinction, like, you know, I iteration, the work that we do, we sort of create a distinction, because we think there are two sort of Windows or two kind of different tracks of clients or prospects or that you want to be nurturing. So there are the prospects who are kind of new to your list, right? The you know, they're warm, but they're not like super warm, right, there is a certain kind of nurture that we might want to offer them. And then they're sort of like our ongoing kind of consistent nurture for people who've been in our world for some time, right? I believe that sort of the first, you know, sort of 90 days ish, you know, no hard and fast rules, but 90 ish days that someone has joined your list, you have an incredible opportunity to really help them move along their buyers journey a lot more quickly, to help them make that decision to work with you a lot more quickly. And beyond that, it's not that they'll never work with you. But there just might be other things going on. And so, you know, the the the window is slightly different. So, you know, at arratia, we have a specific way that we nurture folks in those first 90 days. And we don't usually have kind of the traditional newsletter strategy there aren't we have, you know, regular emails that are going out. But we're not kind of thinking about newsletter format, or traditional newsletter format, we're more thinking about this perspective, shifting content centered around, you know, kind of the core messages that we've defined. And then once people have received that sort of initial content, then we might move them over to like a mailing list. And that's where we'll give, you know a newsletter. So the thing about newsletters I find is that everyone kind of does them a little bit different. Some you know, I don't know if you remember that the good old days that Ali brown with her an E zine, situation, right. And that was like one format of a newsletter. And then other people have a newsletter that might have like, their weekly podcasts, or monthly podcast episodes or whatever, everyone's kind of got a different format, I think, for a newsletter, right. And I think they're really valuable and helpful. But I do feel that when people first join your list, if they haven't taken action, you know, if they've gotten kind of that initial invitation that you might make after they opt in, and you know, you kind of deliver the thing that you promised and then, you know, maybe make an initial invitation for them to book a call or something like that. If they don't take you up on that offer, you know, that light offer at that point, then I feel you know, giving them some strategic nurture, that's really focused on perspective, shifting and belief shifting upfront is really helpful. And then I'm happy for them, you know, to move into kind of regular nurture, whatever your newsletter might look like.
Sara: That makes a lot of sense. So with our let's call that 90 day period, would that be evergreen content or creating some?
Tamika: Yeah, yeah, we call it the nurture matrix, right? That's like our proprietary framework, but essentially, it's a 90 day evergreen sequence that rolls across email. And you know, there are ways to bring it into social media as well, but it's primarily an email marketing strategy. And it's in its evergreen, and everybody who comes into the list gets it and then you know, depending on because again, every business is different. I'm a big fan of frameworks and not formulas. So, you know, we do different things for different people, but generally everyone gets it at least once. Sometimes in some businesses, they get it a couple times, but ultimately, you know, most folks After they've moved through it, they can move on to a regular newsletter. And you know, there are sometimes the newsletter topics like still include some of that, you know, same or similar content. But we're just, you know, in that first 90 days, we're just really being focused, and making sure that we're giving a new prospect like the best possible conditions to make a buying decision early if that's, you know, if it's right for them to do so. Right. So no manipulation or any like weird business like that. But all the conditions lined up, we know that we've given them everything that they need to know, to make that decision, you know, as quickly more quickly,
Sara: That makes so much sense to me. I've, when I've worked with clients before, for like their launch copy, one of the things that often comes up, we're looking at, let's say how they brought people in in the first place. And I've noticed that they'll do that really short welcome sequence, good logical have that short welcome sequence we've all heard about, maybe it's like three to four emails, they'll do that initial offer, as you mentioned, but then they don't do anything else after that. So either they've gone silent, or they've just gone into like, their podcast episodes, they've never gone back to make that offer again, until let's say, Now, they're hiring me to work on a lot, right? Like, I'm like, oh, there's so much missed opportunity.
Tamika: Oh, they they probably, you know, might even say, or you might suggest to them, okay, well, let's do a little like pre launch kind of warm up sequence or whatever. And that's better than nothing. But imagine now, instead of like going dark, and again, some people might be sending out like a weekly podcast episode, or whatever the thing is, right? But imagine, instead of this place, we're in there receiving kind of, you know, seemingly random, you know, random content. Instead, we've we've gotten really, really strategic. And we've said, Okay, we want to talk to them about this, and then this, and then this, and then this, and we've kind of got this nice flow of a conversation similar to what we would do in a launch, which is why you know, launch content is so powerful, right? Because we're, it's a well thought out. And it's like we're, you know, nailing the conversations and kind of taking them on a journey, right? We do that with our lodge. Like, why wouldn't we do that with our nurture, so that they are ready for the launch?
Sara: Definitely. And I'm sure that you've heard that phrase. And I think listeners probably you have to where it's like, if you're not in launch, you're in pre launch. And as you're speaking, it resonated me so much, because I think you're right, like there's so often we do that pre launch period, like sticks for three weeks before, we're really focused. But like, imagine the power if we were doing that, you know, for that 90 days for much, much longer, I'd be much more specific, the kind of results launches would have.
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Tamika: And imagine it's evergreen, it's been a really, you know, you do it once and you know, again, I'm never like a set it and forget it kind of person. Because I do feel you need to go back and look at metrics and see how things are performing and tweak and all those pieces. But essentially, you know, it's created and it rolls and then yay, like donation there. That's exactly you've got that foundation.
Sara: And then even as you're saying like it's not the launches, if you did live launches, they'd be more of a compliment, right to this strategy, because then you would have this beautiful evergreen way of having folks come in to work with you.
Tamika: Exactly. Is that in there? Ready? Right. So, you know, imagine having the launch coming up. And knowing that you've got people who have been like waiting for this, like they've been, they might even be on a waitlist already, like depending on how you've set up your nurture strategy. And that's absolutely something that you can bring into a sequence like a longer term sequence like that, you get to dictate kind of what the conversation is going to be like. So you could have people joining a waitlist and know that you're going to go into that launch with, you know, people on a waitlist, literally waiting to know when the doors open or, you know, depending on what kind of program you have, you can even be kind of like allowing people to step in early if that's something that's aligned for you. So, you know, we've worked with clients where we've supported them to, you know, fill their program before they do their active enrollment campaign. And so when they go into launch mode, they're launching already, like 40 or 50% full. So How great does that feel, knowing that your launch is kind of, you know, your launch actually starts to become a lead gen tool in a way if your programs already halfway full and you're just kind of filling the remaining spots. Who else What's the launch? Really for them? Well, it's to kind of give you high visibility on additional people, right? So it becomes this place where you know, the launch and even the lead gen as well, right? It's not, we're not doing it in vain, we know that if they're not ready today, we've got a really thoughtful, you know, an effective way to get them ready for next time, right, or, again, depending on how you're how you're able to enroll people, they might reach out to you ahead of time, right, they're reaching out to you before you can say, hey, the doors open.
Sara: My gosh, there's so much possibility there to even thinking like in terms of launch budget, if you knew was full, like partially full beforehand, then it would allow you to hire some more support for it, or maybe invest in some Facebook ads, because you would know you've already made, let's say what your bottom line goal is, right? And now everything else is gravy or extra that you profit that you could use and however you want. Exactly, exactly. Let's talk about some of those results. When people have put these things into place. What are some of the kind of results that you see happen for your clients?
Tamika: Yeah, absolutely. So the the piece of having the programs filled, you know, or filling ahead of time, that's one of the big results that are especially are really established clients, right? The, the results that you see, I always I just don't like folks who are like muddy with the results and misrepresent if you are a super established, you know, coach, mentor, teacher, you know, business owner, and you know, your offer sells really well. And you've got a bunch of all the other things dialed in your launch content is dialed and like all of the things right sales page, everything's everything's on point, adding this additional layer of nurture, we've seen folks have their programs again, 4050, there's one client who has like up to 60%, filled before she did her open enrollment. So that's on that really high established and on folks who are a little bit more emerging, meaning they're still kind of like dialing in their offer, they're rolling it, but they're still kind of figuring some things out. They're seeing things like more right fits, showing up on sales calls, more right fits showing up in their programs, because again, they're nurtured people so that when someone actually does press the button to book a call, they're ready to go, right? They have that experience of someone showing up on a sales call saying, hey, you know, when you said XY and Z that really spoke to me, and I just knew I had to speak with you, hey, you know, I'm actually ready to enroll, I just want to ask you a couple questions about you know, start date, etc, etc. Right? So you step into this experience of just feeling a lot more efficient with your enrollment process. Because you're speaking to people who are ready to go, there's none of this, like, you know, heavy sales calls long sales call does that feel 10s of follow up exactly tend to follow up, you just have people who are a lot, a lot more ready to go more quickly.
Sara: Than they imagined to when that's happening and allows you to sort of play with raising prices and things like that, all that good stuff that we like to do.
Tamika: Overnight, it gives us Intel, right? It gives us Intel, and lets us know. And I think above all, it helps us we're serving more of our ideal clients and our programs, it that tightens up or marketing across the board, right? Because then we're gathering information that lets us know, okay, hey, like, if we talk about these things on our sales page, you know, based on these exact right, that clients, we're gonna call in more of them. And similarly, in our nurture, we can bring this in to the nurture so that we are again, just dialing in who we're speaking to, right, we all know that it's at this point in internet marketing, and especially in the coaching space, you know, we're in the age of, of the of the super niche, right, like you want to be there, you know, specificity is what sells, right. So when you can be really hyper, super specific around who you serve, and you know, the offer and how it helps and all of those pieces, right, like that's going to be, the more that that is dialed in, the better the the more successful we are. And then to your point out, we can, you know, raise prices have bigger groups, whatever the actual goal of growth looks like for us, we can do all of those things
Sara: Imagined to it allows us to even just tweak and refine that offer further and further. So it's even more powerful. And transformational. The more again, we're having the people go through who are the right people, or exactly. So I want to just backtrack a little bit to that value conversation we're having. And we talked about, you know, that we had often heard here about, you know, giving someone to value. What about the value, let's call it of the lead magnet, or the thing that brings people in in the first place. What do you think of that? Like, what does that have to be your which kind of things do you find are working really well?
Tamika: Oh, yeah. So I mean, the lead magnet is the place where I do feel you give like, that's where you give your value. You give them that and then you know, then they're hooked. And after that we don't need to like sprinkle all these, you know, sprinkles and you know, chocolate sauce and all crazy sunday, right? But we do need to give something that is highly valuable, you know, off the top. I think what works really well kind of depends on who your audience is. I think you have to be really conscious of the time that's available for your prospects and what the marketplace sort of looks like. Like I don't believe that there. The competition is really real. I think there's more than got clients, for everybody else for everybody who wants to serve them. And I do feel that you want to stand out, right. So if 90% of the other coaches who are, you know, coaching on what you're coaching on or doing a webinar, you know, you might be able to stand out with something else. Right. So I think, you know, I think it kind of depends. I think what I'm also seeing worked really well, right now is on demand, letting people get access to the thing right away. You know, we used to be in the age of like, the timed webinars and artificially timed webinars, like I'm not talking about just picking a time on the calendar and having an event. But you know, we've got that, yeah, we've got the fate times ever webinar, I think people are seeing through, you know, all of that stuff, folks, just if they want a resource, they want it right away. And then you can follow up with, you know, a training or something else. But I think kind of just the the quick downloadable something, or either, for most people, it works really well upfront, followed by, you know, a training of some sort to go deeper.
Sara: Absolutely. That makes a lot of sense. So we're all about taking action here. And you've given us lots of things we can take action with. But if we could just summarize a few of those top tips, can you give us like, let's say, three, to get the ball rolling on creating great nurture content?
Tamika: Yeah, I think Top tip number one, you gotta get more connected to your ideal client. Again, I know we've all done our avatar, and it's sitting dusty in our Google drive somewhere. But it's time to take some, you know, a real deeper look at your ideal client, not again, from the demographic psychographic perspective, but really looking at like, what is it like to walk in their shoes every single day? What frustrations? What fears are coming up for them? What myths are they buying into? What mistakes are they making? What beliefs are they holding that that aren't really serving, serving, not serving them? Right? Getting a look at our ideal client that way is really, really helpful. I think number two, we want to think about, like, what are the big perspective shifts that our ideal clients need to have before they are ready to work with us? Right? Like, what do they need to be willing to believe? Even if they don't fully believe it yet? What do they need to be willing to believe about themselves about the problem about, you know, possible solutions that would make it aligned for them to work with us, you know, we want to get clear on those. And just even if we started dry, jot those down and start to bring those into our messaging, that can be really helpful. And I think finally, we want to really take a close look at what we're doing right now, from a nurture marketing perspective, are we out there kind of given out the you know, the hashtag visible and valuable, you know, sandwich, and we really need to instead give something to something a little bit Meteor, right, assessing what we're doing right now, from a nurture perspective and committing to creating to giving a focus at the middle of the funnel that, like, that's the only real way that we're able to, you know, to become more strategic from a nurture marketing perspective.
Sara: So good. So how often do we need to update that content? And how can we tell if it's working for us? I know you mentioned about going back and you're tweaking over time, what are some things that we should be looking at?
Tamika: Yeah, again, I think, you know, with nurture, one of the things that is is tricky is that, Elon, I think it's marketing in general, right? It's, we want to be able to have linear results, right? If I did x, and I see y results, and that's not always possible to do that. Some, some ways that we can start to assess or gauge though, are, you know, we can certainly look at quantitative data, right, we can look at how many sales calls we have booked on the calendar, and you know, how many people are opening our emails and all of that stuff. But qualitative data is really important from a nurture perspective, right? Like, what is what is the quality of leads that are showing up in your programs? What are the quality of leads that are showing up on sales calls, when you see people engaging with your content on you know, social, or even an email? Like, are they were playing with something thoughtful? Are they engaging at all, but kind of looking at the depth of quality of engagement that lets you know, as well, ultimately, we know, our nurtures working when we're seeing more of our new leads become new clients, right? We're actually tracking Okay, of the new leads that came into my list from the first quarter X percentage of them actually stepped into work with us when we see that that number increasing that lets us know, it's working. And along the way, the signposts are sort of what I shared the pieces around, like who's showing up on sales calls, who's showing up in the programs? What kinds of engagement? What are possible questions are people asking, right? And then in terms of how to start tweaking that it's kind of the same thing, right? When we look at we noticed that something is a recurring theme that's showing up on sales call conversations, right, but we haven't addressed it in our nurture content that's assigned to let us know that maybe we should be bringing that into our nurture content. And conversely, if we have something that people keep saying over and over again, like Oh, my goodness, when you said this, you know, that was what let me know, you know, I needed to work with you, then maybe we want to think about okay, do we want to move where that particular conversation is happening in the nurture content? Do we want is or like, do we want to repeat it kind of in another way, you know, so we really take the the feedback that we're getting But it's more of a qualitative feedback than quantitative, which can kind of be frustrating to be to be totally honest. Right? We like numbers, because numbers, let us know, okay, you know, this isn't working. But nurture is one of those pieces where it is a longer game and qualitative data really is, is the way to, to assess results.
Sara: And like how you brought up about repeating as well like going back and repeating that theme. And you've mentioned a couple of times during that podcast, it's okay to do that, and revisit that in a different way. And so I think that's really important. Again, taking notes for listeners, it's okay to say things over and over again, people want.
Tamika: I often say like, I often say, if you're not a broken record, you're kind of doing it wrong from a nurture perspective, right? Like, if they, if you've done the work to sort of again, really get connected to your ideal client. And you know that this is a message that they need to hear, they need to hear it over and over again until they take action. Right? We don't want to give them another message, we want to double down on what we know they need to hear.
Sara: Sounds like our job, then it's just to find different ways to say it.
Tamika: Exactly. Exactly. Different stories. And all those pieces help us say it differently, but it's the same message.
Sara: So at the end of this episode, to me, I always like to ask to the same question. So I'm going to do that with you right now. What do you wish people knew about launching?
Tamika: I wish people knew that the launch is both the space where they welcome in new clients, but also the space where they meet their next rounds. Clients. Like that piece of understanding that launch, for me also is an aspect of lead gen. I can't say that enough. And I think people forget, like they you know, put all the eggs in the basket of a watch. And if folks don't step in, then they're ready to throw the baby out with the bathwater. But no, we can nurture those people, as well and have them step in, you know, by our next launch or possibly before.
Sara: So great that you call that out. That's something that I'm always thinking about too with like launches, like what are the goals that we can have beyond just the monetary right and like that is one there the visibility piece or coring our list piece? There's so many other aspects of it. The beyond just what we think it would be like the X i bought, I bought 60 people and you know what I wanted? Yeah, why? Okay, and the other question, if our listeners only were walk away with one thing from this episode, what do you hope it would be?
Tamika: Take some time and look at what you're doing in the middle of the funnel, right? Don't just say I'm creating a bunch of content in between launches. And here I go, I'm being you know, again, valuable, I'm just putting stuff out there that doesn't have a call to action. And I'm hoping for the best right? It's time we get more strategic and really think about our leads in terms of what's going on for them and where they need to go right we're taking them on a journey. And that is from being aware of their problem to being ready to step in and solve it and there are a series of messages that happen in between there to make that happen. And it's it's our job from a nurture perspective to find out what those are and to communicate them
Sara: Amazing! So Tamika, where can our listeners find out more about working with you and your or the reshared creative team?
Tamika: Absolutely. We hang out on Instagram at a Risha creative so you can find us there. And if folks are curious about kind of assessing their nurture marketing, you know what they've been doing so far, we have a really great free assessment tool. We call it the nurture opportunity scorecard. And they can download a copy of that they can grab it at their Instagram profile or head to www.nurturematrix.com/scorecard. And it will help them it's a self assessments got a little video and everything else. But it's a physical scorecard that you can print out or fill out on screen. It's a fillable PDF, but it kind of takes you through like what you should be looking for from a social media and email marketing perspective, that are indicators of being really great nurture marketing or or not, and if not, it's just up represents an opportunity for you to go in there and kind of fill the gap.
Sara: Amazing. We'll have all those links in the show notes, of course. And I hope everyone goes and checks out that scorecard I'm definitely gonna go look at it myself, too. Thank you. Thank you so much for joining me today on the launch playbook podcast. It's been a blast.
Tamika: It has been my absolute pleasure. Thank you so much, Sara.
Thanks for tuning in to the launch playbook podcast. If you want to get weekly launch secrets in your ears. I hope you'll hit subscribe on iTunes so you'll never missed an episode. Because who knows? It could reveal just a thing you've been looking for to make your next launch a success. And be sure to leave a five star review on iTunes telling me how this episode inspired your launch plans. Until next time, keep putting your big ideas out into the world. I'm rooting for you
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