If you have never heard of the term “nurture campaign,” it might be something you want to add to your marketing vocabulary. This is especially true if you are an Ag business marketing to farmers.
The business of farming goes through periods of frenzied activity followed by relative calm. To keep in touch with Ag leads through these times, it is important to provide consistent and quality content that allows you to connect, educate and inspire-no matter what is going on with a farming operation.
It also is important that you precisely segment your farming leads so you know what type of content will be most useful and valuable to a particular farmer. Further, you need to know when it will be most valuable. It is this type of contact that will help you to build relationships that allow you to be seen as a trusted resource.
If you are still unsure whether or not you need to invest in a nurture campaign, or don’t know what such a campaign involves, here is a brief overview of what one entails: First, you make contact with a new lead. Next, you establish consistent contact moving forward being mindful not to overwhelm your lead. Finally, you use the data you have gained over time to pinpoint the more specific needs of a lead so that you can better tailor your message as time progresses.
To further illustrate the basics of a nurture campaign, here is a step-by-step guide:
Step #1: Decide on the customer segment you are going to target. Remember, for it to be effective a nurture campaign must speak specifically to one type of customer. This is no time for blanket statements or generalized messages.
Step #2: Offer something of value such as quality content or a free webinar. It is critical at this point that you don’t try to sell.
Step #3: Set up a schedule and stick to that schedule. It is important to space out your touches so they are consistent but not annoying.
Step #4: Evaluate the success of each touch to figure out what strategies work best and which calls-to-action yield the best results. This will allow your nurture campaigns to get better and better over time.
Farmers respond well to nurture campaigns because of the cyclic nature of their business. Make sure to capitalize on this fact by always putting the necessary effort into such campaigns.