In my last blog, I talked about the need to continuously build meaningful relationships and today want to look at how you nurture potential clients. On occasion, you might make a contact that instantly results in work, perhaps because you've been recommended but this is not always the case.


Nurture your relationships with potential clientsThe humble business card
Still a valuable marketing tool in my opinion and presumably given because the person wants to keep in touch with you, but what steps do you take to connect?


When I receive a business card I make a point of finding the person or business on social media, liking or following them. With LinkedIn, I go one step further sending a simple message with my request to connect. I will also add them to my CRM system noting where we met and anything that I learnt during our conversation.


I will finally send an email to follow up the meeting, providing a link to my Facebook group and asking if they would like to join my mailing. With GDPR coming into effect here in the UK this May, I direct them to my website where they can join my mailing list of their own free will.


Email marketing, building the connection

The beauty of moving a contact into a mailing list is the opportunity it then provides to nurture the relationship, something that can be automated. Until recently you could sign up for my weekly newsletter from the home page of the website, brilliant I had thought sorted. Well not really, since there was no email sequence to develop the relationship – epic fail.


My newsletter is a weekly event and I felt that suddenly receiving my weekly musings was not the best way to nurture a relationship. I needed to offer the subscriber the chance to get to know me and connect before they started to receive any other communication, particularly 'sales' messages. I have now created a three-part email sequence, which I will be adding to in time.


Your email communication needs to be consistent. Decide in advance a frequency you can manage and stick to it. Be clear on what your regular communication is there to achieve for you and the value it offers to your subscribers. This type of communication is different from that which follows sign up to a lead magnet or to receive a download, which is taking the subscriber on a different journey and most likely towards buying a product, service or programme.


Stay in touch beyond automation and social media
Pick up the phone, offer an invitation for coffee or even lunch. Depending on your marketing budget you might send them a small gift such as a book they might be interested in, chocolates (a personal favourite) or a company branded notebook. Don’t hide behind your desktop or laptop, people buy from people and to build truly meaningful relationships going the extra mile will help you to stand out.


Keep in mind that relationships are a two-way street and can be meaningful in a different way and shouldn’t always be about selling. It might be to provide mutual support, create a better understanding of what one another offers to improve recommendations and referrals or create an opportunity for working in collaboration.


Connect with me

Join my Facebook Group, where you will find me hanging out most days or subscribe to my weekly newsletter to check out the new email sequence. Hmmm, newsletter now there is a term I hate, instead think weekly musings, marketing and business advice and tips with a sprinkling of humour. A great way to get to know me better, and vice versa.