How to Write Lead Nurturing Sequences for DMs, Texts, and Emails

Lead nurturing is a crucial aspect of digital marketing, often likened to dating rather than marriage. It's about making the right impression and building a relationship over time. In this blog post, we'll explore how to create effective lead nurturing sequences for direct messages (DMs), texts, and emails, ensuring that your leads feel valued and engaged.

The Flywheel Approach

Before diving into specifics, let's revisit the flywheel concept, a term popularized by HubSpot. Unlike the traditional sales funnel, the flywheel places the customer at the center, with all marketing and sales efforts revolving around them. This approach emphasizes the importance of engagement and customer satisfaction, rather than simply pushing leads through a funnel.

Direct Messages (DMs)

DMs are powerful tools for lead nurturing because they almost always get seen. However, they need to be crafted carefully to avoid coming off as salesy or intrusive. Here’s a simple yet effective sequence:

1. Welcome Message: Start with a warm welcome, thank them for following, and compliment something specific about their profile. Make sure this message is personalized to show that you've taken the time to look at their profile.

2. Conversation Starter: Follow up with a question or a comment that encourages a response. Avoid asking for anything at this stage; focus on building rapport.

3. Offer: In the third message, present an offer such as a discount, free download, or valuable content. Frame it as an offer rather than an ask, making it seem like you're providing value without demanding something in return.

Text Messages

Text messages have high open rates, with 98% of texts being read within three minutes. This makes them an effective channel for lead nurturing if used correctly.

1. Thank You: Start with a simple thank you message. This could be for subscribing, downloading content, or making a purchase. Keep it short and sweet without any asks.

2. Informational Offer: Send a message that provides valuable information or an offer. This could be a price cut, a free resource, or an invitation to an event. Ensure the message is soft and not overly pushy.

3. Call to Action (CTA): The third message should include a clear CTA, asking the recipient to take a specific action. Use scarcity or exclusivity to make the offer more compelling, such as limited slots for a webinar or a time-sensitive discount.

Email Drip Campaigns

Emails are the backbone of lead nurturing campaigns, allowing you to deliver more detailed and valuable content over time. A well-crafted email sequence typically includes three to five emails spaced a few days apart.

1. Be Conversational: Write your emails in a conversational tone to make them feel personal and engaging. Avoid overly formal language that can come across as robotic.

2. Personalize: Use personalization tokens in your emails to address recipients by name and tailor the content to their interests or past interactions with your brand.

3. Be Creative: Include a mix of content types in your emails, such as text, images, videos, and infographics. This keeps your emails interesting and engaging.

4. Be Precise: Each email should have one clear CTA. Multiple CTAs can confuse recipients and dilute the effectiveness of your email.

Chatbots

While not a primary focus, chatbots deserve an honorable mention. They can handle simple queries and guide users through basic interactions, providing immediate assistance and freeing up human resources for more complex tasks. However, the chatbot copy must be well-crafted to sound natural and helpful.

Write Lead Nurturing Sequences

Lead nurturing is about building meaningful relationships with potential customers. Whether through DMs, texts, or emails, the key is to provide value, personalize your messages, and engage leads in a way that feels genuine and thoughtful. By following these strategies, you can create effective lead nurturing sequences that convert prospects into loyal customers.