[Video] Lead education: how to follow-up in the first 90 days (Ep10)

Lead education turns online clicks into genuine commitments. In this episode, I share how to capture your leads' interest with emails and content that gradually build trust.

For solopreneurs eager to sharpen their email marketing skills or learn how to create messages that hit the mark with your audience, this one's tailored just for you. Uncover practical tips and strategies you can easily put to work, steering leads from mere curiosity to making a purchase.

I'll walk you through how to establish deep connections, transform prospects into dedicated customers, and avoid pitfalls you should steer clear of. It's all about making your marketing efforts count, ensuring every message brings your leads one step closer to that commitment.

Video version

Timecodes (video and audio versions)

Audio	Video	Description
00:00	00:00	Introduction
02:02	02:07	Step 1: Lead Magnet Opt-In Process
06:01	06:58	Step 2: The 90-Day Follow-Up Sequence Explained
11:01	11:29	Mixing Top-Of-Funnel and Middle-Of-Funnel Content
13:46	13:43	Fibonacci Sequence in Email Marketing
16:00	16:50	Introducing Calls to Action
18:03	18:13	Step 3: Medium-to-Longer Term Follow-Up
21:04	21:18	Gary Vaynerchuk's "Jab, Jab, Jab, Right Hook" Marketing Approach
23:03	23:20	Importance of Frequent Email Broadcasts
26:00	26:23	The 3-Phase Approach to Email Marketing
28:01	28:04	Wrap-Up

Turning leads into loyal customers is a journey, not a sprint. These days, capturing attention is just the beginning. The real challenge? Keeping that attention and nurturing leads through education and engagement. Here’s a no-nonsense guide to making that happen.

Understanding the lead education process

Why bother educating leads? Because an informed lead is more likely to become a satisfied customer. Education builds trust, and trust turns leads into buyers and buyers into endorsements. But it’s not about information overload—it’s about providing the right information at the right time.

The first steps: capturing and nurturing initial interest

Your lead magnet is the hook, but what comes next? Immediate, valuable follow-up. If someone downloads a guide on "time management" or "where and when to plant vibrant, sunny border plants", your follow-up email should offer additional tips or a quick win to show you’re here to help, not just sell.

Example: After downloading the time management guide, a follow-up email could include "Three quick tips to reclaim an hour in your day" as a way to immediately deliver value and build engagement. Follow that up a day or so later with a different variation on the guide's theme.

Crafting your lead nurture emails: a guide to educated engagement

Each email is a stepping stone towards a decision. Start with broad, educational content that addresses common questions or challenges. As you progress, get more specific, focusing on how your product or service provides a solution.

Practical tip: Use the PAS formula—Problem, Agitate, Solve:

• First, identify a common problem your leads face.
• Agitate by diving into the problem’s implications.
• Finally, present your offering as the solution.

The 90-day sequence: building a relationship over time

A well-crafted 90-day email sequence gradually educates and nurtures leads. The key? Consistency and value. Start broad, then narrow down to specific solutions, sprinkling in customer success stories to showcase real-world applications of your product.

Email sequences and Fibonacci

Crafting an effective email sequence is about much more than just what you say; it's also about when you say it. Using the Fibonacci Sequence to time your emails can significantly enhance how you nurture leads. This approach helps in creating a sense of anticipation, trust, and engagement, delivering messages at a pace that feels natural and respectful to your audience's space and time.

Here’s an example sequence of how you can implement Fibonacci Sequence timing in your email strategy, complete with content suggestions:

Email	Days Between Emails	Day Number	Email Content
1	0	1	Thanks for requesting the guide. Story and topic 1 from lead magnet. 1 negative outcome that happens when somebody doesn't do 'thing in guide'
2	1	2	Story and topic 2 from lead magnet. 1 more negative outcome that happens when somebody doesn't do 'thing in guide'. Relate to your personal story / journey.
3	2	4	To save effort and complexity, this could be the point where your follow-ups from all your different lead magnets align into one sequence for the next 8 emails. Relate another common issue relating to the first topic, or where this could be a symptom of other issues. Subtle call-to-action to take a next step. Perhaps download a different guide / watch a video / past webinar / access a simple online training etc.
4	3	7	Talk about another common issue relating to the 'bigger problem' that your lead might have, relating these symptoms to other issues or other consequences. Subtle call-to-action to take a next step, like those listed above.
5	5	12	Talk about another common issue relating to the 'bigger problem' that your lead might have, relating these symptoms to other issues or other consequences. Subtle call-to-action to take a next step, like those listed above.
6	8	20	Talk about another common issue relating to the 'bigger problem' that your lead might have, relating these symptoms to other issues or other consequences. Call-to-action to engage with some middle of funnel (MOFU) content: buyer's guide, comparison, issues, reviews, what can go wrong type content.
7	13	33	Talk about another common issue relating to the 'bigger problem' that your lead might have, relating these symptoms to other issues or other consequences. Call-to-action to engage with some middle of funnel (MOFU) content: buyer's guide, comparison, issues, reviews, what can go wrong type content.
8	14	47	Talk about another common issue relating to the 'bigger problem' that your lead might have, relating these symptoms to other issues or other consequences. Overlay impacts of what happens when those with these issues do 'NOT' take action. Call-to-action to book a call with you (BOFU).
9	14	61	Talk about another common issue relating to the 'bigger problem' that your lead might have, relating these symptoms to other issues or other consequences. Overlay impacts of 'NOT' taking action. Call-to-action to book a call with you (BOFU).
10	14	75	Talk about another common issue relating to the 'bigger problem' that your lead might have, relating these symptoms to other issues or other consequences. Overlay impacts of 'NOT' taking action. Call-to-action to book a call with you (BOFU).
11	14	89	Talk about another common issue relating to the 'bigger problem' that your lead might have, relating these symptoms to other issues or other consequences. Overlay impacts of 'NOT' taking action. Call-to-action to book a call with you (BOFU).
12+	14	103 and beyond	Move into your regular bi-weekly / weekly / monthly email list

This structured approach not only keeps your audience engaged without overwhelming them but also moves them gradually from initial curiosity to being ready to commit. Each message is timed to arrive when your leads are most likely to need it, blending the precision of mathematics with the art of marketing to deepen connections with your audience.

If you'd like to have software in your business that has a structured set up built out, just message via the message bubble at the bottom of this page. I'll help you get your own

Beyond the first 90 days: transitioning to ongoing broadcasts

After the initial 90-day sequence, maintain contact with bi-weekly or monthly emails. These should mix educational content, updates, and light sales touches. The aim is to stay present in their minds without overwhelming them.

Tailoring your message: segmenting your leads for personalised education

Segmentation allows for targeted communication. For instance, segment by industry for B2B leads or by interest for B2C. Tailored messages resonate more deeply and move leads closer to a decision.

Example: For a B2B service, segment emails by industry-specific challenges and solutions. For B2C, segment by customer interests gathered during the lead capture process.

Measuring success: tracking engagement and refining your approach

Success in lead nurturing is measured by engagement: opens, clicks, and conversions. Use this data to refine your approach continually. High opens but low clicks? Improve your call-to-action. Low opens? Test new subject lines.

Adding value through content: the power of blogs and videos

Incorporating blog posts and videos into your email sequences can dramatically increase engagement. These formats provide richer, more engaging ways to educate and entertain, pushing leads closer to conversion.

FAQs and SAQs addressing common questions your leads have

Include a section in your emails or a dedicated email that tackles Frequently Asked Questions (FAQs). Even better if you talk about the things they should be thinking about, the 'Should Ask Questions' (SAQs). This not only educates but also reduces potential objections leads might have about committing and builds trust like you wouldn't believe. Why? Because your competition probably isn't telling them these things.

Next steps: commitment begins with education

The path from a curious click to a committed customer is paved with education, trust, and engagement. By focusing on nurturing your leads through informed content, you're not just making a sale; you're building a relationship. If you're ready to elevate your own lead nurturing strategy, visit soloprenyear.com/marketing-plan for a tailored approach that turns leads into loyal customers. Let's transform those clicks into commitments, together.

Questions for you to consider

1. How might you structure your email content to ensure a smooth transition of leads from initial inquiry to becoming educated prospects?
2. What are the benefits of mixing top-of-funnel and middle-of-funnel content in a 90-day follow-up email sequence?
3. Why might you use a "Fibonacci sequence" approach for email frequency, and how can this impact lead engagement?
4. At what point in the email sequence might you start subtly introducing calls to action, and why is timing critical in this context?
5. In what ways can the ongoing broadcast phase help to maintain warmth and nurture relationships with leads and clients alike?
6. There are multiple versions of email marketing for different recipients. How can solopreneurs effectively personalise their follow-up without an overwhelming amount of effort?
7. Can you think of how you might incorporate the "jab, jab, jab, right hook" approach to your email marketing strategy to provide value before making sales requests?
8. What are the challenges of maintaining audience engagement and knowledge retention through frequent email broadcasts, and how can businesses overcome them?
9. Looking ahead to the next episode's focus on the "Meeting" phase, what are the potential challenges and solutions when transitioning leads from being educated prospects to active clients in a meeting setting?

Take aways to action

1. Develop a strategic email sequence: Set up a structured 90-day email follow-up sequence that nurtures leads by combining top-of-funnel content, which helps them identify and self-diagnose their problems, with middle-of-funnel content that guides them towards researching and understanding potential solutions, costs, and providers.
2. Offer calls to action and personalised content: Start subtly inserting calls to action from the fourth or fifth email to encourage leads to take the next action with you - access other middle-of-funnel (MOFU) content, or book a call, or take a specific action. Ensure the content is tailored to the problem identified by the prospect through the lead magnet used, maintaining relevance and engagement throughout the sequence.
3. Implement an ongoing broadcast / email campaign strategy: After the initial 90-day sequence, transition to an ongoing broadcast phase to keep the relationship warm with all contacts, regardless of their stage in the buying process. Use frequent and valuable email broadcasts that provide insights and stories, fostering knowledge retention and continuous engagement.