Hey there, [memb_contact fields="FirstName"]! 

Welcome to Module 4 of the program, Breakthrough Revenue for Resume Businesses. 

IN THE LAST MODULE, you learned about leads and how they aren't prospects - yet.

It seems apparent that we should focus on attracting more prospects to our resume businesses and avoid building a database of leads. However, as you learned, a solid lead development strategy can be important to overall business growth. With this said, we must collect and effectively nurture leads (even better, the right leads!) to produce the best ROI for our efforts.

One way to attract more of the right leads is by utilizing a lead magnet and customizing all your promotional content to speak directly to your ideal client. A lead magnet enables you to collect email addresses - and later market to those leads using email. That list can do much more for you than you might initially realize. An email list can be a resource used to guide your resume business more effectively. For example, not sure what new product or service to offer? Ask your list. Not sure what your lead's collective needs are? Ask your list.

Lead development can be a powerful tool for directing the success of your resume business.

IN THIS MODULE, we take the next step into lead nurturing and conversions. Although we've covered a lot in these last 4 modules, the best is yet to come because we'll discuss prospect development, nurturing, and conversion. Simply put, this means sales! So exciting! You'll see more on this in the next two modules.

Okay, on to nurturing and converting leads...

LEAD NURTURING - LEVERAGING AUTOMATION

Okay, let's talk about lead nurturing. A big part of lead nurturing for resume businesses is done through automation, specifically by using automated email campaigns that send emails to leads based on certain actions. It would be great if every bit of our marketing could be done exclusively through human interaction; however, this isn't realistic - especially as our businesses grow and time depletes. 

To put some perspective on how much automation you should be using and where here's a visual representation of how much automation should be applied for service businesses:

• LEAD - 50% to 100% automation
• PROSPECT - 30% to 50% automation
• CUSTOMER - 0% to 30% automation

Just know these numbers aren't scientifically proven, yet they tell you what we both know to be common sense: as the lead progresses to prospect status, and prospect to customer status, the amount of automation you use should decrease. Leads expect less personal attention, while prospects and customers expect more personal attention. This makes sense.

Since we're at the point in this program where we're discussing lead nurturing, the scope of this module now shifts to nurturing and converting leads using email automation. Another benefit to the email strategies you'll learn in this module also applies to promotions via social media. For example, when you announce the availability of an evergreen webinar or live online event, your online social audiences will show interest.

When you're nurturing leads, the goal is to let automated email campaigns do a fair amount of the heavy lifting for you.

Your time is limited, so we're taking a different approach to this module.

Today is a goody day, and we're providing you with done-for-you template emails (7 total!) to help you graduate leads to prospects. You might be curious why we included 7 versus, say, 4 or 8. Many marketing strategists believe you need many interactions with leads to have a better chance of graduating them to client status. The number 7 is often considered lucky (and let's not forget that God rested on the 7th day), so there is that! 🙂

You might be surprised to realize the magic number of emails to send isn’t necessarily 7 – especially for resume writers – and here’s why.

Those who approach us for resume writing services generally work within a shorter timeline of need. Leads can be anywhere on their job-search journey. Passive or active. Employed or unemployed. Under pressure or relaxed at work. A lead becomes a prospect when they shift into action because their situation has changed and become uncomfortable for one reason or another. 

Something else about timing that's worth understanding is this: you don’t have a big window of time to help and offer your services because professionals only search for a new job for a short time. Some speculate the timeline to be up to 6 months, on average. Those professionals also don’t seek new employment for another 4.1 years, according to the 2020 Bureau of Labor Statistics (BLS). The opening for resume writers to help lasts only a short time - and that need doesn't circle back for a few years.

That's an eye-opener, no?

THE IDEAL LEAD NURTURING PATH

So, at this point, you've learned that automation should be a part of your lead nurturing strategy.

You also learned that the timing of emails sent to leads is important.

Now, we want you to follow an ideal lead success path.

Your goal is to guide leads down a natural path of progress, taking them from where they are now to where you want them to be in the relationship. But, as we know, leads become prospects on their timeline, not ours. Yet, in the meantime, we can show our value to leads by presenting resources and driving the conversation, making them aware of a solution they might not be aware of.

To do this, each part of the email campaign aims to introduce leads to who you are, what you do, and what you offer. You won't exclusively talk about yourself because that can be boring and obnoxious for leads to endure. Instead, you'll grow relationships, taking leads from being somewhat aware of you to full awareness (ideally) so they want to - and do - reach out to you with interest.

That makes sense, right? 

As you review the 7-email campaign, notice how the first 5 emails:

• Open conversation
• Boost likeability
• Grow awareness of you
• Provide value
• Establish authority
• Introduce

Promotional emails (e.g., low-dollar offers) aren't sent to leads until they've had a chance to learn more about you, the benefits of working with you, your authority, etc.

I know you're now sitting back thinking, "Wow, okay ... that makes perfect sense."

Now that you understand this, you're ahead of 30%, 40%, or even 50% of other resume writers.

Understanding this natural state of progression applies to more than leads. It also applies to other relationships you're nurturing, including:

• Prospects
• Customers
• Vendors
• Joint Ventures
• Referral/Affiliate Partnerships