Let’s talk about Nurture.

It’s not flashy. It’s not new. But it’s one of the most important parts of your sales and marketing ecosystem — and too many businesses skip it entirely.

Where does Nurture fit?

The short answer is: in the gaps.

You know those little moments between major milestones in your customer journey? The space after someone opts in but before they buy? Or between a discovery call and a proposal? That’s where Nurture lives. It’s the connective tissue that keeps people engaged, supported, and moving forward — instead of slipping through the cracks and disappearing altogether.

The role of a Nurture process is to systematically follow up, answer questions, remove friction, and make it easier for a lead to say yes when the time is right. It’s about progress. It’s about support. It’s about keeping the conversation going.

Why is Nurture valuable?

This part is huge. Because the leads you’re nurturing? You already have them.

You (or your marketing team) worked hard to generate traffic. You ran ads. You built landing pages. You created offers and lead magnets. And if you’re not actively nurturing those leads, then a chunk of them are just sitting there — slowly cooling off.

A well-built nurture process helps you improve the conversion rate of the leads you’re already getting. Which means better ROI on your ad spend. Better performance from your lead magnets. Better alignment between your marketing and sales efforts.

If you’re trying to grow without a nurture strategy, you’re just leaving money on the table.

How do I actually do it?

Good news: This part is straightforward — especially if you’re using an automation platform like Keap, ActiveCampaign, HighLevel, etc.

The basic idea is that you create an automated series of helpful, supportive touch-points (emails, texts, videos, etc.), and then you set it up to trigger when a contact might otherwise be at risk of going cold.

The nurture process keeps them warm. It provides resources. It addresses FAQs. It builds rapport and trust — so that when they’re ready to buy, they think of you.

Hopefully you’re reading along and nodding your head, and if you’re thinking “…but, what should I say?” — we’ve got you covered.

This short video will walk you through some of the actual content ideas that can make up a strong nurture campaign. Real examples. Clear guidance. Stuff you can implement today.

So we’ve given you ten nurture topics – that could be the material you need for a ten day nurture sequence – if you’re sending daily, but it also could be content that is spread across ten weeks, or ten months, depending on the cadence you decide.

Let’s review, those ten topics are:

And, you may have noticed that some of these topics could easily be used to generate a handful of nurture touch-points. Like, say you had more than one case study to share, or more than one FAQ to address, etc.

So don’t be afraid to take these topics and expand on them as you develop your nurture strategy – a rule of thumb is that it’s always better to have too much nurture than not enough.

Nurture: Next Steps

If you’ve made it this far, then let me encourage you to take action.

Either build a brand new nurture process from scratch — or revisit one you’ve already got and see how it could be stronger. Because even small improvements to your follow-up strategy can lead to big wins over time.

Nurture is one of the most efficient ways to grow — and once it’s set up, it works around the clock to help your leads take the next step.

Let’s stop letting good leads go cold. Start nurturing.