By Elizabeth Boineau
Marketing Matters

Summer heat still holds us in a relentless grip and reminds us why we do actually enjoy a seasonal change every few months, never mind how much we pine for summer during mid-winter. Never fear, as the seasons always change, and change can be good. It so often leads to growth: in life, in business and in gardening, too.

Gardening has long been a favorite hobby: digging in the soil, exerting the effort, planning and planting. Witnessing the change season-to-season seems like an exercise in personal growth and a way to nourish the soul while nurturing new growth.

For these reasons and more, I was intrigued by the suggestion from a fellow entrepreneur that I tackle a topic from a recent presentation he attended by James Cecil on the “nurture marketing” theory of client cultivation.

Playing on the gardening metaphor, Cecil described how he counsels businesses to keep their customers nourished, cared for and tended to through consistent and persistent outreach, also known as “drip irrigation.” Nurture marketing, in his view, helps you win over prospects, gain formidable referrals and shore up your customer base.

Cecil’s basic premise is to stay in touch with the right people at a meaningful level and on a regular basis. He believes that all communications that touch your client or prospect are going to be either nurturing, toxic or a waste of resources. You’ll make them happy, irritate them or leave them wondering why you bothered.

Essentially, using the drip-market approach, you clip, groom and cultivate your prospect toward a sale and your client toward a larger commitment. Simple acts of kindness such as a thoughtful note, letter or bulky package are examples. Staying in touch periodically, asking what their needs are and then being consistent and true to your message becomes non-negotiable.

The aim is to become top of mind when the need arises. It’s far better than hoping your clients need whatever you’re selling when you’re most motivated to push it their way. By planning ahead, assessing their needs and reacting strategically to fill those needs, you build awareness and develop an affinity for your brand.

Best of all, you’re filling their needs. In being open to change and listening to your audience, you prove you get it, and it can work, with a little nourishment.

Here are some simple steps I would suggest taking to seize those opportunities to plant a few seeds and forge new growth in your own marketing garden:

1. Start with a well-maintained database of clients, prospects and those who believe in you; this becomes a means of contact with your circle of influence. Little drips here go a long way and act like a broadcast system to their own networks and inner circles. Your circle widens when you meet or exceed expectations.

2. Include those above in routine mailings—personal and group mail, e-mails, note cards and e-blasts—to keep them posted and to see how they’re faring. What has changed? Have their needs shifted? Can you come to the rescue? Keep growing the list and keep asking what you can do to make things better.

3. Start now to think about the holidays and what you can do to show gratitude for your staff, clients and referral sources. Personal cards and gifts are great, but a charitable donation in their name may have more meaning to some on your list. To others, a special dinner out or a relaxing massage will make them feel special all year.

4. Send out clips of press coverage and articles published with special offers to try a new product or service at a discount.

5. Read and scout the media every day. It’s part of your job to stay current and see what your prospects, customers and competitors are doing.

6. Maintain that Web site like it’s made of gold. There’s no reason not to have a highly visual, well-written and well-maintained Web site.

7. Get your own Web site address, technically known as a uniform resource locator or URL. That Web address then becomes your handle for e-mail, too. Your e-mail address should reinforce your brand, not that of your Internet service provider.

8. Don’t forget to say thank you for the referral, for your time, for your generosity in thinking of me and in sending me or giving me business.

9. Always say you’re sorry when things don’t go according to Plan A, and be humble in accepting apologies for the times when the customer or client lets you down too. We’re all human, after all, and we too can learn, and change … and grow.

Elizabeth L. Boineau runs E. Boineau & Co., a Charleston-based strategic marketing communications and public relations firm. E-mail her at eboineau@eboneauandco.com.

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