Drip marketing is a strategy of sending out information to prospects or leads at a specific time in the buying cycle. It is part content marketing, part email or direct mail, part social media, part blogging and part relationship marketing.
Who Should be Incorporating a Drip Campaign?
- Anyone in sales who offers big-ticket items with a long sales cycle. Do you sell cars, houses or other
big investment items? Then drip marketing would likely benefit you.
- Anyone offering ongoing services, such as business services or financial planning services.
STEP 1 Decide the ‘why‘ of you starting a drip campaign. Are you following up from networking or a trade show to gain prospects? Are you following up with a prospect that perhaps you have already spoken to and are a little further along on the sales cycle?
Try to break up or segment your campaign into a few categories so that you are sending the appropriate message at the appropriate time.
STEP 2 Know your ‘who‘. You will be writing to a specific group, take a few minutes to research them and find out what type of message appeals to them. For example with a younger generation ( and increasingly boomers as well) social media is a good place to start.
STEP 3 Decide what action or step you want them to take. It is important to spell out what you want them to do in your message also known as a CTA (call to action). Do you want your prospects to looking at more info, have a conversation with you or get them on your email list?
STEP 4 When writing for your campaign be sure to highlight the benefits of your product or service. People always want to know what is in it for them. Spend some time and write out the best possible copy, subject lines and header. Do some research on email marketing to determine what is the most effective. Ideally your campaign should have a flow, like a story where each ‘drip’ will contribute and move prospects along in the buying cycle. A great place to learn more about email marketing is on waldowsocial.com.
STEP 5 Determine how often do you want to communicate you message. Frequency is not as important as consistency. Decide if you want to make contact monthly, weekly, bi-weekly or daily.
IMPORTANT: Make sure you have approval before sending out info.
STEP 6 Get all your information organized and send away!
STEP 7 Keeping in contact after customers have purchased is a great way to practice relationship marketing and gain valuable feedback about your process and product/service.
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