Most of you would have never heard of the term ‘DRIP MARKETING’ before but it’s very likely you are familiar with the practice. This marketing tactic involves sending out a series of email messages at pre-scheduled intervals to a customer or prospect.
The phrase drip marketing comes from the commonly used phrase in agriculture and gardening called ‘drip irrigation’. This is the process of watering plants or crops using small amounts of water over long periods of time. It was developed in response to the ‘Law of 29’ in which many marketers believe that an average ‘prospect’ will not turn into a client until they’ve viewed their marketing message at least 29 times.
However, drip marketing differs from a ‘marketing blitz’ where marketing is done within a very short time frame. This concept depends on the value of repetition–and a slow build–to achieve the desired results.
Common Forms of Drip Marketing
>> Direct Mailings
>> Social Media
>> Content Creation
>> Website Campaigns
Why Drip Marketing Delivers More Leads
As drip marketing campaigns are targeted to a particular audience, they result in a higher rate of response. This has been supported by a report by Forester Research that highlights 50 percent more sales-ready leads at 33 percent lower costs by companies that deploy drip marketing as compared to the rest that uses conventional methods. It also helps relationship building as when a company sends out information consistently, it is building trust. Essentially they make prospects sales ready. This marketing technique also provides the benefit of no additional sales time. The slow, steady build happens automatically, leaving your sales staff to chase other warmer leads.
The real estate industry tends to make good use of drip marketing campaigns. This is an industry where sales don’t come easily and leads and prospects have to be nurtured over a long period of time. Once you close a sale, it is equally important to stay in contact with your clients and let them know about any upcoming projects. Not only is this a way to build trust, but may also bring more referrals.
Drip marketing campaigns need clear goals, good content and above all customer segmentation. These elements need to be thought out and planned strategically keeping your potential customers in mind. Here are a few points to keep in mind before you put your campaign in action.
What are your goals: Just providing exposure or promoting sales are not enough. Goals need to be quantified, measured and tracked.
Understand your audience: Clarify the ‘who’ in your target audience. Even if you have basic information such as whether they are male or female, it can help to target your customers with relevant content. As your campaigns and relationships develop, you’ll find out more about your subscribers, such as what their interests are, their buying behavior and so on.
Content: Create compelling and relevant content. With drip campaigns, the content needs to be enticing, clever and even a bit teasing, especially if you are aiming to build up anticipation over the course of your campaign.
Be transparent: People get too many messages trying to sell them something. You need to think out of the box and not oversell your product or service. Gently pushing them in your direction is the right way to go. Remember the mantra: people love to buy, they just don’t like to be sold to.
Tools: Make sure you get the right tools to help you with your campaign. You also need to think carefully about the layout and the design of your campaign.
A well-conceived drip marketing program combines the power of a sales prospecting with the reach of an automatic, ongoing direct marketing campaign. With drip marketing, you will remain on your prospects’ and consumers’ minds and you’ll be more likely to secure their business when they’re ready to become actual buyers.