Sometimes the key to marketing is timing. This is why ‘drip marketing’ is really making a splash. (Pun intended.)
There are many ways to go about online marketing. Each way comes with pros and cons. Email campaigns are great for reaching a lot of people, but there is no guarantee they’re receiving the messages at the right time. Same goes with database marketing.
Drip marketing can take some of the variables and guess work out the equation, by trying to understand the consumer and tailor and time messages directly to them.
Messaging and Timing
Marketing is all about getting your message out there, ideally to the right people. However, if your timing is off, things don’t go according to plan. If you hit prospects too early, they aren’t ready to be sold. Hit them too late and the risk is they’ve already gone to your competition.
Enter drip marketing.
At its core, drip marketing is about sending prepared messages to potential customers and prospects at regular intervals over a specific time period… one drip at a time.
What sets drip marketing apart from regular email or database marketing is that each message is timed deliberately (weekly, monthly, etc) and tailored in response to recipients or to elicit a response from them. Once it’s set up, it’s all automated.
Sending out weekly specials is one form of drip marketing. Regular reminders are another. Same goes for appointment reminders. Even an annual reminder to renew a subscription or service a vehicle is a chance to include marketing material and thus counts as drip marketing. It’s great for informing, cross-selling, upselling, and so on.
You’ll have to study your customers and leads carefully, even individually sometimes, to understand your prospects before you even begin fashioning your message.
Don’t Be a One Trick Pony
People are living their lives across multiple media these days, so if you use only email campaigns to reach them, you might be shooting yourself in the foot. Don’t get me wrong, email campaigns are still the most effective messaging method out there, but consider Facebook, Twitter, SMS text, timed social media posts, direct mail, and yes, even phone calls. A well coordinated drip marketing campaign will ensure your business name stays on people’s minds ahead of competitors.
Put in the Hours
While drip marketing is a great and proven technique, the fact remains that making a sale is a very human-to-human interaction. So, when you get leads, don’t just assume they will stay warm. Make the call/connection and interact directly with them, establishing understanding and rapport until you reach the sale.
Revise, Revise, Revise
If your drip marketing is working well, have the next stages and ideas ready behind the scenes. Should things slow down, you’ll be ready. If it’s not working at all, don’t give up. It’s a proven technique. Make some changes to build momentum and keep people engaged.
Or else contact specialists in online marketing, especially if your company is too small to have a full-time marketer or you’re finding it a challenge to handle everything on your own. Friendly advice coupled with studious research and proven results will result in pinpoint targeting for those drips and bring you plenty of reward.
Creative Commons Attribution: Permission is granted to repost this article in its entirety with credit to Results Professional Marketing and a clickable link back to this page.