The Effectiveness of Drip Marketing

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What is drip marketing? Drip marketing is a direct marketing strategy that involves sending out several promotional pieces over a period of time to a subset of sales and/or prospect leads that you've captured in a lead nurturing campaign. 

How to Plan an Effective Drip Marketing Campaign

The phrase drip marketing comes from the common phrase used 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. 

Drip marketing 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. While I do not necessarily agree with the Law of 29, I do believe in the need to stay in front of and in touch with your current and prospective clients in order for them to purchase from you. There are way too many competitors out there, not to. 

The method of drip marketing can help you avoid the sell-produce curve, which is the situation where you are selling until you find work to do, you are then so busy doing the work that you stop selling. Once the work has been completed you start selling again. This is a dreaded situation that most business owners hate to encounter. The sell-produce curve is experienced mostly by solopreneurs or small businesses.   

An effective way to use drip marketing is to consistently do something each month to keep your name in front of your current clients and prospective clients. By doing this, you diminish the sell-produce curve and will find that you will have a steady amount of business coming in the door on a continuous basis.  

The best thing about drip marketing is it requires a plan of action. By creating this marketing plan and following it throughout the year, you can guarantee that you will be consistent with your marketing all year long. I suggest that you develop your drip marketing campaign when planning your yearly marketing calendar. 

The Key Benefits of a Drip Marketing Campaign

As mentioned a lead nurturing campaign will help in building relationships with prospects and customers. Lead nurturing is an automated way of keeping your leads engaged with you and your brand and sharing content with them that they will see as valuable. That content will build trust and help move them through the sales funnel. The great thing is again the lead nurturing process is automated, this saves you both time and resources. If you are still undecided about whether a lead nurturing campaign is for you, let's look at the key benefits to help you make the determination whether or not it's something you should invest in. 

  • Use lead nurturing paired with a drip campaign to assist in generating more sales leads without taking more of an investment. If you are a small business this will also help in keeping that pipeline full without requiring more time. 
  • Content helps to build trust and position you and your business as the expert in the industry that you represent. Of course, this will take time to build in the beginning, but if done right and your content are kept evergreen it's an investment that will serve you for a long time to come. 
  • Drip campaigns will help increase your conversion rate because you are staying in touch and constantly creating a touchpoint that keeps your brand as well as products and or service you offer in front of the prospect/customer. It's hard to forget someone who keeps in touch with you.

It all sounds great and you believe the key benefits will bring you value, but where do you start? Here is a list of actions to get you well on your way to developing a productive drip marketing campaign: 

  • Step 1: Develop your Plan (Plan something EVERY month) 
  • Step 2: Strategize the Execution of Your Plan 
  • Step 3: Decide who your Target is
  • Step 4: Create consistency by developing your slogan or phrase. Then place it on every promotional and marketing piece. 

What methods can you use for your drip marketing campaign? Here are a few that will get you started: 

  • Postcards 
  • Newsletters 
  • Handwritten letter 
  • Email Newsletter (You'll have to be careful of spam filters) 
  • Promotional or Sales Brochures 

Think of your drip marketing campaign as a way to nurture your current and potential clients. Your campaign should keep them aware of your products and services. With this thought in mind, your campaign will succeed.