Drip marketing is all about the sending of series of "bite-size" marketing campaigns to a defined person. It is kindred to what nurseries do when they want to nurture their plants and tress with water; hence the name "drip marketing."
Types Of Drip Marketing Campaigns.
Your drip marketing campaigns can range from:
1. e-Mail marketing newsletters, e-press releases, e-promotions
2. Direct mail campaigns like postcards, letters, lumpy mail campaigns.
3. Social media postings on Facebook, linkedIn, etc.
Since no one can predict when a person will buy what you sell, your drip marketing campaigns are designed to maintain contact with a prospect until they are ready to take the next step in the buying process.
Additionally, you need to know that the frequency and content messaging is critical to your success. To ensure your campaigns are actively being read, the majority of campaigns must be educational in nature (vs. saying buy, buy, buy). This is especially important with your e-mail marketing campaign efforts.
Why Drip Marketing Works.
Drip marketing is an effective strategy since 100% of all salespeople place a subjective moment in time on when "they think" a prospect will be ready to buy what they sell. Not only that, 50% of all salespeople stop calling on a prospect (for 9- to 12-months) after their frist unsuccessful attempt at moving the sales process forward; a number that skyrockets to 99% after a salesperson's third unsuccessful attempt at moving the sales process forward.
The Pros And Cons Of Drip Marketing.
- Pros: A continuous cycle of well-written marketing messages goes a long way in building trust, credibility, brand recognition and value. It is also a great way to maximize brand awareness.
- Cons: It requires a plan of action to build a series of proactive series of messages. You also need to have a formal sales follow-up plan in place to ensure your salespeople (or you) are making their "oh by the way" calls. Additionally, your databases need to be constantly updated maximize open rates and reduce postage costs; however, the ROI is substanial should these steps be taken.
As of today, no one has invented a device that can predict the exact moment in time when someone is ready to buy what you sell. That said, drip marketing is a great short AND long-term strategy as well as an excellent lead generator for any size business. The best part about drip marketing is that it shows a continuous interest in a prospective buyer even when your salespeople no longer do.