If you keep hearing the term “drip marketing,” there’s a reason: It’s a powerful lead-nurturing tool that works.
The marketer sends (drips) regular marketing communications, often through multiple channels, with strategic precision designed to move a prospect through the sales funnel over time. It uses a combination of direct mail, email, mobile marketing, newsletters or other content at the appropriate stage of the sales process.
Drip marketing is an impactful—and easier—form of marketing for a variety of reasons. No. 1, it allows a company to keep in touch with a larger group of people. The emails, newsletter or whatever form of marketing you choose are sent out automatically so there’s no need for someone to be consistently operating the system.
No. 2, it takes less manpower. Once the system is set up, everything is sent out automatically and the text is taken from a bank of media that’s already been created. The content can be personalized with the person’s name, contact information and a myriad of other things.
Some other reasons that drip marketing is so powerful are:
- It has good timing. As long as someone consistently updates the mass forms of communication, information that is sent out is usually more relevant and connects to the consumers more.
- It increases sales. It’s been shown that drip marketing results in higher engagement from customers, which can then easily transform into higher sales.
- It keeps a relationship consistent. Consistency is key when it comes to customers. They need to feel like you actually care about their business and know they exist. This form of regular communication allows a relationship to stay consistent.
- The audience actually pays attention. You have to think, this marketing tool is used with people who already have some connection with the company, and if you’ve made a good first impression, they’ll actually open your email and see what you have to say.
To see how drip marketing works in action, let’s take the example of selling a motorcycle. Bob is the consumer and has thoughts about buying a motorcycle from Motorcycle Inc.:
- Bob goes to the manufacturer’s website, Motorcycle Inc., and begins research on a new bike. He decides to “create his own bike” by choosing the model, color and options, then downloads a PDF that he prints out and shows to his wife.
- Creating the bike triggers a thank-you email that provides Bob with the name and address of his closest motorcycle dealership, where he can take “his” bike out for a test ride. These emails are ones that are sent out to multiple people every day but have been personalized for Bob.
- If Bob does not schedule a test ride within a specific time frame, he receives a personalized letter from a salesperson at Motorcycle Inc. outlining reasons why now is the time to buy.
- If Bob does not come in for a test drive, he receives an email nudging him to do so.
- If Bob comes in for the test ride but does not buy the motorcycle, within 48 hours, he receives a glossy brochure in the mail with more details about the bike and an incentive to purchase.
- Once Bob makes a purchase, he receives a thank-you package from the dealership and is moved into the customer retention funnel.
This is drip marketing—sending multichannel communications appropriate to each stage of the sales process to move the prospect along until they make the buying decision. These programs are highly effective and uniquely tailored to the sales cycle of each product or service.
If you’re ready to drip your way to success, reach out to us on our website. With years of service in your area, PMI is here to help you with all your marketing needs.