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Drip Drip Drip….Five Rules to Drip Marketing

In many industries, including mine, the marketing geniuses teach that prospective clients must see your brand/name over 7+ times before they remember who you are and this number keeps going up! We are bombarded with so much content and advertising on a daily basis that as a population we have gotten very good at tuning out most of the messages businesses are trying to sell us.

What is “Drip Marketing”?Dollar symbols flowing from an open faucet. Digital illustration

In order to stay in front of our prospects and continue growing our relationship with them, Mavidea has adopted a well-known method called “drip marketing” which essentially is a long “multi-touch” marketing campaign that is setup to continue for six months to a year. It combines both traditional and inbound marketing methods for optimal results.

Recently, I completed my first round of a six month drip campaign and personally believe this type of campaign would be beneficial for almost any industry looking to gain new clients through building a steady relationship over time until the prospect needs or is ready for your service.

Five Rules to Drip Marketing

Rule #1: Longevity – Your campaign should be no shorter than 6 months (optimal length is 12 months). This allows time to get in front of your prospects 7+ times.

Rule #2: Mix it up – Your content should be engaging and new each time you reach out to prospects. Use different methods including postcards, emails, promotional items, invitations to events, sales calls etc. Make sure you’re not just advertising your business, but you’re giving away value in the form of prizes, whitepapers, ebooks etc. so the next postcard or email they receive from you they will want to open.

Rule #3: Plan it out – This is the most difficult rule…all of the pieces to your campaign need to be ready before it begins. It’s a lot of content to create at one time, but crucial to have everything ready when it’s time for the next piece of your campaign to be sent.

Rule #4: Stay on track – Keep your campaign timely by using a CRM system or your Outlook calendar to remind you when it’s time for the next mailing/email/phone call.

Rule #5: Keep it alive! – keep it alive by continually adding to it! As you meet new potential customers start them at the beginning of your campaign. Or keep a list of new prospects until you have a decent number of them and start again from the beginning!

Have you ever used a drip marketing campaign before? What results have you seen and was it worth your time? Let me know in the comments!

 

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COFFEE