Why Drip Marketing?
Posted on 02/17/2016
Want more sales? Use the power of print to fuel your drip marketing efforts.
Drip marketing is the use of a consistent, predictable set of marketing touches (postcards, email, newsletters) to nurture a relationship with a client or prospect over time. Drip marketing is different from follow-ups or multi-touch marketing in that the latter have narrow time frames.
Follow-ups are one-off. You call someone back. You mail them a packet of product information upon request.
Multi-touch marketing is designed to use multiple contacts — postcards, email, mobile—but still garner a sale within a relatively short period of time.
Drip marketing has a longer-term framework in mind. It is about education, trust building, and lead nurturing over months or even years. It’s great for complex sales and higher value products.
According to The Database Diva, 65% of the people in your sales funnel are tire kickers. They are unqualified prospects not in a position to do business with your company. Thirteen percent are ready to buy. Twenty-two percent will buy eventually but need more time. That’s where drip marketing comes in. That last group may take a while, but when they are ready to make the purchase, you want them to buy from you.
Take a cue from real estate. Agents send four-color postcards with tips and tricks for lawns and gardens, home winterization, and other topics throughout the year. The agent’s headshot and contact information are readily visible, presenting him or her as a problem-solver interested in helping homeowners whether they are looking to sell their homes or not. When a homeowner does decide to sell, whom will they think of first? That is the power of drip marketing.
Do you have products with long sales cycles that could benefit from drip marketing? Give us a call!