“Email has an ability many channels don’t: creating valuable, personal touches – at scale.”
Engage briefly, then disappear.
Seek information, then go quiet.
Ask a question, then go away.
It happens to us all. We do everything correctly and still we lose the opportunity to make the sale.
As a professional sales person (or business owner), we all know what to do when a client calls and says, ‘I want to buy!’ We demonstrate, problem solve, inform, service, help, clarify, steward and otherwise find them the best situation and execute the sales process.
But what do we do when a client is just gathering information or is 6 months or a year from being ready? According to almost every survey or study about sales — most of us do NOTHING to stay in touch — and this is where a Drip Marketing Campaign comes in.
A correctly structured Drip Marketing campaign will do many things:
- Drip on past clients to help generate referrals.
- Drip on your sphere of influence to create sales opportunities and help position your business
- Drip on your network to drive traffic to your website, improve SEO, and provide insight into who may be silently engaging in your website or content
- Drip on those who made inquiries or sought out information to create clients downstream and augment your business
A properly crafted Drip Marketing effort is one of the most singularly important marketing programs a small business can set up, yet so few small business ever invest the effort to do so. Creating and executing a drip campaign is not difficult per se, but is time consuming to do well. More importantly, drip requires a commitment to consistent and receptive execution in order to have any effect. Dripping for a month or two and then stopping is unfortunately the most common outcome for many.
We can help.
We understand the principles and can not only set up the program, but help craft the original and unique content required to make the effort the most effective it can be.
Samples of Our Work
By studying the interaction between our distribution list and our e mails, we have been able to tweak the topics and frequency to improve performance. Our rates of opening remain consistent while those who unsubscribe has dropped to levels well below market norms and remain there.
We focus on providing a combination of original content along with recurring themes for brand recognition purposes. The goal is to brand ourselves with fresh and relevant topics each time we reach out to our network.
We also use tools that allow us to see who is interacting most heavily with our marketing. Those with the highest scores are exhibiting signs of interest in the product or service and are likely silently studying the marketplace. We will often directly target the most active individuals with a more personal touch to try to create higher levels of engagement and to increase our chances at conversion.
Most platforms built for Drip Marketing offer reporting that not only shows overall activity levels, but specific pathways an individual recipient may take. By following both an individual’s traffic patterns as well as the collective traffic patterns, some great intelligence can be gleaned about popular topics and who may be considering entering the market.