Use Drip Marketing to Grow Your Business
Drip marketing is an essential ingredient in making any business thrive in these times. The term comes from irrigation. Picture a slow drip of water into a potted plant. Your business is the plant and the drip will make it grow. A good drip marketing program should incorporate email, postcards, and letters all triggered by predefined events and targeted to specific groups on your list. (I’m assuming you have an opt-in list)
Most companies think they have a good program but actually are missing several ingredients in order to optimize the plan. I cringe when I hear the term “email blast”. It brings to mind a picture of trying to water a houseplant with a fire hose yet many companies consistently bombard their clients and prospects with the same message: BUY THIS NOW!!! An email blast to all prospects and customers with the same lame sales pitch is not drip marketing. A sales pitch disguised as a monthly newsletter is not drip marketing.
A better approach is to analyze your list and break it into categories. A typical template for this would have prospects at one end of the scale and loyal customers at the other. In between, you would have first-time customers and repeat customers for a total of four categories. I’m keeping it very basic for illustration purposes. Some companies could have closer to a dozen categories. Use it as a starting point and customize it to suit your needs as time goes on. With your drip program, you will be sending a different message to each group with the intent of moving them through the channel from prospect to a loyal customer.
Use incentives to turn prospects into first-time customers. Use a different message to encourage first-time customers to become repeat customers. You will need to define what a loyal customer is for your business. It could be based on the frequency of orders or volume over a specified period of time or a combination of both. Obviously the goal is to get as many people as possible into that category. You will then touch that category with a different message to ensure they remain loyal customers.
So in summary, take your monthly newsletter list, break it down into different groups, relative to your sales cycle and their buying cycle and write at least four different touches for each group. You can use any type of alarm reminder of when to send a different message to each group. There are automated programs or you can do it manually. I would suggest sending out two weeks after a monthly newsletter to keep things consistent and move them through the funnel with a sound drip marketing program. Try this in addition to your monthly newsletter and you will see the difference.