June 2016 - A Steady Drip

drip web

Nurture leads and sell more with drip marketing

One of the most powerful tools in marketing these days is drip marketing. The concept is based on irrigation—slowly watering the prospect until the lead is mature enough to be harvested as a sale. But drip marketing is more than bombarding a prospect with information.

Drip marketing is based on the concept of lead nurturing. It is the practice of sending regular marketing communications, often through multiple channels, to move a customer through the sales funnel over time. To do this, marketers use a combination of direct mail, email, mobile marketing, newsletters, and other content at the appropriate stage of the sales process.

Let’s take the example of an automotive dealer:

Auto Drip Campaign

Susan comes to the manufacturer’s website and begins research on a new car. She decides to “create her own car” by choosing model, color, and options. She then downloads a PDF of “her” car that she prints out and shows her family.

Downloading the PDF is a trigger to the auto manufacturer that Susan is more than a casual browser. Susan receives a thank-you email that provides her with the name and address of her local dealership where she can take “her” car for a test drive.

If Susan does not schedule a test drive within a certain time frame, she receives a personalized letter from a salesperson outlining reasons why now is the time to buy and offering Susan personalized incentives to come in.

If Susan does not come in for a test drive, she receives another email encouraging her to do so.

If Susan comes in for the test drive but does not buy the car, two or three days later she receives a glossy brochure in the mail, with more details about the car and an incentive to purchase.

Once Susan makes a purchase, she receives a thank-you package from the dealership and is moved into the customer retention funnel for the dealership’s service department.

This is drip marketing—sending multichannel communications appropriate to each stage of the sales process to move the prospect along each stage to the buying decision. Drip marketing programs are highly effective and are uniquely tailored to the sales cycle of each product or service.

Talk to us about creating a program uniquely tailored to you!