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What is drip marketing?
And how can it help small business?
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3 Answers
Drip marketing is a form of marketing where a company sends marketing messages (primarily through email) to subscribers on a scheduled basis established using marketing automation software.
Drip marketing can be an extremely effective way to continue to engage a lead that is in a large (big ticket) purchase cycle. These leads normally are researching a product or service for a long time (6-12 months) so that lead may be more inclined to do business with you if you are drip marketing them with relevant and useful content.
I wrote a post on this on the Funnelholic awhile back: http://tinyurl.com/nna9l4 .
First, the origin of the term DRIP marketing:
Drip marketing was developed in response to the “Law of 29″ which states that the average “prospect” will not buy until they’ve viewed your marketing message at least 29 times.
Secondly, the term DRIP marketing is going out of style and the term Lead Nurturing is taking over. The marketing automation vendors who actually manage the DRIP/Lead Nurturing process for organizations own the marketing narrative and as such, Lead Nurturing is over-taking the term: DRIP.
Third, whatever you call it, you have to do it. Marketers that have effective lead nurturing processes have the highest ROI and the happiest sales guys. (Thats the fact JACK).
OUT.
www.funnelholic.com
Also, don't discount drip marketing as a tool for generating additional revenue from existing customers, especially around service-oriented product offerings. These, too, are long-considered purchases, and if your drip marketing efforts are geared toward providing them with useful information, that could help establish you in their minds as a thought leader and perhaps lead to thought about an issue that might trigger an additional purchase or engagement.
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