Operations

Harness Your Sales Power Through Drip Marketing

Jim Luff
Posted on September 13, 2019
A drip campaign is a method used in direct marketing to acquire customers through repetitive contact. (LCT illustration)

A drip campaign is a method used in direct marketing to acquire customers through repetitive contact. (LCT illustration)

You have likely heard the term “drip marketing” as the latest buzzword in online marketing. The mere sound of constant dripping can drive a person crazy through the repetitive sound.

For sure, a dripping faucet is hard to ignore. A good drip campaign should also be hard to ignore as well.

Drip Marketing Defined

A drip campaign is a method used in direct marketing to acquire customers through repetitive contact. Drip campaigns are often executed through email marketing, where prewritten content is automatically scheduled at predetermined times to engage your contacts using known touchpoints. Many apps can help you achieve this, such as Hubspot, Mail Chimp, Constant Contact, and Critical Impact.

Prewritten messages are scheduled to go out in advance with specific messages. These can range from wishing someone a happy birthday to offering a special rate for service to celebrate an upcoming wedding anniversary. The more data you can collect about your target audience, the better. When your email comes across as being personal as opposed to a mass mailing, you will increase loyalty and likely sales.You have probably been on the receiving end of a drip campaign.

If you bought a single item at an online eCommerce site, you were likely bombarded with additional offers delivered to your email on a regular basis. While you might be annoyed, you won’t soon forget their company name. It is highly likely that more drip marketing emails are coming your way. The luxury ground transportation industry has been somewhat slow to adapt using drip marketing and should embrace this tool that helps nurture leads.

Lead Nurturing

Lead nurturing is much like plant nurturing. You can’t simply throw seeds on the ground and hope that beautiful flowers will start blooming soon. Just as the seeds need to be properly covered in soil, watered regularly, and maybe have a little fertilizer added, you should tend to your leads to help them thrive. Lead nurturing establishes and maintains relationships with possible customers and existing customers.

While a single email might not move them to book a reservation with your company, it sure will keep your company name swirling around in their heads. When they need transportation, they will be searching past emails for your last offer and contact information. An important part of lead nurturing is educating clients on the services and vehicles you offer so they know for the future.

An effective way of accomplishing this is by sending emails announcing new vehicles added to your fleet, new services you offer, and even information such as travel tips at the airport. It could be anything that might interest a particular client.

Building Trust

Continual communication with a prospect will make the prospect more comfortable with your brand through repeated exposure of your business name and logo. By using a drip campaign, your prospects will begin to feel like you know and care about them enough to constantly reach out to them. People want to trust in a company before booking a ride. When your company frequently reaches prospects or clients with useful information or tips, it develops trust. This repeated exposure will make a lead more likely to engage your services when the time is right.

Campaign Types

You can launch many different types of campaigns. You first must determine your expected outcome. Possible ones include building trust, bringing clients back, increasing interaction, obtaining new orders, asking for social media reviews, or valuing clients. There are no limits and the message is all yours. Birthday and anniversary greetings show you care as a company. Thanking a client immediately following a ride expresses appreciation for their business. An email saying it has been more than a year since you last provided service for a client can remind them of your existence while reminding the client that you certainly didn’t forget them and you miss them.

Other Drips

Drip marketing isn’t limited to emails. It can also be done on social media, direct mail pieces, and telephone calls. The real point of drip marketing is you are constantly in front of your prospects and clients with some type of message. Whether it’s a sale price, a personal greeting, a safety tip or something else, the most important part of your contact is the inclusion of your company name and logo in print.

A logo carries great value. Think about the golden arches of McDonalds; you don’t need the name McDonald’s next to the arches for you to recognize they symbolize McDonald’s. The “Law of 29” has been in existence forever. It assumes most prospects will not buy or use your services until they have been exposed to your name at least 29 times. Maybe it’s true, maybe it’s a myth. Either way, drip marketing is a way of keeping top-of-mind awareness with your prospects and clients.

Social Media Drips

Using programs like Zoho Social, Hootsuite, or other social media posting apps you can create drip marketing campaigns on social media in advance. You can upload two months of content in advance and schedule when it will be published on platforms like Facebook, LinkedIn, Twitter, Instagram and others. These apps will report to you how many prospects saw your post and who clicked on links in a post. This information can be analyzed to determine the best posting time for your audience. You can compare whether more people read your posts on Monday morning or Friday afternoon. You can adjust your drip campaign to post at the ideal times for your audience to see your message.

Old Game, New Name

Drip marketing isn’t a new concept. It has been around forever. In the past, we referred to this as “junk mail” and it arrived in your postal mailbox. You likely would scan an envelope and determine it was junk without opening it and toss it in the garbage.

However, times have changed and we are glued to electronic devices. Checking emails (and text messages) is something we do all day long. Subject lines determine whether the receiver opens your email or not. An interesting or personalized message in the subject line is almost guaranteed to get that email opened and read. Even if they don’t read all the content of your email or even take any action, an opened email has value. If you have heard the term, “Open rates” and wondered what it means, it is usually expressed as a percentage of all emails sent out in a campaign that were clicked open as opposed to being deleted without opening. The higher your open rate, the more likely people are reading your message.

Using Auto Response

Drip marketing with automation tools such as the ones mentioned above can vastly improve and streamline the process of landing new clients. Automated email systems can be set up to provide automatic responses based upon actions your prospect takes within the message. For instance, if your prospect does use a link in an email to book a new reservation, another email can be sent out automatically thanking the prospect for the new order and providing the name and phone number of a dedicated account representative. If the prospect clicks a different link that says, “Request a Quote” you can be immediately notified by email of the request along with sending an auto-reply email to the prospect that acknowledges the request and assures the prospect you are preparing it for them now.

Making It Easy

As long as you are contacting your clients, you might as well make it easy for them to do business with you. Every email or social post should have a link to reserve your services. Whether that looks like an icon button that says, “Book Now” or a printed link that says “To place a new reservation, click HERE” you want to make it easy for the recipient of your message to take action. Be sure to include your email address, your phone number and an easy way to opt-out of receiving further messages. This is very important as continuing to send emails to someone who doesn’t want them will surely leave them with a bad opinion of your company.

Do it Yourself Marketing

You can easily implement drip marketing. You know your business and your target audience better than anyone else. You also know the message you want to convey to your prospects. You don’t have to be a marketing expert to manage a drip marketing campaign. However, if you want to take your digital marketing to the next level, we encourage you to visit www.digitalmarketer.com and join the LAB program. This is the best site we have found for launching and managing campaigns from start to finish. It’s free to get started. With a little practice, you will be a marketing expert in no time at all.

Related Topics: building your clientele, client markets, communications, customer service, marketing/promotions, marketing/sales, Sales & Marketing, web marketing

Jim Luff Contributing Editor
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