Keep the Conversation Going!

April 4, 2012

You have a great product. You have a great marketing message. So what does it take to convert a prospect into a customer?

Sometimes it’s simply a matter of time and exposure.

This is the philosophy behind drip marketing. Send a postcard on Monday. Blast an email on Thursday. Mail a marketing letter the following week. By continually putting your message in front of people, you stay top of mind. When they’re ready, they’ll pull the trigger.

It’s not just about staying visible. It’s also about keeping your competitors at bay. It’s a common marketing adage that customers can only keep three to five brands in their heads at one time. The more visible you are, the less room there is for your competitors.

What makes a successful drip marketing campaign?

Repetition. You can offer discounts and promotions, but most importantly, it’s about building relationships and creating conversation.

This means the content must be meaningful. It must be something your customers and prospects actually want to read. To do this, you need solid content that positions your company and your brand.

Success with Drip Marketing

One firm used drip marketing to turn its zero response (yes, zero response) marketing letter into a campaign with 1700% ROI.

First, the company scrapped its traditional one-page marketing letter with the dry, boring introductory paragraph, service pitch, and standard closing, and replaced it with a more engaging marketing pitch. Then it followed up with a phone call from a live person. Ten days later, it sent a second letter. The total cost of the campaign—$2,600.

The results? The company closed on $90,000 in sales within six weeks. That’s a 17,000% return on investment! Of course, it wasn’t just the drip marketing that caused the success.

There was a change in strategy too. But part of that change involved adding the drip marketing approach of multiple contacts over time.

Drip marketing can take many forms, including postcards, newsletters, marketing letters, and email. Regardless of the media used, the goal is the same. Engage your customers. Position your brand. Foster trust and credibility. By doing so, you will stay top of mind, keep your competitors in the corner, and boost your sales at the same time.

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