What is Drip Marketing?

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This lesson is about “What is Drip Marketing?-Putting Know, Like and Trust into Over-drive”MC3 Module 12 Lesson 1

HOW ARE THEY STAYING IN TOUCH?

Do you get follow up emails from other companies-including a note from their President thanking you for the order?

Have you ever signed up for an online series from a business or celebrity chef?

• Do you wonder they manage to fit all these things into each and every day?

• Would you like to keep up with your contacts without being so overwhelmed?

SET IT AND FORGET IT?

Drip marketing is important because it’s as close as you can get to “set it and forget it” marketing.

This little “secret” of professional marketers demonstrates follow up and consistent communication on your part.

• It builds your know, like and trust credentials with your audience with very little effort.

Sound like a win-win?

OVERVIEW

In this lesson, you’ll discover what drip marketing is and how to use it effectively.

• You’ll review examples of how drip marketing can educate and engage your audience to grow your business.

WHAT’S THE SECRET?

You’ll uncover the “hush-hush” way effective marketers seem to stay in touch with their audience on a personal level while at the same time using drip marketing tools like MailChimp.com

THIS LESSON’S OBJECTIVES

Over the course of this lesson you’ll:

  • Discover what drip marketing is
  • Look at examples that grow connections with your audience
  • Walk-through the differences between an email campaign and an autoresponder series.
  • And brainstorm some ways to use drip marketing successfully for your own business.
YOU CAN DO THIS!

Each lesson includes the three styles for adult learners with:

• An Audio File

• A Written Transcript

• And a Practice Guide that gives you “hands-on” training customized to your own business.

WHAT IS DRIP MARKETING?

What is drip marketing?

Simply put, it is a strategy to communicate with customers or prospects over a period of time using a series of pre-written messages that “drip” out to the audience on a pre-designated schedule.

  • It is commonly done using email, but it can also be done with social media, direct mail and phone calls.

A well done series will make the reader feel like the personalized messages are coming from a real person on the other end.

STAND OUT WITH A BASIC SERIES

The more sophisticated drip marketing services and software can even branch the series of communication based on actions or responses from the audience.

Drip marketing is getting more sophisticated every day, but don’t let that scare you off.

  • A basic messaging series can still put you head and shoulders above your competitors.

Here are some examples of how to use this technique:

PURPOSE #1 EDUCATE YOUR AUDIENCE

One of the main purposes of drip marketing is to educate your audience so they know, like and trust you more.

  • Are there questions that prospects always ask before they make a decision?
  • Do people have common objections when they are contemplating a purchase?
  • Is there a basic level of understanding that prospects need and want on how your product or services can help them?

All of these types of communication could be turned into a series of drip marketing messages.

PURPOSE #2: ENGAGE READERS

Another purpose of drip marketing is to engage your readers.

Do you have interesting stories or practical examples that would appeal to your audience?-especially in the evergreen topics of:

• Small business and marketing

• Personal finance and investment strategies

• Personal development and self-help

• Parenting

• Alternative medicine

• Fitness and Nutrition

• Crafts

• Dating

• Beauty

• And job training

TELL INTERESTING STORIES

Look for ways to offer simple, yet engaging stories on topics with broad appeal.

  • Think of how you can connect your products or services with the solution.
  • Remember to keep the messages relevant and valuable to your audience.

Too much “salesy” talk will turn people off, or worse have them hitting the “unsubscribe” button.

  • Use an approach of the “helpful authority figure” rather than the “late-night infomercial spokesperson” to achieve your marketing objectives.

MAKE FOLLOW-UP HAPPEN

Finally, drip marketing is a great way to make follow-up consistently happen at each point in the sales cycle.

  • Do you want each new subscriber to get an offer or discount within so many days of signing up?
  • Do you want each new customer to receive a survey about their buying experience or a thank you from the President of the company?

Each of these communication strings can be automated with the use of drip marketing while retaining a personal feel to the individual.

WHAT IS AN AUTO-RESPONDER?

Wondering exactly how this whole process works?

There are many ways to drip communication out to an audience, but during this group of lessons we are concentrating on a tool called an “autoresponder”

  • Simply put, it is a series of emails triggered by some action such as subscribing to a list or making a purchase.
  • The autoresponder “automatically” responds and starts the communication based on the schedule that you pre-designate.

You can send one a day after the action, a week after, two weeks after, a month after, and on their one year anniversary.

IT’S ALL ABOUT TIMING

Does that sound a lot like an email campaign?

  • In fact, they are very similar.

In both cases it is easy to grow connections with your audience through regular communication.

  • The big difference between an email campaign and an autoresponder is timing.

In a typical campaign, everyone on the list will get the same message at the same time.

In the case of an autoresponder, everyone will get the same message, but at different times based on when they took the action that launched the autoresponder.

TIME TO GET REAL!

Now it’s your turn.

This lesson’s Practice Guide helps you brainstorm ways to move prospects further down the sales cycle and build customer loyalty through the use of drip marketing.

NEXT LESSON

Once you’ve taken a look at how to incorporate these techniques in your own business, let’s reinforce how this approach can be so effective with our next lesson: “Why Drip Marketing Works”

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Why Drip Marketing Works

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This lesson focuses on “Why Drip Marketing Works-The Art and Science of Repetition”MC3 Module 12 Lesson 2

ARE YOU REPEATING YOURSELF?

Do you feel like you’ve already told your audience all about your products or services?

• Is it hard to get excited about saying the same old thing again?

• Do you think that your prospects and customers are tired of hearing from you?

Even worse, do you feel like you’re being “pushy” by bringing up how you can help them?

BREAK THROUGH THE NOISE

The truth is that in marketing:

You’ll probably get tired of saying it way before your audience gets tired of hearing it.

Repetition is important because it takes more times than you would imagine to penetrate the “noise level” consumers have learned to “tune out” on a daily basis.

• Repetition is required for your message to take hold in their consciousness and start to influence their actions.

OVERVIEW

In this lesson, you’ll walk through the basics of repetition in marketing and advertising so you have a framework of how to successfully connect with your audience enough to be effective and get the sales you want to be successful.

• You’ll explore the importance of sending multiple messages so you can model the best practices in use today.

THIS LESSON’S OBJECTIVES

Over the course of this lesson you’ll:

  • Discover some startling statistics about the average number of messages you need to connect with a prospect and turn them into a customer.
  • Look at an effective frequency strategy for making connections
  • And walk through a planning structure of how you will harness the power of repetition using drip marketing.
YOU CAN DO THIS!

Each lesson includes the three styles for adult learners with:

• An Audio File

• A Written Transcript

• And a Practice Guide to give you “hands-on” training customized to your own business.

HOW MANY TIMES TO REPEAT?

Most small businesses vastly under-estimate the amount of time you need to repeat your message to the target audience to move them along the sales cycle.

  • Estimates vary depending on which study you read, but some of the statistics are startling.
  • How many contacts do you think are required to turn a member of your audience into a customer?

Let’s take a look…

EXAMPLE: THE LAW OF 29

Our first example is the “Law of 29”

This unwritten, but often cited “rule” says that on average, a prospect must read, see, hear or feel your message 29 times before they will convert to a customer.

  • Other studies cite the need for up to 30 repetitions of a message before it sinks into the human brain.
  • Still others suggest “only” 6-7 connections are needed to convert a prospect into a customer.

REPETITION DRIVES REPEAT SALES

Without determining a specific number, an IBM study did find that regular emails to clients and prospects resulted in a 48% increase in repeat sales.

  • Whether you believe in the “Law of 29” or some other number, there is much evidence to support using a drip marketing strategy vs. a “one and done” technique if you want to increase your odds of closing the sale…and getting the next sale.

HOW OFTEN TO DRIP?

Ok, you understand that you need to reach out and “touch” them…a lot!

But how often should you be sending messages to your audience?

  • The first thing to remember is that it’s called “drip” marketing, not “flood” marketing.
  • And especially not “flood-followed by a drought” marketing.

Slow and steady wins the race-just like the story of the tortoise and the hare.

But what does that look like?

DIFFERENT PURPOSE = DIFFERENT FREQUENCY

Mail Chimp and others recommend that you send at least monthly to keep people from forgetting who you are.

  • In drip marketing, you may want to have more frequent contact right after the event.
  • You may contact them the day after the event and then come back a week later, and so on.
  • If you are running a weekly series, you would send a message once a week and then touch base monthly after the series wraps up.

HOW OFTEN WOULD YOU CALL?

Think about how often you would contact them if you were using another method, like phone calls, or regular email.

  • Lay out how often that sequence of communication would take place.

This will give you a good “rule of thumb” for a drip marketing frequency.

EVERY EMAIL COUNTS

Don’t forget to take into account the frequency of email from all sources at your company.

If they are getting blog posts sent to them via an RSS-driven campaign, and an autoresponder series, and other varieties of email campaigns…it may translate to overload.

  • They won’t care that they are multiple campaigns or autoresponders-they just know they are getting too many emails from your company.

Shoot for a maximum of 4-6 a month from all company sources.

  • If people are unsubscribing in droves you are probably sending too many emails.

MAKE IT FEEL PERSONAL

Finally, drip marketing that is done well will have a personal feel to it.

  • Your goal should be to send communication that feels “as if” you are sending it directly after an event and not just some “robo” email blast.

Use drip marketing as the tool to send messages that you would have sent anyway.

(That is if you had unlimited time and staff to follow up with your subscribers and customers.)

  • Say the things worth saying.

The ones that show you care and give valuable information to your audience.

TIME TO GET REAL!

Now it’s your turn.

Go to this lesson’s Practice Guide, and plan some ways to extend the cycle of communication.

  • Think about some fun and unexpected messages you could send which would engage and delight your audience.
  • Find multiple ways to communicate your ideas and reinforce why your solution is the right one for your audience.

This is where you can stand out from the crowd in both your creativity and persistence.

NEXT LESSON

Now that you’ve looked at why drip marketing works let’s get into more detail with Lesson 3: Tips for Using Drip Marketing-Secrets of the Pros”

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Tips for Using Drip Marketing

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This lesson is about “Tips for Using Drip Marketing-Secrets of the Pros”MC3 Module 12 Lesson 3

GETTING STARTED ON DRIP MARKETING

You’re ready to get started.

But there are just a few more details you aren’t sure about…

How do you make your drip marketing as successful as possible?

Where do you start?

CONNECT WITH “TRIED AND TRUE” TIPS

Understanding tips the “pros” use to make their drip marketing more effective will save you time spent on “trial and error” and help you connect faster with your target audience through the use of “tried and true” strategies.

OVERVIEW

By the end of this lesson, you’ll discover a number of successful techniques for getting people to know, like and trust you and keep your solutions at the top of their mind.

• You’ll incorporate these tips into your own drip marketing strategy so people stay engaged with your message over time.

THIS LESSON’S OBJECTIVES

Over the course of this lesson you’ll explore:

  • Why the style of format for your email matters.
  • Strategies for “getting the click” with links to pages vs. making your email a “tell all” novel.
  • Determining which days’ work best to send your email.
  • And the importance of putting regular calls-to-action in the emails such as links to articles and offers
YOU CAN DO THIS!

Each lesson includes the three styles for adult learners with:

• An Audio File

• A Written Transcript

• And a Practice Guide that gives you “hands-on” training customized to your own business.

3 FORMAT STYLES

When you send messages via an email marketing service there are three main formats used:

The first is a full HTML style that includes high-quality graphics, images and links.

  • Think of this as the “glossy magazine” look.

The next is the much simpler plain text format which does not include images or hyperlinks.

  • Think of this as the basic style most people use when sending email to one another.

Many marketers are starting to use a “hybrid” format that doesn’t include the heavy use of images or graphics that is easier to read on mobile devices.

  • A simple header image is used and hyperlinks are included, but the rest of the email looks like a plain text message.

PLAIN TEXT OR NOT PLAIN TEXT

Studies have shown that the vast majority of people read their emails in the HTLM format.

  • This format is preferred by marketers because it allows you to track which images and links people are actually clicking on.

This is an important feature for improving your email messages to make them more effective.

Fortunately email marketing services like MailChimp.com let you send both types to connect with the widest range of individual preferences.

MEET EXPECTATIONS

The primary concern in the type of format you use should be making the best connection with your audience.

  • Think about the target market’s expectations when you develop the format.

If it is a newsletter-type email more people will expect the “glossy magazine” type images.

However, if the message is designed to be a personalized follow up, the plain text may support that objective more effectively.

GRAB ATTENTION FIRST

Next, many marketing “pros” use a “minimalist” approach to what gets shared in the actual email.

  • They will provide an attention-getting headline.
  • And enough copy to get the interest of the reader.
  • Then they provide a link to read more, or find out other details.

This can be a much better strategy than sending out long emails covering everything you want to say.

Let’s look at some of the advantages of this strategy:

KEEP IT SHORT AND SWEET

First by keeping your emails short and to the point, you increase the chances that people will actually read them.

  • Providing links to more in-depth content allows to you find out what your audience is really interested in.
  • This helps you to invest your time in developing more content about things people actually care about.

From the reader’s perspective, a concise email saves them time in determining if they want to read further…or not.

WHAT GETS THEM CLICKING?

This strategy also allows you to link to a web page with videos, audios and other content that would not typically be in an email.

  • The bottom line is: test to see what works.
  • Which types of emails have the best open rates?
  • What types of links get people clicking?

It should be one of your goals to have people feel comfortable clicking on links in your emails especially when it’s something little like “read more.”

  • This level of trust will serve you well when you start asking them to take the next step by clicking on an offer.

WHEN DID THEY FIND YOU?

You’ve looked at what format to create, now decide which day of the week you’ll send emails.

There is a simple concept in drip marketing for what interval works for continuing the conversation.

  • It is: “The day they found you is a good day.”

In other words if Friday afternoons are when they have time to find your website and sign up or make a purchase:

  • Then future emails should be sent on some interval of 7 days.

For example, you would send a message 14 days after subscription.

Then you could send another one at 4 weeks.

This way they would get the email on the same day of the week that they found you in the first place.

IT’S ALL ABOUT “ME”

This is a little different concept than picking the best days of the week for an email campaign.

  • In an email campaign, everyone will get the same message on the same day.

In this case, you do want to see which day of the week gets you highest open rate for most of your list.

  • In contrast, drip marketing is all about the individual.

If Friday’s are the best day for them, then future messages should hit on that same day of the week.

TAKE A LITTLE ACTION FIRST

Finally, let’s look at the importance of including regular calls-to-action in the emails.

Most time you are putting a very small step that involves little risk on their part.

  • It could be a simple: “Read more” with a link to the rest of the article.
  • Or perhaps a link to your “Contact Us” page after a “how-to” email that says. “Need some additional help with this? Contact Us”

LEAD THEM DOWN THE TRAIL

Think of each call to action as a little “bread crumb” that leads prospects further down the decision-making trail of whether you are the right solution for them.

  • Occasional offers for products or services also remind readers that you are a commercial enterprise and do want their business.

Think of how you can include the concepts of scarcity and urgency to make your offers more effective.

  • Find a balance between little “non-salesy” steps that educate and engage readers and actual offers that motivate them to take the next action.

Giving information can be an effective strategy, but not if you don’t ask for the sale.

TIME TO GET REAL!

It’s time to go to your Practice Guide and apply some of these tips to producing your own drip marketing content.

  • Think about your messaging from the perspective of the reader.
  • Is it relevant to their goals and needs?
  • Are you keeping the communication engaging and valuable?

NEXT LESSON

Now that you’ve explored some of the secrets of the drip marketing “pros” let’s get into the “nuts and bolts” of putting together an autoresponder sequence with Lesson 4: “How to Create a Message Series” 

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