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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?
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
• Alternative medicine
• Fitness and Nutrition
• 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.
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”