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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