How to Market Drip by Drip
For marketers – especially if you’re in the plumbing field – the phrase “drip” marketing may have you thinking this is all about faucets that need repair. But that’s not the drip, drip, drip we’ve got in mind.
Drip marketing is how you employ an automated process to nurture leads. The typical method is a series of emails that are preset to go out on a schedule. For example, an email may go out at the initial contact, then a follow-up is sent three days later, and another is sent five days later. This type of drip marketing is also called an autoresponder – because the emails are triggered by the initial contact, and they’re sent by automation.
Let’s say you get an inquiry about a service or a product through your website. The prospect submits a form, and you get an email address and a focus for your communication. With drip marketing, preset emails go out with content that is relevant to the prospect’s interest.
For example, if someone is asking for an estimate on a new HVAC installation, your first email would express appreciation for the contact and then start providing information that the prospect would find useful. Over a course of several emails, you would provide a mix of sales copy and educational content that reinforces the value of a new system, as well as the value of choosing your company.
There are several variations on drip campaigns. One is top-of-mind awareness, which is intended to keep prospects engaged and keep you on their mind as they make their improvement plans. Educational campaigns provide useful information through their decision-making process. Re-engagement campaigns are geared to cold leads and unclosed sales. Promotional drips are special offers and limited-time discounts.
Because it’s automated in this “always on” world, you can begin making contact even if your prospect is searching for solutions late at night or on weekends.