Drip marketing is a great tool in the arsenal of the small business owner. If you’re like most entrepreneurs, your time is at a premium. You want to grow your business. You understand the need to reach out to customers and cultivate lead relationships. If only you could find more hours in the day, you’d do more. Let’s take a look at how clever automation can help you get some time back, so you can stay focused on your business.
What is Drip Marketing?
Drip marketing is a style of marketing to and nurturing prospective leads for your business through automation. Email marketing is the most popular choice for drip campaigns, because it is affordable and easy to automate. Use it in a targeted marketing campaign to accomplish a specific goal for your business.
How does it work?
As we mentioned in the last post, we believe you should start with strategy. Start simple. Identify one specific goal to emphasize for your business. Determine where incoming leads are most likely to appear for that goal. Set up a way to capture those leads as email address contacts, and then set up a mailing list to check in with those leads on a specific schedule.
Let’s see a drip marketing campaign in action.
Consider a beauty salon, headed into spring and summer. It’s wedding season, and the business owner wants to increase the number of bridal parties who book beauty sessions at the salon.
Step One: Capture Leads
She creates a landing page, designed to attract prospective brides to the salon. She starts an ad campaign for the page to drive traffic. The page clearly lists the great packages she offers for bridal parties. At the end of the page, there’s a form where interested parties can sign up to be entered into a drawing for a free day of pampering for the bride and free beauty tips to help make the big day a success.
Step Two: Nurture Leads
A bride-to-be signs up for the list, because who doesn’t love free beauty tips? She immediately gets an email thanking her for her interest and confirming her sign up to the list, because who doesn’t love double-opt in?
Three days later, she gets her first informational email: How to use eyeliner for your eye shape. The great tips demonstrate that this beauty salon is knowledgeable and offers the right solution for each client. In the email is a special offer for a pre-wedding facial, to help create beautiful, glowing skin as a base for great makeup.
A week later, she gets another inbox gem offering 5 strategies for a worry-free wedding day beauty prep. Brides are juggling a lot to make sure their day goes off without a hitch. This email demonstrates that the salon owner has the expertise to help reduce that stress, and offers a discount for hair appointments booked for the entire bridal party.
The next week, she’ll get another email. But only if she’s opened and engaged with at least two of the first three. The salon owner doesn’t want to spam even informational emails to uninterested customers. If the bride hasn’t opened prior emails, she won’t get another email for two weeks, and it will be a form letter from the salon owner to offer a personal thank you for connecting with the beauty salon, and she hopes the bride has found the tips helpful. It will have a link back to prior emails.
Step Three: Profit
Drip marketing is a great way to kickstart and cultivate your lead relationships with a minimum of effort from the salon owner. But there’s no substitute for real, genuine, human interaction. A great drip marketing campaign can help the owner know where to spend her time, collecting and then pre-qualifying email leads based on interest and engagement. Then, she can follow up directly and personally with only the most engaged customers to help close the sale.
Kiss your scattershot marketing goodbye.
Too often, small business owners make sincere efforts to market their businesses any way to any one. Often, this translates to spending valuable time pursuing leads that don’t pan out. If you know your market and your business, we can help you pair a great landing page with an equally effective email marketing campaign to help you make the most of your marketing time and money. Let a good drip marketing campaign be the sweet attraction for your services, and then spend your time where it matters most.