Drip marketing involves sending out of a set of messages periodically throughout an online marketing campaign with the key objective of increasing the effectiveness of a campaign and improving ROI. The term has been inspired by the “drip irrigation” technology used by farmers to water a huge plot of farmland growing crops in the most efficient manner…continued impact leading to prolonged effects with benefits that can be reaped over longer periods of time.
Drip Marketing – Strategizing Through Effective Monitoring of Target Audience
By sending sporadic bursts of mail to identify sales leads, a drip marketing campaign can be utilized to offer more focused and targeted outputs, thereby achieving better conversion rates. This requires smart strategizing by monitoring specific behaviors of the target audience. Once the pulse of the target audience has been recognized, the same can be introduced into the marketing plan to render effective sales. The forms of messages can be highly targeted print or email, social media (such as tweets), text messages on mobile phones, etc.
Drip marketing can be set up and monitored easily through pre-assigned instructions that facilitate automated follow-up method whereby new leads can be automatically appended and relevant messaging based on the source from which the lead came from can be sent across. This reduces the hassles of personal lead follow-up, or in certain cases, may help supplement the manual method of constant monitoring of new leads.
Drip marketing keeps customers engaged by sending them periodic reminders that can influence their purchase decisions. Keeping in touch with your audience on a regular basis opens a channel of trust and increases mindshare with both existing and prospective customers.
Why Drip Marketing Delivers More Leads
The most important benefit of drip marketing is that by following the current consumer trends and understanding their buying patterns, highly personalized content can be targeted at specific audience, thereby making the whole effort more result-oriented than any of the other existing marketing campaign. This has been strengthened by a report by Forrester Research that highlights 50% more sales-ready leads at 33% lower costs by companies that deploy drip marketing as compared to the rest that use conventional methods. This means that customer acquisition costs can be drastically reduced while accelerating sales.
Consistency is yet another advantage that drip marketing lets you achieve. Once a plan is in position, you can simply keep evolving and refining it to stay in tune with the market and customer needs for brand building and generating leads.
