Monday 4 January 2010

Drip Marketing: What Is It?

Geez, it seems marketers like to busy themselves coining new phrases, as if they have discovered a new light bulb, when in reality all they have done is highlight the obvious.

Drip Marketing is another of those phrases; as is Closed-Loop Marketing, but we will discuss that one next time.

Quite simply Drip Marketing is the technique that is applied to prospects, to nurture them towards a state where they are ready to transact. You might recall we discussed lead nurturing previously.

Essentially, Drip Marketing is a planned series of timed messages, that are dispatched to a targeted set of prospects. These dispatched messages could be in any form; the most common being email, sms, postcards, snail mail and the like. The purpose is to communicate product information and/or helpful advice, in order to keep your brand top-of-the-mind, so that when the prospect is ready to transact, they will be more inclined to remember, and select you.

That's it, short and sweet.

The good thing about Drip Marketing is that it forces you to actively create a system that caters for your prospects; which means actually thinking about the process.

Usually you would be best advised to use an automated service, due to the affordability thereof. It's also good to select a service provider who can help you establish you Drip Marketing strategy, and who will be able to customise your effort. Nobody likes to get messages that appear to have been designed for the masses. Make a little effort, and personalise them a tad.

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