A common challenge I observe among new clients I work with is that they haven’t built any drip into their marketing. They do a marketing effort for a few weeks and then stop. There isn’t any persistent and regular flow of information.
What is drip marketing?
Drip marketing is a regular and persistent communication to your target audience, with helpful content.
It can be in the form of a monthly newsletter, email, video or phone call. The key is that it is like that leaky faucet, drip, drip dripping to keep your brand top of mind.
Postcards from The Edge
One of my favorite tactics is either a digital or print postcard. It should capture one key message with a fun and relevant graphic. The subject line if digital is critical, because that may be all that your recipient reads.
You can use a format like DID YOU KNOW, something that also works well with video.
One client is sending a monthly postcard to 350 current customers who don’t about six new services they provide. The drip approach will allow them to communicate these services in an entertaining and informative method. Great creative makes a big difference too.
Another client is using a digital version of a postcard, to reach 10,000 influencers who aren’t aware of their innovative new product or how it the product has recently been approved by regulatory agencies. In order to effectively get to these influencers, the frequent and regular market was necessary. And, it needed to break through the clutter and get under the radar.
Three things need to be present if you use drip marketing:
- The message is simple and just one topic.
- The visuals are fun and engaging.
- The approach is informative and helpful, not pushy or “salesy”.
Marketing is about telling stories that entertain and educate. Drip marketing can help you turn on the faucet of opportunity.
I’m not a plumber but I can create drip marketing programs. Need help? Call me at 919 720 0995 or email me at jeffslater@themarketingsage.com – or book some time to talk on my calendar.
Photo by Flickr – Mike Dissinger
