When it comes to getting the customers for a business, there are many different marketing techniques which can be used by the marketers. Here we are going to talk about one such method. Have you ever heard of the term drip marketing campaign?
Drip Marketing campaign is an integral part of direct marketing campaigns that are used for acquiring new customers by using a lead nurturing program.
Drip Marketing is one of the most common marketing methods that are used by the business owners these days to make sure that the customers of the business are always interested in their products.
Some of the key usages of drip marketing campaigns are-
Usages of Drip Marketing Campaign
- Nurturing Leads
- Abandoned Shopping Carts
So, do you want to know a bit more about it?
If the answer is a yes, then we have all the details right here. Without wasting any more of your precious time, let is get started right not.
What Exactly Is A Drip Campaign?
The drip campaign is a popular marketing method that owners tend to use in the case of indirect marketing, and it is used to get the customers with the help of some amazing lead nurturing tactics and programs.
Nurturing of leads in Drip Marketing
The marketing information will be sent to some of the potential prospects, and that takes a longer duration of time. The nurturing of the prospects will go on and on through the marketing funnel which will, in turn, make sure that the customers are often interested in the products and services that are provided by the company in the best way.
One of the best ways to execute the drip marketing campaign is to use email marketing to do that.
In such cases, there is a piece of content which is already written and then set to the customers automatically under predetermined times so that the business can engage all the contacts in the best way without any hassle whatsoever.
Example of Drip Marketing Campaign
You must have browsed Amazon the few times without purchasing any product. Still, as per your browsing history, you would have got some mails from Amazon, that email is Drip Marketing. Have a look below upon one such campaign sent to a user who browsed for books on Amazon-
Tools of Drip Marketing Campaign
The internet these days is filled to the brim with certain tools which can be used to execute the proper dripping of the content that you post on the site of yours. Some of these tools that we are talking about in here are Marketo, Hubspot, and so many others.
These are the amazing tools that the users can use to make sure that they can properly post the content which is already written in the email attachments and send them to the prospects in a certain period which is also determined before.
When we talk about the drip marketing campaigns, then it can be said that these often tend to have some end goals so that the prospects can be brought into their funnel and then the older leads of the business can be retained into their funnel as well as the pipeline.
The main goal here is to get more and more customers for the business.
What Is Kind Of A Role Played By Drip Campaign?
When it comes to an understanding all about the drip marketing campaign, then the people need to know about the role that is being played by the drip campaign implementing business.
The information that is sent to the people multiple times about the products and the services will make sure that the brand of yours gets more and more exposure as the time passes by. This will also make sure that the prospects and customers become a lot more familiar with this brand of yours.
So, in a way you can make sure that the new prospects are interested in your business and the customers who have already done business with you are also reengaging with the products that you are providing.
We can also say that this particular campaign helps in bringing the customers and prospects into the funnel of marketing as well as the sales too. The repetitive exposure that people get will make sure that they are compelled to buy the product that you are promoting.
So, wouldn’t you want to give this campaign and try and see for yourself what results do you get? We are pretty sure that the results are going to be all positive and you will see many profits.
In most of the cases, for drip campaigns, most people tend to use the emails as well as the power of social media because these have a particularly large user base when compared to the others.
Setting Up The Drip Campaign
So, now you actually got to know that the drip campaigns are important when it comes to the conversions and the sales of the business. We have also established the fact that the customers are more and more interested in the brand with the help of the drip marketing campaign.
That is one of the main reasons why the people want to make sure that the drip marketing campaign is a successful part of the amazing marketing tactics that they are using to get more traffic for their website and more customers for their brand as well.
However, when it comes to the creation of the perfect drip campaign, there is some help that they tend to need.
It turned out that the creation of the drip marketing campaign is not that difficult as people think. There are some steps that people need to follow in order to have the best results.
There is no doubt that when people follow these steps, they will be able to create some amazing drip marketing campaigns in the best way for the benefit of the brand. Here we are mentioning these steps.
#1 Identify The Target Audience
One of the most important things that you need to do when it comes to the creation of the drip marketing campaign is to make sure that you are able to identify the target audience that you have.
One thing that you have to keep in mind is that these campaigns revolve around the breaking down of certain subscriber lists that you have. You need to create certain subsections and then target the information into certain niches of the amazing customers.
This is to make sure that you are able to reach the perfect group of people who will be affected by the drip marketing campaign that you are setting up.
#2. Craft The Message
The next thing after figuring out the people who you want to target is actually generating the message that you want to share with them. The one thing that you need to remember while creating the message is that it should be informative and should grab the attention of the customers.
So, what exactly do you want the customers and prospects of yours to do? What do you exactly want them to learn from the campaign of yours? These are some of the important questions that you need to ask when you are crafting the message for your drip marketing campaign.
But providing a lot of thought to message creation, you can make sure that it is actionable as well as attractive. So, you need to have a certain voice when you are crafting the message for your brand. This is one of the most important things for sure.
#3. Plan The Entire Campaign
Has anything ever been successful without the help of proper planning? So, how can you expect that the drip marketing campaign of yours will be successful if you don’t plan for it to succeed in the first place?
In order to plan properly, you need to make sure that you know all about the logistics involved in the campaign of yours. This is also important when you are setting the goals for this drip campaign of yours.
You need to ensure that the copy that you are sending contains a flow which will help in the measurements of the results of the campaign.
You have to think about the number of emails that you are sending, the order of sending, as well as the time of sending in order to have the best outcomes.
#4. Start The Campaign
Now that you have successfully managed to follow all the above-mentioned steps, the only thing that there is left to do is start this drip campaign of yours.
All you have to do is send the emails. You can either try and implement the custom drip option for software or just go for the product that you are going to provide.
This is also another one of the most important things that you need to remember. But the task doesn’t really end here, people.
#5. Examine And Adjust
The work with the drip marketing campaign doesn’t really end after you start it in the best way. You cannot just let the campaign stay like that in an unsupervised manner, right? You need to research for some time about the segments of the users.
Also, you need to readjust certain segments in the strategy. This will be done on the basis of the results that you get from the evaluation of the campaign.
In case you don’t get the clickthroughs that you want, you need to make sure that you are adjusting certain things. Write the CTAs again and make some changes in the strategy.
Elements of a Drip Campaign
The entry of a lead is ensured by triggers. Lead creation or first-time registrations, a blog subscription, or leaving site un-purchased are some of the cases of triggers.
There should be some conditions after whose fulfillments; you should start some engagement actions. For example, once a lead is created, you should wait for the lead to click on a particular link or wait for 2 or 3 days before sending the next email to engage them.
Sending customer reviews or resending emails with different subject lines are the parts of Actions in Drip Marketing. Cart abandonment emails or sales automation calls are used for converting leads generated via Triggers.
Let us now have a look upon the different advantages of Drip Campaign-
Benefits of Drip Marketing Campaigns
1) They are highly relevant
2) You can run a personalized drip campaign as per the inclinations and behavioural preferences of the customers
3) Drip campaign workflows are predefined, plus emails used in such campaigns are also pre-written
4) The whole process of the Drip Campaign is automated and follows a process scheduling
Wrapping it up!
There you have it, people. These are some of the most important things that you need to know about drip marketing campaigns and how to create them. We hope this article was useful to you.
How important do you consider Drip Campaign in converting leads? Have you ever used a drip campaign? Share your views with us in the comments below.