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Design of a Basic Drip Marketing Program

Written by: Joe Dager

Article Overview: With a Drip system you can send series of correspondence walking them through the marketing funnel, addressing questions and promoting the benefits of your offering. You can also...

Design of a Basic Drip Marketing Program

What do you do when you get a new lead for your business? Do you have an automated system that kicks in that will give you the best opportunity to nurture and develop that lead into a solid prospect? Or, increase your conversion rate? However you obtain new leads, it is important to follow-through with them and in a consistent way. This is Drip Marketing technology. With a Drip system you can send series of correspondence walking them through the marketing funnel, addressing questions and promoting the benefits of your offering. You can also use this technology to tell you who has interacted most with your emails so that you can follow-up and close business with your most interested prospects. Let me start with a basic example of a program to solicit someone to an event that can be completely automated.

• Day 1: Receive introduction to a perspective client through some type of venue: Ex: Trade Show
• Day 3: Introduction Email - This initial email introduces you and sends him an invitation to download a white-paper of some type that has particular value to this client.
• Day 4: The person downloads the white-paper triggering a campaign for the particular download. If he does not, he is activated into a call list for follow-up.
• Day 8: Another e-mail introducing him to the event and offer a registration.
• Day 10: Call to discuss the white-paper and the upcoming event but you have a script ready based on whether he has registered or not for workshop.
• Day 14: Postcard sent discussing the needs being addressed at the event and other ways that you may interact with the client.
• Day 21: Survey sent if registered for event to find the most important issues facing them regarding your topic. If non-registered, e-mail will include a breakdown of event with testimonials from past participants.
• Day 27: A follow-up call to insure participation and give last call warning if non-registered.
• Day 28: Follow-up e-mail if non-registered.
• Day 30: Event

The best part of Drip Marketing is that you can create any type of series ahead of time that is segmented specifically for each type of prospect. You just need to set the system up once and then gain trust by inserting new leads into a campaign suited exactly to their current needs. Let Drip Marketing handle the manual tasks. If you find better ways that work or acquire new tools and tips, you can simply insert them. The key is that a system is followed allowing you to measure your success and improve upon them.

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Article Tags: correspondence, drip system, marketing program



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