If you keep hearing the term “drip marketing,” there’s a reason. It’s a powerful lead nurturing tool that works.
The marketer sends (drips) regular marketing communications, often through multiple channels, with strategic precision designed to move a prospect through the sales funnel over time. It uses a combination of direct mail, email, mobile marketing, newsletters, or other content at the appropriate stage of the sales process.
Let’s take the example of selling a motorcycle.
- Bob goes to the manufacturer’s website and begins research on a new bike. He decides to “create his own bike” by choosing the model, color, and options, then downloads a PDF that he prints out and shows to his wife.
- Creating the bike triggers a thank-you email that provides Bob with the name and address of his closest motorcycle dealership where he can take “his” bike out for a test ride.
- If Bob does not schedule a test ride within a specific time frame, he receives a personalized letter from a salesperson outlining reasons why now is the time to buy.
- If Bob does not come in for a test drive, he receives an email nudging him to do so.
- If Bob comes in for the test ride but does not buy the motorcycle, within 48 hours, he receives a glossy brochure in the mail with more details about the bike and an incentive to purchase.
- Once Bob makes a purchase, he receives a thank-you package from the dealership and is moved into the customer retention funnel.