Why Drip Campaigns Work in the Internet Age

Marketers spend a lot of time a lot of time worrying about the best ways to generate traffic to their websites. Whether it’s through search engine optimization, online ads, social media, or email marketing, everybody wants more online visits. But, many business owners and executives never stop to ask themselves: what could we be doing to turn more of those visitors and customers? In many cases, drip campaigns are the answer.

In case you aren’t familiar with the term, drip campaigns revolve around the idea of making intermittent contact with the prospect, “dripping” on them with new pieces of information on a regular basis. Most drip campaigns are automated, meaning they only have to be set up once. Then, they can help you convert more prospects into buyers month after month.

There are a few reasons drip campaigns tend to work so well:

Prospects Need Reminders

Even the most interested and motivated potential customers sometimes get distracted and stop thinking about the solutions you have to offer. By following up with the drip method, you can bring their focus back to the benefits they could get by working with you. Never forget that your customers have lots of things to think and worry about. The closer you are to the top of their minds, the more likely you are to get their business.

Sharing Information Can Build Trust and Credibility

Sometimes, it can be difficult for buyers to tell one product, service, or company from the next. By sharing targeted and insightful pieces of information with them, you can build trust and credibility in their eyes. That’s a good way to make your business stand out in a crowded market. And, with an established drip campaign, it’s easy to send reports, presentations, and other authoritative marketing pieces.

Situations Change All the Time

You may have prospects who visit your website and are interested in what you have to offer, but aren’t ready to make a buying decision just yet. By using your drip campaigns to their fullest potential, you can be at the front of a customer’s mind once they decide they are ready to move forward. Without those additional contact points, it’s possible someone who intended to buy from you would take their business elsewhere – either because they forget or a competitor did a better job of following up.

The “Bigger” Your Product or Service, the Longer the Sales Cycle

Some purchasing decisions, by virtue of their size or complexity, are bound to take a while to complete. If choosing the product or service you offer equates to a major decision for your customers, they aren’t likely to make a quick call one way or the other. By using the drip method, you can keep the sale moving along and maintain their interest over a period of weeks or even months while they deliberate.


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