7 ways to use drip marketing in your business
Presenter Bio for Lori Feldman, TheDatabaseDiva.com: Lori is founder and president of The Database Diva and is a 25-year veteran of direct marketing industry, where she received the prestigious Direct Marketer of the Year Award. She has a Bachelor of Journalism from the University of Missouri and is Editor of "The Database Marketing Hotwire," the company's e-newsletter editor (which you can sign up for on the home page of our website. It has won the APEX Award for Newsletter Writing Excellence 3 times. Lori began to use drip marketing 9 years ago before most marketers even knew what it was. She has tested every component of a drip marketing campaign and shares her insight, trial and error in this presentation (she can tell you exactly what NOT to do!) Lori has taught the company's 6-week Drip Marketing Camp several times a year for the last 6 years and has had over 300+ graduates. She is also the author or co-author of more than 200 revenue-generating drip marketing campaigns for firm clients. In 2011, The Database Diva was named the #1 Reseller Worldwide for Swiftpage Email, which purchased Sage ACT! Software in March.
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7 ways to use drip marketing in your business
- 2. And Our Colleagues Stacia Shinaberry Todd Viau Lori Feldman Sharon Randall AddonStore.com Dan Rosenberger DataCom Solutions Pete Fernald Atlantic Database David Sunnarborg MarketPlace Innovations Inc.
- 3. For More Info: Stacia Shinaberry, Vice President of Sales TheDatabaseDiva.com 913-871-1794 x107 stacia@thedatabasediva.com Skype: stacia-lee
- 4. Agenda What is Drip Marketing? The 7 must-have drips for your business Next Steps!
- 5. What is Drip Marketing? “Drip” … as in measured drips of water over a period of time to keep plants adequately hydrated. Not a flood… followed by a drought So… planned/scheduled points of contact over a period of time to keep business relationships alive and nurtured
- 6. What’s the difference between… Drip Marketing? Marketing Automation? Auto-Responder? Follow-up? Nurture Marketing? Stay in Touch Marketing?
- 7. Why do it? Law of 7…12…29… whatever Build relationship Implement Business Owner Philosophy Consistency People aren’t ready to commit yet…
- 9. What is included in drip marketing E-mail Phone Call Post Card E-mail Survey
- 10. Manual vs. Automated? MANUAL: Do it when you think about it Scheduled Recurring Reminders Have to think about the process everyday
- 11. Manual vs. Automated? AUTOMATED: Software Affordable Apply a templated response up-front, then launch it Eliminates administrative overhead Acts as an unpaid salesperson 24/7
- 12. Defined follow-up process of relevant messages that… Educates the prospect for wherever he is in the buying process Puts into place exactly what you would do if you had time to do it … but you don’t.
- 13. Treasure Triangle Email Blast / Promotion E-Newsletter Drip Marketing
- 14. The 7 most common triggers in your business 1. Website Lead 2. Cold Prospect 3. Proposal Follow-up 4. Pre and Post Event & Tradeshow 5. First-time Customer 6. Inactive Customer 7. Expiration Date Renewals
- 15. How do you get started? 1. Pick a trigger 2. Decide the ideal way to follow up 3. Write compelling “big picture” messages 4. Hyperlink to your “digital assets” (website, SM, blog, industry stats, etc.) 5. Determine the timing 6. Segment (target) your list 7. Launch Campaign 8. Analyze your results and tweak 9. Repeat or write another drip to another segment 10. Repurpose your drip as blog posts and/or SM status updates
- 16. 7 Must-Have Drips Website Leads/Inquiries
- 17. 7 Must-Have Drips Cold Prospect
- 18. 7 Must-Have Drips Proposal Follow-up
- 19. 7 Must-Have Drips Pre- and Post-Event or Tradeshow
- 20. 7 Must-Have Drips First Time Customer
- 21. 7 Must-Have Drips Inactive Customer
- 22. 7 Must-Have Drips Expiration Date Renewals Company Policy Changes Government Regulation Changes/Deadlines
- 24. Other Drips Lost Sale Demo Follow up No Interest Now (vs Lost Sale) Referral Follow-up Networking
- 26. Where Are You Bleeding the Most? Top 7 … And More! 1. Website Lead 2. Cold Prospect 3. Proposal Follow-up 4. Pre- and Post-Event or Trade Show 5. First-time Customer 6. Inactive Customer 7. Expiration Date Renewals 1. Lost Sale 2. Demo Follow up 3. No Interest Now (vs Lost Sale) 4. Referral Follow-up 5. Networking
- 27. Next Steps!
- 28. You will be DRIPPED! • We are putting you on our “Post Event Drip” • Open and read every message • Check out the subject lines • Notice if the messages are short or long • Notice the tone…no corporate speak! • How many links are included in each message? • Click on all the links…where do you go? • Notice the signature…who’s signing, what’s the title? • When do we use a P.S.? • How many do you think you’ll get from us? Over what time period?
- 29. Choose a FREE Clinic Basic Drip Marketing Clinic For those who know they want to do drip marketing, but haven’t started yet http://bit.ly/17BEWXa Advanced Drip Marketing Clinic For those already doing drip marketing but want better results or fresh content ideas http://bit.ly/135nLdK
- 30. Q&A For More Info: Stacia Shinaberry, Vice President of Sales 913-871-1794 x107 stacia@thedatabasediva.com Skype: stacia-lee