Drip Marketing

Nurturing prospects until they are ready to buy is the most cost effective method of sales and marketing.

In a past life an old boss of mine told me that he valued a business card at $25. Even with LinkedIn and other contact information databases, tools and resources a business card is still valuable. It still reduces research time and enables you to make educated decisions about how to treat the contact moving forward.

Are they a potential prospect?

Are they a potential partner?

Do they hold any value?

Oftentimes the sales and marketing focus is on identifying ‘leads’ and potential prospects.

We find a target. Initial contact is made. We ask if they want to have a conversation. We encourage them to buy etc. etc.

So often, those that do not want to take a step forward are forgotten. Left to rot in the archives. Forgotten for ever.

If each lead is treated as an asset, with a value, does this sound like an effective route to take?


What is an effective activity to implement is lead nurturing or drip marketing.

This is also a testimony to sales and marketing best practice in a world of over-supply where we are adding value first and foremost and adopting a mentality of always be helping over and above the archaic always be closing.

Sales reps want to be engaged in sales conversations with prospects that have illustrated an understanding of the offer AND a desire to move forward.

Small business owners want to be effective with their time and spend less time ‘chasing shadows’ and more time in front of the right people at the right time.

Drip marketing initiatives are the answer.

Drip marketing is a communication strategy that sends, or “drips,” a pre-written set of messages to customers or prospects over time. These messages often take the form of email marketing, although other media can also be used. Drip marketing is distinct from other database marketing in two ways: (1) the timing of the messages follow a pre-determined course; (2) the messages are dripped in a series applicable to a specific behavior or status of the recipient. (Source Wikipedia)

So, how do we implement successful drip marketing as a small business?

There are 5 key areas to address to ensure a successful drip marketing implementation.

Before I share this with you. Remember, keep it simple to begin with. Try not to have too many campaigns or programs happening at once. It is more important to test the effectiveness of one drip marketing initiative with one group of prospects than trying to do everything at once.

5 Tips For Small Business Drip Marketing

  1. Clarify the ‘who’. There are several different groups of people/businesses that are eligible for this activity. Choose one group first (e.g. Unqualified Leads) so that the messaging can be succinct and relevant.
  2. Create compelling and relevant collateral. You will need at least 3 different forms of value-add information (e.g. White Paper) to enable greater chances of success.
  3. Clarify the process and determine an ‘If This Then That’ rule. This is to say, determine what information will be sent when and at what point(s) you will make an offer.
  4. Determine the tools that are needed to execute the initiative.
  5. Be transparent. Be transparent with yourself, any colleagues involved and the prospect. The prospects need to know that your outreach has a purpose but is also a means of you adding value without charge or obligation until they want to work with you.

With the technology that is available today. With the overwhelming choice available to people today. With the demands for people’s time being high…

Drip marketing is almost becoming imperative.

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