Do you know the Direct Marketing Association says a prospect needs to see/hear your message three times to recognize you and a minimum of nine times to make a purchase from you? Do you also know an estimated 70 percent to 90 percent of leads generated by marketing never receive follow-up from sales, according to MarketingSherpa?
It's no surprise, then, that companies are continuing to understand and embrace the importance of drip marketing. Because all leads are not ready to close right away and many require further nurturing, drip campaigns allow you to consistently "touch" leads with relevant information—based on time intervals, actions taken by those prospects on your website, or other parameters—ultimately freeing up valuable marketing and sales resources without neglecting your prospects. However, while the benefits of increased lead conversion rates—shorter and more effective sales cycles, and better qualified leads—are simple to understand, implementing a drip campaign isn't always as easy.
If you are looking to implement drip marketing campaigns, consider the following best practices in three key areas: paid search, user registration and email marketing.
Essential No. 1: Paid Search
After working in the online marketing space for more than 10 years, I realize the value of an effective online marketing campaign. Starting in pay-per-click (PPC) advertising opened my eyes to the focused and cost-effective nature of paid search. Successful PPC campaigns will generate useful traffic that converts. To be successful means focusing on keyword evaluation, landing pages, quality score and PPC management tools.
Keyword Evaluation: Keyword evaluation is about identifying the words and terms that your target customers are searching on most often and helps determine the potential revenue and consumer traffic available in your product's paid search market space. Don't be afraid to think outside of the box when considering how a customer would use your product, because customers are certainly going to be thinking about their needs. For example, when I worked with mortgages, I was looking for potential home equity line of credit (HELOC) consumers. Advertising under keywords like Home Depot, Lowe's and Menard's provided significant traffic and converted visitors quite well. Of course, this was only because the landing page/microsite was developed to reflect the user's needs.