Thinking of Stirring Up some business with a Drip Marketing Initiative?

If you are thinking about ramping up your business our experience has shown us that a multi-touch, timed approach using intelligent media choices is the way to go.

We consistently run into businesses who want to send out a “one off” initiative and feel that will be sufficient. We wish this was the case but the fact is for suspects to be converted to prospects they need to hear from you at least seven times. (Google: “Suspects to Prospects” to see the overwhelming evidence that seven is the magic number)

How frequent do I send?

Sorry not seven times because not every effort will make its way through. We suggest executing 12-15 touches especially if you are formulating your annual plan for a niche audience.

When do I send?

The timing of your initiatives depends a lot on your value proposition and industry.

Example:

If you were a CPA we would recommend sending all year, not just before Tax Season. Keep in mind your customers are still alive (hopefully) in the off season. They just do not have to hear from you as often. Yes, you should reach out more frequently during the natural ramp up and execution times.

A mock plan may look like this:

• Seven touches starting ten weeks before tax season
• Five more during high tide
• Then another three timed appropriately in the off season.

This of course would vary depending on the CPA’s practice, concentrations, community involvement and other outside influences fleshed out during our initial assessment.

Which vehicles do I use to send out my message?

From our previous blog posts you know we are big fans of Marketing Intelligence. Knowing where your prospects hang out is the key to deciding which media you will use to speak to them. In today’s market we feel it essential to not overlook adding Social Media into your drip strategy.

We hope this article helps you GROW!