What is a Drip Campaign - Everything Solopreneurs Need to Know
If you’re a solopreneur looking for sales leads through different channels – you’ve most probably read or asked this question - “What is a drip campaign”?
A drip campaign is an approach in marketing and the process’ main purpose is to get customers via lead nurture strategies. The process involves sending marketing materials to prospective customers regularly over a longer time frame. This is so that these ‘leads’ can be nurtured while in these are in your marketing funnel.
Most of the time, the question – “what is a drip campaign?” is always answered by ‘getting prospects through email marketing.’ As part of the process, whenever email marketing is employed, usually pre-written content is automatically scheduled to be sent at pre-determined times. The main goal is to engage this contacts and have them take action such as signing up for your product/service, inquiring through email, chat or phone, or simply clicking on a link that will give them discounts or promotions.
There is a plethora of online tools that are available to help you automate the “dripping” of your content. These applications allows you to automatically publish pre-written content or emails that will be sent in a pre-determined time to your prospects. More importantly, these drip campaigns’ goals are to bring more prospects into your funnel or to re-engage older leads – putting them back into the funnel and back into your sales pipeline.
We have a previous post on how email marketing platforms can help you reach out to more prospects.
What is the role of a drip campaign play in your online marketing strategy?
Now that we’ve answered your valuable “what is a drip campaign?” question, let’s take a quick look on its role in your overall online marketing strategy.
Sending out marketing information a number of times to your prospective customers will give them more exposure to your brand. Drip campaigns make your prospects more familiar with your products and services. In addition, having this sort of campaign will lead them back into your marketing process and sales funnel. Repetitive exposure can then possibly lead them to eventually buying your product or service.
To sum it up in simpler terms, drip campaigns are all about giving people the right information at the right time. For example, new subscribers to your blog newsletter could be sent a welcome email. Two days later, another email can be sent informing them of your most popular posts. Another example is that a prospect that has been going back and forth your sign-up page for weeks, but hasn’t actually signed up yet, can be sent an email on top reasons why the need to sign up for your product or service.
Another previous post tackles how email templates can help you in your email marketing campaigns. You can read the post here.
When do you use a drip campaign?
By this time, we’ve most probably answered about sixty percent of your “What is a drip campaign?” question. We’ve pretty much covered what it is and how it helps you in your online marketing strategies. Let’s now take a look at when you should employ such a strategy.
Drip marketing is a term that can be used to refer to several different marketing approaches. The goal, however, never changes – keep your prospects engaged and exposed to your brand. Drip campaigns are best used when nurturing leads like educating users on your product/services, helping them on certain product features, or even offering free trials.
You can also use drip campaigns when welcoming users. This can be done by sending them a collection of links of your most popular posts (or products) or introducing different ways on how other customers use your product or service.
Another great use for drip campaigns is when you onboard new users. Having blog page views and trial users are great. You can, however, make these prospects buy from you more by keeping them engaged. Sending emails or messages can be done in addition to welcoming and scheduled newsletters. Onboarding emails offer targeted ‘sells’ – minute goals in getting the user to use your product more and eventually pay for your product or upgrade to a higher plan.
One of the most effective strategies when we talk about the question – “what is a drip campaign” – are using these campaigns for abandoned shipping carts. A recent study by Shopify concludes that about 67.45% of shopping carts are abandoned. However, with an automated drip campaign strategy in place, you can salvage these missed sales and re-engage customers. Every time a prospect leaves an unpurchased product in the cart, you can automatically use a drip to follow up and confirm that the offer is still available.
Renewals and confirmations are also good instances when to use drip campaigns. Every time a customer’s subscription is almost up, you can automatically send an email to remind them to renew. You can also send out a ‘thank you’ note every time a customer purchases something. On that message, you can include links to other products or features in order to re-engage them.
Recommendations, unsubscribes, and ‘online courses’ are also some situations when you can use drip campaigns. You can send recommendations of different products, services, and posts to prospects who might be interested in them. You can also send a last-ditch, “We’re sorry to see you go” message to contacts before they click on the ‘Unsubscribe’ button. You can also send content like as if they are online courses – sending out multi-part modules over a period of time.
How do you implement a drip campaign?
We’re now on the on the final stages of our discussion of every solopreneur’s question – “What is a drip campaign?” We’ve discussed what it is and how it can help in your online marketing campaigns. We’ve also gone over when it can best be used. Let’s now look at the five steps of implementing drip campaigns.
1. Define your target audience
The most distinguishing aspect of drip campaigns is being able to split your prospects into segments. This means that you need to know your customers and the different sub-groups that compose them well. Aside from the usual and very obvious demographics, you can also segment prospects by behavior. You can group them into characteristics like frequency of visits, likelihood to click on certain subjects, or how long customers have been using your product – just to name a few.
2. Create your content
What is a drip campaign? It’s also creating specific content for each of your target segments. Take note though that while content might be unique for each customer group, always remember to be consistent when it comes to branding. Write a copy that’s succinct, engaging, and actionable. Maintain your business’ branding when it comes to design and always make sure that your message gets through using the voice you use for your brand.
3. Plan your workflow and set your targets
Now you need to figure out the workflow from one end of your sales funnel to the other. You also need to set goals for your campaign. Goals or metrics are very important because you need to know how to quantify and/or qualify your measure for success (or failure). Without anything to measure your campaign against, then you might just waste your time and money. Bounce rates, conversions, or time on site are some of the metrics you can use for your campaign.
Once you’ve finalized a strategy, the next thing to do is to launch the campaign. You can use different products or services for this. There are online tools or software that you can install that can help you automate your process, manage your campaign, and track your performance.
5. Evaluate and refine
Make sure to always keep a check your campaign’s performance. The importance of tracking campaign performance is very critical because analysis of your metrics helps you avoid implementing a hit-or-miss strategy. You’ll know exactly what aspects of your campaign need adjustment and what need reinforcement.
More importantly, you will realize that this becomes a cycle. Once you evaluate and refine your strategy, you go back to step number one – you get to know more about your target audience and their behaviors. Then you set goals, create content, implement, and evaluate once more.