As is often the case with this blog, our story today begins when I haphazardly stumbled upon some statistics that piqued my interest. This week, it was drip marketing. Not to be out-statisticked (definitely not a word) by Ms. Luke, I fired up Google with the intent to find further evidence of drip marketing’s effectiveness. Numbers were hard to come by, but when combined with a few extra tidbits of advice and info, I was able to generate this fantastically informative post that is in no way intended to make you think “Maybe I should look into the iBoomerang E-mail Template Tool, which has full drip marketing capabilities.”
Since you’re a busy person and may not have followed the link posted above, I’ll give you the gist of some of the stats that Kristen Luke, Principal of Wealth Management Marketing, threw down on her blog:
- Only 10% of sales people make more than three contacts.
- 80% of sales are made on the 5th-12th contact.
This means that drip marketing, which is the practice of gradually exposing your prospects to your message/product over an extended period of time, can be critical in achieving your sales goals.
A few other figures I found seem to corroborate these numbers (or at least seem to follow suit):
- It takes between 3-30 repetitions for a message to “take hold” in a prospect’s consciousness.
- 71% of people surveyed in the Edelman Trust Barometer need to hear a message at least three times before they believe something about a company to be true.
Drip marketing will not only build your business through establishing trust, but will ensure you keep that business through continued follow-up with clients. On top of that, the process is almost self-evaluating. It’s pretty apparent which messages are effective and which are not, allowing for fine-tuning of each marketing piece as you go.
A few tips to keep in mind as you create content for your drip marketing campaign:
- Don’t be redundant. A prospect receiving the same message or talking-point will eventually discard all of your marketing communiqué at little more than a glance.
- Similarly, vary the medium of your message. A strong mix of e-mail and direct mail postcards, newsletters, brochures, etc… will be much more effective than the expected monthly e-mail from “that insurance guy.”
- Offer valuable information in your content. Create a call-to-action through education, not self-promotion. (A point Kristen makes as well.)
- If you do decide to favor e-mail in your campaign, investing in an automatic system will allow you to schedule the entire campaign and reduce the time commitment on your part.
Remember, if you have a question, link or idea you would like the iBoomerang Blog to cover, send it over to bfullenkamp@iBoomerang.com.