How To Build A Successful Drip Campaign

A drip campaign, for those who may be unfamiliar with the concept, involves sending a series of targeted emails, designed to enable a business to reach a particular goal. Such a campaign would typically involve using strategic emails to encourage a potential client to sign up for your service.

This may all sound great and we’re certainly big fans of well executed drip campaigns. But the reality is that there are some golden rules that you need to follow, if you want to successfully make use of such a strategy. Let’s take a closer look at what’s involved.

Firstly, you need to be aware that automation will be central to your chances of creating a successful campaign. You may have heard that automation doesn’t work, but anyone who’s told that you that simply hasn’t used automation in the right way!

A great drip campaign relies on having a significant funnel in place at the outset and then playing the percentages. You won’t be able to achieve that, unless you look to make use of an automated approach.

It’s important to note, however, that automation should never mean removing personalization. In fact, the very best drip campaigns will make full use of personalization. A great example of this would be by integrating personalized video marketing content, with research showing that this can lead to an uplift of around 85% in click-through levels. Combining that content with an automated schedule can make all the difference.

Overall, it’s estimated that personalized emails lead to a 451% increase in lead generation. So when someone tells you that drip campaigns won’t work for your business, it may be best to ignore that advice. Try a well-structured campaign and measure the results.

Using analytics to measure results is key and needn’t involve an enormous amount of hard work. It’s likely that you are already recording incoming leads and traffic to your site. Integrating additional tracking within your drip campaign will involve building upon the data that you already have in place. When successfully implemented, you will have a personalized campaign, where you are able to track all of the core elements of interaction.

But are you fearful that email campaigns will somehow cramp your style, in terms of creativity? We’ve noticed that this is a common concern, but we’ve also found that the only limit that’s in place relates to your own imagination. With creative use of personalized videos, images and infographics, your campaign will stand out from the crowd.

Brand Awareness vs Direct Response Marketing

 When you start thinking about a new marketing campaign, is your focus on achieving a direct response? In a marketing environment in which a concentration of effort often understandably falls upon achieving the best Return On Investment (ROI), some within the industry have fallen into the trap of assuming that ROI can only be achieved via direct response marketing.In this article, we’d like to take a closer look at why this simply doesn’t appear to match reality: in truth, a single piece of marketing activity rarely exists within a vacuum. Although it’s true that direct response marketing can often be the final piece of the jigsaw in producing a sale, it’s rarely the only step involved within the overall journey.

Before a prospective customer or client takes the all-important final step of handing over some money, they first need to be assured that you are able to offer precisely what they want. Demonstrating that this is the case involves more than simply having a great pricing strategy. There are numerous elements to consider, but ultimately that prospective customer needs to buy-in the values and ethos of your brand. In short, they need to believe in what you offer.

How can you establish the conditions that make such a scenario more likely? As in daily life, it’s all a question of relationships. If you already have a relationship with an individual, then they will be building an awareness of what you can offer and they will also be far more likely to trust you. That positioning is critical, since it’s far easier than trying to sell to someone who has no previous knowledge of what you provide.

With this in mind, we can begin to build a picture of when direct response marketing works and why it sometimes doesn’t. Attempting to get a response based on first contact with a potential customer is incredibly difficult because you don’t have that established relationship in place. Why would they choose to buy from you? In these circumstances, it’s a case of marketing in the wrong way.

Where direct response marketing can be incredibly powerful, of course, is in helping to seal a deal on the basis of an existing relationship. Building up brand awareness is vital and should form a central part of your strategy. Think about your potential clients when creating an awareness campaign. The point isn’t to dazzle and sparkle by talking all about yourself but rather segment your customers and deliver a personalized message that really connects with them and speaks to what they need.

Reflecting on the overall context, it might be said that there really is no such thing as “direct response” marketing. There is just one big marketing mix that takes an individual from knowing nothing about your brand to being a paying customer.

How to Prospect Better and Sell Smarter Using Video Marketing

A steady flow of high quality leads is central to the success of any business. Keeping that sales pipeline full will ensure that your business will keep on ticking over, without the peaks and troughs that haunt some.

This may sound like a fantastic idea, but how do you turn it into reality? Reaching out to potential customers can sometimes seem like an increasingly complex task, with a constant fight for attention. Emails are frequently discarded, while online advertising can simply lead to a struggle to stand out from the crowd. It’s within this context that video marketing can come to the fore.

The key to success is developing video content that appeals to your own target audience. In order to achieve that aim, it’s of critical importance that you also make full use of the analytics capabilities of video marketing. Great analytics allow you to assess the effectiveness of your campaigns, measuring improvements over time. Are viewers choosing to watch your videos right through to the end, or do you see a drop off at a particular point in time. Incisive analytics can be used to transform your video marketing approach.

Personalized video also needs to be at the core of your marketing campaign. Although you’ll want to distribute your content to as many viewers as possible, the use of personalization can ensure a unique, individual message. You might, for instance, consider including the viewer’s name, email address or business logo within the video content. The impact of such a change should not be under-estimated, leading directly to greater levels of engagement.

Does personalization sound like a useful trick? In truth, it is much more than that: it enables you to retain attention for longer, boosting outcomes as a result. Indeed, some studies have found that personalized video marketing may lead to a 500% increase in those responding to campaigns.