“Dripping water hollows out stone, not through force but through persistence.”
This quote was written by Publius Ovidius Naso, a Roman Poet circa 33B.C.
While this is a great metaphor for most things in life, it can also be applied to modern marketing. Namely, a concept referred to as “drip marketing” (see what we did there?).
Drip marketing refers to a regular and constant marketing initiative that targets the same demographic consistently over time with the end goal of creating powerful results through converting momentum into a steady flow of customers. The key to this strategy is persistence, as an immediate ROI is not guaranteed. However, in the long run as consumers begin to recognize and build a relationship with your brand, product or service, they are more likely to refer and convert.
So, whats the difference between “drip marketing” campaigns and just your normal marketing campaigns? Well, drip marketing refers to the same process of lead generation, but is usually automated and with different expectations of ROI. Where generally with a marketing campaign, the budget is constructed with an expectation of a certain percentage of immediate ROI through call to actions or other magnets. In a drip campaign however, the expectation is stretched over a longer timeframe, with the goal of the campaign to be TOMA (Top of Mind Awareness) to drive referral traffic and pull off the database in the long run with messaging relevant to the original call to action from which the lead was first originated.
So why do you need to integrate drip marketing campaigns into your strategy?
- Drip marketing campaigns are a powerful way to stay relevant to your audience, especially during the ‘consideration’ phase of the sales pipeline.
- It ALSO is a powerful way to stay relevant to your audience that you have ALREADY converted! Your customers are your most powerful marketing tool, they are your ambassadors, and your #1 source of, you guessed it, REFERRALS!