Grow Your Business by Utilizing Drip Marketing

You offer great quality print, mail and marketing services at a fair price. But is that enough to gain new business? Not if you aren’t able to successfully communicate your value to your audience. The prospects perception is your reality. It’s your job to form that perception.

So what does it take to convert a prospect into a customer? Sometimes it’s simply a matter of time and exposure. How you say it and how often you say it are as important as your value proposition itself.

This is the philosophy behind drip marketing. Send a postcard on Monday. Blast an email on Thursday. Mail a marketing letter the following week. By continually putting your message in front of people, you stay top of mind and foster credibility. When they’re ready, they’ll select you instead of the competition.

It’s not just about staying visible. It’s also about keeping your competitors at bay. It’s a common marketing adage that customers can only keep three to five brands in their heads at one time. To get your brand in there, you have to push another brand out. And once you get in there, you have to stay in there by keeping your competitors out.

What makes a successful drip marketing campaign? Repetition. You can offer discounts and promotions, but most importantly, it’s about building relationships and creating conversation. To do this, you need solid content that positions your company and your brand.

Keep the Conversation Interesting

Print marketing doesn’t have to be dull. When developing copy for communications such as postcards, mailers, and customer newsletters, think beyond the product promotion. Mix up the writing style to capture interest and create engagement. Sure, you are trying to sell products and services, but you’re also trying to deepen customer relationships and reinforce brand image.

Here are 5 styles of marketing content that you can use in your promotional mix.

  1. Educational

This is straight talk on products and services that most marketers are familiar with. This includes case studies, customer testimonials, and tips and tricks.

  1. Humor

In addition to breaking up the “same old, same old,” humor increases retention. It’s why brand marketers use it so often.

  1. Shock value

Shock value can grab attention and increase retention, as well, but it has to be handled carefully. Not only does shock value capture attention, it’s a great way to get people talking about you.

  1. Social conscience

Content that reflects your brand as environmentally sensitive, good citizens, and concerned about social issues can be a powerful tool for promoting your brand. Most, if not all print providers have some level of community involvement. Talk about it.

  1. Truly unique

Try to create content that is unique—content readers won’t get anywhere else. Do you have a service or offering that your competitors lack? One printer is offering an Adobe training series for creatives. Events like this help them stand out.

So break out of the mold when it comes to content. Here are some best practices to keep in mind:

Stand out                                                                                                              

In addition to great content, utilize folds, shapes, and the many finishing techniques that can really help your print communications stand out. At the same time you will also be helping to promote these techniques and services. Soft touch, raised, spot varnishes etc. can have a huge impact on the recipient.

 Be consistent.

Drip marketing is about consistency. Make a commitment. Create a marketing schedule. Then stick to it.

 Follow up.

You can drip, drip, drip, but at some point, you need to give a call to action. Follow up by phone, email, or other media.

Drip marketing can take many forms, including postcards, newsletters, marketing letters, and email. Regardless of the media used, the goal is the same. Engage your customers. Position your brand. Foster trust and credibility. By doing so, you will stay top of mind, keep your competitors in the corner, and boost your sales at the same time.

About Patrick Whelan

Patrick Whelan is President of Great Reach Communications Inc, the leading provider of high quality customer engagement newsletter programs for the printing industry. Patrick has spent the last 17 years providing marketing programs and advice to over 400 print providers throughout North America.

Leave a Reply