If you had to compare the buyer experience(Buy Facebook followers) of the present with the buyer’s journey of the past decade, you’d see a significant change.
The once-seller-controlled procedure has evolved into an autonomous, self-guided tour for buyers. Here are some interesting facts to further demonstrate this trend:
81% of consumers research on the internet before purchasing. (Source: Adweek)
The sales process has taken 22 more hours than it was years ago. (Source The Marketing Blender)
Marketing via email has a 2X more significant ROI than cold-calling, trade shows, and networking. (Source: MarketingSherpa)
Interesting. However, without a real-life representation, These are simply numbers. How can these numbers be used in the everyday life of an entrepreneur?
Let’s imagine that Sally is a wedding photographer and looking to purchase an expensive camera.
The year 1995 was when Sally could have relied on a close relationship with a salesperson who would provide the information she needed and assist her in the purchasing procedure from beginning to end.
Suppose Sally was in search of a camera in the present. In that case, she’d probably conduct the necessary research on different cameras without contacting any person until the time she’s ready to purchase.
In reality, in 2020, consumers will be able to complete 85% of their journey without speaking to anyone.
In light of this trend, how can marketers interact with their potential customers? How can they remain in control of the buying process when consumers are now so independent today?
The solution can be found in drip marketing.
What is Drip Marketing? A Guide to Drip Campaigns
A quick overview for those who have skipped your morning coffee drip marketing refers to a method employed by digital marketers who communicate targeted marketing messages and other materials to potential customers over time, which ultimately (hopefully) will result in a conversion.
The messages can take a variety of types, but the aim is to ensure that your brand remains current and relevant in the potential customer’s minds.
It is essential to create memorable, highly-personalized interactions with your potential customers without face-to-face interactions. An email drip campaign is an easy and effective way to do this.
There are many advantages to drip marketing via email; however, perhaps the most important ones are:
As buyers are becoming more educated and savvy these days, It’s crucial to remain current. By using drip marketing, it’s possible to ensure that you keep your business at the forefront of the minds of your customers.”
The answer is yes. Emails are 40 % more efficient in getting prospective clients compared to Facebook and Twitter. It’s therefore essential to be at the forefront of your email inbox.
Drip marketing lets you create meaningful interactions with your potential customers at a cost-effective price. And engagement isn’t a tiny thing.
Based on Aberdeen Group, the lead needs at least ten marketing-driven “touches” to turn from the highest point of the funnel into an actual customer.
Drip marketing makes it possible to get these “touches” quickly and offers a more likely conversion.
The idea of a drip marketing campaign could appear like an overwhelming task, which is precisely what it would be if done by hand.
Imagine that you’d need to create targeted, relevant emails to hundreds or even thousands of people. That’s quite a to-do list.
However, if you’re using an automation system for marketing, it is possible to build automated workflows that will send emails in response to your lead’s behavior or traits.
In simple terms, Email drip marketing provides unique, customized content and responses. With marketing automation, those emails do not require any additional effort.
Let’s look at how to set up an email drip campaign step-by-step.
Meet Your Prospects
Before you begin any email marketing campaign, make sure you know who is on the receiving end of that cannon of emails.
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It is essential to know the demographics of your target audience before you can craft a personalized message.
Several tools can be helpful to gather information. These are often included in an efficient marketing automation system.
The first is an anonymous site visitor identification (SharpSpring refers to this as the visitor).
Visitor utilizes reverse IP lookups to identify website visitors and provides details such as pages visited, page visit duration, company’s location, and more.
Marketing automation services
Several marketing automation services go one step further by working with data centers to give names of site visitors and company size data emails, phone numbers, images, and social media hyperlinks.
This could increase the number of leads generated from your current web traffic. In addition, who doesn’t desire to learn more?
Once you’ve identified the lead, you can begin monitoring their online behavior by using behavioral-based tracking.
This means that you can keep track of your leads’ online behavior. This can include page visits, downloads of content emails, form filling out, and more.
Take a moment to consider the incredible importance of this data. You can find out a leader’s weaknesses and needs, interests, and goals through behavioral tracking.
What kind of message would be when you know everything about your prospects? How much more positively could your lead react to your efforts in marketing if your message was pertinent?
Segment, Segment, Segment
Now that you’ve collected all the information about your prospective customers, now is the time to begin segmenting.
This means you’ll be able to segment your leads into groups based on the factors you want to define.
A marketing automation system allows users to easily separate their lists and groups based on particular rules, filters, and triggers you have set up.
A suitable method for segmentation is to use the buyer’s personas as a method of differentiation. Many companies already have a concept of the buyer’s personas.
It can be based on various characteristics and qualities that you may have. If you don’t before, you must create those buyer profiles.
Let’s take an example: suppose you’re selling software for social media analytics, and you’re marketing to a small group of three individuals.
Isaac Influencer. Isaac is a famous twenty-something influencer trying to establish his image on social media.
Arthur Account Director. Arthur assists in keeping clients satisfied by providing support for solving issues. Arthur is looking for ways to integrate social media into customer service.
Cindy CEO. Cindy manages an enterprise. She hopes to broaden her reach via social media and eventually grow her company.
It is important to note that even though each requires your program, they all have a distinct motive to use it.
Isaac, Andy, and Cindy require different messaging and content. It is essential to tailor your message to their needs specific to them and specific situations.
Based on the data you’ve collected from your website visitors and the tracking of their behavior, you’re now able to segment your customers.
The majority of marketing automation software packages include the ability to create custom personas features, which makes segmentation even more straightforward.
Monitor and Analyze Your Campaign
The issue is that I’m not sure which part.” John Wanamaker
There’s a saying that says, “Hindsight is 20/20. In the case of marketers, it is possible to examine the previous campaigns and determine what worked and what went flat.
The past has shown that marketers have faced difficulties in retrospective analysis.
However, with all the advertising and marketing money spent, it was difficult to identify what actions led to higher returns.
The advancement of MarTech is bringing the concept of “marketers looking back” to life and making it to a higher level.
Marketing automation lets you analyze and track your advertising campaigns in real-time.
As your campaign progresses in place, you can make the adjustments as needed and focus on the most effective elements.
After you’ve set up your drip-marketing campaign, it’s essential to use the tools you have at your disposal.
Marketing automation platforms allow you to report on your campaign and provide analyses that you can market more effectively rather than more.
Drip marketing isn’t a future feature in digital advertising campaigns. It’s an element of the present. If you’re not yet making drip campaigns, I’d like to challenge you to try it.
Gather your information, segment your customers, and monitor and evaluate your outcomes. It’s not too late!