The objective of drip marketing is to stay top of mind. This can easily be overdone. Badly done, drip marketing can be annoying. However, it works.
If you watch broadcast TV, you see plenty of ads for personal injury lawyers. If you have an accident, they want to be the first name you think to call. The sheer volume of the ads makes them annoying.
If you have favorite stores or cruise lines, you likely get a new email every day. You feel it is nonstop advertising. As an advisor, you need to balance providing relevant information with nonstop marketing.
If you are a fan of the cult TV series "Columbo," you know who committed the crime and see the disheveled detective always turning up saying “One more question…”
When Columbo turns up unexpectedly, his stated objective is to share new information. That can be a good reason to keep in touch. If clients connect hearing from you with receiving new information that is relevant to them, they should be receptive to accepting your calls.
Let us look at 10 examples of drip marketing. You might find two or three that could be used together as an effective combination.
Drip marketing can be subtle. It can be informative and entertaining. Clients gradually learn the many ways you can help them.
1. A weekly email.
Years ago I met an advisor and we have kept in touch ever since through his weekly email to clients. During the bear market days of 2007 to 2009, the Dow Jones Industrial Average declined 54% from its high of 14,164, to 6,469. Every week he would find some statistic showing a bright spot in otherwise gloomy economic activity.
These days, when the market gets shaky, he gives a few good reasons for the wobble but more good reasons to think positively about the future. Clients know he is looking out for them.
© Arc, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to TMSalesOperations@arc-network.com. For more information visit Asset & Logo Licensing.