/ Sales / Can Drip Marketing Really Work Better Than Cold Calling?Oh mercy, yes! That is, if it is the right kind of drip marketing. Wait, I better define drip marketing before I go any further. “Drip Marketing” refers to the practice of sending several related marketing pieces to a prospect or client over a period of time, following a strategic schedule. The marketing messages absolutely must be something the prospect/client is interested in. When prospects receive marketing messages they are not interested in they call it “spam.”
A drip marketing sequence can include all kinds of media. For instance, you can lead off with an email including a free offer for a digital publication, follow that with a print piece sent by traditional mail, follow that with another email including a link to a video, and so on. The schedule for any given drip marketing campaign is determined by the prospect and what they will accept.
What makes a good drip marketing sequence more effective than cold calling is that it is not random. Only prospects who have indicated some interest receive even a single email. Only those prospects who ask for more information receive more. Prospects qualify themselves as they continue to respond to successive drip marketing messages. Sales staff spend face time talking to highly qualified leads who want to talk to them.
A good drip marketing campaign can reach prospects who cannot be cold-called. These prospects don’t attend networking events, they do not accept sales calls in person or by phone. They put up a wall of purchasing procedures and stay behind it. And while they are in their offices, behind their closed doors, they are researching products they are interested in on the Internet. If your company website educates prospective buyers, offers them a freebie in exchange for an email address, and carefully focuses drip marketing on just their interests, your chances of converting a prospect to a buyer are greatly increased.
Good drip marketing is more effective than cold calling. If you like cold calling, that’s a problem. If you don’t, get out there and give drip marketing a try.
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