While it sounds like a nickname for your sick toddler, a drip campaign is actually a marketing technique that can improve the health of your overall marketing plan.
A drip campaign, also known as a follow-up or back-end campaign, is a series of correspondences you send to those who request your free offer. The most effective follow-up campaigns don't rely solely on emails—a common mistake many doctors and attorneys make. Instead, they vary greatly and can include:
- Mailed letters
- CDs of an interview you did
- DVDs of you speaking at a professional event
- Invitations to your yearly charity event or community function
Ideally, you should send at least 15 types of correspondence over a seven month period, which means reaching out every other week.
After the Drip Stops
Once your follow-up campaign has run its course, it's important to stay on the minds of your audience. The best way to do this is to continue to send out monthly newsletter via snail mail or email.
Also, if you've done it right, there's a good chance that those who have been getting your follow-up campaign materials have chosen to follow you on social media. This means you will continue to be on their minds long after your last follow-up campaign letter comes in the mail.
If your law firm or medical practice doesn't have a drip campaign, I suggest you begin to implement one as soon as possible. We find that follow-up campaigns for attorneys and doctors significantly increase the success of their free offers.
For more information on how our marketing team can help you implement a conversion-boosting follow-up campaign, call 888-886-0939. We can take over the process or show you the best way to create and deliver your custom-built free offer and follow-up campaign.