Category : Marketing

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Keeping prospects engaged…drip by drip

Drip campaigns are one of the most effective and popular new ways for businesses to engage and interact with consumers. And thanks to the rapid emergence of affordable, lightweight marketing automation solutions, the floodgates have opened for businesses of all sizes to to deploy new and exciting marketing tactics like drip campaigns – something that’s been traditionally out of their reach in the past.

At Boingnet, we use the broad term “Drip Marketing” to define the overall practice of sending regular marketing messages in an effort to remain relevant with users while building brand awareness and viability. At a more granular level, we divide the umbrella term “Drip Marketing” into two distinctive tactics: Drip Campaigns and Drip Nurturing.

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The ultimate goal of every marketer and salesperson is to convert a lead into a sale. Optimizing this process and thereby improving conversion rates are some of the most obvious ways to grow a company. However, consumers are constantly flooded with content. They could not possibly open every email or read every social media post that they receive. So how does a marketer ensure that their material ends up in a consumer’s hand, or on their computer screen, instead of in the trash bin? The easiest way is to create content marketing campaigns with marketing automation software and build a microsite at its core.

Google announced that it would be restructuring its search engine algorithm in order to favor mobile-friendly web pages on April 21st. This means that today the highest ranked web pages on Google are formatted to optimize their visitors’ mobile experience. The term “mobile-friendly” means that a given web page is coded to automatically optimize its formatting to any screen size. The text is in a legible font size, pictures stay formatted so that the viewer will be able to read the content equally as easily on any screen size. So, what does this mean for your web pages and online properties? It means that all of the hard work you’ve put into SEO over the past several years will be useless if your pages aren’t mobile-friendly.

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With high ROI and the availability of sophisticated and affordable platforms, email marketing has exploded onto the marketing scene and remains an integral part of the marketing tech landscape. As marketers and agencies are looking for better metrics, the search for ways to increase email campaign conversion is constant and never ending. The best email marketers are able to 1) avoid the spam folder, 2) get consumers to open their emails once they see them, and 3) convince consumers to take further action. Each step requires different areas of expertise, and the best marketers know how to use the tools at their disposal to deliver results. It is ultimately a combination of art and science: the marketer creatively designs emails to have maximum impact on the consumer, and the email platform ensures that the email stays out of the spam folder. The following list provides tips to improve both aspects of your email marketing campaigns. Implementing these simple changes is certain to increase your campaigns’ opens, click-throughs, and conversions.