Drip Marketing… Beyond The Email Campaign

Email Drip Campaign Basics – What You Need To Know

email marketingBecause it can take months for construction leads to turn into clients, it pays to stay in contact with your prospects over the long term. An email drip campaign lets you keep in touch without adding to the work you already have.

Guiding Your Leads

An email drip campaign is a pre-scheduled sequence of emails automated to be sent at specific intervals. These campaigns are often set up to start when a website visitor performs a trigger action, such as downloading a free tips sheet or signing up for a webinar.

The ultimate goal is to guide your prospect through your sales funnel, but each campaign has a more specific primary goal. It might be to welcome new leads, educate prospects about the services you provide, nurture greater trust and rapport or reconnect with a client you haven’t heard from in six months or longer.

Regular, well-timed contact keeps your firm at the top of your prospects’ minds, while also letting you soft-sell your services by showcasing your successes. It can also help you build long-term relationships that result in more return clients and referrals.

Crafting Your Campaign

When you set out to create a campaign, know your goal first. What step do you want to lead your prospect toward? The content in your emails should give your prospects whatever they need to take that step, whether it’s a clearer understanding of your design-build process or more reassurance of your skill at restoring historical homes.

Finally, decide how many emails to include in each campaign, as well as when each email will be sent. As a rough guide, you’ll want to start out with a higher frequency, then slow down over time. A welcome campaign might consist of a daily email for one week, whereas in a lead nurturing campaign, you might send a weekly email for the first month, then cut back to one every two weeks for the next two months.

 

How To Implement An Effective Lead Nurturing Strategy

lead nurturingYou’ve put time and effort into developing your lead nurturing strategy, but to make it pay off, you’ll need to put your strategy into action the right way. Because the sales process in the construction industry often takes months, advance planning is critical.

Start Educating

For most prospects, the educational tactics in your lead nurturing strategy are the ones you’ll implement first. Segment your leads according to where they are in the buying cycle, as well as by project type, timeline, budget, and other relevant factors to better tailor the information you send to the needs of each group.

If your lead is just starting to consider investing in a construction project, encourage them with information on industry trends and opportunities. Once your prospect is ready to go ahead and is considering working with your firm, help them learn more by inviting them to a webinar or in-person meeting where you can show them what you’re capable of. When they’re close to making a decision, help bolster their confidence in your firm by sharing testimonials and success stories from satisfied clients.

As you educate your prospects, make a serious effort to learn about their needs, challenges, and concerns.

Call Them to Action

When your prospect is in the decision-making phase of the buying cycle, considering requesting a proposal, move from education to direct calls to action. This is where you can implement the sales-oriented tactics in your lead nurturing strategy, such as inviting your prospect to schedule a consultation or strategy session.

Even after your potential client has received your proposal and decided they like what they see, chances are they’ll place your firm on their shortlist rather than immediately start contract negotiations. Here’s where your earlier work will set you apart. Use the detailed information you’ve collected about your would-be client over the past months to address their concerns and demonstrate how your firm can deliver precisely the results they want.

 

Using An Email Drip Campaign To Grow Your Business