Drip campaigns are consistent marketing campaigns designed to nurture prospective leads and current clients. They are informative articles that drive action and adjust based on your target audience and firm’s goals.
Providing content at a consistent and reasonable pace is key. You need to catch attention, but not overwhelm your contacts. This post will provide a step-by-step process for establishing drip campaigns and methods for improving them. The key factors include defining campaign goals, experimenting, measuring results and highlighting your brand.
1. Define Campaign Goals:
Consider the marketing goal you want to accomplish before launching a drip campaign. This goal should be based on specific and measurable factors, a few possible goals include:
- Capturing leads (subscribe via email, through social)
- Engage current contacts to convert leads into clients
- Nurture current clients with quality content or additional services
To define your campaign’s goals, examine the needs of both your audience and your firm.
The Needs of Your Audience:
We are all bombarded with content and ads daily. With so much overload, we tend to ignore any information that doesn’t deal with something specific. Your ideal audience will have pain points, times of engagement and preferences. Understanding these can help you tailor your drip campaign to answer specific issues. Focusing on a niche audience may seem counterproductive. But, it’s better to reach 100 engaging leads than 1000 uninterested ones.
The Needs of Your Firm:
Your firm has goals as well. These can be client retention or growth, lead generation and capture. It will depend on your firm’s circumstance and audience, but goals can be defined by examining your firm’s current needs and developing a campaign to properly address them.
The Different Campaign Channels
Once you’ve decided the goal of your drip campaign, it’s best to consider the most effective platform to distribute it. Leveraging email and social media together is often better than a single channel, though this will depend on the type of content you wish to distribute. Here are some things to consider when determining the best channel:
Emails are great for prospective and current clients. They nurture your connections and provide ongoing contact to demonstrate your firm’s continual value. This could come as a market report, a guide to funding your vacation or a blog on the cost of raising a family. The options are open and will be informed by your audience and the firm’s concerns. Email comes with an additional advantage. According to data from Statista, email users have only increased over the years, making it the most common form of communication on our list:
This means that drip campaigns via email will have greater potential reach. However, always keep in mind segmentation. Don’t treat emails as a catch-all to communicate with as many contacts as possible. Take advantage of a large number of users by segmenting them into very precise groups. You can then send these groups tailored drip campaigns designed to acknowledge their concerns.
Want specific ways to improve your emails? Then read our post on the ways advisors can utilize video in email to learn more.
Speaking of segmentation, Facebook has a built-in system for identifying and segmenting very specific audiences. In this way, Facebook can help you improve the quality of all of your future campaigns by helping you discover how often different audiences engage with different content. But be aware that content shared to Facebook will perform differently than on other sites, so make sure not to forgo your other analytics. And, like email, Facebook is also great for audience reach – as demonstrated by Statista’s report on social media app popularity (values represent users per million):
As a platform for business professionals, LinkedIn is best for campaigns that target the concerns of professionals and business owners. The Content Marketing Institue’s study of North American content marketing trends lists LinkedIn as the most used platform for B2B marketing, placing it significantly higher than any other platform:
LinkedIn has some additional advantages over other social media outlets that can benefit advisors, especially those with a global client base. According to LinkedIn’s about page, a majority of the platform’s users are outside of the United States:
If lead generation is in your drip campaign goal, then make sure to include LinkedIn. According to Hubspot, LinkedIn receives 277% more engagement than other channels. Check out our post with eight tips to help financial advisors generate leads on LinkedIn to learn more strategies.
Twitter posts move extremely fast, and in an already quick world of social media, getting recognized is key. Your campaign subject needs to be timely and eye-catching. After all, Hootsuite’s list of top tweets demonstrates the greatest challenge of breaking the Twitter barrier:
However, this does not mean that Twitter should not be considered as a platform. If you find that you receive a large amount of engagement from posting to Twitter, then by all means continue. Remember, your analytics should be prioritized over any best-practice. Just keep in mind that these posts need to catch attention quickly, as indicated by Moz’s data on Twitter posts, engagement falls off relatively quickly after three minutes:
2. Experiment With Different Strategies:
Using strategies that work should be paramount. But if you are trying to grow your contacts or discover what content works best, then experimenting with different approaches is beneficial. Content will perform differently depending on the channel in which it’s shared, as demonstrated by the information above. Here are some some ways to experiment with your approach and see what works:
Use Different Platforms
The best performing posts on Facebook might not perform as well on Linkedin. Testing content on a variety of channels can be helpful to discover what types of content your leads and clients enjoy.
Use Different Content
A drip campaign can take advantage of a variety of different content to send a message. Video, infographics, interactives, blogs and podcasts are the primary types and may experience different performance on different platforms.
Email A/B Testing
Email provides a wonderful opportunity in A/B testing. This allows marketers to send the same email with two different subject lines, and measure which subject line received a higher open rate. Doing so can get a glimpse into what your audience found interesting about your content, and provides an idea of the language they would be attracted to. Of course, trying out different content is also helpful, as the subject lines for a blog post versus a marketing report are going to be very different. So, if you don’t receive success from A/B testing alone, consider modifying the base email.
3. Measure All Results:
Establishing a goal is great, but to really see improvements you need to track your results. Lead Pilot users have baked-in analytics for social media and email platforms, providing a macro-view of data on each.
Alternatively, many platforms provide their own internal analytics that provide more detailed information. Using both in tandem can help determine which channel to utilize for your campaigns, and what makes your content successful.
Types of Measurement
Marketing decisions can’t be made without understanding the tools for measuring content success. Here are the definitions of some general terms that you might see on your analytics:
Impressions are when your posts appear on someone’s screen but they do nothing to interact with them. Be aware, more impressions means you’re reaching more people, but their interaction (clicks, engagement) is what matters. This means if you have a high amount of impressions, but very low engagement/clicks, then you may need to reconsider your content.
Luckily, this is what it sounds like. Clicks are simply how often your post is clicked on and helps measure engagement.
Click-Through-Rate, or often abbreviated as CTR, is the percentage of clicks you receive in comparison to your impressions. If you have a high CTR, then your post is successful, but a low CTR might mean the post needs some adjustment.
Similar to CTR, engagement is a measurement of how often users interact with your content. It includes clicks, but also looks at how long a video is viewed, how many “likes” a post receives, how often it is shared, retweeted or commented on. These are just a few examples, just understand that engagement is any form of interaction.
Lead generation is a measurement of user email subscriptions. There are many ways to capture a lead, but some popular lead magnets include blog posts and social posts.
Only applicable with email, open rate is simply the average number of times your email was opened. Subject lines are often the first reason readers will open an email, so this is where A/B testing comes in. If your open rate is low, consider trying new subject lines or content.
Looking for other ways to measure content? Check out our post on the most important metrics for financial advisors to track.
4. Highlight What Makes Your Firm Unique:
Personalizing your content is a great way to appeal to your audience. This can be directed toward your audience’s interests, or come from within your firm. Here are some examples of personalized content:
Relating Hobbies to Your Message:
Sharing a hobby is an excellent way to relate to your audience, especially if they are interested in the same thing. And better yet, emails that involve hobbies receive the highest open rate, according to Mailchimp’s study of email marketing statistics.
Establish a “Face” for Your Brand:
Putting a face behind a firm can add extra personality. The best way to do this is through video, which can be uncomfortable. However, rolling with the discomfort and mistakes can often make you more relatable, as we’re all human.
Appropriate humor can lighten an otherwise professional message, providing some entertainment to your readers. This can make reading your messages more enjoyable, and improve the likelihood of engaging your content in the future. Humor is also great for your email subject lines, especially if the subject line sets up a joke.
Adjust Content To Respond To Audience Interests
Your firm will already have something that makes it stand out, whether it’s something from the list above, or as simple as your location. Pinpointing which part of your brand resonates with your audience is key. You can highlight this difference more in your posts and use it as a source of more content. Of course, make sure that this difference is part of your brand from the getgo, as being consistent is important to demonstrate authenticity.
How to Create a Drip Campaign Using Lead Pilot
Lead Pilot’s campaigns tab makes it easy to create campaigns and view ongoing ones. , The campaigns tab can be found in your Lead Pilot dashboard, after logging in to your Lead Pilot account:
After you’ve recognized your audience, know your campaign goals and developed a clear strategy, you’re ready to create a new campaign. To do so, navigate to the top right of your window, just beneath your account. Click the “Create Campaign” button.
This will open a new window where you can decide what type of campaign you want to create:
You can edit everything about your post, whether you choose custom or curated.
These will present you with a blank slate. Your campaign window will appear for you to fill in as you see fit, selecting content, campaign name and times for everything.
These provide premade campaigns for you to select from. Each campaign contains a timeline, audience and platform distribution types. The Lead Pilot curated campaigns appear in separate windows with a target audience, subject and summary, as shown below:
Once you make a selection, you can find additional information in the campaign tab. Click select in the upper right corner of your window to begin scheduling and customizing the chosen campaign.
You will then be taken to the campaign window. This will provide dates, times, content and share settings for every piece of content in your campaign. Feel free to modify your content to fit your defined goals.
Once you’re done, simply click Save in the upper-right of your window. Your campaign is all set and will automatically distribute at the selected times and dates.
Bringing It All Together
Sending out new marketing content through email or social can be daunting. Many questions can arise. But, you will see reliable growth as long as you have a clear goal and measurable ways of improving it. Better yet, Lead Pilot can reduce the time it takes to establish a campaign and boost the benefits. Using curated campaigns and customizable content, you can easily roll out high-quality marketing whenever you need it.
About The Author
Stuart is a Content Marketing Specialist at Twenty Over Ten and enjoys creating content that both entertains and educates. A Game Designer at heart, he can be found pursuing one of his many hobbies during his free time.