How to Use Drip Marketing for an Internal Campaign to the Sales Force

Drip marketing utilizes frequent communication to keep your message clear.

Drip marketing utilizes a plan to deliver frequent and consistent communication to a carefully targeted audience. An internal drip marketing campaign to your sales force is ideal for teaching sales staff about new product features and benefits, highlighting elements of a new promotion or educating your sales force about a new commission plan. It's an effective method to build awareness about a new sales channel or service program your company plans to implement. A drip marketing campaign can be an effective way to keep critical information fresh in the mind of your sales force.

Instructions

1. Develop a plan for your drip marketing campaign. The plan should include a campaign time line, frequency of communications, methods of communication, expected budget and overall campaign objective. Postcards, email, newsletters, brochures and flyers can all serve as methods of communication in a direct marketing campaign. The plan should also identify all the members of your sales force and the sales support team that you want to include in the campaign.

2. Develop a theme for your sales force drip marketing campaign. Brainstorm the key messages you want to communicate to your sales force. Decide on a theme that most accurately communicates the message you want individuals to remember. Use the theme in all communications to your sales force as part of the drip marketing campaign.

3. Execute the drip marketing campaign as identified in your plan. Follow the drip marketing campaign time line. Use an online calendar or organizer to remind you when to send out each element of the campaign. If your drip marketing campaign includes printed materials, make sure to allow time for the creation, printing and mailing of materials.

4. Follow up with your sales force at the end of the drip marketing campaign. Ask for input regarding the drip marketing campaign elements your sales team found to be most effective and what areas could be improved upon. Refer back to these findings prior to implementing future drip marketing campaigns.

References

• Focus: Drip Marketing Slow and Steady Wins the Customer

Resources

• American Marketing Association: Assistance