Drip marketing is effective because it nurtures prospects or leads over time through the marketing funnel (aka the customer journey.)
Typically, drip campaigns are composed of a series of email messages that are triggered as the prospect reaches key milestones in the buying process.
Supplementing a drip campaign with Personalized Video can make it even more effective.
If you’re new to Personalized Video, you can learn about it here or watch my TED Talk here. In a nutshell, Personalized Video delivers data-driven videos with dynamic content that speaks to the particular interests of each viewer. It’s a way to engage more effectively with customers, prospects and constituents.
We worked with a private liberal arts college to supplement their Admissions marketing funnel. The college sends a Personalized Video to prospective students at four critical milestones.
1 Inquiry
This Personalized Video is sent to all prospective students who make contact with the school.
2 Lead
This Personalized Video is sent after an Inquiry has been identified as a qualified Lead.
3 Applicant
This Personalized Video is sent after a Lead has begun his/her college application.
4 Admit
This Personalized Video is sent when an Applicant has been admitted into the school.
Undergraduate admissions are up 22% at the college.
Personalized Video is a natural for drip marketing campaigns.
P.S. Have a topic you’d like to see discussed? Let me know and I’ll try to get to it in a future post.