Social media is more than just an entryway to boosting your business’s visibility. When done correctly, it can play an integral part in shifting followers into your marketing funnel, specifically a drip campaign. In this article, we give you a rundown on how to accomplish just that!
Drip Campaign Basics
A drip campaign is a series of automated emails sent to visitors who take a specific action on your website. You can choose what action(s) trigger an email drip campaign. These emails are pre-written, on an automated schedule, and are initiated whenever the designated action is taken.
Before we get into the steps of how to integrate social media with your drip campaign, your company must first have an established presence on social media. This article is for those of you who already have that. If you don’t already have a social media presence, don’t worry. Read our previous article on upping your social media game, and you will be back here ready to put this article to use in no time!
3 Step Guide to Creating a Drip Campaign
Step 1: Identify Your Goal & Target Audience
To bring your drip campaign to life, you must first identify your overall goal for the campaign. Is it to welcome new clients or customers? Is it to recommend products? Or is it something else? The bottom line is that you need to figure out what that goal is. You will also need to pinpoint who you are trying to reach through your campaign. Are they new customers or clients? Are they people who have already completed one of your courses? For a drip campaign to be most effective, knowing who you are trying to target is essential.
Step 2: Select a Trigger
Now, it’s time to select a trigger for your drip campaign. This is what dictates how people will enter your funnel. For instance, your trigger may be a visitor signing up for a free consultation, abandoning their shopping cart, or clicking on a promotional link. Matching the trigger to your goal and audience is key. If your target audience is new customers, and your goal is to give them information about your company, then select a trigger that they would most likely choose naturally, such as “learn more” or “contact us”. Triggers can be just about anything, so the possibilities are endless. This is why it is crucial to establish what your goal is and who you are targeting. These details help you choose a trigger that will produce the best results.
Step 3: Create the Emails
The next step is writing the emails that will be sent out to users who perform the action you selected in Step 2. Your copy should be engaging and provide the recipient with helpful information. Ask yourself what your call to action is or what you want them to learn. From here, craft messages that are clear, obtainable, and speak to your brand.
You can use a platform such as MailChimp or Constant Contact to set up your drip campaign and generate these emails.
Integrating Social Media Followers into Your Drip Campaign
Once your drip campaign is set up, that’s when social media comes into play. Think of social media as a steppingstone to activating your campaign’s trigger. A 2022 study found that social media referrals accounted for 31.24% of referral traffic to a website. If you want to drive more traffic to your website or campaign, insert a link in your bio or the caption of your post. That way, when your followers click on it, they are brought to a landing page that triggers your drip campaign which encourages them to take an action that will trigger it.
Just like how you use social media to promote your other marketing endeavors, it can be an easy, efficient way to encourage more people to visit your website and enter your drip campaign as well!
In a nutshell, people don’t like to have to put forth an effort to interact with your brand, even if it is a fabulous offer or free event. Pay attention to what your target audience is interested in and go from there. Integrating your social media with your other marketing channels just enhances this process by freeing two or maybe even three birds with one key.
Need help implementing these strategies or have other social media needs? Our Creative Team is ready to assist you! Reach out to us today to schedule a free consultation.