A very effective approach to lead generation and nurturing is something called “drip marketing.” The idea behind the tactic is that you design a series of contacts, via email, postal mail, or phone, that are routinely dripped out to a prospect as a reaction, for example, to them signing up for an event. The power of this technique is that for the most part the entire process, once designed, can be automated with technology. This automation makes it easier for you to focus on other forms of engagement with the prospect knowing that they are receiving consistent touches and gentle reminders that you are there when ready to serve their needs.

I believe this same autoresponder drip marketing approach should be utilized internally as well as a way to supplement the training of staff. Small business are usually pretty bare when it comes to training. Who has time, right? Basic job functions are usually about the only thing that’s taught, but everything else that’s going in the company, important as it may be to the total engagement of the team, is often left to chance after the first day of orientation.

Why not set up a series of emails delivered over a 90 day period to each new hire do things like

• teach important product and service features
• share detailed information about the ideal customer and core differentiators
• contain real live customer success stories and testimonials
• outline the marketing plan for the coming year
• feature other staff members and their stories

I’m not suggesting that you can use this approach to replace processes, manuals and human interaction, but even in very smallest of organizations, this type of drip training would allow you to go much deeper that you might, while helping your new team member feel much more a part of team, no matter what the job title. Remember, marketing is everyone’s job and the best way to send this message is to educate your staff as though they were a customer.

You can employ a low cost autoresponder tool such as AWeber, iContact, Constant Contact to handle the automatic delivery of your content. All you have to do is write the series of email once and then enroll each new employee as part of the hiring process.

Image credit: Steve Beger

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