Ciao, SEers. If you follow us on any social media channel (other than this blog itself), you’ve likely seen posts with light blue graphic text bubbles offering quotes from our posts. These social media posts are what are known as drip campaigns.
Drip campaigns are so named because they “drip” content into your platform over the course of a finite amount of time. In our case, our drip campaigns are scheduled to be thirteen posts over the course of one year.
Marketers use drip campaigns because, and I’m sure you already know this, repetition is a key component to catching a person’s attention. That’s how we teach children their ABCs or multiplication tables. We repeat the same information over and over until our audience retains it.
The same technique works on adults. Unless someone is blessed with an eidetic memory, it’s unlikely he or she will remember something the first time it is seen.
For example, if you see my post on author branding one time in your Twitter stream, you won’t remember it. You might not even click on it. And tweets scroll past so fast, the branding post will be there and gone before you even register you saw it. However, if you see it a dozen times, it’s much more likely to get your attention and resonate with you.
Another benefit of drip campaigns is exposure. Not only are you reinforcing your message to dedicated fans, you’re more likely to catch the attention of new ones. The more your message is distributed, the more people will see it.
Now, if you write one blog post a month and you only manage your own blog, you could probably manually schedule your own drip campaigns. Most of us blog more than that, though. I, personally, contribute to three blogs in addition to what I write on my own site, and lately, I’ve been trying to write more content on my blog (shooting for and often hitting seven posts a week). That’s a lot of posts just on my own site. Combine those with Story Empire and AIW Press posts (as well as my contributions to Romance University), and that’s a lot of content to schedule manually.
That’s why I never used to schedule drip campaigns. Too much work and too little time.
Then I discovered MissingLettr.
This app allows bloggers to schedule drip campaigns, and much of the work is automated, which takes all the difficulty off the blogger.
I have the full version, but there is a free option with basic functionality that can get any blogger started.
MissingLettr makes scheduling drip campaigns so easy.
- When a blog post goes live, MissingLettr works in the background to assemble content.
- When the content is assembled, they email me telling me my campaign is ready to review.
- I have the option to review or reject any campaign.
- If I choose to review, I’m first asked to choose hashtags. They make several suggestions, or I can use my own. MissingLettr tells me the number of retweets each hashtag earns, so I’ll know if it’s worth using, and I can rearrange their order so they post in order of relevance or in order of popularity.
- I’m then taken to the post screen. There I’m able to choose graphics they selected from my post (or upload a new graphic) and the text to accompany the graphic. (They also provide text options—I can use it as-is, edit it, or completely revise it.)
- After I’ve selected hashtags, graphics, and text (and approve it all), I’m taken to a scheduling screen. That’s where I select the date for the campaign to start.
- I hit schedule, and the campaign is active. Over the course of a year from the date I selected, thirteen posts will distribute with the graphics and text I selected. I don’t have to do another thing. It’s all automated and handled for me.
So, that’s what drip campaigns are and how to schedule them quickly. Because I have the pro version of MissingLettr, I can attach multiple sites and profiles to my account. I’m given to understand that the free version has the same user interface, but only allows one site and one profile. I’m not sure if that’s accurate, but it’s certainly a powerful tool to experiment with, given there’s no cost. I hope you’ll give it a try and tell me what you think.
(I should note, while I do recommend MissingLettr, I’m in no way affiliated with the application, nor is the link I provided an affiliate link. I get no compensation of any sort if you click the link and explore the software.)