Drip Campaign
A few years back, I was feeling pretty gross. I mean physically. I’m usually very active and had a bike accident over here on Powell Butte that broke some bones and required me to pretty much do nothing for a while as my body recovered. I sat around and ate, probably chips mostly since that is one of my weaknesses. Before long I was 30 pounds heavier than I was comfortable with and I knew I needed to do something about it.
I don’t remember how I first came onto it, but at some point I was made aware of a program called Fit Father that targeted people just like me. Not the young 20-somethings, but the busy dads with those super desirable dad bods. I gave them my email and in no time was pulled into this funnel system that pulled me down a rabbit hole of offerings and information. I was getting emails every day and opted in to a Facebook group for other older guys like me. I was part of a new community and felt like I had the support I needed to lose 30+ pounds. And I did it!
This is now my reference whenever I think of a targeted drip campaign or funnel strategy or “new media”. I had a need. A desire to be healthier. I no doubt was clicking on links via Facebook or on websites that Google was tracking. The Fit Father founder in Arizona, a doctor who had lost his dad prematurely and was so passionate about helping other dads stay around for longer, knew he could build a program and find guys just like me using tech.
Is this what I’m going to do for the Yawo? I don’t know exactly, but I am planning to go fishing via social media and tech for those Yawo who are sensing dissatisfaction with something and who are seeking improved spiritual health. As with any net-based fishing strategy, a lot will fall through back into the water and others will jump out of the net. But a small group will remain and it’s those fish we’re looking for.
Questions for discussion:
Have you seen a targeted ad based on what you were showing interest in?
Have you noticed when something just pops up in your feed after having recently talked about it near your phone?
In what ways could you see this being useful in a Yawo focused strategy?
