In last week’s column, we explored the idea that before consumers are ready to buy from you, they must know, like and trust you. Moving along that continuum takes time and patience. Especially with today’s wary buyers and snug economic times, earning enough trust to get people to crack open their wallet or company checkbook is no small feat.

That’s why we’re such big proponents of the drip marketing strategy. The logic behind the strategy is simple – because you can’t possibly know when someone is going to be ready to buy, you need to have a recurring presence in their world, so you’re always top of mind.

To sustain a drip strategy with the goal of moving someone along the “know-like-trust” continuum, you need to be mindful of the following:

Plan carefully: Drip marketing is not really a “seat of your pants” sort of tactic. Your efforts should be a seamless flow of information, contact and relationship building. That’s not something you should make up as you go along. Think of your drip marketing efforts as an elaborately choreographed dance. You need to know the steps before you get on the dance floor.

What’s in it for me? Consumers are not going to let you keep buzzing about if you don’t offer something of value. Your efforts should be focused on their needs, not your features and benefits. If you talk about yourself too much, they’ll simply tune you out, unsubscribe, unlike you or disconnect the line. Give them valuable content, and they’ll never ask you to leave.

110 percent consistency: Remember, your ultimate goal is to have them trust you. You do what you say you’re going to do. You deliver the goods. Which is why your monthly newsletter needs to arrive every month. Your webinars shouldn’t get canceled at the last minute, and your print ads should all tie together.

A little is a lot: The goal is to be a regular presence so they don’t forget you. It is not to be their ever-present companion, so that every time they turn around, there you are. The beautiful thing about a drip strategy is that a little goes a long way. If you consistently execute on three or four tactics, that’s plenty. You want to be memorable, not annoying.

Don’t broadcast, converse: Drip marketing is not a stage for you to simply shout out all of your messages. It’s a way to stimulate conversation. Ask questions. Offer Q&A options. Be human. No one is going to trust a company or person without believing a relationship exists. Though the system may be automated, the relationship can’t be.

Wondering what makes a good drip marketing tactic? Think about adding some of these into your mix:

• Newsletters (electronic or print)

• Podcasts or webinars

• Facebook fan page updates

• A Lunch and Learn series

• LinkedIn group (participating or moderating)

• Radio show (Internet or traditional)

• A book club focused on your area of expertise

• A smartphone app

• Direct-mail series (3-D or flat pieces)

• White papers or free reports

• A “how to” video series

That’s just scratching the surface. Don’t bite off more than you can consistently deliver at a quality level you’ll be proud to produce. Do a few of these well, and the results will quickly make the time and discipline to do it right well worth the effort.

Drew McLellan is Top Dog at McLellan Marketing Group and blogs at www.drewsmarketingminute.com. He can be reached by email at Drew@MclellanMarketing.com. © 2011 Drew McLellan