Drip marketing is a great application for Google Alerts. They should rename it Google Alerts marketing. Wikipedia sums up the idea well:
As an example, a real estate lead may be interested in home listings for a specific area. He could be sent an introductory message, then be placed on an automated e-mail drip campaign where updated home listings are sent to him on a weekly basis.
E-mail drip marketing can be an extremely effective way to brand a business to big ticket leads that may still be in “research mode” for weeks if not months.A lead may be more inclined to do business with a company whose email drip marketing campaign is effective, meaning that the company has sent him helpful information throughout the research period.
All you have to do is create Google Alerts that will generate stories your leads will find useful, select the best one every few days, and email it to your leads as an FYI email. It is a great way of staying in front of them without asking for the order right away. You are a great resource, and your information is always so useful. This will build the trust you need when you do try to close.
You can create a social media version of drip marketing with automatic Twitter delivery of Google Alerts using AlertRank. You can tell AlertRank to post a couple of Google Alerts a day to your Twitter account, and then send an email to your leads telling them you have a free information resource set up for them on Twitter. In between the automated tweets of Google Alerts you can tweet additional messages by hand about specials, discounts, etc. The best part is that Twitter searches for the keywords you are auto-tweeting about will bring in new leads as followers.
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