that makes direct marketing fundamentals easier to understand and use.
I started to write about the success I had using direct marketing fundamentals in traditional and social marketing in late 2012. Because social media is another channel to use to get your marketing message out to customers, your message must move the reader to take action.
Direct marketing and mail contains many tried and true ways to increase the chance of the reader to take action. To help prove my point and to get you on the direct marketing bandwagon I’ll show you an ad from a leading social media company and how they used direct marketing in selling advertisements. If you want to raise your marketing ROI and increase customer satisfaction, the possibilities are endless using direct marketing.
But first, here’s my seven ideas to prove direct marketing is relatively easy to use and monetarily satisfying.
1. Just remember your customers are fickle and really appreciate customer service. Your prospects want to know more about your company, and what can you do for them. Plus, marketing is subjective. Once you learn how to use customer information successfully, your marketing brings in more revenue. That makes marketing easier.
2. Start simple and stay the course. Make assumptions about your customers and test these assumptions with your target market profiles. Information yields results, making your marketing easier.
3. Use the techniques of direct marketing. The purpose of all direct marketing is to motivate a prospect, client, customer or a donor to take action: to call, order, buy, request information, visit your store, or whatever –– to take the next step. Listening is an important skill to have in marketing. Use it and your marketing becomes easier.
4. In this fast-paced, highly-competitive world of ours, motivating customers to buy isn’t always as easy as it looks. The reason is that it takes a tremendous amount of planning and implementation expertise to push that response across the finish line. Then your marketing is easier.
5. Great marketing is all in the coordination. You must coordinate all of the elements that lead to a successful campaign: data, lists, message content, offers, visual impact, testing, timing, channel selection, frequency, postal rate efficiencies, consistency, and on and on. Some have less to do when compared to others. But the end result is the same – marketing is easier.
6. Marketing nirvana occurs when you analyze your results. There are so many different ways to measure results but apparently not many marketers are using them. Here’s your chance to lead.
7. A “true marketer” always looks for answers on the effectiveness of any marketing campaign. Answers give marketers ideas and stimulate creativity to make the next campaign better. I love analytics and that’s why my marketing is easier.
With today’s analytics, CRM’s, social media, the intelligent bar code in direct mail and measuring opportunities in every other channel selection, there is no excuse not to analyze results. Yes, you may think it is hard work, but success is never easy. Just make your marketing easier by learning more tactics and lowering the level of difficulty.
In my seven ideas you read about a few new ways to develop an effective response rate to your marketing campaigns by asking customers questions. Many of you that are using customer profiles already have the information. As an added bonus — they will work with just about any other social or traditional media you want to use!
Now read the advertisement I received from Twitter, the SoCal Surf Company. The three vertical lines leading into the copy were provided by Twitter.
In the email I received from Twitter, “Drive even more click throughs to your website and generate leads with clear, simple Tweet content. Check-out these 3 components of an effective direct marketing response Tweet:”
Successful marketing does not have to be difficult. The three points in the Twitter ad are what makes direct marketing so powerful. For more ideas read “The tools for Engagement” and “The Direct Marketers Menu of Emotional Appeals.”
Keep my seven ideas handy and refer to one or two in your next marketing campaign. You’ll eventually agree that marketing today is easier and not that difficult. Go ahead, give an idea a try. Marketing takes work, but it takes work to make all good things succeed.
Now it’s your turn. What do you think? Do you want to read more?
Thanks for reading and please share with others.
Everything marketing starts and ends with your customers… cater to them, listen to them and react to them. The results will amaze you.
© 2013 by the Marketing Communications Group, Inc. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Solid Stock Art, Windows Clip Art, HubSpot or John Deuerling.