and steal a few more customers away from the competition.
Imagine if you were able to accelerate your message frequency to customers and boost response with the same marketing budget you use today.
Then, imagine directly reaching customers online – just like you do offline with traditional marketing – but at a much higher frequency of touches and never go over budget!
It’s not a dream. Let me explain. A recent article in Direct Marketing News stated that many corporations do not have, or lack the resources to fully engage with their customers. A lack of talent and commitment from the corner office is holding these projects hostage at many large corporations.
If you are a small business with 500 or less employees, you should grab the bull by the horns and build a multi-channel marketing platform to grab hundreds of big corporate’s customers. Stealing a few customers from your competition is also within reason.
Don’t waste time on building a strategy.
The two best strategies I recommend are Direct Marketing and Customer-centric Marketing. After all, Direct Marketing means direct to the customer. A Customer-Centric approach means you know something about your customers to deliver a relevant message. Start thinking as such and you’ll see first-hand the two strategies work great in unison. If your strategy is on a white board, simple take a picture of it for future reference.
Use the glue that keeps it all together.
Data, data analytics, and data management are the work horses that hold the marketing platform together. If you don’t understand data, find someone who does understand marketing data. There are more people available today who understand and can interpret marketing data than two to three years ago.
There are many advertising channels to choose from.
If you lack a lot of customer data start simple, test and learn from your mistakes. Direct mail is usually a great place to start data collection because everyone has a mail box.
Add email to the mix. Using the Pareto Principal, 80% of mail addresses have an email address. If you start out with direct mail, use a landing page or QR Codes to capture email addresses.
Eventually, you’ll have enough information and data, which will make multi-channel your double-digit marketing response of choice.
Besides having an address, use direct marketing mail techniques of offers.
Most if not all direct marketing professionals have a very strong motivation gene in their DNA to go after the consumer tooth and nail. For instance, they write powerful copy.
Direct marketers know they need an offer no one can refuse. Dazzling design pulls the reader into the mail piece. Some of us say frequency of messages is like finding a pot of gold, especially if you can do it below budget.
Customers like to play coy.
In today’s economy, prospective customers don’t want to be sold to. Customers can decide where, when, and how they want to interact with your brand. They want to make their own decisions. This decision could be in two weeks or two months before they make a purchase.
With the capability of better web searches, social media and even communication with business associates, there is literally a mountain of information available for a consumer to gather. That’s a big reason frequency is an important direct marketing tactic used successfully with multi-channel communications.
Cross-selling and multi-channel communications get a better response. It even makes your customer service better. The list of accolades for a great customer information and data list is lengthy.
Customers that receive relevant messages have a tendency to respond. Revenue increases with every marketing campaign. Add as much information as possible to your database. Data is the key for better business and more business for the future. Start today.
Thanks for reading and please share with others – except your competition! It is truly appreciated.
Yes, I do love marketing. I love to share my marketing expertise as this blog will attest. The next time you get the so-so marketing results, THINK evaluate. Specifically, using our mcgMarketing-eVal. Don’t just investigate, eValuate!
Our marketing expertise will help to take the guesswork out of your marketing decisions. We have helped thousands of people to get better marketing results. Visit our website and follow my typical customer’s journey to learn more today!
Don’t procrastinate, eValuate.
Coming to you in 2016, our new publication…
If you have any questions, please do not hesitate to ask in the comment section or send an email to firstname.lastname@example.org.