Four Marketing Lessons Learned to Increase Your Revenue
Accelerate Your Message Frequency and Boost Response Without Killing Your Budget
Imagine... you are directly reaching prospects online – just like you do offline with direct marketing and mail plus a variety of selected channels - at a much higher frequency of touches and not killing the budget! Yes, with all the latest technology at your disposal, it’s a good possibility, especially using direct with digital marketing strategies. So, no matter what others are doing, make it a point to prepare your marketing and advertising communications to work for your company.
Grab the response you need for success. Now that you’re all excited about marketing – STOP! What is the most important marketing component that strikes fear into small and mid-sized businesses?
Yes, it’s the customer list. Your prospect lists. List every company large or small you have at your disposal, and includes the 1,000+ business cards in the lower left drawer of your desk. Take advantage of available technology. There are many databases to consider purchasing. There is marketing automation, CRMs and CMSs. Here are 4 ideas you can explore with your business lists.
Cross-selling tactics in a multi-channel marketing. It’s not a dream. We recently read in Direct Marketing News many corporations do not have, or lack the resources to fully engage with their customers. For example, many marketers know cross-selling tactics in a multi-channel marketing campaign can be quite successful by increasing touches, but a lack of talent and commitment from the corner office is the biggest problem. There are probably many other reasons, but you won’t hear a Doubting Thomas from direct and customer-centric marketers. They would jump at the chance to present a relevant message to a prospect or customer numerous times without breaking the budget. Can you name the most popular channels to use with direct marketing mail? Website landing pages and email come in high on any businesses to do list, followed by social media like LinkedIn, Facebook and Twitter.
Direct marketers know a good touch when they see one. Most, if not all, direct marketing professionals have a very strong motivational gene in their DNA to go after the customer and prospect tooth-and-nail. For instance, they write powerful copy. Create offers no one can refuse. Dazzling design pulls the reader into the copy. And, all direct marketing mail specialists know relevant and frequency of messages is like finding a pot of gold in your marketing analytics. Especially true, if you can do it below budget. If you try that with one-channel marketing, it may cost you a pot of gold. There are no discounts for re-mailing. That’s where cross-selling and multichannel marketing tactics can save any budget. Email and social media come to mind. Message relevancy and frequency can cause a customer to stop and take notice and think – and think the sender must have a very good product!
Customers and prospects like to play coy. Many successful marketing people like using direct marketing and mail techniques. The direct mail skill set was built to last 70 years ago as direct marketing and later gave birth to the direct response industry. Quite frankly, the fundamentals and techniques of direct marketing mail and direct response are ideal in meeting two concerns of today’s marketers – 1) get more people to buy a product or service and 2) how to reach these buyers efficiently. Prospective customers don’t want to be sold to. Customers can decide where, when, and how they want to interact with a 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 multi-channel communications, marketers have literally a mountain of information available for a customer response. That’s a big reason why frequency is an important direct marketing tool when used successfully with multi-channel communications and with a relevant message.
Make sure your data works for you. Smart marketers know the most important component of direct marketing and mail are the names in your database. If you have a bad, old list of prospects and customers, circa 2013, whatever you spend on that marketing campaign is wasted money. If you have never built a customer and prospect database, there is no better time than the present. Direct and customer-centric marketing with mail work much better with an updated database. So, does social media. Cross-selling and multi-channel communications get a better response. It even makes your customer service better. The list of accolades for using a great updated database is lengthy.