Big, medium, or small, direct marketing is important for your business to remain competitive and build stronger relationships with your customers. It doesn’t have to be expensive. And with today’s technology and data available at your fingertips, you can execute successful direct marketing campaigns very effectively.
In our recent webinar Direct Marketing? 5 Things You Need to Know, we highlighted some great tips you can use to kick start direct marketing efforts that will result in revenue growth and happy customers.
The Direct Marketing Organization says the essence of direct marketing is about using data to serve your customers and prospects the right message at the right time. This approach is channel agnostic and not solely about direct mail. The cardinal principles of direct: have a clear and simple marketing objective, get a laser focus on list and offer, be benefit not feature centric, create multi-touch points, test and tweak campaigns.
Now that we have a common understanding of what direct marketing is, here’s 5 tips you can adopt right now:
Tip #1: Make sure your website is current.
Before doing direct marketing to your target audience, take a look at your website. We live in a digital world, and it’s very possible many of your prospective customers are doing their research online, well before they speak to your sales person. According to Sirius Decision, “67% of the buyer’s journey is done digitally.” So make sure you give your buyers the information they need to know your company and the products/services you offer to help them. Make it easy for them to reach out to you online, and that any direct marketing you do includes driving them to your website as a way to learn more.
Tip #2: Email remains one of the best ways to reach your target audience.
Email marketing is a direct marketing superstar and something you should seriously consider doing if you don’t already. Email marketing works because it’s an effective and inexpensive way to reach and share information with your audience (especially on mobile devices which is a primary way your customers check their email). There’s numerous email service provides you can pick from who can help you build, execute and measure your email campaign, and ensure you’re being compliant with anti-spamming laws. Check out email tips and best practices at HubSpot.
Tip #3: Snail mail works very well in the right circumstances.
Yes, it seems most everything is happening online these days. But there is a time and place for physical mail marketing, including when you’re introducing your business locally, targeting high level-decision makers with tight email filters against unsolicited senders and promoting offers leading up to a holiday or special event. People feel special when they receive a quality piece of mail directed to them, especially when it’s something they’re very interested in. Research from the Direct Marketing Association reveals that 51% of consumers prefer direct mail from local businesses.
Tip #4: Modern marketers love using data to know their customers better.
Being a data-informed marketer helps you find and keep happy customers and grow your business profitably. Your own customer base is a gold mine for marketing! Start there and then add data to your customer records from a trusted third party to fill in the missing gaps. Then, you can segment your customers using demographic data like industry, company size and location for targeted marketing campaigns. Decision maker names and titles help you reach the right person and close deals faster. Clean data helps you identify and remove duplicate records from your system to avoid sending communications to the same business twice. And when you have a better view of your best customers, you can get a list of prospects that look just like them based on data attributes. Dun & Bradstreet data on your customers and prospects is now directly accessible in Excel. You can find it in the Ingram Micro Cloud Marketplace.
Tip#5: Use the resources and tools available to you.
There’s so many ways to help yourself get moving quickly on your direct marketing efforts. If you’re like most businesses, you use Excel to help run your business. Excel is a great place to house your customer list along with enhanced third-party data. Plus, all of the email marketing tools export to Excel. Get engaged on social media, posting on your company’s Facebook, Twitter and LinkedIn pages and follow your customers on their social sites. It’s a great way to enhance your email and snail mail marketing, extending your reach for free. Lynda.com, now owned by LinkedIn, is a helpful online resource for learning business, software, technology and creative skills.
Customers and prospects need to see and hear from you multiple times before they act. You don’t know what will work until you try, so have some fun thinking about a multi-channel campaign and refine the direct marketing approach that works best for your audience.
Dun & Bradstreet and Ingram Micro have partnered to help customers fix incorrect data, get missing data, and expand your database with new data, all within the familiar O365 Excel interface. To learn more you can go to the Ingram Micro Cloud Marketplace.