Direct Marketing produced $2.05 trillion in gross sales in 2012. That represents about 8.7% of US GDP in 2013. This implies several key points.
First, competition in direct marketing is stiff. With all those advertising dollars being spent on direct marketing, you need to ensure your substance is acquiring through and being heard. Second, with stiff competition, you need to craft compelling substances, not once, but repeatedly. You need to do this effectively and expeditiously, if you want to do more than just tread water.
1) Deliver a Compelling Sales Message
Several elements get into creating a compelling gross sales substance. Successful gross sales letters and other marketing content must be relevant, useful, and persuasive. Marketing content that works grabs your prospect’s attention, shows uniqueness, and builds trust with your prospect. Employ these three elements all told your direct marketing content.
WIIFM – Tell your prospect exactly what’s in it for him or her.
Unique Selling Proposition (USP) – Clearly describe why your solution is the superior one.
Testimonials – Let your satisfied customers “sell” for you.
2) Follow-up Leads Promptly to Attract and Engage Your Prospect’s Attention
You power have a lead-generating gross sales letter, but if you don’t follow-up, valuable leads will slip through the cracks. Follow-up a live event with a call, an email, or a letter that invites the prospect to take the next step.
Offer a free demonstration of your product or service. Set up an appointment with a message expert who can get into greater detail on how your company’s solution works, and why it’s better than the competition’s. Then, before the regular demonstration, send a white book that explains your product in detail.
Follow-up, engage and spark your prospect’s interest in your solution.
3) Promote Your Brand
Benefits from stigmatisation give companies and edge over competitors that don’t brand. Branding helps position your product or service favorably. It also gives you pricing and distribution power. The takeout is: ne’er miss an chance to brand.
Direct marketing affords you many online and off-line media to build brand awareness. Online media: (1) Banner advertising; (2) Blogs; (3) Email; and (4) Website. Off-line media: (1) Print advertising – gross sales letters, postcards, brochures; (2) Press Releases; and (3) Public Relations.
4) Nurture the New Customer Relationship
Lead nurturing is even as important as lead acquisition. Most companies want to develop long-term relationships with customers. That’s because they become repeat customers. And, over time, repeat customers generate more gross sales and profits to your bottom line.
5) Integrate and Synchronize Online and Off-line Direct Marketing
To optimize your substance and direct marketing budget, achiever lies in determination the right mix of online and off-line methods. One method isn’t necessarily better than another. Instead, the secret sauce to achieverful direct marketing depends on how you weave these various methods together.
You can integrate and synchronize these methods on the gross sales cycle beginning with substance delivery. Start with a gross sales letter, follow-up with a call or email. Refer your prospect to your website for deeper marketing content, and don’t forget to brand throughout this process.
Achieving the right marketing mix produces a “multiplier effect” that helps you close gross sales faster and easier. Employing different media in a consistent and coherent manner working towards the same goal optimizes your marketing efforts.
Don’t Overlook the Value of Direct Marketing
With such attention focused on inbound marketing lately, it’s easy to overlook direct marketing‘s benefits. However, as you can see, it still commands the lion’s share of gross sales. Therefore, it’s heady to examine your marketing scheme’s focus and align your budget accordingly.