Direct Marketing produced $2.05 trillion in 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 advertisement dollars being spent on direct marketing, you need to ensure your message is getting through and being heard. Second, with stiff competition, you need to craft compelling messages, not once, but repeatedly. You need to do this effectively and efficiently, if you want to do more than just tread water.
Thus, it’s important to develop a marketing strategy that optimizes your budget spend by employing direct marketing more effectively. Here are 5 essential components of successful direct marketing.
1) Deliver a Compelling Sales Message
Several elements go into creating a compelling sales message. Successful 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 in all 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 might have a lead-generating sales letter, but if you don’t follow-up, valuable leads will slip through the cracks. Follow-up a live event with a phone 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 subject matter expert who can go into greater detail on how your company’s solution works, and why it’s better than the competition’s. Then, before the scheduled demonstration, send a white paper that explains your product in detail.
Follow-up, engage and spark your prospect’s interest in your solution.
3) Promote Your Brand
Benefits from branding 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 takeaway is: never miss an opportunity 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 – sales letters, postcards, brochures; (2) Press Releases; and (3) Public Relations.
4) Nurture the New Customer Relationship
Lead nurturing is just 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 sales and profits to your bottom line.
Outbound marketing provides many ways to build and maintain a thriving lead nurturing program. You can employ email, direct mail, social media, mobile, podcasts, seminars, phone calls, and videos.
5) Integrate and Synchronize Online and Off-line Direct Marketing
To optimize your message and direct marketing budget, success lies in finding the right mix of online and off-line methods. One method isn’t necessarily better than another. Instead, the secret sauce to successful direct marketing depends on how you weave these various methods together.
You can integrate and synchronize these methods along the sales cycle beginning with message delivery. Start with a sales letter, follow-up with a phone 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 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 so much 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 sales. Therefore, it’s prudent to examine your marketing strategy’s focus and align your budget accordingly.
Before you undertake a direct marketing campaign, employ these five essential components to compete effectively and efficiently for that $2.05 trillion market.
