Let’s face it. Targeting audiences is an essential means of developing customer bases to help advance your business and add to its bottom line.
In today’s digital-driven environment, healthy debate circulates about the value direct mail brings to marketing strategies and potential solutions. Recently-collected data has demonstrated a sharp “pendulum effect,” wherein aggressive saturation of online marketing actually delivers fresh life and accelerated rates of conversion to more established methods of marketing.
When mounting a direct mail campaign, it’s important that your company: establishes its correct target audience; the ideal product to generate response from that audience; and messaging that is specific for each campaign. The correct direct mail approach can help establish a core channel for introducing fresh lead generation for your company.
Step One: Determining Your Target Audience
Some things never change: the decision to choose your product/service will always be made by one individual. Whether your operation is business-to-business, or business-to-consumer, it’s vital that you determine if your target is a stay-at-home Dad in his 30s or a female executive reorganizing her company’s structure. It’s your job to figure out what your target audience expects, addressing the problems he or she might have.
Invest time and thought to establish your buyer profile, and allow yourself at least a few disparate, and reasonable potential targets. This is a sensible place to utilize data from your online channels or from previous campaigns, helping guide you with key demographics like occupation, income, gender, age, etc.
When you determine various buyer profiles, you might opt to segment ads and their messaging according to their specified characteristics. You might choose to run multiple, smaller campaigns at a lesser frequency versus a more generic direct mail message at a greater frequency.
Step Two: Choosing the Right Feature Product
Remember to feature your most popular product at the center of the message of the campaign, especially if this is initial foray into direct mail marketing. Keep in mind the marketing applications that have performed well in advancing this “best seller” to your existing customers. What worked well for existing customers in the past is likely to also register with a fresh group of potential customers. Effective promotions draw attention, but don’t rely on just a “price reduction” gimmick; emphasize the quality of your product (or service) and present it proudly to the target audience that is most likely to use it.
Step Three: Make Sure to Personalize Messaging
Here’s good news: your personalization is no longer constrained to email or digital campaigns, exclusively. Data can be translated seamlessly to direct mail, and key demographic information can factor into making your message resonate with every target individual and demo. You can tweak your message to make it speak with greater authenticity, whatever its audience. Complete rewrites or labored redesigns are no longer necessary.
Step Four: Contact a Professional at nSightful
We’re experts, with decades of experience in operations like merging together inbound and outbound marketing to help you reach every potential customer, using direct mail as though you were initiating a traditional, time-honored phone call. You’ll enjoy the best of both worlds—reaping established sales, and marketing and shaping where they will be in your company’s future. Contact an nSightful pro today to find out how to make a successful direct mail campaign work for you. Call 866-249-1977 or email sales@nSightful.com today!
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