Get the most from your mailings to potential customers using tips from a direct-marketing pro.) What does it take to get someone to buy a car? A perso…
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Get the most from your mailings to potential customers using tips from a direct-marketing pro.)
What does it take to get someone to buy a car? A personalized letter promising a $1,000 discount can go a long way. That’s what I discovered years ago in Canada when I worked on a direct mail campaign for Ford,Eight smart ways to find new customers now! Articles promoting Lincoln’s Town Car, Continental and Mark VIII. We told recipients that all they had to do was visit a dealership, negotiate their best price and then produce the letter to save another $1,000. Sales took off.
Consumers are bombarded these days with advertising messages. Direct marketers like me are part of the reason. For 12 years in New York and now in Hollywood, Fla., I have run Lois Geller Marketing Group, a marketing advertising firm with big clients such as J.P. Morgan Chase, as well as other large companies.
Sending an offer by mail can cost anywhere from $1.00 to $150 for each prospect, depending on the different components of the campaign.
For the most part, direct mail is more expensive than advertising, or e-mail or social media, and it can also be much more effective in the long run.
How do you get the most out of the money you invest in your direct mailings, whether you handle them in-house or hire an outside firm? Here are eight of the approaches I recommend to clients.
1. Save the postcards for vacation. The classic letter in an envelope has a much better chance of generating a significant response, in my experience. To most consumers, serious mail comes in a letter, which is private. The act of opening an envelope and unfolding the letter is engaging.
A few years ago my company created a two-page letter for a firm that was selling a $2,000 annual subscription service to advertisers and ad agencies. Our client had done fairly well with a post-card campaign. It was generating paid orders at a rate of about 0.75%. We thought we could do better. We created a letter to the ad agencies that said, “If you can send me an e-mail with the 4 letter code above, I’ll send you a secret that will help you land new business you didn’t even know was loose.” Each recipient had a private code, available only in the letter. Paid response increased to 11%.
2. Impose a deadline. Give recipients a valuable freebie that they can’t get any other way than by responding now. It should fit what you are selling. For instance, if you were a tax preparer trying to attract new clients for next year, you might send a mailing in January of 2013 offering the first 100 new customers a free leather binder to store their 2012 taxes – and tell them that the offer would expire on March 15. Potential customers who can’t procrastinate will act immediately. We call this a “call to action”.
3. Emphasize your product’s benefits, not just its features. Say you are selling a teapot with a spill-proof spout. Rather than simply mention the spout’s spill-proof shape, focus on the problems it will prevent: burned hands, ruined suits, embarrassment.
How do find out what your prospects will value most about your product? Ask them. For instance, if you were selling the spill-proof teapot, you might want to chat with tea buyers at your local supermarket to find out what teapots they use and how these pots could be improved.
4. Outdo the competition. If you are a dry cleaner, and ABC Cleaners down the street is offering 20% off to new customers, give your regular customers 25% off as an incentive to stay loyal.
5. Use real people. I have found that when we include photos of actual customers or employees, rather than models, in our mailings, the response rates go up. Your direct marketing agency or art director can help you arrange an inexpensive photo shoot and get the permission you need to incorporate the pictures into your ad.
6. Rent the right list. List brokers will offer to sell you all kinds of lists. Ask for those with recent high responses to offers to products similar to yours. I suggest using a list broker who’s a member of the Direct Marketing Association, a reputable trade group.
7. Get personal. If it looks like your letter and envelope might have been in the hands of a real human being at some point, customers will be more likely to open it. Sign your letter in blue ink. Use the same ink to highlight a paragraph or to add a margin note. (The art director on your campaign can help you add your black ink “handwriting” on the layout and change it to blue.) Try a real stamp (or stamps) on the envelope. The more unusual the stamps, the better. Use a blue signature line above the return address.
8. Repeat your offer in the P.S. People often read that one first.
When we mail our own newsletter, I usually write personal notes on about 100 of them. I might mention someone’s family or a catalog their company had done. Typically, about 50% of that group will respond. In an e-mail driven world
In today’s digital age, social media has become an integral part of our lives. It has revolutionized the way businesses connect with their customers, making direct marketing on social media platforms a crucial strategy for success. With millions of users on platforms such as Facebook, Instagram, and Twitter, businesses have the opportunity to reach a wide audience and engage with potential customers in a more personalized manner. In this article, we will explore some tips for successful direct marketing on social media in the year 2023.
1. Know Your Target Audience
Before diving into direct marketing on social media, it is essential to have a clear understanding of your target audience. Take the time to research and identify the demographics, interests, and preferences of your potential customers. This will help you tailor your marketing messages and content to resonate with your audience, increasing the chances of a positive response.
2. Choose the Right Social Media Platforms
Not all social media platforms are created equal, and different platforms attract different demographics. It is crucial to select the platforms that align with your target audience. For example, if your business caters to a younger demographic, platforms like Instagram and Snapchat might be more effective, while Facebook and LinkedIn may be better for targeting professionals and older audiences.
3. Optimize Your Social Media Profiles
Your social media profiles serve as the face of your business on these platforms. Ensure that your profiles are complete, consistent, and visually appealing. Use high-quality images, include relevant keywords in your bio and descriptions, and provide links to your website or landing pages. This will not only make your business look professional but also improve your visibility and credibility.
4. Create Compelling Content
Content is key when it comes to direct marketing on social media. Create engaging and valuable content that resonates with your target audience. Use a mix of text, images, videos, and infographics to keep your content diverse and appealing. Incorporate storytelling techniques to evoke emotions and connect with your audience on a deeper level.
5. Utilize Social Media Advertising
Social media advertising offers businesses a powerful way to reach their target audience directly. Platforms like Facebook and Instagram provide advanced targeting options that allow you to define your audience based on various criteria such as age, location, interests, and behaviors. Invest in paid advertising to amplify the reach of your direct marketing campaigns.
6. Engage and Interact with Your Audience
Direct marketing on social media is not just about broadcasting your messages; it’s also about building relationships with your audience. Respond to comments, messages, and mentions promptly. Engage in conversations, answer questions, and address concerns. Actively participating in discussions shows that you value your customers and helps foster trust and loyalty.
7. Leverage Influencer Marketing
Influencer marketing has become a powerful tool for direct marketing on social media. Collaborate with influencers who have a significant following and influence over your target audience. They can help promote your products or services through sponsored content, reviews, or endorsements, reaching a wider audience and boosting your brand’s credibility.
8. Monitor and Analyze Your Results
Regularly monitor and analyze the results of your direct marketing efforts on social media. Use analytics tools provided by the platforms to track metrics such as engagement, reach, click-through rates, and conversions. This data will provide valuable insights into the effectiveness of your campaigns, allowing you to make informed decisions and optimize your strategies.
9. Stay Updated with Social Media Trends
Social media trends are constantly evolving, and it is essential to stay updated with the latest changes and developments. Keep an eye on new features, algorithms, and best practices. Experiment with new formats and techniques to keep your direct marketing efforts fresh and relevant. Being proactive will give you a competitive edge and help you stay ahead of the curve.
10. Test, Refine, and Repeat
Direct marketing on social media requires continuous testing, refining, and repetition. Experiment with different approaches, messages, and visuals to see what resonates best with your audience. Analyze the results and make adjustments accordingly. Remember that direct marketing is an ongoing process, and consistent efforts will lead to long-term success.
Conclusion
Direct marketing on social media can be a game-changer for businesses in 2023. By understanding your target audience, choosing the right platforms, optimizing your profiles, creating compelling content, utilizing advertising and influencer marketing, engaging with your audience, monitoring results, staying updated with trends, and continuously testing and refining your strategies, you can achieve success in your direct marketing efforts. Embrace the power of social media and take your business to new heights.
Introduction
In today’s digital age, social media has become an integral part of our lives. It has revolutionized the way businesses connect with their customers, making direct marketing on social media platforms a crucial strategy for success. With millions of users on platforms such as Facebook, Instagram, and Twitter, businesses have the opportunity to reach a wide audience and engage with potential customers in a more personalized manner. In this article, we will explore some tips for successful direct marketing on social media in the year 2023.
1. Know Your Target Audience
Before diving into direct marketing on social media, it is essential to have a clear understanding of your target audience. Take the time to research and identify the demographics, interests, and preferences of your potential customers. This will help you tailor your marketing messages and content to resonate with your audience, increasing the chances of a positive response.
2. Choose the Right Social Media Platforms
Not all social media platforms are created equal, and different platforms attract different demographics. It is crucial to select the platforms that align with your target audience. For example, if your business caters to a younger demographic, platforms like Instagram and Snapchat might be more effective, while Facebook and LinkedIn may be better for targeting professionals and older audiences.
3. Optimize Your Social Media Profiles
Your social media profiles serve as the face of your business on these platforms. Ensure that your profiles are complete, consistent, and visually appealing. Use high-quality images, include relevant keywords in your bio and descriptions, and provide links to your website or landing pages. This will not only make your business look professional but also improve your visibility and credibility.
4. Create Compelling Content
Content is key when it comes to direct marketing on social media. Create engaging and valuable content that resonates with your target audience. Use a mix of text, images, videos, and infographics to keep your content diverse and appealing. Incorporate storytelling techniques to evoke emotions and connect with your audience on a deeper level.
5. Utilize Social Media Advertising
Social media advertising offers businesses a powerful way to reach their target audience directly. Platforms like Facebook and Instagram provide advanced targeting options that allow you to define your audience based on various criteria such as age, location, interests, and behaviors. Invest in paid advertising to amplify the reach of your direct marketing campaigns.
6. Engage and Interact with Your Audience
Direct marketing on social media is not just about broadcasting your messages; it’s also about building relationships with your audience. Respond to comments, messages, and mentions promptly. Engage in conversations, answer questions, and address concerns. Actively participating in discussions shows that you value your customers and helps foster trust and loyalty.
7. Leverage Influencer Marketing
Influencer marketing has become a powerful tool for direct marketing on social media. Collaborate with influencers who have a significant following and influence over your target audience. They can help promote your products or services through sponsored content, reviews, or endorsements, reaching a wider audience and boosting your brand’s credibility.
8. Monitor and Analyze Your Results
Regularly monitor and analyze the results of your direct marketing efforts on social media. Use analytics tools provided by the platforms to track metrics such as engagement, reach, click-through rates, and conversions. This data will provide valuable insights into the effectiveness of your campaigns, allowing you to make informed decisions and optimize your strategies.
9. Stay Updated with Social Media Trends
Social media trends are constantly evolving, and it is essential to stay updated with the latest changes and developments. Keep an eye on new features, algorithms, and best practices. Experiment with new formats and techniques to keep your direct marketing efforts fresh and relevant. Being proactive will give you a competitive edge and help you stay ahead of the curve.
10. Test, Refine, and Repeat
Direct marketing on social media requires continuous testing, refining, and repetition. Experiment with different approaches, messages, and visuals to see what resonates best with your audience. Analyze the results and make adjustments accordingly. Remember that direct marketing is an ongoing process, and consistent efforts will lead to long-term success.
Conclusion
Direct marketing on social media can be a game-changer for businesses in 2023. By understanding your target audience, choosing the right platforms, optimizing your profiles, creating compelling content, utilizing advertising and influencer marketing, engaging with your audience, monitoring results, staying updated with trends, and continuously testing and refining your strategies, you can achieve success in your direct marketing efforts. Embrace the power of social media and take your business to new heights.
Introduction
In today’s digital age, social media has become an integral part of our lives. It has revolutionized the way businesses connect with their customers, making direct marketing on social media platforms a crucial strategy for success. With millions of users on platforms such as Facebook, Instagram, and Twitter, businesses have the opportunity to reach a wide audience and engage with potential customers in a more personalized manner. In this article, we will explore some tips for successful direct marketing on social media in the year 2023.
1. Know Your Target Audience
Before diving into direct marketing on social media, it is essential to have a clear understanding of your target audience. Take the time to research and identify the demographics, interests, and preferences of your potential customers. This will help you tailor your marketing messages and content to resonate with your audience, increasing the chances of a positive response.
2. Choose the Right Social Media Platforms
Not all social media platforms are created equal, and different platforms attract different demographics. It is crucial to select the platforms that align with your target audience. For example, if your business caters to a younger demographic, platforms like Instagram and Snapchat might be more effective, while Facebook and LinkedIn may be better for targeting professionals and older audiences.
3. Optimize Your Social Media Profiles
Your social media profiles serve as the face of your business on these platforms. Ensure that your profiles are complete, consistent, and visually appealing. Use high-quality images, include relevant keywords in your bio and descriptions, and provide links to your website or landing pages. This will not only make your business look professional but also improve your visibility and credibility.
4. Create Compelling Content
Content is key when it comes to direct marketing on social media. Create engaging and valuable content that resonates with your target audience. Use a mix of text, images, videos, and infographics to keep your content diverse and appealing. Incorporate storytelling techniques to evoke emotions and connect with your audience on a deeper level.
5. Utilize Social Media Advertising
Social media advertising offers businesses a powerful way to reach their target audience directly. Platforms like Facebook and Instagram provide advanced targeting options that allow you to define your audience based on various criteria such as age, location, interests, and behaviors. Invest in paid advertising to amplify the reach of your direct marketing campaigns.
6. Engage and Interact with Your Audience
Direct marketing on social media is not just about broadcasting your messages; it’s also about building relationships with your audience. Respond to comments, messages, and mentions promptly. Engage in conversations, answer questions, and address concerns. Actively participating in discussions shows that you value your customers and helps foster trust and loyalty.
7. Leverage Influencer Marketing
Influencer marketing has become a powerful tool for direct marketing on social media. Collaborate with influencers who have a significant following and influence over your target audience. They can help promote your products or services through sponsored content, reviews, or endorsements, reaching a wider audience and boosting your brand’s credibility.
8. Monitor and Analyze Your Results
Regularly monitor and analyze the results of your direct marketing efforts on social media. Use analytics tools provided by the platforms to track metrics such as engagement, reach, click-through rates, and conversions. This data will provide valuable insights into the effectiveness of your campaigns, allowing you to make informed decisions and optimize your strategies.
9. Stay Updated with Social Media Trends
Social media trends are constantly evolving, and it is essential to stay updated with the latest changes and developments. Keep an eye on new features, algorithms, and best practices. Experiment with new formats and techniques to keep your direct marketing efforts fresh and relevant. Being proactive will give you a competitive edge and help you stay ahead of the curve.
10. Test, Refine, and Repeat
Direct marketing on social media requires continuous testing, refining, and repetition. Experiment with different approaches, messages, and visuals to see what resonates best with your audience. Analyze the results and make adjustments accordingly. Remember that direct marketing is an ongoing process, and consistent efforts will lead to long-term success.
Conclusion
Direct marketing on social media can be a game-changer for businesses in 2023. By understanding your target audience, choosing the right platforms, optimizing your profiles, creating compelling content, utilizing advertising and influencer marketing, engaging with your audience, monitoring results, staying updated with trends, and continuously testing and refining your strategies, you can achieve success in your direct marketing efforts. Embrace the power of social media and take your business to new heights.
Introduction
In today’s digital age, social media has become an integral part of our lives. It has revolutionized the way businesses connect with their customers, making direct marketing on social media platforms a crucial strategy for success. With millions of users on platforms such as Facebook, Instagram, and Twitter, businesses have the opportunity to reach a wide audience and engage with potential customers in a more personalized manner. In this article, we will explore some tips for successful direct marketing on social media in the year 2023.
1. Know Your Target Audience
Before diving into direct marketing on social media, it is essential to have a clear understanding of your target audience. Take the time to research and identify the demographics, interests, and preferences of your potential customers. This will help you tailor your marketing messages and content to resonate with your audience, increasing the chances of a positive response.
2. Choose the Right Social Media Platforms
Not all social media platforms are created equal, and different platforms attract different demographics. It is crucial to select the platforms that align with your target audience. For example, if your business caters to a younger demographic, platforms like Instagram and Snapchat might be more effective, while Facebook and LinkedIn may be better for targeting professionals and older audiences.
3. Optimize Your Social Media Profiles
Your social media profiles serve as the face of your business on these platforms. Ensure that your profiles are complete, consistent, and visually appealing. Use high-quality images, include relevant keywords in your bio and descriptions, and provide links to your website or landing pages. This will not only make your business look professional but also improve your visibility and credibility.
4. Create Compelling Content
Content is key when it comes to direct marketing on social media. Create engaging and valuable content that resonates with your target audience. Use a mix of text, images, videos, and infographics to keep your content diverse and appealing. Incorporate storytelling techniques to evoke emotions and connect with your audience on a deeper level.
5. Utilize Social Media Advertising
Social media advertising offers businesses a powerful way to reach their target audience directly. Platforms like Facebook and Instagram provide advanced targeting options that allow you to define your audience based on various criteria such as age, location, interests, and behaviors. Invest in paid advertising to amplify the reach of your direct marketing campaigns.
6. Engage and Interact with Your Audience
Direct marketing on social media is not just about broadcasting your messages; it’s also about building relationships with your audience. Respond to comments, messages, and mentions promptly. Engage in conversations, answer questions, and address concerns. Actively participating in discussions shows that you value your customers and helps foster trust and loyalty.
7. Leverage Influencer Marketing
Influencer marketing has become a powerful tool for direct marketing on social media. Collaborate with influencers who have a significant following and influence over your target audience. They can help promote your products or services through sponsored content, reviews, or endorsements, reaching a wider audience and boosting your brand’s credibility.
8. Monitor and Analyze Your Results
Regularly monitor and analyze the results of your direct marketing efforts on social media. Use analytics tools provided by the platforms to track metrics such as engagement, reach, click-through rates, and conversions. This data will provide valuable insights into the effectiveness of your campaigns, allowing you to make informed decisions and optimize your strategies.
9. Stay Updated with Social Media Trends
Social media trends are constantly evolving, and it is essential to stay updated with the latest changes and developments. Keep an eye on new features, algorithms, and best practices. Experiment with new formats and techniques to keep your direct marketing efforts fresh and relevant. Being proactive will give you a competitive edge and help you stay ahead of the curve.
10. Test, Refine, and Repeat
Direct marketing on social media requires continuous testing, refining, and repetition. Experiment with different approaches, messages, and visuals to see what resonates best with your audience. Analyze the results and make adjustments accordingly. Remember that direct marketing is an ongoing process, and consistent efforts will lead to long-term success.
Conclusion
Direct marketing on social media can be a game-changer for businesses in 2023. By understanding your target audience, choosing the right platforms, optimizing your profiles, creating compelling content, utilizing advertising and influencer marketing, engaging with your audience, monitoring results, staying updated with trends, and continuously testing and refining your strategies, you can achieve success in your direct marketing efforts. Embrace the power of social media and take your business to new heights.
Introduction
In today’s digital age, social media has become an integral part of our lives. It has revolutionized the way businesses connect with their customers, making direct marketing on social media platforms a crucial strategy for success. With millions of users on platforms such as Facebook, Instagram, and Twitter, businesses have the opportunity to reach a wide audience and engage with potential customers in a more personalized manner. In this article, we will explore some tips for successful direct marketing on social media in the year 2023.
1. Know Your Target Audience
Before diving into direct marketing on social media, it is essential to have a clear understanding of your target audience. Take the time to research and identify the demographics, interests, and preferences of your potential customers. This will help you tailor your marketing messages and content to resonate with your audience, increasing the chances of a positive response.
2. Choose the Right Social Media Platforms
Not all social media platforms are created equal, and different platforms attract different demographics. It is crucial to select the platforms that align with your target audience. For example, if your business caters to a younger demographic, platforms like Instagram and Snapchat might be more effective, while Facebook and LinkedIn may be better for targeting professionals and older audiences.
3. Optimize Your Social Media Profiles
Your social media profiles serve as the face of your business on these platforms. Ensure that your profiles are complete, consistent, and visually appealing. Use high-quality images, include relevant keywords in your bio and descriptions, and provide links to your website or landing pages. This will not only make your business look professional but also improve your visibility and credibility.
4. Create Compelling Content
Content is key when it comes to direct marketing on social media. Create engaging and valuable content that resonates with your target audience. Use a mix of text, images, videos, and infographics to keep your content diverse and appealing. Incorporate storytelling techniques to evoke emotions and connect with your audience on a deeper level.
5. Utilize Social Media Advertising
Social media advertising offers businesses a powerful way to reach their target audience directly. Platforms like Facebook and Instagram provide advanced targeting options that allow you to define your audience based on various criteria such as age, location, interests, and behaviors. Invest in paid advertising to amplify the reach of your direct marketing campaigns.
6. Engage and Interact with Your Audience
Direct marketing on social media is not just about broadcasting your messages; it’s also about building relationships with your audience. Respond to comments, messages, and mentions promptly. Engage in conversations, answer questions, and address concerns. Actively participating in discussions shows that you value your customers and helps foster trust and loyalty.
7. Leverage Influencer Marketing
Influencer marketing has become a powerful tool for direct marketing on social media. Collaborate with influencers who have a significant following and influence over your target audience. They can help promote your products or services through sponsored content, reviews, or endorsements, reaching a wider audience and boosting your brand’s credibility.
8. Monitor and Analyze Your Results
Regularly monitor and analyze the results of your direct marketing efforts on social media. Use analytics tools provided by the platforms to track metrics such as engagement, reach, click-through rates, and conversions. This data will provide valuable insights into the effectiveness of your campaigns, allowing you to make informed decisions and optimize your strategies.
9. Stay Updated with Social Media Trends
Social media trends are constantly evolving, and it is essential to stay updated with the latest changes and developments. Keep an eye on new features, algorithms, and best practices. Experiment with new formats and techniques to keep your direct marketing efforts fresh and relevant. Being proactive will give you a competitive edge and help you stay ahead of the curve.
10. Test, Refine, and Repeat
Direct marketing on social media requires continuous testing, refining, and repetition. Experiment with different approaches, messages, and visuals to see what resonates best with your audience. Analyze the results and make adjustments accordingly. Remember that direct marketing is an ongoing process, and consistent efforts will lead to long-term success.
Conclusion
Direct marketing on social media can be a game-changer for businesses in 2023. By understanding your target audience, choosing the right platforms, optimizing your profiles, creating compelling content, utilizing advertising and influencer marketing, engaging with your audience, monitoring results, staying updated with trends, and continuously testing and refining your strategies, you can achieve success in your direct marketing efforts. Embrace the power of social media and take your business to new heights.
