Direct Marketing: 5 Essential Components of Successful Direct Marketing

Direct marketing produced $ 2.05 trillion in sales in 2012. That represents about 8.7% of America’s GDP in 2013. This involves several key points.

First, the competition in direct marketing is tough. With all those advertising dollars spent on direct marketing, you need to make sure your message gets across and gets heard. Second, with stiff competition, you need to create compelling messages, not once, but repeatedly. You must do this effectively and efficiently, if you want to do more than just hang on.

Therefore, it is important to develop a marketing strategy that optimizes spending on your budget by employing direct marketing more effectively. Here are 5 essential components for 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 should be relevant, helpful, and persuasive. Marketing content that works grabs your potential customer’s attention, shows uniqueness, and builds trust with your potential customer. Employ these three elements in all your direct marketing content.

WIIFM – Tell your potential customer exactly what you have to offer.

Unique Selling Proposition (USP) – Clearly describe why your solution is the best.

ยท Testimonials – Let your satisfied customers “sell” for you.

2) Follow-up leads quickly to attract and capture the attention of your potential customer

You may have a sales letter that generates leads, but if you don’t follow up, valuable leads will go unnoticed. Follow up on a live event with a phone call, email, or letter inviting the prospect to take the next step.

Offer a free demo of your product or service. Make an appointment with a subject matter expert who can detail how your company’s solution works and why it is better than the competition. Then, before the scheduled demo, submit a technical report explaining your product in detail.

Follow up, engage, and spark your potential customer’s interest in your solution.

3) Promote your brand

Branding benefits give companies an advantage over non-brand competitors. Branding helps to position your product or service in a favorable light. It also gives you pricing and distribution power. The bottom line is: never miss a chance to build a brand.

Direct marketing offers you many online and offline means to build brand awareness. Online media: (1) Banner ad; (2) Blogs; (3) email; and (4) website. Offline media: (1) Print advertising: sales letters, postcards, brochures; (2) Press releases; and (3) Public Relations.

4) Promote the new relationship with the client

Lead nurturing is just as important as lead acquisition. Most companies want to develop long-term relationships with customers. That’s because they become regulars. And, over time, repeat customers drive more sales and profit for your bottom line.

Outbound marketing offers many ways to create and maintain a successful lead development program. You can use email, direct mail, social media, mobile devices, podcasts, seminars, phone calls, and videos.

5) Integrate and synchronize direct online and offline marketing

To optimize your direct marketing message and budget, success lies in finding the right mix of online and offline methods. One method is not 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 throughout the sales cycle starting with message delivery. Start with a sales letter, follow up with a phone call or email. Refer your potential customer to your website for more in-depth marketing content, and don’t forget about branding during this process.

Getting the marketing mix right has a “multiplier effect” that helps you close sales faster and easier. Employing different media consistently and consistently working towards the same goal optimizes your marketing efforts.

Don’t overlook the value of direct marketing

With so much attention lately focused on inbound marketing, it’s easy to overlook the benefits of direct marketing. However, as you can see, he still controls most of the sales. Therefore, it is wise to examine the focus of your marketing strategy and align your budget accordingly.

Before launching a direct marketing campaign, use these five essential components to effectively and efficiently compete for that $ 2.05 trillion market.

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