Don’t have a huge marketing budget? You’re not alone! This is a common issue for small businesses, especially those just starting out. Nonetheless, marketing is a necessary tool if you hope to attract new customers, create loyalty, and grow your business.
Today, I’m going to share a proven marketing strategy that delivers consistent results. The best part? It’s easy to implement and doesn’t have to break the bank!
I’m talking about direct mail. This might seem like an archaic approach to marketing in today’s digital climate, but bear with me, and I’ll share why direct mail can help you cut through all of the noise and entice more of your ideal prospects!
First, Why Direct Mail?
Today, we have social media, video, Google ads—you name it. Why direct mail over other popular forms of marketing?
Because of the mass migration to online platforms, your physical mailbox might not be as full as it was several years ago. This presents a huge opportunity for you to connect with more customers in a meaningful way.
Here are several other key reasons to go with direct mail for your next marketing campaign:
- It fits just virtually any budget.
- It’s highly scalable.
- It allows for very targeted marketing.
- It provides near-instant feedback.
- It yields results you can track.
- It allows you to test different variables and improve results.
- It can be tested with a very small sample before rolling out a full campaign.
Given these advantages, there’s no reason not to include direct mail in every marketing campaign you have. In fact, you can run multiple campaigns concurrently.
But rather than casting a wide net and trying to convert a hundred different leads, lock in on the few that are interested. You can achieve this with a simple, three-step direct mail campaign!
The 3-Step Direct Mail Marketing Plan
Ready to launch your first direct mail marketing campaign? Follow these three simple steps to get your campaign off the ground!
1. Make an Offer
Your first objective is to make an offer to your prospect, something that will entice them to take the next step. In your initial direct mail piece, include some sort of lead magnet. This could be a link to a free eBook, PDF report, or video that might interest your prospect. In return, you are looking to capture their email address.
2. Create Your Call to Action
Once you have captured your prospect’s email, you can use your email autoresponder software (Constant Contact, MailChimp, etc.) to invite them to visit your business or make an appointment. You could even offer a discount on an entry-level product. I’m generally against discounts, but this is sometimes the cost of marketing to a new customer.
3. Invite Them to a Personal Consultation
Next, send another autoresponder email that invites your prospect to take advantage of a free personal consultation. The idea here is, “Give and you shall receive.” You need to provide some kind of value up front if you hope to earn the customer’s trust, and eventually, their business.
Meanwhile, invite your prospect to sign up for your free online newsletter. Even if they aren’t ready to buy today, you want them to remember you (and, if possible, only you) once they are ready.
Even if you provide a service that the customer already orders from another business, you want to be next in line! Your competitor could easily drop the ball, or the customer could simply outgrow them, in which case you’ll want to make sure your business is top of mind!
Direct Mail Quick Tips
Want to make sure your next direct mail campaign is a home run? Whether it’s your first or one-hundredth direct mail campaign, here are a few game-changing tips to implement:
- Target the customers who are most likely to convert first. This is an easy way to guarantee more bang for your buck!
- Create a monthly mailing to current VIP customers with specials and exclusive offers!
- Send a special mailing to your dream 100 prospects. Don’t be afraid to spend a little more to create an attractive, personalized package. Remember, you only need to land one of two of these “WOW” customers to completely transform your business, so get creative!