If you’re wondering why your direct marketing strategy isn’t working, chances are that you are not creating relevant content. Consumers are looking for services that can directly make their life easier. The problem is that so many companies are creating messaging based on their goals instead of setting goals with their consumers in mind.
We really need to get back to the basics. We’re in business to serve the public. If our public doesn’t convert, we don’t make money. We need to always need to have the mindset that we are here to make our public happy. Your business objectives should center around creating messaging that your public wants and needs. By now, you should know your consumer pretty well so you can create relevant content.
Whether you’re sending an email blast or direct mail, you’re messaging needs to be timely and relevant. Our advice is to combine current events, issues, etc with your business goals to attract consumers. Use holidays and events to create content. Use that content in your blog posts, email messaging, and direct mail pieces to help generate sales. Use day-to-day issues to provide examples and reasons why your consumers need your services.
You are one of many (unfortunately) providing consumers with your product or service. Competition in today’s market is fierce. Consumers are more cautious with their all mighty dollar. Because of that, they take their time making decisions to buy products or use services.
When you take away all the fluff, you really have one thing: The message. If you want to generate leads and sales, you have to have the right messaging. We’ve talked about making a clear offer. A clear offer is good, but your consumer may not convert right away, even with the clear offer.
Consumers research. Before they pick a company or product, they research the company (usually online first). They want the best quality for the cheapest price (usually). That gives SMBs the task of creating clear messaging that communicates quality and price over competitors. You do this by:
- Using keywords and phrases your consumers uses
- Providing price comparisons
- Providing reviews
- Offering a free trial
- Offering a money back guarantee
- Stats and facts linked to the original source
- Sited research
You can drive home this message and generate leads by combining your online marketing and direct marketing strategy. Post the content on your website. In your direct marketing piece, use a snippet from your website. Provide your phone number and your website so the consumer can either call you or visit your site. Remember to make sure the offer is clear.