Content marketing and online marketing tactics are among the top-rated ways to grow your SMB, but have you considered the fact that these avenues are increasingly crowded? Millions of businesses exist in the digital world, and you can imagine how many emails from various companies the average consumer receives daily. Just relying on online marketing strategies can limit your ability to reach the full potential of your SMB. A marketing tactic has worked for many years, and these days, it is relatively open, at least in the local marketplace.
Direct mail marketing may seem like an old way of doing business, but it is highly relevant in today’s world. Even though much of the world has gone digital, people still get mail and enjoy getting the right marketing material from businesses. You can use this tactic to grow your SMB effectively, but only if you know how to use direct mail marketing the right way. Here are some tips to help direct mail marketing positively impact your SMB.
Know What You Want to Send
Depending on your overall budget for direct mail marketing, you can drastically improve your business reach. Some larger companies send out complete catalogues in the mail to those on their mailing list. However, these options can cost up to $10 per catalogue, so if you do not have that type of budget, you will want to opt for something a little smaller. Thankfully, there are various options when it comes to direct marketing, so consider sending out a postcard or standard flyer. These direct mail marketing materials often cost fractions of a dollar per piece to send to recipients. Remember, direct mail is all about weight, so the lighter your materials, the less expensive the campaign will be overall.
Have a Call To Action
Simply putting your information on a card or other form of mail is not enough. It would help if you let your customers know why they need to respond to your mail. They have to have a reason, or the piece could end up in the trash. A call to action or CTA gives the reader something to do and a definitive way to respond. Also, if you are investing in direct mail marketing, ensure the piece is well-formatted to make it eye-catching and easy to read for customers. Keep things clear, concise, and with a message that gives direction to the customer.
Include a Modern Link to Your Site
Naturally, you will want to have contact information on your mail marketing materials such as phone number, physical address, and email address. However, simply having a way to contact you might not be enough for all customers. Sometimes, email addresses can get remarkably long to type into a mobile device, and one wrong letter can lead them to another site. It can get frustrating for certain customers. However, by including a scannable code on the mailer, you can entice users to scan and go to your site. It is a simple yet highly effective way to increase traffic and potential customers to your site through direct mail marketing.
A Test Run is a Great Idea
For those new to the concept of direct mail marketing, it does not hurt to run a small test to see how well your materials do in a smaller market. Consider, instead of just sending mail out to every person in your region, concentrate on a smaller area, such as a small community within the larger region. This will provide key information on what needs to be changed and how many people actually read the material. You will find that your smaller market test provides essential insight to help improve the campaign before it is launched in its entirety.
Proofread Multiple Times
It might seem small to leave out a word or misspell something on a marketing material piece, but those little flaws can prove a big problem when sending direct mail marketing materials. A flaw like that can portray the message of incompetence to your prospective customers leading them to believe you do not produce quality products or services. It is often the smallest things in your SMB that make the largest impact, so before you send out any direct mail marketing materials, proofread everything and have others within the company proofread as well. You do not want a simple mistake to make your business look inadequate to the general public.
Direct mail marketing is here to stay. People love getting mailers from companies, and those who invest the time in making those mailers and marketing materials appealing and vibrant will gain more attention from their customers. Invest in direct mail marketing for your SMB and ensure to utilize all the above advice to enhance your reach and make your marketing campaign successful.
