Direct marketing has hundreds of tactics to reach your customers…

Direct marketing has hundreds of tactics to reach your customers…

Direct Marketing Has Hundreds of Tactics to Reach Your Customers

More and more companies, big and small, are searching for direct marketing ideas. *

 

The efficiencies of direct marketing led to a long success for many small business marketing firms and importantly, how to make them work for your small business today. Today I read a report that larger companies are eyeing ways to use it as well.

In small businesses today, B2B, healthcare practitioners, start-up companies, and retailers, advertising to the masses is possible but not likely effective. In fact, small business advertising was and still is harder for a small business to function properly and to sustain growth, but even worse in the pandemic.

There is a lot of noise created by the thousands of mid to large companies trying to get the attention of any person and convince them to buy their products. There is no room for a small business to even think of trying.

Did you ever travel with your favorite sports team to an away game? I bet the noise was deafening whenever the home team had the ball, were at bat or handling the puck.

That is a metaphor for the present state of small business advertising today. For your message read or heard by a customer or prospect, you must shout louder than the home team. Here, a small business can never match the advertising dollars of the much larger companies or worse yet, maybe their competition.

Direct marketing techniques are more than a single communication channel.

Direct Marketing is a good defense communication channel when using direct mail. Direct Mail is an important channel of direct marketing, and many of the small businesses that use it will agree. Even the postal service offers programs, such as Informed Delivery and Every Door Direct Mail (EDDM) is affordable for the many small business’s market.

“Direct marketing means delivering an opportunity to buy directly to a single customer through any channel that the customer may use or prefer.”

Or what we call, direct 2 customers.

No mid to large corporation would ever use direct marketing in their advertising based on the definition above. But there are looking. Yet, a small business can and should use direct marketing in all their advertising to customers.

Specifically, direct marketing has a variety of tactics to reach customers. A marketing message can gather the reader’s attention with captivating copy, an impactful design, and crafting an offer that is hard for anyone to refuse. Using a website landing page will keep the communication moving to a sale.

If you like that idea, let us look at another strategy when combined with direct marketing to speed up company growth.

Today's small business marketing environment is ideal for using direct marketing.

First, advertising is a tactic of marketing. Everything marketing starts and ends with your customers. You need to listen to them and respond to them. Customers will share their thoughts about your products.

If you believe that this is the “age of the customer,” then it is the perfect time for you to behave like a customer you would love to have as a customer. Ask your customers daily.

As a marketer, the purest, most simple goal you should have is to get a potential customer to receive your marketing message, read the message and make a purchase. Direct marketing’s developed PROVEN strategies and tactical tools for helping customers to respond to your message. Check out the graphic on our web page today.

In summary,

Knowing what type of marketing works well today is not a guarantee for tomorrow. However, when you stay true to your commitment on gaining a better understanding of your customer’s needs and wants, you will always know when a change is in the wind and figure out how to react to it.

*Direct Marketing Solutions Market 2020 Size, Share, Forecast to 2026: MRM//McCann, Acxiom, Leo Burnett, Epsilon, SourceLink, Merkle, Harte-Hanks Direct, Rapp, Wunderman

The market study also includes the detailed data regarding the performance of all the market leaders. For more information, https://www.orbismarketreports.com/sample-request/163321?utm_source=Maia

 

 

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“I Need a Headline That Work in All Media”

“I Need a Headline That Work in All Media”

Writing creative headlines will yield significant results and increase the readership of your copywriting.

If your marketing results are anemic, you obviously ignore that a good headline attracts your customers to look more about what you offer.

He’s a quick reminder. Direct 2 customers marketing is all about reading. If you can get people to read your copy, you can get people to buy your products. However, to get people to read your copy, you must write strong headlines.

To write a good headline, you must have four objectives: attract attention, select your prospects, deliver a well thought message, and pull readers into the body copy.

Headlines are vital to the success of any advertising, but it is especially important for direct 2 customers. A good headline is like money in the bank.

I Create Headlines to Grab Attention.

I create them to pull the reader into the heart of my copy.  No absolute authority dictates how long a headline should be. The real question is what you must say to earn your reader’s attention to the rest of your copy.

A person reads, listens and watches for knowledge, information, or just for fun, but never to make them work. How the words you choose in your headlines make all the difference of successful marketing and sales campaign.

“Learn by reading, Learn by doing.”

MarketingDoc

Ask yourself a few questions before you select a headline:

  • Have I made a promise. 
  • Have I painted a picture.
  • Have I created a sense of urgency.
  • Have I explained how my product and service can solve a problem.
  • Have I explained why it is an incredible bargain.
If your creative channel is out or sorts,

focus on creating a “how-to” or “why” or “number series” as added value. Then analyze your notes carefully and write your copy into the headline or subject line, just about anywhere you plan a marketing campaign. The product you sell and the attention you want from your audience, determine the type of headline you want to use.

In addition,

headline writing tools are paramount in email subject lines, social media, mobile, websites, landing pages, video, or anywhere else you would capture a prospect or customer. You need a crafted assembly of copy to get as many eyeballs as possible.

Do I need a headline to work in all media?

The headline for this post would capture more eyeballs if I added “How to” replacing the “I need.” There are way too many communication channels and different needs of people that make one headline useful in all shapes and sizes.

Let me know what you think.

   Please share with others – except your competition!

   Sharing time with you is genuinely appreciated. Please join our Direct2Customers Marketing Community today!

  Learning and doing, marketing, and selling ideas, is what you’ll find at your Direct2Customer Community. 

  It’s what I do. It’s what I love to do. 

  Thanks again for reading. Questions?  Mdoc@direct2customers.com or 800-251-3608 

         

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A Layout of Creative Marketing Begins with… 

A Layout of Creative Marketing Begins with… 

imagination for converting more people to customers. 

Let’s face it, the variety of ways to get a customer in a B2B or a growing business is an unknown number.If you were looking at a map of planet earth, the customer attraction tactic may be to send a message to everyone on the planet. Is there an app for that? 

A  ridiculous example? Absolutely. But honestly, it does feel like that at times, right?  The one missing link in B2B small business marketing is the lack of creativity throughout the marketing strategy, planning, copywriting, advertising and sales. 

 

Look at our creativity featured image. There is graphic design, branding, and print design. Print design for this post means whatever the advertising and communication channel is used to deliver your message. 

The light going on in the persons brain starts the thinking about the next marketing effort. Scattered around are some of the tools required to use for building the strategy and marketing message. 

For example, creating the copy for the campaign. When  you start copywriting for the next customer message, but before sharing with your team, consider weaving creativity – 

  1. Your copywriting must grab the attention of the readers. 
  2. The copy must focus on them and not your company. 
  3. Differentiate your product or service from your competition. 
  4. Tailor your copy to relevant niche customer segments or profiles. 
  5. Use as many of your customer’s favorite communication channels as possible. 
  6. Tell them why they should buy from you and no one else. 

This is about as quick and concise to mix creativity using direct marketing copywriting. But without creativity in your organization, you are lacking a critical tool which can keep your marketing stale. 

Your company is not going to stay the same forever and that goes for your creativity.

Usually, a good product and service will help your company grow. As that happens some of the one-to-one personal dialogue become harder to maintain. Further, customers are evolving, the market is ever-changing and there is more competition, direct and even indirect that you face daily. Match your products to the wants and needs of as many customers and prospects as possible. Looking at this bigger picture, can help develop more creativity.  

Salespeople need to keep their focus on customer needs and be creative. 

The knowledgeable salesperson can start a conversation with a customer where they left off the last time they talked. When customer comments are added to a marketing database,reviewing the comments can make a marketing message more relevant to both parties. No time is wasted, and a good salesperson used it as a leg up on the competition. That was truly a branding moment at its finest. 

Writing good proposals is an example of knowledgeable data users for use in sales. No matter how hard you try to piece together good copywriting, if your data is bad, then your copy is bad. 

If your data is good, the writing will get to the point quickly. Your objective is to get the reader’s attention and attract the reader’s interest, quickly. Three to five seconds is a reliable model. The copy does not need to sell but to generate immediate interest, such as sending the reader to a website landing page. Another awesome creative moment. 

Digital marketing.

In the age of digital marketing via numerous communication channels, people do not hesitate to move on to something else quickly. Even the fastest and most motivated readers cannot read everything they wish. When you are direct, and your readers know your point immediately, they are more willing to connect with you and eventually make a purchase. 

As with all the direct marketing strategies, customer-centric, direct mail, data driven, and digital marketing, they work harder together when built with creativity. If you are into digital, try writing copy designed for mail, direct response, or direct marketing. This copy not only focus on direct-2-customer creativity, but uses customer data from company segmentation toolsprospect and customer profiling and relevant copywriting leading to a potential purchase. 

Summary.

Direct marketing plus creativity,  provides more ways to get customers to buy – such as: 

  1. Create a picture of your customers’ buying patterns. 
  2. Create customized offers for your marketing channels such as direct mail, email, sales people, advertisements, digital channels, or social media. 
  3. Create an increasing number of marketing responses, leading to better relationships and eventually, more revenue. 
  4. Learning what is relevant for each data segment. 
  5. Add and correct customer information into your marketing database. 

The backbone of direct marketing copy is simple – reach your customers in a timely manner with relevant communication,  a strong offer and a product that exceeds  your customer satisfaction. 

Thanks for reading and please share with others – except your competition! Your time is truly appreciated.

Learning and doing, marketing, and selling ideas, is what you’ll find at your Direct2Customers community.

It’s what we do. It’s what we love to do.

Thanks again for reading. Questions?  Mdoc@direct2customers.com or 800-251-3608

 

 

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Providing A Huge Selection of Copy Loaded with Proven Models and Ideas…

Providing A Huge Selection of Copy Loaded with Proven Models and Ideas…

using direct marketing and solution selling strategies, to give you the assurance you are investing in your future success.

If success is your passion, subscribe today to Direct2Customers Community and see the value yourself of what is offered FREE to our members. 

Here’s the kicker. Using the FREE learning content and member suggestions will propel you to blow the competition away. 

For example, in our Library of Marketing there is a massive quantity of copy, articles, papers, reports and more just for the asking. All the marketing content is based on our concepts, “learning and doing,” for people who want to be the best at what they do.

In today’s marketing and selling, you need a better understanding of the way prospects and customers act. Record the actions you observe and share them with your team. Learn how to communicate with prospects and customers. Start to build profiles of your prospects and customers. Why? Not everybody responds in the same way. Everyone does not have the same problem.

Remember, the people you meet may have similar personalities, but everyone is different. In addition, you need to learn about the competition, direct and non-direct. If you want to create better marketing and selling, you must learn about your marketplace and record the “doing” that worked and others did not.

How The Direct Marketing Community Works for You 

1. Library of Marketing. 

As you scroll through the community web site, direct2customers.com, there are many FREE marketing and sales content articles that you can request. If you don’t see something you like, send us an email and in a few short sentences discuss your problem or need. We’ll match  your request with selection of articles  and send them your way.  

Even if you have more questions, we’ll answer you directly once you become a member. The community goal is to have members help other members. As content is requested, we’ll add them to the Library of Marketing for everyone to access.  

2. Looking for a Strategic Marketing Advantage?  

We recommend five key strategies for growth.  Each can be used alone, or in combination, to become highly effective in your marketing communications. 

  • Customer-Centric Marketing 
  • Direct Marketing 
  • Multi-Channel Marketing 
  • Data Driven Marketing 
  • Digital Marketing

3. What is our Custom-Made Marketing E-book? 

When you visit this web page, you’ll find two offers. There are two free modules out of eighteen, Situational Analysis and How to do Market Research and Analysis. These two modules are the most modules requested. Choose one and contact us for how to ask and use the questions found in both modules. Gather your team and copy or record their answers. You should ask management as well. Send you answers to us or call 800-251-3608 for a free appointment to discuss the answers with you.

The eighteen modules in our e-book can help you build a better company, by enhancing your marketing and selling. Each module will help you think of better ways to operate your company at a higher level. After you sample this Q&A and analysis of your responses, email or call 800-251-3608 and discuss how to buy the Custom-Made-Marketing E-book and ways to use the book. 

Remember the Rule of Three: Thinking Visually in Threes      

Available Optional Services

WHAT? 

Direct Marketing Mail Success content is available for companies that want to use it as an advertising tool.  

Our publication, Direct Marketing Mail Success, since 1993, has thousands of articles on Direct Mail, Direct Response, Small Business Marketing Success, and much, much more in our Library of Marketing. The copy is always updated based on current marketing and selling conditions as well as writing new articles. You can purchase a subscription for 4 copies within a year. There is an option to have us design the newsletter or only purchase the content. If there are any questions, please contact us at 800-251-3608 or Mdoc@direct2customers.com. 

WHERE TO FIND CONTENT? 

Number One. Our Direct Mail Success Newsletter – is still a quarterly publication, averaging five articles per issue, containing the latest information on Direct Marketing Mail, such as: 

  • data Analytics 
  • Segmentation 
  • Customer Profiles 
  • Customer-Centric Marketing Strategy 
  • Multi-Channel Marketing Communications  
  • Digital Marketing 
  • Social Media Marketing 
  • Small Business Marketing 
  • Not-for-Profit Companies 

Number Two. MarketingDoc Blog – weekly posts on small business and b2b marketing – subscription pricing is available. 

  • Direct Marketing Techniques and Fundamentals for Social Media Channels 
  • Outbound and Inbound Marketing Programs 
  • Using CRM’s 
  • Customer-Centric Marketing Strategy 
  • Landing and Call-to-Action Web pages 

Locations of other posts by The Marketing Doc – Variety of Guest Posts, Google Blogspot, Constant Contact, LinkedIn, Discussion Groups, and MarketingDoc.net 

HOW? 

Custom articles – Here are many purchase options for you to consider. The most common are: 

  • Update selected content to present marketing conditions, if necessary. 
  • Create new articles for use in a pre-determined market. 
  • Purchase an existing article as is, Copyright assigned to your firm. 
  • Article usage in a blog post for you to customize with your company brand image. 
  • Article usage in a company email for client acquisition or relationship building. 
  • Miscellaneous needs – Let’s discuss your needs and set a goal for the content. 

WHO?  

Marketing Communications Group brings over 35 years of excellence and pride in helping companies and their people reach their marketing and growth goals.  

One of the benefits of social media and content marketing is you don’t have to be large company to succeed.  

Our goal:  providing consistent timely content and assist you by responding in a timely matter that really counts. 

Your goal: Know your target customer. You have closer and more frequent contact with customers.Your customers want solutions/answers to their questions, and if you can offer them more and better ideasyou are a solution provider. 

Thanks for reading and please share with others – except your competition! Your time is truly appreciated.

Learning and doing, marketing, and selling ideas, is what you’ll find at your Direct2Customers community.

It’s what we do. It’s what we love to do.

Thanks again for reading. Questions?  Mdoc@direct2customers.com or 800-251-3608

   

 

 

 

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Be More Creative and Strategic in Marketing and Sales Promotions…

Be More Creative and Strategic in Marketing and Sales Promotions…

which lead to many benefits in the overall growth of your company and employees.

What are the top five strategies in our direct marketing community?

When evaluating existing marketing and selling programs, we always find a variety of solutions and ideas to enhance company growth. There are leadership skills that come with creative marketing strategies. And we all know the importance of leadership.

Selecting the best strategy or using a variety of strategies is common, but first do your homework. Just as you can’t fit your feet in a shoe size smaller than yours, you need strategies that work well with management, your team, and your targeted market.

I have used five battle tested strategies, from the past and in today’s digital landscape. There are a variety of strategic names, such as a game plan or master plan. In my world of marketing and advertising, creativity is prominent.  The art and science of marketing tend to lead one to build creative strategies.

I made a presentation in 1993, at a business trade show in Chicago, on how to use creative strategies in direct marketing mail with one-to-one marketing, and relationship marketing. These were creative strategies in this era showing results in marketing programs and tactics.

The good results were also the importance of gathering customer data and analysis to add some strength to a firm’s strategic marketing plan.

Our five strategies of importance are in no particular order. However, the customer always comes first.

A customer-centric marketing strategy

The customer is at the center of your marketing universe. Therefore, all your products and services must meet their needs and requirements. Not just in the beginning of a purchase, but every time the customer makes a purchase. People don’t buy products or services–they buy solutions.

If you Google customer-centric marketing, you will uncover a ton of definitions. To keep it simple, I’ll use the following information that hits on a few high notes based on experience.

Customer-centric marketing means to fulfill all the needs and wants of each customer with a desire to help them reach satisfaction and doing it all with a smile. If you want to experiment with the principles of customer-centric marketing, you need to learn the “how” from your customers, one-on-one.

  1. Learn as much as you possibly can about all your customers and prospects. Even the ones who may only purchase on an irregular schedule. For example, ask them how they use your product or service? How did they make a purchase decision?
  2. Share your product and service features and benefits with your prospective market. Give them a taste of what you offer. This will lead buyers to more ideas on how to use your products or services. Consider using the benefit from your company being a solution provider. Working closely with your buyers to design a special service or product that is very beneficial to them.
  3. Treat your customers with value added, no cost services.  This is one benefit that no one forgets.
  4. As you learn more about each customer, keep fulfilling their needs and wants to exceed their expectations. A happy customer leads to collect more marketing data. More data can lead to better advertising results.
  5. And when customers are happy, they give you testimonials. Testimonials are a great addition to your marketplace communications and especially customer service and the selling team.

Why use a direct marketing strategy?

You need a customer-focus mentality to see and understand why your customers buy or not buy. There is nothing better than weaving a direct marketing strategy and its many tactical choices to reach, attract and sell more to your target market audience. In one word, AWESOME! 

Direct marketing is also an interactive system of marketing and selling using two-way communication in your marketplace. Effective direct marketing uses more communication channels to get a measurable customer response and enables you to record and analyze event data.

The direct marketing strategy, as coined by Lester Wunderman in the 1950’s, “is advertising directly to the consumers mailbox with less competition.” An advertising message, sent to a consumer, provides a direct path to the person’s mailbox, with less noise from the competition.

For example, the United States Postal System is moving toward digital, but not at the expense of direct mail, but using it with direct mail. (See the post Informed Delivery from the USPS.)

Why a use multi-communication channel strategy.

Multi-communication channel marketing enables you to use a variety of communication channels to reach your customer and your customer responds. For example, direct mail, e-mail, landing pages and numerous channels in social media hit their target market with good results.

The customer is the center of your universe and all your products and services must meet their needs. Many times, more than not, it’s wise to make sure your database used for prospects and customers in your marketplace records, show what channels are used and by whom. People don’t buy products or services – they buy solutions.

Why A Data Driven Marketing Strategy?
May I quote, according to Fospha, “Customer Data Platform Specialists,” director Sam Carter stated that:

“Without fully integrated customer data, businesses are unable to fully engage their customers and drive conversions at sustainably low cost, retain customers and build brand loyalty.” 2016 publication. By the way, this is still true today.

At a ClickZ’s webinar, August 23, 2017, Maximize Your Customer Data, a definition of personalization is defined as, “communicating differently with a customer based on their characteristics, to optimize customer acquisition, retention and lifetime value.” Also still true today.

 Plus, according to McKinsey, personalization can result in a sales uplift of 10%, and increase return on investment on marketing spent by a multiple of eight. Without data management, everything else you build in your marketing model, is wasted.

The analysis of data will help one to determine isolated trends, regions, or time periods to compare with your other data from previous campaigns.

Designing solutions for your small business and b2b marketing is three-fold.

  • To attract and retain buyers,
  • using end-to-end visibility into all marketing and selling campaigns, and
  • from impressions to revenue.

This can easily combine data from various sources to get new insights about your marketing and advertising tactics.

Why a Data Driven Marketing Strategy? 

Personalization assumes that you know something about the people to whom you are mailing, emailing, or sending to a landing page and so on. It’s an effective way to keep customers spending their money on your products and services. 

Why a Digital Marketing strategy?

There are different types of customer profiles, behavior, and competitors. Designing solutions for your business to attract and retain customers, and gain visibility into all campaigns, from impression to revenue is extremely valuable. When your strategy enables you to easily combine data from different sources to obtain new ideas, value is generally recognized.

Develop and create a marketing and selling campaigns, driven by your customer data and paid‐search strategies, is measured by key performance indicators (KPI) you create.

In a small business and a b2b company, you can start to learn to increase your proficiency in social advertising, use Google AdWords, and Google Analytics to find meaning in user behavior. Determine if your competition and other companies in your industry use digital marketing and learn why and how it is used.

A small business and b2b marketing and selling fact remains that those who “have a need for what you have to offer must be aware of what you have to offer.”

Summary

In many ways you can see it pays to have a strategic creative marketing and advertising approach in all your marketing and selling communications with your target market. Think of your strategic creative marketing plans like a good home-made recipe. What I mean is, you use a little strategy and a bit of another, to stay in the know about your customers and target market.

Thanks for reading and please share with others – except your competition! Your time is truly appreciated.

Learning and doing, marketing, and selling ideas, is what you’ll find at your Direct2Customers community.

It’s what we do. It’s what we love to do.

Thanks again for reading. Questions?  Mdoc@direct2customers.com or 800-251-3608

 

 

 

Digiprove sealCopyright secured by Digiprove © 2020 J. Mike Deuerling