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How to Attract Potential Clients’ Attention – and Keep It!

Posted on by Devin Herz

How to Attract Potential Clients’ Attention – and Keep It!

Did you know, Americans are bombarded with an average of 4,000 advertisements a day? With all that competition for customers, how can your business even begin to stand out? By getting clear on the value your business provides, making the most of your social media presence and strategically using lead magnets, your business can effectively attract potential clients’ attention – and keep it!

Focusing on the Value Your Business Provides

A core principle in marketing is understanding your value. What motivates customers to convert and buy into your product or service? With this in mind, your marketing should focus on the problems you solve and how you’ll make your clients’ lives better. Your marketing campaigns should be aligned, from your business’s social media engagement to client email messages – all should have this concept as the central objective of your initiatives. Clearly stating your value proposition also enables your employees and management to have a clear understanding of your company’s vision and goals. Value brings in leads and turns those leads into customers! And a satisfied consumer will eagerly share things of value with their circle, helping you promote your business using the best method of all – word of mouth. By focusing on the value your business provides, you can effectively market your brand, attract potential client’s attention and place your company in front of the right people at the right time!

Take Advantage of Social Networks

While there will be some overlap between your followers, the people who follow you on Facebook likely aren’t the same people who have signed up for your company e-mails. Make the most of the content you create by looking to repurpose it and use your content across all of your social media channels. A blog post can be repurposed as an article in your newsletter; a Facebook post can be reimagined as a conversation-starting question on Twitter. By optimizing your marketing outreach across all your business’s social platforms, you are sure to engage and attract the attention of as many potential clients as possible.

Additionally, don’t underestimate the power of print advertising and direct marketing. While digital marketing has taken center stage as the most prominent form of marketing, print still packs a huge punch. Direct mail utilizes far less cognitive effort to process than digital media, which suggests it is easier to comprehend and most likely to be committed to memory. In a recent study, when asked to recall a company’s name in the advertisement they had just seen, the ability to remember was found to be 70% higher in participants who were shown a direct mail advertisement. That’s right – 75% of participants could recall the ad correctly when delivered through direct mail versus 44% for digital! So, if your business is primarily online, don’t neglect physical opportunities to attract client’s attention. From creating direct mail marketing campaigns to using eye-catching video brochures, there are countless ways to take a modern spin on print advertisement.

Consider Using Lead Magnets

Lead magnets are a fantastic way to get your customer’s attention by offering information of value in your field.  While you clearly want to avoid giving away too much of a product or service, you do want to provide something that has substantial enough value to intrigue your market. As an example, an attorney might provide a checklist to prepare for a court date with quick tips available in the form of a free PDF as an incentive for opting-in to their email list. You will then be able to continue providing your value proposition through quality content via e-mail – effectively attracting and keeping the attention of your potential clients. Other commonly used ways to increase a business’s e-mail list is by offering promo codes or discounts for electing to join.

Getting Noticed

By focusing on a few tried and true techniques, your business can stand apart and make a positive, impactful impression. Be sure to check out our other blogs for more ideas about how you can make the most of your marketing!

5 Tactics to Boost Direct Mail Response Rates

Posted on by Devin Herz
Retention Marketing Strategies for business

While email marketing is a great strategy because of its low cost per acquisition, direct mail still has a far better response rate. As physical mail becomes less common, research has shown that 55% of people now look forward to getting the mail and over 65% of people feel that mail is far more personal than an email. At DMC, we want to make sure you’re getting your money’s worth when spending on direct mail campaigns.

Here are five tactics to boost your direct mail response rates:

1. Clean Up Your Contact List

Similar to how we all “clean” our email lists, you’ll want to do this same cleaning with your mailing list too. Consider working with your mailing provider and have them run your list through the National Change of Address database. This will remove any known bad addresses and will also help you lower costs by making sure all addresses are complete, meet the postal requirements, and are pre-sorted.

2. Test Before Sending

If the goal of your direct mail campaign is to get a great response rate, make sure you’re sending it to your most engaged customers. The way to determine these customers is to do some test mailing that you track. Try a low-cost giveaway with purchase to see who responds. Additionally, you may want to test different offers on small groups to see which gets the best response rate before you launch to your entire database.

3. Personalization is Key

Personalizing your direct mail will ensure the best response rates. Not every business personalizes their postcard mailers, most times they’re generic to make it easy to mail to the masses. When you put together your mail piece, include as many personal details as possible, not just the name, but the product the consumer has previously purchased and a targeted offers based on that information.

4. Go Custom

The best way to resonate with your target audience is to have a mail piece that stands out and grabs the consumers’ attention; you want them to be excited to open your mail. Try a die-cut postcard, a stick-on item, or even an alluring envelope color. Consider including a small gift in the package too. If the consumer feels something inside the package, they’re more likely to open it.

5. Create an Integrated Campaign

While these strategies will help boost the response rates, don’t expect a one-off mail piece to do the trick entirely. Customers will be more likely to respond to your direct mail offers if you make them a part of a larger campaign. This means sending them a series of informative mailers and special offers. You can even integrate direct mail letters and postcards with emails, text messages, social media targeting, and phone calls.

If your last direct mail campaign felt like a one-way correspondence, DMC is here to help! These five tactics can go a long way in boosting your response rates, but coordinating all these elements is no small feat. If this sounds overwhelming to tackle, consider letting DMC take the lead on your next direct mail campaign. We’ll streamline and manage every aspect from data research, printing production, assembly, and delivery. If you want to make sure your next direct mail campaign hits all the right notes and achieves the maximum ROI, call DMC today!

3 Compelling Reasons Why Direct Mail Should be in Your Marketing Mix

Posted on by Devin Herz

If you have been investigating where your marketing dollars are best spent you most likely have read that direct mail marketing is a low cost high return on investment option. This article will do a good job detailing out what all the fuss is about with direct mail.  Direct mail marketing not only allows you to target your most likely of customer with the precision of a sniper rifle but it also allows you to personalize the offer. With this and the fact that you can track your marketing dollars with direct mail makes it a popular marketing option both for the small biz and the largest of corporations.

The ability to focus in and target only the most likely of customers is a huge asset to direct mail marketing. Companies of all sorts can purchase or rent lists of people with the most favorable demographics that match the existing customer base.  Income, Hobbies, Mortgage data are all available and extremely useful when developing a direct mail campaign. This type of marketing is with a precision focus as opposed to a more shotgun approach such as TV or Radio advertisements.

Personalizing the direct mail piece has shown time and time again to deliver the greatest of response rates. Mail pieces built dynamically with the information mentioned above assist in delivering a compelling offer that will be received favorably. People do not like to receive junk mail but they love receiving mail that is personalized and is relevant to them. New technologies such as variable data printing and Personalized URL’s are taking personalization to a whole new level.  Personalizing each piece of mail even with mailings in the 10’s of thousands of pieces is now simple and cost effective.

Tracking the response rate of direct mail has now become even more accurate with the advent and use of Personalized URLS (PURLs).  Direct mail offers now can contain web site links that are unique to the individual receiving the mail. Again the more personal the offer the better the response and with these tools available with direct mail this has become a very unique and responsive way to market products and services.

Utilizing direct mail along with Variable Data Printing and PURLs in your next marketing effort is certainly worth a good look. The Direct Mail experts at The Print Concierge are happy to show how you how we can work together and implement these new techniques and watch your response rates soar!

Let our team of experienced professionals rock out on your next innovative video campaign. We also provide the services for Website Development, Digital Marketing, Lead Generation Marketing and other related projects. Get started now by scheduling a free consultation.

The 1 Habit That Could Save Your Business From Downturn

Posted on by Devin Herz

Why is it that some service-based businesses never slow down while others seem to have peaks and valleys throughout the year?

Of course, there are seasonal businesses like lawn mowing or snow plowing, but those aren’t the ones I’m talking about.

I’m talking about the businesses that have HUGE potential pools of prospects like carpenters, restaurants, coaches, computer repair, travel agents, even accountants, and dentists.

A seemingly endless list of industries, really. It’s the businesses that wait until their sales slow down to increase (or in some cases start) their marketing efforts.

Let me be clear…

Marketing should not be looked at as an annual event or a one-time thing!

“Hmmmm, our sales are down so we better do some marketing.”

Followed shortly thereafter by “wow, we’ve got so many sales going on that there’s no time to do any kind of marketing.”

No, No, No!

Systematic and consistent marketing is the ONLY habit that can deliver consistent results.

And that’s why it’s such a MUST to build into your routine no matter what phase you are in with your business.

Start small if you have to.

It’s kind of like doing your taxes…

If you can do it yourself, great!

When it gets harder to take time away from closing sales and following up on leads, hire it out!

Much like dentistry, marketing is NOT an area where you want to apply the ‘ole “if it ain’t broke, don’t fix it.”

Waiting for your sales system to break and then trying to fix it is a huge no-no.

Good marketing initiatives take time to develop and implement.

You need to make staying on top of your marketing efforts a habit AND a priority…

So the business doesn’t break!

Use the momentum from your sales to keep your marketing going, which perpetuates the cycle.

In fact, you can virtually eliminate the need to worry where your next sale is coming from by implementing systematic marketing using direct mail, e-mail campaigns, flyers, or even door hangers.

There are so many strategies out there to consider, but one thing is for sure…

No good marketing strategy involves doing something once and waiting for the phone to ring or the sales to drop off before starting the next effort.

I can’t emphasize this enough. Make your marketing a habit!

Ok, stepping off my marketing soapbox now.

But before I do…

Do me a favor please and let me know about your marketing habits.

If marketing is a habit for you, what are you doing to make it a habit?

If you are struggling to make marketing a habit, what’s stopping you?

I’d love to hear your feedback on this and, quite frankly, geek out over it in a big way.

Here’s to your habitual success!

-Devin

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