GOING BEYOND MAIL: MAXIMIZING THE RESULTS AND SYNERGY OF YOUR OVERALL PROGRAM

5-Key-Elements-of-Direct-Mail-Effectiveness3

Direct mail is a vital marketing channel for a small business. The way you utilize it as part of a multifaceted strategy will make it an even more powerful tool. Here are some ideas to increase its effect and extend its reach. 

Observe Your Competition – Check out what your competitors are doing — and connect with businesses outside of your area to exchange ideas. You’ll find ways to integrate their promotional strategies into your marketing plan, and even to improve upon them.

Client Referral Programs – Word-of-mouth is one of the best ways to generate interest in your products or services. And your existing clients are often the best source for referrals. Create a referral rewards program to give them an incentive to recommend you to friends, family and colleagues. Rewards can include discounts, coupons, gift cards, etc.

Search Marketing – Advertise your website with Pay-Per-Click (PPC) marketing through Google Adwords, Yahoo Search Marketing and other sites. If you bid wisely, you can position your business on the first page of keyword search results. Google and Yahoo even allow you to specify which geographic regions your ads will appear in.

Search Engine Optimization (SEO) – Increase your online exposure by moving your company to the top of the search list. A search engine marketing consultant can help improve your website’s ranking on major search engines like Google, Yahoo and Bing.

Newspapers – Neighborhood and community newspapers are becoming more and more common. These are an ideal marketing opportunity for a small, locally-based business.  Consult with local real estate agents for pointers: they typically have a handle on the best places to advertise.

Public Relations – Add a dose of public relations to your marketing program. Create a press release for your local paper about newsworthy events like upcoming products and services or new employee announcements. Be sure to publish your press release on your website as well. Also, consider using your expertise to write articles or blogs, which can also do double-duty in newspapers and on your website.

Television – Local TV affiliates and cable channels will often run segments on local businesses, where they feature new products/services or general business news. Think about topics related to your business where you could offer some insight and newsworthy perspectives. Then, contact your local stations to pique their interest.

Brochures & Collateral – A good capabilities piece is still an invaluable overall representation of your company.  Brochures about specific products and services are valuable as well. Printed versions can be used as follow-up mailings to introductory letters and postcards. PDF versions can be posted on your website, and used as part of email campaigns.

Online Directory Listings– Make sure you’re included in online web directories. And don’t forget to include a link to your website. Test out several and retain listings in the ones that work best.

Chamber of Commerce – Your local Chamber of Commerce can be a great source of referrals. Get out there and network.

Create A Schedule – Develop a marketing schedule and try to do at least one thing each day to promote your business. Consistency and persistence is key.  Also, experiment by adding new ideas on a regular basis.

MCC’s Mailing Solutions Division is dedicated to helping organizations with all of their mailing needs in the most practical and economical way possible. Contact us today for a consult and free demo to show you how your business can run smoother with our solutions.

Don't Forget to Share

Leave Comment