Direct Mail and PPC Campaigns Working Together

In today’s marketing, you have several options to reach out to your target audience and direct mail can complement a variety of the online marketing efforts.  Pay per click (PPC) campaigns has proven to work well with direct mail campaigns and boost your sales.

If you are currently running a PPC campaign and not a direct mail campaign, you are missing the potential to reach several more leads.  And, vice a versa, if you are conducting direct mail campaigns and not PPC campaigns, you are missing out sales.

Why is this? 

Direct mail is proactive, you reach your targeting mailing list at their home or place of business and present an offer for your services and they are only seeing your company on the printed piece. So, for best results make sure your call to action is strong.

PPC is reactive, because it relies on prospects searching for your services on Google, which is a very strong prospect, because they are searching and usually are planning to purchase.  However, on the Google search, you will share your ad with other advertisers who are paying to come up on top of the searches. So, again, make sure your offer is clear and your landing page has a strong call to action.

Throw a larger net to get more fish!

By using more than one marketing tool, direct mail and PPC together, you are increasing your possible leads and sales.  You can mail to a targeted mailing list of prospects that fit your criteria, but that doesn’t guarantee your reach every possible interested prospect.  What about the people who weren’t on the list but are still interested in your services?  With the number of online users and increase online sales, it is most likely you can catch them with a PPC campaign.

When you use direct mail and PPC, you will maximize the effectiveness of your marketing and increase your revenue.  If you need help in your marketing needs, contact us today and we will show you how we can help.

How Do You Create A Strong Call To Action?

In all of your marketing efforts, the main objective is to get a response.  The call to action (CTA) is the most important part of your message of your website, email campaign, direct mail campaign, SMS campaign or pay per click campaign.

The problem with most CTA’s is they are not clear enough as to what your audience will be getting, or they do not stand out enough.

The most common CTA mistakes on websites is a lack of detail.  For example, “Buy Now” – Buy What?  Or, “Click Here”…and what download a virus?  Make your message clear – “Click Here To Sign Up For Our Newsletter” or “Fill Out The Form to Buy Our Video”.  The design of your CTA is also important.  The CTA should be larger than other elements on the page and use color and contrast to make it stand out.

This is also a problem with Direct Mail, if your printed piece is covered in “Act Now”, “Limited Time Offer”, or “Supplies Are Limited”, this is not a strong message to the consumer who has been seeing these messages over and over and they tune them out.  Be clear on what your company is offering, for instance, if you are a pool contractor, you may want to offer free estimate and a $100 off coupon for returning the card.    With direct mail it is also very important that your CTA is going to the right mailing list!

We all know that mobile marketing is becoming more relevant as the number of people who use their tablets and smart phones for information increases. With mobile marketing you will increase your opt-ins by giving your customers more information on what they will receive, how often and how to opt-out.  Make sure your CTA provides incentive; it could be a coupon, entering a sweepstakes, special offer, etc.

PPC advertising costs you money, so you want to make sure every click you pay for counts.  A PPC campaign is highly targeted traffic, so it’s important that you don’t confuse your pay per click visitors.  Your landing page should be solely dedicated to s single purpose with a strong CTA.  For example if you are a landscaping company wanting to build your customer base, your landing page should provide your company information, a form to fill out for more information and an incentive for doing so, i.e. first month service free and free estimate.

Direct Etc. will help you develop the strong CTA’s to increase your response, exposure and conversions. Contact us for more information.

 

Video Marketing, Why You Need It

Video Marketing is a very hot topic now and is growing rapidly. Cisco Systems estimates that 90% of web traffic will be driven by video by the end of 2013 and must be incorporated into your website’s content marketing strategy.

Your website’s content and your blog gets your message in front of your potential customers and you can be found via Long Tail Keyword search in Google.  However, Video is much easier to syndicate and will get that video in front of as many eyeballs as possible.  There are several ways to post syndicate your videos, here are a few resources:

  • YouTube
  • Video Aggregators, e.g. Veoh, Blip, Metacafe
  • Post Link on Your Social Media – Facebook, Twitter, LinkedIn, Digg, etc.
  • Place Video on your website or blog
  • Ask other websites to post your video
  • Post your video on iTunes as a video podcast

As you can see, website content is important, but one video allows you dozens of places to post and get you more exposure.

Creating videos is simple and inexpensive.  You don’t need a director, professional equipment, editing skills or software.  You just need a video camera or smart phone to get started.  Find the best person in your company to be your star and then deliver information people can use and enjoy.

Think about it, as a restaurant owner, wouldn’t a video of patron enjoying your venue and raving about the Chef’s Special have way more impact than pictures on your website? You bet!

If you’re a landscape company, a video showing the transformation of a customer’s property as well as the customer enjoying their new yard is far more impactful than just before & after pictures.  And as an added bonus, a clients’ testimonial on video will carry far more weight than one that’s written.

Another advantage of Video marketing is its ability to establish your company’s personality even faster than writing articles or blog posts.  On video your personality comes through to viewers and gives them an opportunity to like and share you with their social community, expanding your reach even further.

Even though video is established in most market areas, the number of companies using it effectively is relatively small. So the use of videos to discuss your products and services definitely sets your company apart from your competition.

The growth of mobile devices such as smartphones and tablets accessing the internet is phenomenal. Video plays very well on these mobile devices.  As your Blended Marketing Solution provider, Direct Etc. will help you to integrate your online marketing, including videos with your direct mail and email campaigns to ensure all channels perform at their best!

Contact us today to see how we can help you.

 

Google Places Update

As we all know Google is constantly updating their products and search algorithms.  Direct Etc. will keep up with these changes and get the information out to our readers as quick as we can! We know how important it is to the small business owners to keep up with these changes and adjust their business listings on the Internet to advance their brand and continue to grow business.

In an effort to bump up their social network Google+, the search engine has replaced Google Places with Google Plus Local.  When Google Plus launched in 2011, there was a lot of enthusiasm, however, the usage statistics did not keep up with the pre-launch hype.  With replacing Google Places with Google Plus Local, which will also interface with Zagat, Google hopes its 100 million users with start interacting more frequently on the social network and give Facebook more competition.

If you already have a Google Places page, it has been replaced with the new Google+ Local page.  So you don’t need to worry about doing anything with your listing.  Here is a list of changes that have been implemented.

  • The substitution of the new Google+ Local pages for Google Places pages
  • The appearance of a “Local” tab within Google+
  • The integration and free availability of Zagat reviews
  • The integration of Google+ Local pages across Google properties, i.e. search, Maps, mobile
  • Integration of a circles filter to find reviews/recommendations from friends, family and colleagues.

When Google launched Places their hope was that merchants would use it to interact and communicate with their customers and prospects.  This didn’t happen because of the limitations of Places.  Learning from that Google+ Local is much more versatile and social “friendly” with functionality equal to Facebook and Twitter.

These changes will enhance the consumer experience with a relatively small adjustment and learning curve.  Internet users will continue using Google as they have but get the benefit of the richer pages and Zagat ratings.  Millions of local merchants can use the technology to create dynamic pages and content and create greater engagement with customers and prospects.

If you don’t have your Google+ Local page, we encourage you to do so soon.  It’s free and easy to set up.  However, if you need some help, please contact us.

Direct Mail PLUS Email Marketing: A Great One-Two Punch for Small Businesses

If you’re a business with a fair amount of foot traffic coming through your door, are you collecting email addresses from your customers?

This is one of the simplest, cheapest marketing strategies to implement, but I am always surprised at how many independent businesses I frequent never bother to ask me for my email address. What’s up with that?

However, when I drop into most any chain store or restaurant for the first time, they want my address, cell number, email address and shoe size (kidding!)

Sometimes I give them what they want, other times I don’t want to be bothered – but kudos for trying! Obviously, by keeping in touch with me, they stand a better chance at future sales – and they just might be right!

Keeping existing customers as customers is a heck of a lot easier than finding new ones, but don’t take your customers for granted.

Sending out monthly email marketing specials, advance notice of events or sales, or just a simple “THANKS” for being a customer, goes a long way in keeping loyal customers.

If your business lacks foot traffic and/or lacks email addresses, a targeted direct mail marketing campaign can be highly effective in improving your situation.

While you’re sending out your direct mail, why not build a database of email addresses at the same time – the old “kill two birds with one stone” strategy.

Every effective direct mail campaign needs a compelling offer – typically a discount of some sort.

As an added incentive, have the recipient head to your website or landing page where they can submit their email address to receive an even better deal.

Now this prospect has moved one step closer to becoming an actual PAYING customer!

By submitting their email address to your site, they have also Opted-In to receive future offers from you via email.

Future Offers = Future Sales!

Sending someone on your email list an email marketing offer is considerably less expensive than mailing them one.

And as your database of email addresses grows in size, you’ll want to consider an email marketing system such as Constant Contact, Mail Chimp or any one of many such programs to manage your email marketing campaigns. The cost of these programs range from FREE to hundreds of dollars a month, based on your needs.

By the time you’d have to actually pay money to manage your email marketing – it will already be worth the investment!