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.


Find CUSTOMERS with Good Old Direct Mail

So you’re working on a marketing plan bring in more customers and increase sales for your small business. GREAT!

No doubt your marketing plan includes:

Website & SEO – Right On, Check!

Social Media – Absolutely, Check!

Email Marketing – Hit Send, Check!

Direct Mail? – Little “Old-Fashioned” for me, thanks anyway.

You should consider direct mail. In fact, direct mail is a very solid base on which to build your marketing plan.

Direct Mail is a Proven Winner for finding customers. While the overall volume of mail handled by the Post Office has declined over the years, volume of marketing mail has remained steady and effective.

With less clutter in a customer’s mailbox, your direct mail marketing will stand out. But how does direct mail stack up against the internet, search engine optimization, social media, email marketing?

Read on.

Website & Search Engine Optimization (SEO)

Most businesses these days have a website. Some of these websites are good, some great, some downright horrible!

Many never get found or seen by customers due to a nonexistent or ineffective SEO strategy. There are many factors that go into being found on sites like Google, Yahoo!, Bing, etc., including blogging, back linking and pay-per-click advertising. If you are not prepared to make a commitment of both time and money for a strong SEO strategy, it is unlikely your website will generate sales.

A well-targeted direct mail piece will absolutely be seen by the customer who receives it, guaranteed! Resulting sales generated by an effective direct mail advertising campaign are immediate.

Social Media

Social Media marketing through Facebook, Twitter, Pinterest, Linked In and the next, NEXT BIG THING are always hot topics around the marketing water cooler, and for good reason.  Millions of people are visiting social media websites every day. They’re “liking”‘, “pinning”, “linking in”, watching videos, searching for long-lost old flames, etc. But are they buying? Maybe.

Social Media is a great way to spread the word about someone or something. Getting people talking, creating a BUZZ. However, when given the choice between BUZZ & BUCKS most business owners choose the latter!

As with SEO, there are strategies – both free and paid – that will affect the impact of your social media marketing efforts. And of course there is the investment of your time.

No doubt as a small business owner, time is the one thing you do NOT have enough of!

The creation and implementation of a direct mail campaign is pretty straightforward. A targeted audience of potential customers, a compelling, irresistible offer and a little help from a direct mail marketing professional , you do not need to spend very much of your own precious time.

What about Email Marketing?

Sure, you can (and should) use email marketing. It is a great way to communicate offer and events to people you already do business with. But keep in mind, customers who do not know you react very differently to an email message than they do a piece of direct mail. Unlike an image flickering on a computer screen, a direct mail piece is engaging and memorable. An envelope or self-mailer brochure needs to be opened, a catalog flipped through and a postcard flipped over. The customer is in direct, actual physical contact with your advertising campaign.

Another big factor to consider – email marketing is relatively inexpensive so everybody and their brother is filling Inboxes with of all types of offers – some relevant, some not-so-relevant and some unfit to view in mixed company! Legitimate, Opt-in email lists are hard to come by and not inexpensive. However illegitimate, spam lists are cheap and plentiful, so buyers beware!

Do You Still Think Direct Mail Marketing is Old-Fashioned? It is! (But in a good way!)

Customer LIKE receiving relevant mail in their mailbox. Even some younger customers you’d assume might not!  According to a recent study conducted by InnoMedia, NuStats, and Vertis, 87% of Gen Y and 86% of Gen X bring in the mail the day it’s delivered.  73% of Gen Y and 68% of Gen X retail direct mail readers have used coupons received in the mail. Gen X and Y consumers rate 75% of the mail they receive as valuable.

The act of reaching customers directly at their mailbox allows for a more thoughtful, memorable introduction to your business. Once they start to read through your mailer they begin the knowing, liking and trusting you and your business.

This inevitably leads prospective customers to become paying customers. So if Old-Fashioned marketing means marketing that leads to finding new customers and increased sales – call me old-fashioned!

To be clear, I am a big fan of digital marketing channels. Heck, the tag line of my company is Blended Marketing Solutions – my term for integrated marketing .

Due to the relative ease of implementation, the target-ability and effectiveness of direct mail, business owners should put direct mail marketing at the top of their marketing TO-DO List.