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.