Combining your marketing efforts can be the boost you’re looking for
Is your three legged marketing stool balanced on one or two legs? Do people look for your business online and come up empty? Don’t worry. Just send out a quick email with a single generic message to a really big list and that’ll fix it. Problem solved.
Don’t kid yourself.
To be effective you need to reach out to customers so they see you several times. You need email, Direct mail, and an online presence. You need to blare your message. And then sit back and wait for the onrush.
Well, actually, wrong again.
You don’t want to blare YOUR message. You need to speak THEIR message to them. What’s THEIR message? Well, that depends on the prospective customer. They want to hear what you can do for THEM. That means you need to tailor the message of each thing you send out to each individual customer.
To be effective, you need to first segment your customers and develop messages for each segment. Then you need to deliver the message to them in several ways.
Each has its strong points. Email is low cost and has broad reach. But open rates of email can be surprisingly low. Direct Mail, especially mail using the latest in personalization is very strong at grabbing attention but takes a little more planning and a skilled partner to execute. An online presence is crucial but things change so fast, it’s difficult to remain current.
That’s where a strong partner in INTERACTIVE marketing comes in. It’s no longer good enough to throw together a mailing list and send out some emails or postcards with a single generic message.
To be effective, you need a cohesive approach that relies on:
- Strong data mining
- Variable techniques that create personalized messages to each customer uniquely (no matter what the medium, email, mail or online)
- Visibility online in all the current places (facebook, twitter, google)
Customers don’t look just one place to find your brand anymore. They want to see you in several places before they acknowledge you. If they see an email from you, they’ll look for you online. They’ll look for you in Google search. They’ll look for you on facebook. They’ll type in a twitter hash tag with your business name or location.
And if you’re not there? Well, that email you sent may have been a colossal waste.
Here’s a better idea:
Talk to us for a planning session. We can outline all the latest techniques for mining data, writing and sending emails, personalizing Direct Mail, and staying current with all the latest online practices.
Email, Direct Mail, Online Presence – Let’s get all three legs of your marketing stool strong and carrying their load.