In a world that’s been turned upside down from COVID, your marketing strategy likely looks completely different from how it did a few years ago. Businesses across the globe have been forced to turn to different tactics in order to reach their customers, and direct marketing is still one of the best ways to gain a competitive advantage. The very best direct marketing tactics rely on the power of persuasion. There’s something special about personally promoting your product or service to a customer that’s already willing to listen in the first place. Let’s take a look at the 6 most important reasons why direct marketing still works fantastically well. Don’t give up on it!
What is direct marketing?
Let’s start by establishing what direct marketing actually is.
Think of indirect marketing as the traditional style advertising that’s generalized to the public (billboards, TV ads, newsletters), and then think of direct marketing as advertising that’s personalized to the individual (postal mail, telemarketing, gifts like a custom notepad, etc).
In a nutshell, direct marketing is all about reaching the customer personally and immediately. There’s a line that leads straight from you to the customer. Direct marketing has a clear-cut goal of turning the potential customer into someone who’s fully converted and ready to commit to your product or service.
1. You can build a direct relationship with your customers
Targeting your customer directly will help you build a stronger relationship. Creating campaigns with specific messages that speak directly to your customer is a way of nurturing the relationship between you. You can create a bespoke experience for them on their customer journey and make sure they feel valued as a human, not just someone who’s simply offering their money.
2. You can improve your customer loyalty
As well as building stronger customer relationships, direct marketing also helps make them last longer too. Customer loyalty is significantly improved if you know how to keep your brand in your customer’s minds. Continuous direct marketing keeps their attention over a long period of time and lets them know you care.
3. It can be highly personalized to each customer
Successful direct marketing should be based on knowing your customers’ likes, dislikes, and preferences. You can also create highly personalized tactics that address the customer directly by name to create a deeper, more meaningful connection. The littlest personalizations can go a long way!
4. Chances of full conversion are high
The be-all and end-all of direct marketing is the improved chances of converting your customer. Creating a personalized marketing experience for each customer increases the likelihood that they’ll emotionally invest in what you’re saying and what product/service you’re telling them about. It’s all about reaching them at the right stages of their customer journey and maximizing conversion rates.
5. It’s super cost-effective
Best of all, direct marketing costs little compared to the return you’ll get back from the high rates of customer conversions. You can also work out how much you’re spending on each customer by using super easy analytical tools. Plus, it’s all well and good using direct marketing tactics, but you need to know whether they’re working or not. Thankfully analytics can help measure results and track the successes and failures too. You don’t want to spend money on direct marketing when it’s not working well.