If you assumed the biggest online business on the planet believes online marketing is the only game in town ………. think again. Google uses direct mail to find new customers, and wake up inactive ones. They’re using both postcards and a letter/brochure combination, but in each case They check the key boxes for a successful direct mail campaign
- Benefit driven headline (show up on Google)
- Addressed specifically to a company name (even better if it includes the name of the actual recipient)
- Valuable (but time limited) offer (Get $150 in free ad credit)
- Promotional code that drives the recipient online to register
It’s easy to think this sort of marketing is too complicated for a typical small business. Nothing could be further from the truth. Integrating your real world and online customer contact can be as simple and straightforward as this Google campaign.
Your website is your marketing mothership.
Getting traffic there is the key objective. It’s where you’ll turn a browser into a prospect, engage them and nurture them. It might also be where your customers buy. Or if you’re a service business or bricks and mortar retailer, where they get to know you, and access the information and proof of credibility that will convert them into buyers. Direct mail isn’t the only way you can drive traffic to your website to build your marketing database. You could promote an offer or advertise a gift, product or highly sought information via:
- Trade shows and expos
- Sponsorship of events
- Networking
- Strategic alliances with non-competing businesses who share your target audience.
- Point of sale promotions
All you need is a business card, postcard, flyer or brochure that directs them to your website to register for the goodies. If it works for Google, why not give it a try? Looking for more ideas like these? Contact Vivienne Kane at ExcitePrint on 1300 907 399 viv@exciteprint.com.au www.exciteprint.com.au
