3 Charges for Direct Marketing in 2015
The New Year represents a time to reflect on how to recharge direct marketing approaches and strategies. If 2014 results were disappointing, or worse, a decline from the previous year, here are three charges to examine and consider for 2015. But I should warn you: If you're a long-time direct marketer like myself, accepting some of these charges might not come easily.
- Cultivate Your Platform
Long-term success is a result of creating a platform of raving fans, prospects and customers. Your platform is your revenue source. You must grow and cultivate it, whether you're an established organization or a start-up. And you nurture your platform over time by positioning your organization as a trustworthy leader with authority in your market.
If you haven't already, reexamine your organization's persona—how you're perceived—in the market. You can build your organization's persona in the marketplace with content marketing tools such as producing videos, writing blogs, and engaging both existing and prospective customers via social media. Even direct mail can include a content writing component with reports, research, and long-form, content-rich letters.
As direct marketers, we've had it ingrained in us for generations that every marketing effort we use must deliver a measurable response. Cultivating and investing in the development of a platform of prospective customers, before making a sale, is counter to the culture of direct marketing. We expect every marketing effort to produce a measurable result.
A challenge is accepting that content marketing, which normally doesn't deliver a measurable sales response, does in fact contribute to long-term success. As prospects comb the Internet, you must meet them where they are—whether it's at their mailbox, filtering through email, reading a magazine, watching TV, or online while checking social media, viewing video, or multi-tasking all of the above.
- How Do You Make Them Feel?
After you meet your customers where they are physically, you must engage them emotionally using a methodical creative process that tracks what is happening in their mind.
Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, "Crack the Customer Mind Code." He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.