3 Online Recommendations for Small Business Direct Marketers
Many smaller companies who use direct mail don't have a large staff to identify digital alternatives. This column is for the organization wondering what to do online when direct mail response is declining, costs are increasing, and inevitably, profits are shrinking. Today's topic was triggered by a phone call from the new owner of a company we worked with a few years ago.
His challenge was typical of a lot of small business owners using direct mail: declining response rates, with lower profit, exacerbated by the fact that postage, once again, has recently gone up.
When we worked with the previous owner of this company a few years ago, we identified a more responsive direct mailing, built a new website, and got him started with a modest pay-per-click campaign. We wanted to test email, but the owner didn't want to use email, so we didn't. The outcome from these efforts was a combination of a better list; the capability for responders to complete a lead form on a new, search-engine-optimized website; and a PPC campaign that put them back in the black.
Fast forward about five years and direct mail response has declined yet again, while costs are up. The new owner wanted to rebrand his company with a different website. But in his attempt to save money, and having no clue what he was doing, the "new" website became a brand liability and all optimization was lost. And the pay-per-click campaign faltered because of the website switch.
So what to do? He called us for help.
In an instance like this, and in the interest of keeping a plan of action simple and as cost-effective as possible for the small business going at this alone, here are three initiatives that should be explored to keep things simple and cost-effective.
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.