Every business owner knows how important getting messages out to potential customers is. When it comes to building a successful business, entrepreneurs must consider direct marketing as a fundamental strategy in the business plan.
Why? Because it’s the most effective method to scale a business and reach the consumers you want.
Daniel Klibanoff of Asheville, North Carolina, is an entrepreneur and the President and CEO of Multimedia Lists, Inc. He provides an overview of direct marketing and explains how to build a successful career in the industry.
Simply put, direct marketing is a promotional push that sends messages straight to consumers; it’s how businesses can gain leads, sell products or services, and build brand awareness. Building a business in direct marketing evokes a strong response from potential buyers and persuades them to take action.
Unlike indirect marketing, which includes digital marketing tactics such as online reviews and search engine optimization, this strategy skips the middleman. Instead of having a third party translate your message for you, you’re in the driver’s seat and communicating directly with your target audience.
While you may associate direct marketing with being synonymous with junk mail and cold calling, this form of marketing has shifted to adopt a more modern, less-invasive approach. Direct marketing can be your company’s greatest asset; it can occur online and offline and can be very well-received from your customers, notes Daniel Klibanoff.
Social media is among the most powerful direct marketing tools for businesses of all sizes. Organic social media marketing focuses on building a community of relationships where users promote a company’s brand based on their experience and relationship with that company. It’s one of the most used direct marketing examples known to date. In fact, it has been reported that since 2018, roughly 55% of people made a purchase after seeing a product on social media.
When it comes to social media marketing, companies will use it to connect with customers, boost brand awareness and trust, and conduct business transactions, says Daniel Klibanoff.
Display ads often click through to a company’s website and the company is usually charged per click, so you can easily measure the return on investment. A classic example would be a display ad on Facebook with a clear response call-to-action (CTA) i.e., a “Shop Now” or “Contact Us” button.
Display ads can be very helpful in reaching targeted consumers, as long as the ad strategy is clear and convinces the web user within a span of three to five seconds to click. As web users become savvier, advertising campaigns must keep pace with an increasingly sophisticated audience.
Display ads also allow for businesses to conduct retargeting campaigns, meaning if a prospective user visits your company’s or a related company’s website, they will be put in queue to view your ad. For example, if a person visited a clothing company in the past week, they are more likely to view ads that are related to that company’s or other clothing company’s ads.
Email marketing is an effective way to not only generate leads but also to retain them. Through email marketing software, businesses promote their products and services to prospects and customers through well-crafted, strategically written email messages.
Because we live in an era of constant emails and direct messaging, it’s more important than ever to keep your email pitches short and to the point. Emails should include your offer in the subject line and body text should be a few, enticing sentences where you can encourage the recipient to contact you by phone or respond directly to your email, says Daniel Klibanoff.
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