Striving for more engagement requires a solution person in your marketing or sales team. A great takeaway we learned from website analytics is centered around these two direct marketing words; attention and attraction. The copy, design, the selected communication channel and the offer you make is the attention. Something stopped them – it caught their eye to look again.
Direct marketing using the direct mail channel tends to fall into one of two categories: selling something today or setting the stage for selling sometime soon. This “setting the stage” or lead generation tool it’s what direct marketing mail does with remarkable efficiency and finesse.
Sometimes lead generation can be a simple, single-step activity. Such as a press release invitation to attend an event, request a free sample, or register online for this or that. At other times, when you’re trying to create a relationship or deal with educating your market about a complex product or service, lead generation can be a multi-step activity.
“When you hear the phrase in my expert opinion do you start trembling?” Somehow, “expert and opinion” means you’re going to hear or see it no matter what. Before you can eradicate those two words from your brain registry file, you’ll hear what you don’t want to hear.
However, with so many ideas in marketing, if you hear “You don’t need another idea – you need better execution.” Then that statement makes perfectly good sense. People love to take shortcuts in marketing and advertising.
”How to formulate your advertising and selling teams to work together and in return, increase your revenue,” refers to thinking of marketing as being everything leadership can do to make money by selling goods or services. Using that premise, your advertising is a tactical tool and a subsection of marketing. Selling (sales) is also a subsection of marketing.
Direct marketing and customer-centric marketing are two main strategies to use for sustained growth and revenue in most small B2B companies. These two strategies, coupled with your sales team and marketing team, are both unique and can add dollars to the bottom line.
For information about our strategic direct marketing mail services to get your message directly to your customer, contact us.
