Interested to know how you can use direct marketing to effectively close a deal? Here are some tips to help you get that deal signed, sealed, and delivered.
In this article:
- What You Need to Achieve Success in Direct Marketing
- How This Process Can You Help You Close Deals and Create a Sustainable Business
A Direct Marketing Guide to Close a Deal
Direct Marketing Definition: A form of advertising where businesses communicate directly to consumers using different marketing media such as direct mail, email, websites, and online ads.
What You Need to Achieve Success in Direct Marketing
How do you achieve success in your direct marketing campaign? Keep in mind this process: Know > Like > Trust > Purchase
- To convince customers to make a purchase, you’ll need to gain their trust first.
- To achieve their trust, they must like your brand.
- How do you get prospects to like your brand? They need to know your business better.
So how do you encourage people to get to know your brand? Here are some tips:
Figure Out Your Target Market
The sad reality is, you can’t market to everyone. If your marketing team hasn’t determined the right target market for your brand, you absolutely have to do it now.
Having a target market in mind can help you create targeted direct marketing campaigns that’ll speak to your audience. In this way, you’ll know which direct marketing campaigns or items your audience will respond to.
Create a marketing persona and let it serve as your guide in your marketing campaigns. From there, all of your campaign decisions (e.g. what promotional giveaways to use) should all be in line with who you’re targeting.
Marketing Persona Definition: This is not a single user but a representation of a hypothesized group of users’ behaviors and goals.
You may be an authority in your industry, whether it’s in finance or property management, but your prospect may not necessarily be aware of this. It’s essential to build authority first, one marketing point each time.
You can do this by featuring testimonials about your value and worth, offering case studies, and talking about your experience.
Use Content and Channels to Move Prospects to the Next Step
Direct marketing is just a part of the process, and your team must know which content works best in conveying your expertise.
All of your campaign decisions and actions should be aligned with your campaign. Your goal with each touch point is to provide content and use channels that can encourage your prospects to move to the next stage of the process.
Marketing Touchpoint Definition: It is an influential action that begins with communication, physical interaction, or human contact.
Reel Them In With an Offer
Once you’ve established your authority, it’s also good to provide customers with an insight into that expertise, and providing free offers can do just that.
Provide a solution to your customer in the form of a guide, which can help them solve their problem even before calling a professional, such as yourself. Through this, you can also give customers an insight into what you’re offering.
Let Customers Advertise for You
You can encourage existing customers to help you in advertising your brand because they can also do it for you. You may post on your social media about your products and services and ask your followers or customers to share the posts.
Posting a thought-provoking message can also help convey your authority. Just make sure to alert your potential clients to share your direct marketing promo with their family and friends.
Combine Direct Marketing With Internet-Based Campaigns
It can be challenging to establish rapport with prospects on an impersonal medium like the Internet. However, combining direct marketing methods with Internet-based campaigns and tools is actually a good strategy to reach and interact with your prospects.
You can maximize the Internet to let your target market get to know you through social media campaigns, email marketing, and your website. However, don’t dismiss direct marketing as surveys show that people trust direct mail marketing more than email marketing.
Each time you post something on your site or social media or send a direct mail, you are letting your prospects get to know you.
Link your direct marketing materials to your site where you place all your blogs about your products and services that can help solve your customers’ problems. Linking your marketing touch points to your digital advertising tools is a good way to connect both online and offline marketing efforts.
Here’s one way to do it:
For your direct marketing campaign, you can distribute USB brochures. This is a tri-fold brochure that has a USB drive embedded on it.
You can combine this with your online campaign by turning the USB drive into a WebKey, which automatically launches your website when plugged into a computer.
RELATED: Promotion Strategy Using USB Drives
Building authority, adding value, and providing solutions to your prospects can lead to them liking your brand. People will like a company who has a genuine interest in customers and in helping them out.
Authenticity is important online. Customers will be able to see and feel if a company is faking interest.
Aside from authenticity, people also like brands they can engage with.
Interact with them directly online. Encourage people to comment on your blogs and social media posts so they see your brand as one that’s easily available and accessible.
Trust is the final stage in closing that deal. You can establish trust from your customers by being good to them and putting them first above anything else.
The key to this is to provide excellent customer service all the time.
If you’re offering any promotions or guarantees, always follow through on your word.
Be so good that customers will have no option but to trust your brand, products, and services. Be so good that they will not have any reason to leave you.
How This Process Can You Help You Close Deals and Create a Sustainable Business
The first step in attracting prospects is to convince them to get them to know you. The first step you have to take to do that is to get to know them.
Design a campaign that speaks to your target market. In this stage, you can combine both direct marketing and online marketing tactics but always go back to who you’re doing it for and ensure your efforts are relevant and valuable to them.
The more they know you, what you are as a business, and how you treat customers, the more likely it is they will like you.
Once they see you as a brand they like, your prospects can start seeing who it is behind the brand. Don’t forget to be authentic in your efforts and show them you’re there for them.
This will encourage your customer to advocate for your brand. Finally, this will lead to trust, and with trust comes customer loyalty.
Customers like brands they trust and will most likely become repeat customers for your company.
When it comes to answering the question of which strategy can be effective in closing a deal, think of a “direct marketing meets online marketing” campaign. Both of these have their own benefits and can complement each other to help you make that sale. We hope this guide has helped you understand more about direct marketing, and how you can utilize it to close deals for your company.
What do you think about the three keys to direct marketing? Share your thoughts in the comments section.