At One Marketing, our focus is helping Miami small businesses grow- primarily through direct marketing. Direct marketing can utilize a variety of mediums – websites, email marketing, sales letters, and more.There are several characteristics that distinguish direct marketing from other forms of marketing, including a clear, specific call to action, a carefully selected target market, and trackablity. Because a direct marketing campaign is trackable, a business owner is able to understand exactly how much “bang for the buck” he/she is getting for the resources that are being invested.
At the end of the day, a direct marketing campaign has a single goal: motivate the prospect to take action. This may mean filling out a form on a website. It could mean picking up the phone and calling. It could mean getting in a car and driving to your location. Ultimately, the success of any direct marketing campaign is measured by the rate at which prospects respond to the advertising. Below are five steps that will help you increase the conversion rate of your next direct marketing campaign—whether it’s landing pages on a website, mobile marketing, direct mail, or any other channel.
Refine your target market. Who are you targeting? The more you can narrow your focus, the better. Identify your ideal customer and focus your campaign on prospects that fit the description as closely as possible.
Clearly convey the benefits. What are the most important benefits a prospect will receive from your products or services? When you’re selling shovels, don’t focus on the shovel – focus on the hole your customer will be able to dig with it.
Feature testimonials. Consumers don’t want to take a risk, they want to invest in a known quantity. And they want to feel like they’re part of a group, that “everyone else is doing it.” The inclusion of testimonials is proven to increase conversion rates across virtually any medium.
Keep It Simple, Stupid. Don’t make your message more complicated than it has to be. Convey the benefits your products or services provide. Explain what makes you different from the competition. Demonstrate the value of your offer. And then close the deal!
End with a powerful call to action. It’s not good enough to “intrigue” a prospect – we need action. Studies have shown that most of us process tens of thousands of thoughts each day… and the vast majority of them are gone forever. If your prospect doesn’t pick up the phone right now, the chances that they are going to remember at a later date are slim to none. Your call to action must be strong enough to motivate immediate action.
Questions or comments? Would you like to learn more about how a direct marketing campaign could generate leads for your Miami business? Contact us today and mention this blog post to receive a FREE consultation and our best limited-time offer.
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