A couple of quick web facts,
1) Though visitors to your site are taking less time to decide if you have what they need or can provide the solution they’re looking for (2 years ago we had 14 seconds, now we only have 8 seconds).
2) Visitors to your site are taking longer to make a purchasing decision. They are spending more time researching, comparing and making a decision. So how do you make sure you’re top of mind when they’re ready? Use direct mail marketing as well as online marketing to support your business message.
Step one for creating a direct mail campaign to promote your website involves answering this very important question: What do you want people to do once they get to your website? Whether it's capturing a qualified lead, a white paper download or a direct sale, define this before starting your creative.
Step two, remember to create a relationship for tracking offline advertising to an online purchase or action. Promote your website on a large postcard and create a URL that’s specific to an offer so you can track your return on investment, for example “Visit www.website.com/mailspecial today and when you buy one small red shoe we’ll throw in the second shoe for free!” Okay, maybe you’d sell the shoes as a pair, but you get the point. Get your potential customers to go online and take an action, you measure that action and calculate your ROI. One of the nice things about direct mail advertising is that it is easily tested. You can try a mailing or two and learn for yourself how effective it is for your offer.
Step three, another exciting aspect of direct mail marketing is that you can reach out to your current customers and prospect list, but you can also use a mailing list service to reach out to potential new customers. This is accomplished by proper list selection, Avery PMC can help you identify new leads geographically and demographically. For example, if you sell siding and you’d like to target customers in a 50-mile radius who own homes, you can do that (contact our list people at 877 AVERY-PMC or 877-283-7976.) Then you can send a direct mail piece to these customers and ask them to take an action on your website that requires them to leave contact information (download a white paper about the benefits of siding and require a name and email address). Now you have a highly qualified prospect that your sales force can contact and begin the sales cycle.
So you’re ready to target and acquire new customers with direct mail, now what? Create your direct mail postcard online at Avery Print and Mail Center If you’d rather get professional help to layout your postcard, contact our Layout Services department at 877 AVERY-PMC or 877.283.7976.
