Direct Mail Marketing for eCommerce and Small Businesses
We are a digital marketing agency, so why talk about traditional marketing? Because traditional marketing today still works. There are billions and billions of dollars of direct mail that go to offices and go to homes and this direct mail works. However, it really depends on the industry.
But that’s the bottom line: traditional marketing still works, but it works better when it’s associated with digital elements.
The first thing we’ll talk about is direct mail. Direct mail will not work with some companies, but it works like a charm for certain industries.
If you send a message to someone and you are trying to sell it directly, it will not work. But if you’re creative about it, it might work. Think outside the box and offer something of value to the person who receives your mail.
When it comes to using direct mail to our customers, we actually link it to a digital component that we’ve built. This digital solution is in line with direct mail called Postlead.
Postlead lets you track direct mail performance, which was the biggest hurdle in the past when it comes to mail routing. This platform allows you to actually track converts when sending live mail.
Also, Postlead allows you to customize your direct mail on a per-recipient basis. So if you’re trying to send mail to 1000 people, and you want to customize dynamic fields, like their name, company, e-mail, etc., Postlead lets you do that.
However, what distinguishes it from other tools that do it like Mailchimp is the fact that Postlead will go and actually switch to a profile picture of who sends your mail to, from LinkedIn, and slaps it on the postcard. Imagine getting a postcard and seeing your picture on it. Imagine 1000 people interacting in the same way.
The mail card, along with the URL and invitation code, as well as the QR code, redirects the recipient to a custom landing page with a video message that is intended only for them. The moment they go to that landing page, you follow them.
Another aspect of Postlead is that it can be effectively integrated into Shopify, Volusion, 3D wagon and BigCommerce. Let’s assume you want to send a gift to everyone on your ecommerce site that has bought over $ 2,000 in the past 12 months, you can already set up these types of rules in Postlead and integrate users and automatically pull them out of the e-commerce platform.
Now, this is a 101 customer relationship, it is very important to stay in touch with your best customers. That’s why direct mail still works.
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How to Use Event Marketing to Generate Leads for Small Businesses
The second form of traditional marketing we will talk about is events. How can small businesses and e-commerce take advantage of events? How can a small business owner use events to generate leads?
Apart from just sponsoring events, another great way to take advantage of events is to host events already.
Event hosting lets you target people who will be your ideal customer and value them personally. So it creates a personal relationship.
With events, there are a lot of things you can do. You can already be creative, but in the end what allows you to do is bring your target audience personally and make that personal interaction the first step.
What we do here at DML is once every few months we will set up an event and invite specific business owners because if they can see us talking and interviewing us personally, they will be impressed. We have a lot of things that we want to share with them and that can provide them with a lot of value.
For a lawyer, for example, does not do anything with the ADA, you can host a lunch and say, “Hey, these are the things that players should look at when it comes to ADA compliance. Fix these things. “This is very useful for them and will not hesitate to communicate and want to learn more.
Does Radio Advertising Work for eCommerce Companies?
Let’s talk about the radio. There are a lot of radio stations and a decrease in the quality of radio ads. We’re not talking about NPR or anything like that, we’re talking about local radio stations. There are a lot of low-quality local ads being broadcast on the radio right now. If you are looking to reach the masses, where do you go?
In recent years, there has been a great shift from radio to radio, which is, once again, another digital element. The podcast is more versatile and allows you to target your demographics more easily. These podcasts allow you, because they are digital, to get that information to the user who is listening to it on this podcast. So you know exactly where to put your product. You know exactly what a podcast is to follow to reach your desired target audience.
Reach an incredibly broad audience of relevant listeners by appearing or advertising on the right podcast. If you want a guest to speak in this podcast and use different angles, you will be able to do so.
But if you want to advertise on the radio, what we recommend is to use a digital radio platform like iHeartRadio or Pandora, and go to the broker. These platforms have the minimum, but intermediaries will always have a minimum minimum.
Working with a company has these ends because everyone on their mobile phones now. Everyone listens to music. So if you want to reach the masses, you have to track the audio material, and you have to track the radio over the Internet. Traditional radio works only if you have something very local, and even then it is not certain.
Remember, we are spoiled in this day and age, and we want immediate satisfaction. No one will hear a radio ad and interact with this call to action immediately. If you want real B2B threads and grow your business, traditional radio is not the way to go.
How to Use Billboards for eCommerce Companies
Now, let’s go to the billboards. Are billboards working? Well, that’s a difficult question to answer. For the brand, it works like a charm.
However, the real question is do you work for e-commerce, small businesses, lead generation? Well, do not know this is the thing, no one really knows it.
As marketers, the biggest thing we need is to be able to track our ad placements and campaigns. If we can not track it, we will not. So this is our biggest rage for pets with traditional marketing and billboards in particular. They’re really hard to follow.
However, it depends on your performance indicators, your key performance indicators. If your KPI is the number of impressions and how many people see you, you’re a person like Geico or Allstate and you’ll get as many impressions as possible. You will pay for impressions.
But small businesses and e-businesses, unless they are Amazon or Zapos, will not pay for impressions. They will pay for each sale. They will pay for each expected customer and they will want to be active and direct results.
As for billboards, there are two solutions where you can place digital ads on billboards that are not expensive. You could go on a board for less than $ 1000. But you need to know the right people. Again, we are here at DML, we are intermediaries with some providers of these billboards, so if you want any information regarding the placement of digital billboard ads, contact us
Remember that billboards are also digital. EMarketer expects to become all digital billboards in the next three years. You will not have any printed billboards in the next three years, which means that you can show your ad to the mirror wherever you want. Not limited to one single billboard. You can now advertise on ad panel networks.
If you are local, or if you are from any kind of local restaurant if you want to make a quick payment, if you just want to put a few thousand dollars and get hundreds of thousands of impressions for a few weeks, the billboards still work in our opinion. But we are not sure how it works in terms of lead generation, and again, these are key issues. No one really knows.
Just make sure that if you’re using an ad panel, be sure to put a custom code, URL, or phone number so you can track what’s coming directly from the bulletin board.
Public Relations (PR) for Small Businesses and eCommerce Companies
Another form of traditional marketing that we have is PR: paid PR, magazine placements, newspapers, etc. Is he working? To generate lead, not anymore. For the brand, it still works like a charm.
For the lead generation, it’s very difficult, especially if you’re going to do newspapers. When it comes to magazines, you have to make sure that you are in this particular place, and that you know the readers of this magazine and the participants in that magazine. We have seen this work from time to time, but now, once again, we are seeing a strong push to the digital side of public relations.
Public relations through online publications are where we see a significant increase in lead generation.
If you are a marketing manager and your boss is old, your role should be as a marketing expert or marketing officer. “Sure, let’s do magazines, but we can provide them with a digital element.” This digital component is connected to the Internet PR. Are placements online.
There are many different publications you can take advantage of, such as Inc. Forbes, Huffington Post, Entrepreneur, Wired and many more.
So make public relations positions online, build relationships with authors and editors, and be sure to take advantage of social media. Use the influencers. Use effective marketing.
Find and use people with large followers, because one job for $ 500, if you have the right product and the right angle, can mean thousands of dollars in revenue.
So incorporate your strategies. Use traditional and digital marketing together. Use this angle to win your old boss or old C-Level who likes these traditional marketing strategies.
The bottom line is: Whatever you do traditionally, you must follow it and must have a digital element because everything is digital in today’s world. If you do not, you will not succeed, especially if it is from the point of view of the generation of leadership or from an e-commerce perspective.
As we mentioned at the beginning of the energy cycle: traditional marketing still works, but works better when combined with digital elements.
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