The digital age has taken over! Or so it seems right? Nowadays, over 73% of all internet users 18 and over are actively involved on social media. Within that population, lays a large percentage of YOUR target market. So how do you reach out to them?
Traditionally, direct marketers would utilize things like direct mailers, email campaigns, catalogs, and infomercials. Although these marketing methods are still used today, companies are now taking advantage of more creative, interactive tactics to reach out to that audience via social media platforms. It’s easier than it seems! You can include social media effortlessly into your campaign without losing the traditional feel of direct marketing.
1.) Consumers still love to get things in the mail.
There is still something exciting about getting a piece of direct mail with your name on it. It makes you feel special; which is exactly what companies try to do. But consumers are very busy people. They do not keep track of how often your company sends them coupons or if your catalog comes out monthly or quarterly. So how can we keep that anticipation at an all-time high?
Use social media! Alert your followers or your friends when your new catalogs are about to come out. Let them know that you have a special round of coupons that should be at their doorstep by the end of the week. By “leaking” this information to your consumers online, you will be able to build the anticipation and excitement surrounding your brand, while still using direct mail pieces. This also allows interaction between your brand and the consumer. They can like, retweet, or comment on your post and spread the word to their friend group at the same time.
2.) Join a new social media platform and get the word out!
Already have a Facebook page, but thinking that maybe you should have a Twitter too? Let your consumers know! Create a direct email campaign targeted to your customers that lets them know which platform your company just joined. 91% of consumers check their email at least once a day through their smart phone. They don’t feel like manually searching for you company on Twitter; it’s probably not even something they would voluntary think of. As direct marketers, you have to let them know how to find you. Give them a direct link to your site or your new LinkedIn page. The more channels a company has, the easier it is for consumers to access your information or to communicate with you.
3.) QR codes actually work!
Looking for a way to spice up your direct mail piece? Consider the effectiveness of a QR code. “Quick Response” codes are made specifically for your mobile phone. They are printed on direct mailers, magazines, even postcards, and have specific URLs encoded in them and can be recognized by any device that has QR Code decoding software. So why do consumers like these so much? Because they’re cool! A QR code can take the consumer to any website or social media page on the internet. They can be specifically for that consumer, or can be targeted to a larger group of people. By incorporating a QR code on a direct mail piece, you can lead the consumer directly to your social media site. Who doesn’t want an excuse to take out their smartphone?
4.) FREE market research!
Social media is one of the most common methods that consumers use to reach out to a brand. It’s simple for them to do and it usually generates a quick response. By monitoring and listening to what your consumers are saying, you can easily find customer feedback without spending money on focus groups or surveys. Doing something to answer your consumers concerns or praise also shows them that they are valued. Consumers love to know that their opinion actually does matter. So take advantage of it! Use the information you learn from your customers via social media and incorporate it into your next direct marketing campaign. Send out a personalized letter thanking them for their feedback and offering them a coupon. Two-way communication is the key to social media success for a business.
5.) Increase customer loyalty.
Almost every large company has some sort of consumer loyalty program. Signup rates can easily be increased by simple social media promotion. Send out a tweet to your audience that provides the link to your loyalty program signup page. This link can be customized so you know exactly what platform led them to the loyalty program. Make them an introductory special offer to provide an incentive for signups. You can also send out emails or a direct mail piece to thank them for their loyalty and inform them of the benefits they can receive. The possibilities are endless.
So what is the best part about including social media into direct marketing campaigns? The one phrase that every direct marketer loves to hear: You can track it!
There are so many tools out there, even on the social media platforms themselves, that allow companies to track their daily reach, optimize their reach, measure conversion rates, and even calculate ROI. You can track how many people clicked on the link you posted on your Facebook page, and compare that to the number of people who clicked on the same link via your twitter page. You can optimize the time that you post certain things, depending on your target audience. You can test things to see if the shortened link worked better or the photo hyperlink worked better.
Everything is MEASURABLE and trackable. A direct marketers dream!
So what are you waiting for? More and more direct marketers are jumping on the social media train every day. It’s a competitive world, but there are ways to make your company stand out. So take advantage of it today!
Sources:
“QR Stuff – QR Codes For Cell Phones And PDA’s.” QR Stuff. QRStuff, 2013. Web. Mar. 2014.
Online Market Research. AYTM, n.d. Web. Mar. 2014.
Van Rijn, Jordie. “The Ultimate Mobile Email Statistics Overview.” The Ultimate Mobile Email Statistics Overview. EmailMonday, Mar. 2014. Web. Mar. 2014.
Courtney Mulcahy is a senior at Salisbury University. She is currently pursuing a degree in Marketing and Management with a minor in Psychology. Courtney currently works as a receptionist and logistics coordinator for a transportation company. She has also completed a marketing and event planning internship with a local event planning company in Salisbury, MD.