When you think of marketing, what comes to mind? Do you envision a slick ad campaign backed by brands with deep pockets? A full-on media blitz? Social Proof provided by a paid celebrity endorsement?
The prospect of creating and funding something so extra can dash the will of the average SMB.
What if I told you that’s there’s a marketing strategy that produces a great ROI and can be just as effective as anything coming out of Madison Avenue?
I’m talking about direct response marketing, a tried and true, short-term brand advertising strategy that produces fast, measurable results.
Making an Offer They Can’t Refuse
Direct response marketing is a form of customer outreach that’s designed to trigger an immediate action. It differs from other marketing strategies by how it’s constructed and launched as well as the length of the campaign.
Best of all, it can be tailored to work on almost any advertising platform.
What sets a direct response ad apart from other campaigns?
- Targeted to a very specific customer persona
- Time-sensitive and focused
They also give the customer an immediate benefit in the form of a value proposition that they can experience right away. For example, webinar access for subscribing to your podcast, a free gift with purchase, or some other bonus that adds to the customer experience.
Essential Elements of a Direct Response Marketing
Think of your direct response advertising as the equivalent of a digital salesforce. In essence, you launch a pitch via an ad or email. The ad can be run on any platform from your local drive time radio station to your favorite social media platform.
Using the example of a radio ad, you could offer 30 percent off to the first 10 people who shop at your establishment. An eCommerce company could release a social media post offering a free gift to any customer who makes a purchase by a specific date or time.
When done right, direct response campaigns shorten the customer journey and provide an immediate revenue boost. In essence, they’re taking a pleasant day trip rather than an extended journey.
Don’t worry. You’re still generating brand awareness, good will, and setting the foundation for a long-term customer relationship. You’re just doing it in short, mutually beneficial bursts.
The keys to success are to add value and provide a very clear, specific directive for taking action. In addition, your campaign should:
- Target a narrowly defined customer persona
- Create a sense of urgency
- Sell a specific product or service
- Address a customer pain point or interest
5 Reasons Direct Response Marketing Works
1. You’ll See Immediate Results
Unlike traditional; ad campaigns that take time to bear fruit, direst response marketing usually results in immediate action from potential customers. They see a deal, FOMO is triggered, and they’re compelled to act fast.
The key is to sell an experience rather than a product. Make your campaign highly customer-focused. Clearly define a customer persona, reach them on an emotional level, and then give them something they want.
2. Direct Response Marketing is Measurable
Because there are clearly defined parameters and action steps, these campaigns are easier to track and measure, The results are tangible because you can see them as they occur.
It’s important to segment and track each campaign so that you know where your sales are coming from and which platforms yield the best results. If you’ve done your homework, you’ll also know the best platforms to target to reach your intended audience segment.
3. It Helps Generate Qualifies Leads
This advertising technique is great for building a list of hot leads. You’ve created brand awareness with your campaign, built interest in your products, and attracted their business. Now, you’ll have a base to build upon for future sales.
Just make sure that you meet customer expectations in terms of product quality and a superior customer experience. When you nurture and serve your customers well, you develop brand authority and social proof in addition to higher sales volume.
4. It’s Cost Effective
A well-planned and executed direct response ad campaign can be one of the most cost-effective branding activities you’ll ever launch. You’re targeting a smaller, more refined audience segment of consumers who are more likely to be interested, which reduces the need for repeated contacts before converting them.
The faster you’re able to convert, the more time and money you can invest in long-tern brand strategies. Platforms like social media and email cost next to nothing and offer a high ROI.
5. You’ll Get More for Your Money
The benefits of this type of marketing go beyond an exponentially higher return on your investment. You’re also spreading brand awareness and increasing brand equity by creating positive associations. Customer engagement is supported by creating a direct line of communication with each sale.
When you consistently deliver value, customers come to see you as a high-quality brand they can count on for a consistently positive experience. Not only will this create social proof in the form of word of mouth advertising and positive reviews, you’ll get repeat business. Customers will begin to anticipate new product launches and campaigns.
This reduces customer churn, keeps your marketing budget in check, and helps you generate new business with less time and effort. It’s a win for your customers, and a big win for your business.
You don’t need to book a Super Bowl commercial in order to reach your audience. Sometimes marketing directly to a very specific market segment in a way that’s hard to refuse will boost your brand without breaking your ad budget.
The above tips and benefits are are designed to help your marketing efforts work smarter, not harder. If you need help putting your marketing vision into action, reach out to a branding specialist at Level343. We have solutions for businesses like yours.