We hear a lot about online marketing strategy these days. From social media to email marketing, everything seems to be online. Therein lies the problem.
Everything is online, including your competitors’ marketing efforts.
To really stand out from the competition and make an impression your prospects won’t soon forget, you need to take a different approach.
A direct mail campaign is a surefire way to get attention and take charge of a medium that others have not.
Read on for five direct mail trends we plan to see in 2020.
1. Cross Promotion Via Different Marketing Channels
For any marketing campaign to be successful, it has to provide a streamlined experience across all of your marketing channels. Your direct mail campaign should integrate with other efforts, like email marketing and social media campaigns.
This cohesive approach to marketing serves to “innoculate” your audience. Rather, you’re giving them small doses of your product or service, so when they open that envelope from you, you won’t be a complete stranger… and your chances of gaining a new customer are higher.
People don’t like to feel like they’re being sold to. To really make an impression on your prospects, you have to show them that you understand their problems and that your company has the solution.
To do so, you have to make them feel like you’re speaking directly to them and not some generalized audience.
Buyer personas are the way to get this done.
It’ll take some research, but once you have your personas, you’ll be equipped to target your audience better and send them custom information that appeals to their needs.
3. Provide More Educational Content
Content is still king and one of the most effective ways of reaching new customers. High-quality content like white papers, blog posts, and brochures all help nurture audience engagement and educate them on the value of your services.
These pieces should be educational in nature. By using the information from your buyer personas, you can send them the content that addresses their challenges and shows them how your company helps to overcome them.
You’ll become a trusted resource, and when they’re ready to buy, they’re likely to come to you.
4. Be Authentic
To really stand out, you need to be yourself. Humans are pretty adept at sensing phoniness. Companies that can take an authentic approach with their communications are already a step ahead.
To be successful in your direct mail campaigns, you want to let your audience see the human side of your brand.
Communicate your brand values, show how you’ve gotten involved in the community or your corporate sustainability initiatives.
5. Incorporate Digital Efforts into Your Strategy
Just because it’s print doesn’t mean you can’t incorporate some digital nods in your direct mail marketing.
Sign off on your mail piece by directing people to your latest video. Or use QR codes for a more interactive approach. You can use a QR code to take someone to a specific landing page on your website, to a video, or to a special promotion you’re running.
You can get as creative as you want here and do something that really stands out.
The Makings of a Successful Direct Mail Campaign
As you can see, print is very much alive, and direct mail marketing helps differentiate you from the crowd.
Incorporate the trends above into your direct mail campaign to boost your marketing strategy going into 2020.
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