Category Archives: Marketing strategy

Don’t Kill Direct Mail in the Name of Social Media

A couple of mentions around the marketing world by NextDayFlyers blog and MarketingPilgrim regarding the effectiveness of direct mail have got us thinking about the integration of print and social media campaigns. Some companies have reviewed the cost savings offered by digital communications compared to cost to print, mail and design mailers, letters and postcards and have begun shifting marketing dollars for those projects. E-mail, Twitter, Facebook and other channels can be cost-effective ways to build an online presence and connect with customers and prospects. But, let’s face it, social media ROI can be difficult to measure. For some businesses, an online-only strategy might be a shortsighted approach.

Here are a few things to keep in mind:

  • Are your prospects and customers online? It’s easy to assume that everyone is “plugged in” these days. Despite the meteoric rise in popularity of Twitter and Facebook, some people are not using them regularly and some not at all. Understand your audience and how they want to interact. Social media isn’t the best fit for all companies.
  • Consumers are digitally saturated. The quantity of e-mails, tweets, blog posts and news articles the average consumer must sort through can be overwhelming. Relying only on communicating through these channels is taking a risk that your messages are glossed over or worse, sent directly to the trash file.
  • Coordinate messages across mediums. Direct mail and social media can work in concert – extend your online messaging to coordinate with mail. Use direct mail to drive traffic to your Facebook fan page or Twitter account.
  • No matter the method, the goal is to inspire action! The point made in the NextDayFlyers blog is well-taken. Using direct mail to solicit feedback is a great idea. Many companies are getting noticed for using Twitter for customer service purposes (notably among several is @comcastcares and @jetblue), but why not direct mail?

A marketing strategy should coordinate several channels.  Here at SG, we blog, tweet, email and connect with prospects via snail mail.  Oh, and in person, too!  What is your company doing to create an integrated strategy?

Advertisements

2 Comments

Filed under Direct Mail, Facebook, Marketing strategy, social media, twitter

Lead Generation Tactic – Webinars!

webinarA webinar is an interactive web-based seminar used to give, receive and discuss information. They are an excellent way to convey information to a broad and diverse geographical area at a low cost and can be a useful tactic to generate leads. According to Henry DeVries, marketing coach and writer specializing in lead generation, the #1 lead generation tactic is seminars/webinars!

The execution of a webinar requires planning, preparation and organization. WorkSmart runs a number of webinars for various organizations and businesses and recently discussed the 10 Best Practices for How to Organize a Webinar on their blog.

Pick a topic that will resonate in your industry or among current clients. Have there been any changes to the industry? New legislation? Industry trends? The best webinars are informative, lively and will be perceived as valuable to the target audience. Here at Strategic Guru, our webinars on the nuts and bolts of social media have been well-received in the past.

We couldn’t agree more that practice, practice, practice is extremely important. This is a good way to work out all the kinks and become more comfortable with what you’re speaking about. Be sure to test your platform multiple times to be sure technical difficulties are avoided. Holding a mock webinar and presenting to a colleague using all your tools is essential.

Another good tip is to be confident. Yes, rehearsing your talk helps with confidence, but you need to believe in what you’re speaking about and sell it to your audience.

As the linked blog post above notes, engaging your participants is crucial. Keep the participants interested by asking questions and lead them to pursue further information. Webinars are a great way to engage potential customers, rather than just blasting your message out. Remember, social media is a two-way street.

For more information on planning and executing a great webinar, check this out: 10 Steps to Running a Knockout Webinar!

Leave a comment

Filed under Marketing strategy, social media