How Small Businesses Can Benefit from Direct Marketing
Small business ventures represent over half of all the businesses in America today. With that number on the rise, the role small businesses play in the economy will continue to expand as this generation seeks entrepreneurship more forcefully than in previous eras.
As this round of small business owners will surely have the same issues of time, resources, and the fight for consumer awareness, the tools they now have available, both digitally and otherwise, offer new opportunities for direct marketing that were previously unavailable.
Speaking to Your Audience
The concept behind direct marketing is having the ability to speak directly to your audience. This direct line of communication allows for personal relationship building with technology now, making a high level of customer relationship management (CRM) possible. This is one thing small businesses can do just as effectively as larger corporations. With a combination of e-mail marketing, direct mail campaigns, and social media, smaller organizations can now pitch and get feedback directly from their consumer in a timely manner.
This feedback is critical for marketers in giving them the necessary information to make the proper product or service decisions and build campaigns that are in line with customer expectations. Talking directly to the consumer is also a proven way to strengthen brand identity and build the trust necessary to be a successful brand in today’s social atmosphere.
Plan for Success
Regardless of the amount of tools available to small business owners today, one sure way to prevent an organization from growing is not having a plan. A recent study by the Content Marketing Institute (CMI) saw that only 39% of small businesses have a written strategy. That number is far too low—especially considering that 60% of respondents in the same study who did have a written plan labeled their content marketing strategies as “effective.”
An effective strategy also creates expectations. With expectations in place, businesses are better able to gauge their performance in alignment with set goals. When any campaigns are put in place, direct marketing or otherwise, without clear goals and purposeful objectives, the likelihood of failure increases because there is no gauge for success.
With the current potential to track leads and analyze consumer behavior, small businesses have no excuse for not incorporating a strategy with specific goals. Enlisting the services of a company like Macromark can help with formulating initial strategies and following through with targeted direct marketing campaigns.
Small business or not, the goal in the end is to engage as many consumers as possible and convert those consumers into paying customers. It’s a process that doesn’t happen by accident. Rather, it is one that takes creative ideas and focused strategies to get the desired results. For help reaching those desired results, contact Macromark today.
Barton, J., “How Can Small Business Marketers Do a Better Job? For Starters, Get a Strategy,” Mobile Marketing Watch web site, May 5, 2015; http://www.mobilemarketingwatch.com/how-can-small-business-marketers-do-a-better-job-for-starters-get-a-strategy-50067/.