Using Direct Mail to Spur Your Social Media Platforms
Many people like to put direct mail marketing in direct opposition to social media marketing. Not only is this a mistake, but it’s actually dangerous and could be costing your business revenue. The truth is, when done right, direct mail is a great way to drive traffic to your social media streams, continue the story you started with direct mail, and convert that traffic into real sales.
How Not to Do Direct Mail
You’ve taken the time to narrow down your targets and create strong copy highlighted with images to complement your calls to action. You’ve selected a fairly large segment of your list to which you will send your mailers, but you didn’t include anything on any of those pieces that connects back to your social media accounts.
Whether you’re pitching to Millennials or baby boomers, understand that not redirecting targets back your social media platforms is an opportunity lost. If you are conducting a proper direct mail campaign, then those mailers should only be focusing on a specific item or cohesive group of items, be some kind of giveaway in the form of a coupon or something similar, or should be telling a very specific story.
The point is that your direct mail campaign should be focused on a narrow offering, which is a good thing. But your social media streams have (or should have) much more information on what your company is about and other offerings that your targets may or may not find relevant. However, they need to be guided to those platforms so they are given the opportunity to decide on their own. Completely ignoring your social media streams on direct mail severely decreases the possibility of that happening.
Do It Right
Numbers matter, so when we speak about the power of integrating direct mail with social platforms, we are doing so because it actually works. According to Canada Post, 64% have visited a web site in reaction to direct mail, 54% engaged in social media after receiving direct mail, and 25% of catalogues triggered a web site visit based on stats from the last six months.
With figures like those, you can’t afford to not include some type of social engagement prompt on all of your direct mail pieces. By taking the time to add in your web site address, plug your Instagram or Pinterest account, or include a deliberate call to action that leads directly to a landing page, then you are costing your business significant potential revenue.
Macromark has been involved with the direct mail industry for three decades. We’ve survived and thrived as one of the top companies in our industry because we’ve recognized how to adapt to changing customer behavior. Digital and social media platforms are not to be feared or shrugged off; they should be integrated into your overall marketing campaign, especially when relating to the direct mail portion of that campaign. Utilizing both can mean the difference between profit and loss for many small- and even medium-sized businesses.
Learn more about how Macromark can help your next direct mail campaign by browsing our web site.
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