You’ve heard the old saying: “No man is an island.” The same is true when it comes to marketing your business. No method is an island. These days there are a lot of different options available to businesses that want to get their message out. Each method has it’s own advantages—and limitations.
We live in a multi-channel world. People (the people we want to win as our clients and customers) don’t get their information from just one source. And they turn to different forms of media for different kinds (and levels) of information.
Direct mail can still be a highly effective way to reach businesses or individuals with your message. If it’s designed properly it can grab attention and get people thinking about what you have to offer. And when a direct mail piece is well done, people tend to hold onto it. It’s a constant reminder to take action.
On the other hand, direct mail can be expensive. You pay for lists, design, printing, mailing, and postage. And if you have a product or service that requires some explaining—or has a lot of details that need to be communicated—that can cost a lot.
That’s when you use your direct mail (and other channels such as Twitter, Facebook, Pinterest, etc.) to drive potential clients to your website. You can add as much information as you want to your website at little or no cost. Of course, you still need to do it right. You have to make sure your website content is optimized and that it allows you to give customers what they’re looking for (and allows you to stay in touch with interested visitors).
No man is an island. And no marketing effort should be either. By integrating your direct mail and online marketing efforts you can ensure that the combine impact is greater than the sum of the parts!
