Myself webmaster of http://www.2touch.co.uk - customer lifecycle company for Direct marketing, inbound & outbound telephony services, pack fulfilment, Customer growth, Cross selling and Outbound telemarketing by expert outsourced sales team.
Simple measures can increase the effectiveness of your direct marketing campaigns many times over. Most small businesses find direct marketing more effective - and cheap - compared to advertisements and listings. Leveraged properly, direct marketing can be a powerful tool in the small business owner's hands.
#1 Know your options
While larger organizations have moved on from conventional direct marketing to benefit from better customer management, smaller organizations still swear by the cost effectiveness of traditional direct marketing measures. Your options may include measures like email, newsletters, direct mail, web promotion, contributions to journals and newspapers, telephone marketing, paper mailing, gifts, social networking online, putting up stalls at events, or even cross-platform promotions.
#2 Understand your goals
Marketing is zero productive if it is not goal oriented. Before you start promoting your business, you need to understand what your targets are. If you want to grow the customer base, you have to think about the number of new customers you are planning to add. If you are planning to promote new services or products, you have to create the right buzz around it. To increase customer loyalty and be seen as an authority in your business sector, scholarly or semi-scholarly articles in print and web are a good option.
#3 Don’t stick to just one campaign tool
The many ways of direct marketing are listed in #1. For best results, use a combination of these tools. For example, send emails to customers and then call them to reinforce your campaign message. You can use innovative web contests to draw in customers and then use gifts for increasing the conversion rate.
#4 Tantalise and tease
People want what is just out of their reach. Sometimes, calling a potential customer gets a lukewarm response like "I need to think it over first." If you give them all the time in the world, then you will have to wait a long time before you can get a conversion. Instead, use the "limited period" or "offer valid till stocks last" idea.
#5 Outsource if you cannot handle it
Let's face it - no matter how good your ideas and products, you may not have the knowledge of marketing and customer tele-calling that can translate into solid customer growth. Today, companies offering outsourcing services embrace all aspects of direct and in-direct marketing. Outsource your marketing campaigns to them. It won't cost you much and the returns will be high. And you can simply concentrate on your core expertise rather than feel upset about not being able to bring in more customers.
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