Rediscover a Tried and True Way to Get the Word Out
I go to the mailbox every day. I see my neighbors walk to their mailboxes. I generally find two to five pieces of mail awaiting me. Nothing overwhelming. Easy to review as I walk back to the house.
There were times years ago when there was more mail in the mailbox. But then e-mails came along and marketing people telling you that was the way to go. I get a couple hundred emails a day. One day maybe I will go back and see what many of them say; at least the ones that get past my spam filter.
I read recently that AI and new revenue generating strategies are making it harder for websites to be found during web searches.
And you can see that. Some sort of AI recap is found at the top of a web page after a browser search. Then a bunch of shopping options appear. Somewhere in between you can see 3-4 websites on the first page of listings.
All that time and money you invested in building a website and now this?
To get back some of that investment, you are going to have to find other ways to get people to your website. Besides the fine print on your business cards or in your email signature sitting unopened on someone’s computer.
Which gets me back to the mailbox. Sitting there mostly empty, but still important enough to visit every day.
Direct mail remains a viable method of marketing.
Why else would so many of those non-profits continually use it to help raise funds? If anyone has to be smart about how they use their money, it’s a non-profit.
By creating a mail campaign, you can successfully promote your message and drive people to your website for more information. Not a single mailing. That can get lost in the shuffle. People are ready to buy when they are ready to buy and it may not be that one time you send out a postcard.
By budgeting for a mailing 4-6 times a year, now the recipient will start to recognize your brand. They are more likely to remember you when they are ready to buy.
Can you piggyback with dozens of others in those mailers that list a lot of businesses in the same booklet? Sure, but now you are hidden in a maze of sales pitches. Send out a postcard, or if more appropriate, a letter, then you will not get lost.
Is a mailing campaign cheap? No, perhaps not, though there are ways to save costs with bulk mailing rates or targeted mailing drops. But consider the payoff. How many new clients will it take to offset those costs? A few new clients that spend hundreds of dollars or more with you may pay for a mailing. With repeat business and word-of-mouth those clients may spread, now we’re talking about coming out ahead.
A successful mailing campaign needs:
A good design
A compelling message
A call to action
Repetition (allowing for new messaging).
Reach out to talk more about how we can cut through the clutter and reach your audience while helping drive them back to your website.