Last week, we covered the five biggest marketing mistakes to avoid, mistakes that can spell doom for your campaign before you even get it off the ground. Since the world of B2B marketing is so multi-faceted, especially with the rise of social media, emerging channels and online marketing campaigns, it’s important to examine your marketing efforts from each facet. One of those facets is B2B direct marketing, an often vital component of many marketing campaigns. Direct marketing can be an incredibly effective way of generating interest and awareness in your brand and your product or service, as long as you can avoid the common pitfalls. Here are five direct marketing mistakes that you should avoid at all costs:
1. Not finding the right audience.
Blanketing your city in postcards and direct mail pieces is an effective way to make sure your marketing is received by as many people as possible – however, if it’s not reaching the right people, then how much good is it really doing? Flooding the direct marketing channels with your promotional materials can dilute your message and actually end up hurting your brand in the long run, so it’s important for you to segment your audience and make sure that your message is received by those it was intended for, to optimize the efficacy of your efforts. It is also critical that your lead lists and contact lists are updated and scrubbed regularly.
2. Not following up with leads and prospects.
You can develop clever direct mail pieces, target the right audience and deliver an impactful marketing campaign with a clear, consistent message – but if you fail to follow-up with your leads and prospects in a timely manner, you’re putting all of your efforts to waste. It may seem like common sense, but many marketers fail to realize that there is a very small window of time to follow-up with prospects before your brand, and that message you worked so hard to perfect, fades into the background noise once again. Don’t wait for them to contact you – developing a follow-up communication campaign is an essential component to successful direct marketing.
3. Not including a call-to-action.
No direct marketing piece is complete without a clearly stated call-to-action that entices your audience to take that next step and reach out to you, whether it’s to learn more information about your product or service or to make a purchase. A successful and well-written call-to-action included in your direct mail piece should motivate people to immediately take action – beware though, the difference between a well-executed call-to-action and a hollow, generic one that has no impact on your audience, can be one well-placed keyword. For example, instead of a weak call-to-action like “Click here” or “Sign up now”, be more specific. “Sign up for a free trial now!” or “Click here to download our new eBook” are much more effective.
4. Not developing quality content.
Your product may very well be good enough to sell itself and your marketing might be targeted at precisely the audience you want, but if your content is of poor quality, your direct mail will be tossed into the junk mail pile. Despite what you may have been led to believe, content is still king in the world of marketing, and with attention spans becoming shorter and shorter, it’s even more important to deliver your message as cleanly and concisely as possible. If you put in the time and effort to develop your copy with your audience in mind, it will pay off for you in the long run.
5. Not being consistent with your campaign.
Your direct marketing will likely be another branch of a larger, more comprehensive marketing campaign that spans different mediums. You can lose your audience if your messaging is not consistent across all of these mediums. Having too many different messages out there floating around at the same time can lead to confusion and can also run the risk of diluting your main, overarching message. Instead, make sure that your brand and your message remains consistent across all platforms, including social media, print advertising, online advertising and direct marketing.
Avoiding these common B2B direct marketing mistakes won’t ensure instant success – nothing is guaranteed in the world of B2B marketing – but it will help you to better reach your audience in the most impactful way. To learn more about how Timmons&Company can help your business develop your next direct marketing campaign, visit our website or email Bob Kent at email@example.com. You can also keep up with our weekly blogs and other social media posts by liking us on Facebook, following us on Twitter or visiting our LinkedIn page.
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