What is Direct Mail Marketing and Why Should I Use It to Promote My Small Business

Most small business owners have heard of direct mail marketing, but may not really know what it is. And there’s good reason to consider direct mail to promote your small business.

It’s versatile, effective and affordable. It allows you to give prospects one-to-one direct attention, and it allows you more control over growth than nearly any other type of promotion.

Direct mail marketing is one of several types of direct response copywriting. I suppose it’s somewhat confusing, but most tend to think of the two terms as interchangeable. There is however, a subtle difference.

Direct mail marketing can be defined as one-to-one communication sent by mail directly to potential clients with the goal of specific action by the recipient. Direct response copywriting is basically the same thing, but isn’t limited to snail mail delivery.

Direct Mail Marketing is Versatile

Direct response is one of the most versatile forms of small business promotion there is. You are in fact, really only limited by your imagination. Some of the more common types of direct response are:

  • Direct mail letters
  • Direct post cards
  • “Lumpy” mail
  • Business letters of introduction
  • Direct response brochures
  • Flyers
  • Direct fax
  • Direct email
  • Bulletin board letters

Of the eight different types listed above, only the last three wouldn’t be considered direct mail marketing, but would instead be considered a different type of direct response copywriting.

Most of them are self-explanatory, but you may not have heard of “lumpy” mail. Lumpy mail is simply direct mail with the addition of something related to your message in the envelope besides just a letter. It could be as simple as a stubby pencil, a sample-sized bar of soap, or even a child’s toy. It might cost a bit more, but it often leads to a surprisingly big increase in response rates.

And perhaps you haven’t heard of bulletin board letters. Technically, they’re not a form of direct response, since they’re not sent directly to a particular recipient, but rather are posted on a community bulletin board where anyone in the local area can find them.

Community bulletin board letters can be nearly as effective as a direct mail letter, but have the added advantages of lower costs and reaching a larger audience. They’re most often hand-delivered, stapled to bulletin boards in towns, in storefront windows, or anywhere else you feel they’d be seen.

Direct Mail is Affordable

Whatever the mode of delivery, dollar for dollar, direct response copywriting is one of the most cost-effective ways to promote your small business. On average, a direct mail letter costs less than $1 per recipient. That’s including paper, envelopes, printing and postage stamps.

A direct postcard can cost even less because it costs less to mail–total cost is around 70 cents. However, higher paper costs could even out the cost difference.

Direct Mail is Effective

With average response rates between 1 and 3%, it’s one of the most effective ways to promote your small business as well.

Unfortunately, most amateur copywriters (and many professionals as well) don’t have response rates nearly that high. They’re soon discouraged, giving up on direct mail marketing when their first efforts show a poor, or no response.

One of the reasons might be that they’ve chosen the wrong goal. Keeping in mind that it takes an average of 5 to 7 contacts before a potential client actually buys something from you, your goal should seldom be a sale.

Most of your contacts will need to get to know you before they spend their hard-earned dollars on your product or service. Don’t expect a sale. Rather, consider any purchases from introductory direct mail a pleasant bonus.

A much better goal might be to consider direct response as lead generation instead of sales generation. For example, you might want your recipient to visit your web site, contact you for a free report, or call you for more information. Those types of requests are more likely to result in the type of response you’re looking for.

Direct Mail Allows You to Speak Directly to Your Recipient

What other form of small business promotion allows you speak directly to your recipient? Not television, radio, billboards, or your web site. Besides, with the exception of a web site, TV, radio and billboards cost way too much for most small business owners to consider.

Addressing your recipient personally, as in “Dear Joe” or “Dear Ms. Smith” rather than using “Dear Colleague” or “Dear Homeowner” increases response rates dramatically. And it improves the chances that your recipient will actually open the envelope instead of throwing it away unopened. (So does using an actual stamp instead of a postage meter by the way).

Direct Mail Gives You Control Over Your Growth Rate

Growing your small business too fast is almost as dangerous as not growing fast enough! What would you do if you suddenly grow way past your company’s capability? It’s a danger you might think you’d welcome, but there is such a thing as too much growth.

With direct mail, you control your growth as simply as controlling the number of direct mail letters you decide to send. If your goal is one new lead a month, knowing the average response rate is 1 to 3%, you can send between 33 and 100 letters for one response

No matter how you’re promoting your small business right now, I hope you’re convinced to add direct mail marketing as one of your strategies. If done well, it truly is one of the most effective marketing strategies available to small business owners.

18 Essential Tools For Marketing Your Small Business

Growing and maintaining a small business is not easy. It takes stamina, patience and perseverance to keep the doors open every day. It also takes money and marketing to succeed at getting your message to the right prospects. Small business owners need to pay close attention to the message they convey and how it is perceived by their target audience in order to their promotional budget.

Knowing what works and what doesn’t in the arena of promotional advertising and marketing is one of the most common problems business owners face. When you are working with limited resources it is extremely difficult to apportion time and money to every new idea that comes around. This is one reason why Internet marketing has still eluded a lot of local companies. They often don’t know what to do and where to best allocate resources.

Trying to keep up with the various trends that seem to pop up on a regular basis takes a lot of work and no small business owner has the time keep up when they must also wear 100 other hats in their industry. What I found is that the basic principles of marketing still holds true even in the digital age regardless of the type of product or service being offered there are still fundamental applications that fit even the most cutting-edge marketing model. I have distilled the processes down to a basic set of tools that any business owner can use to succeed at generating leads.

There are marketing 18 tools that are vital to the health and growth of a small business in today’s competitive world. There is no doubt that technology has made life easier for small business operation but it is also made it more frustrating. But the essence of marketing is still finding and influencing the people who have a need for what you are selling. You can use any of these 18 tools in a variety of configurations based on your budget or unique requirements.

1. A Company Website
2. A Separate Blog
3. Affiliate Or Referral Program
4. Customer Retention Program
5. Direct Mail
6. E-Mail Marketing
7. Google Maps
8. Internet Advertising
9. Monthly Articles
10. Monthly Newsletters
11. Online Videos Channel
12. Podcast Channel
13. Print Ads
14. Radio and Television Advertising
15. Regular Press Releases
16. Search Engine Marketing
17. Social Media Interaction
18. Telemarketing

These tools offer your business a fighting chance at staying ahead of the competition and can also dramatically improve your bottom line. I wouldn’t necessarily stress one particular tool over another because they all have their pluses and minuses when it comes to effectiveness based on particular markets. It isn’t necessary to utilize all the tools every month; that may be impractical for many small businesses.

If you are just starting to pay attention to marketing, choose a collection of tools that can easily be tracked to gauge their performance. For example establish a company website and a separate blog. Use e-mail marketing and direct mail to promote your company. Establish a customer retention program and affiliate or referral program using your e-mail marketing campaign and direct mail campaign to generate interest.

Craft your message and stick to it. Conduct market research and establish a series of keywords that can be used throughout your promotional campaign both on the web and off-line. Keep your message consistent with the keywords in order to generate a solid message to a target audience.

Promote your message through a variety of media sources for example articles and video or develop a podcast series dealing with the specific topics surrounding your message. Get the word out through social networks and your blog and drive traffic and search engine marketing techniques.

Sketch out your entire campaign on the calendar in order to simplify the entire process. This also allows you to identify your milestones and help in tracking your progress. Marketing should never be an afterthought in your business. Delivering your message and converting prospects to customers is essential for generating consistent profits.

8 Golden Success Secrets for Small Businesses

Running a small business is as challenging as trekking to Mt. Everest without having oxygen cylinder, prior practice, and a valid map guide. The challenges are only because there are no authentic rules that can lead a small business towards success while other major obstacles comprise: low budget, limited manpower, and lack of efficient resources. But as a small business owner, you must delve into the passcodes that help you decode the secret patterns of operating a successful startup or small business. It not only helps you to sustain your current growth but also excel your business planning’s to achieve higher objectives. There are a few suggestions based on real-world experiences, which can assist you to hit the bull’s eye.

1- Utilize the power of social media:

Nowadays, the entire world revolves around social media and if you are able to use its full potential, it can immediately help you increase your sales and brand reputation with very minimum resource and effort. Social networking sites like Facebook, Twitter, and LinkedIn, help you connect with a large scale of users, where you can directly interact with them, thereby allowing you to convert them into your potential clients. It forms a two-way channel that not only allows you to put your message across but also, listen to what your targeted audience want, which eventually goes a long way in improving and growing your business.

2- Research and analyze your competition:

A business turns to be successful only if it runs on some finely grinned facts and figures. And competition analysis is one of the most important elements of the process. Competition analysis tells you the strength you will require to establish your brand in the market as well as it helps to prepare your business planning adequately so that you could avoid the chances of business failure. An additional benefit of competition research is it allows for designing and developing more feasible and user-oriented products that eventually help you attain a competitive edge over the current market.

3- Work as per your plan but be flexible too:

Efficient planning is a roadmap that drives your business to the top in the long run with predefined routes. It is always advised to stick with our planning even if we face a few hurdles while running our business given that the strategies are designed after in-depth analysis. And day-to-day challenges should not incline you to alter with whatever you planned. The winners always back their business plannings regardless of the stiff challenges, but on the other side, a successful business requires the owner to be flexible enough to embrace new changes. Adapting the new ideas and concepts not only makes a business owner take smart decisions but also, keeps their core planning intact and fresh.

4- Use informative materials to build trust and loyalty:

The Internet is the best medium to reach out to the huge audience with less effort, but you should keep the fact in mind that there is already a heavy flow of advertisements and endorsements all over the web. So, what can be an efficient way to create our presence with a significant impact?

There are definitely some better ways to do it like using informative online materials such as well-written blogs, well-designed infographics, animated videos demonstrating some set of skills, and presentation sheets, etc. Following such practices will attract a huge mass to our platform to learn and engage with us, which gives a sense of trust and ultimately convert them into our long-term clients.

5- Hire your weaknesses:

A small business consists of a team of limited dedicated professionals, having different skill sets of all the corners to tackle most of the business requirements. Small businesses, sometimes, compromise in some crucial areas since they can’t hire specific individuals due to the lack of budget. To get your business positioned to the top, please don’t bear with your inefficient area. Rush into hiring experienced professional(s) so that all parts of your business fire with the same intensity.

6- Be ready for mergers and acquisitions:

Even after working with your full potential, you may not generate enough force to compete with the leading competitors. Other small businesses with the same concept may face the same situations. Just find them and join in the talks to check the possibilities of the merger to form a combined force, which can provide the required pace and power to achieve the common business goals. Mergers have a long, rich history of producing successful businesses, so don’t shy away with it. Similarly, business acquisitions are a noble idea to inject more strength to our business if budget allows us to do so.

7- Keep the quality service always on:

Quality service is the most important source that keeps your client for a longer period of time and it spreads huge positive feedbacks in the mass, driving in a large number of new clients. There have been more than just a few businesses reaching to the top just on the base of excellent service and even without spending a bomb on advertisements and business promotions. While there are other businesses which have failed miserably because of giving no importance to the quality of the services they provided. All in all, having the sound quality of the products/services is the key to succeeding in today’s cut throat competition.

8- Don’t give up:

Running a successful business is not a child’s play since it requires a lot of guts, courage, and risk-taking capabilities. It, sometimes, shakes your ambitions when going through some rough patches, and you need to have the burning desires within you to keep it alive. Keeping patience is also an important character that the small business owner must have, as the formation of a business and climb the ladder of success, demands to wait for long period of time. So, as a business owner, you need to instill never give up attitude to see your dreams come true!!

Summing it up, though the above-mentioned points are not entirely foolproof but yes, following these points will definitely help you to become a smart small business owner who can defy all the challenges and get on the top of the competition. Of Course, the chances of success or failure of your business completely depends on your planning and execution.

Grow Your Small Business Without Advertising

As a small business owner you don’t have a lot of money to spare on advertising, yet marketing is the lifeblood of your business. Instead of wasting money on traditional ads there are many things that you can do to bring in qualified leads without spending a dime.

Here are three things that you can do right now to bring in new customers and grow your small business without wasting a penny on traditional advertising:

1. Build a referral system. Referrals are the most significant source of customers for many small business owners. With a referral system, you give your clients as many different promotion vehicles as possible, bringing in customers from many streams.

2. Use your current network. Using the people that already know, like, and trust you is a great way to generate qualified leads. If you treat your network with respect, showing your top players that you have their best interests in mind, they will return the favor.

Your network will not be built overnight. If you frequently reach out to your circle of influence, showing people that you’re still here to do business, they can’t help but refer you to others. You’ll be the only business that they think about for your particular niche.

3. Lower your attrition rate. Many small business owners forget about their customers once they start buying. we tend to focus on treating our prospects like gold, but put the paying customers on the back burner.

By putting more focus on making your current customers happy and keep treating them the way you got them to buy in the beginning, you can lower your attrition. This means that it will take far fewer new clients to grow your business, because you won’t be filling the empty spots.