With the proven success of inbound marketing, you might be wondering if there’s a point to some of the traditional marketing strategies you may have once leveraged–for example, direct marketing. A lot of brands assume that direct marketing, which is the strategy of sending leads newsletters or flyers through the mail, no longer has a place in today’s marketing world, especially since email marketing is so effective.
However, you would be mistaken to dismiss traditional forms of B2B marketing such as direct marketing. The following are a few reasons why you shouldn’t abandon traditional marketing strategies, such as direct marketing.
1. Build Trust With Potential Leads
Direct mail has a higher trust level than online marketing. Online, anyone can send you an email, including scammers. It takes a lot more time and money to produce a direct mail campaign that’s a scam. This means that potential leads are more likely to take the direct mail they receive much more seriously than an email, especially if they don’t recognize your brand.
2. Target More Specific Demographics
When it comes to direct mail, you know exactly who you’re sending it to. A lot of inbound marketing requires that you implement numerous strategies (such as SEO) in an attempt to position yourself to be found by your target audience. This means that you can achieve a greater level of demographic specificity in a direct mail campaign. All you have to do is to rent lists of businesses that match your buyer persona.
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3. Supplement Your Inbound Efforts
Direct mail can be extremely effective in helping to supplement your inbound marketing efforts simply because of their level of trust and the ability to achieve greater demographic specificity. Once your mail is in the hands of your potential lead, you can direct them using a call-to-action to go to your website or to sign up for a newsletter. You can offer them free downloadable content if they go online and even add a QPR code to your mail to make it easier for them to engage with your brand online immediately.
4. Keep Brand On Top Of Mind
Even if the lead you’re sending your direct mail to is familiar with your brand already but doesn’t follow your call-to-action, direct mail will help to keep your brand at the top of your mind. This is actually a bigger advantage than you might think–many businesses have given up on direct mail completely and are purely focused on email marketing and other inbound techniques. This means that direct mail is an excellent way to stand out from the crowd.
These are a few examples of how direct marketing can continue to be a relevant part of your marketing strategy. Although inbound marketing is one of the best ways to reach your audience, don’t just abandon all of your traditional marketing efforts. Traditional marketing can still play an important part in your overall marketing efforts.
Dan Gartlan helps companies of all kinds drive their business initiatives and achieve their goals with strategic marketing programs that deliver results. As President of Stevens & Tate Marketing, he has over 20 years experience across various industries, and continues to share his expertise to build brands nationwide.