Top 7 Tips to Ensure your Direct Marketing Hits its Target
All rested and raring to go, we are, after our Easter break! We treated ourselves to a week away in the Yorkshire Dales as the weather was so nice (remember those few sunny days!). It was idyllic, but, had the potential for disaster because when we unpacked I realised that the lovely Steve had forgotten the chargers for the phones, bike lights and power cable for the Xbox – This, his ONE and ONLY job!!! Seriously??!!!
The bike light makes for a very good torch for night time dog walking and getting back from the pub along unlit country roads. We had to navigate the lanes by moonlight (when there was any). This would have been romantic but for me muttering darkly (literally) about certain people’s forgetfulness! It’s a good job he’s funny (especially when he fell in the hedge – even the dogs laughed).
We chose our caravan park because of good marketing, which illustrated to us how important the 7 touch marketing plan is (the idea is based around the premise that it takes anywhere from between 1 and 30 “touches” for a prospect to become a customer, 7 being the apparent average)
We stayed at the very lovely Thornbrook Barn near Ingleton – and it only took 4 of those apparent 7 touches of marketing for us to decide. The park first came to our attention via an email from a caravan organisation a while ago. Then, when we had decided we wanted to spend Easter in the Dales, we searched online and we remembered it when we saw it. The website told us that they had everything we require, so it ticked all our boxes. We then read testimonials which convinced us the place was where we wanted to be. Thornbrook Barn won our business because; a) It had become familiar to us and b) Accurately targeted marketing got their park in front of us caravan-owning countryside lovers.
How the 7 Touch Marketing Plan works
When you create your marketing plan, put yourself in the shoes of your prospect. What are they looking for and how do you answer that need? People buy from people they trust, so getting your brand in front of them repeatedly and in different ways builds familiarity. Follow these steps to target your marketing efforts effectively.
1) Direct Mail campaigns – make your content engaging and relevant to the recipient
2) Email Campaigns – keep in touch with regular newsletters with what’s new and news from your industry. Let your prospects know you are the one that knows your onions
3) Telephone follow-up – people will more likely take your call if they have recently received your literature or met you at an event. If getting on the blower is daunting, please download our telesales scripts or speak to us and we’ll put you in contact with trusted colleagues that can help
4) Social media – find out where your ideal customers hang out and get communicating – if it’s LinkedIn, join groups where your ideal prospects gather and contribute to discussions. More info about how to use LinkedIn effectively can be found on our blog
6) Organisations – find industry related organisations and their websites. Join in and build your brand expertise
7) Speaking engagements – speaking at conferences and events is a great way to broaden your reach and credibility (Steve is presenting a seminar during Wakefield Business Week on Tuesday 3 June – Click HERE or contact us for more information or to register as an attendee)
Measure your Marketing Success
Always measure how effective your marketing is being – if something doesn’t work as well as others, then it needs changing in some way. Remember, Marketing is a building exercise – very rarely will you pick up a lifelong customer off the back of one email!
The Most Important Marketing Rule
Get the right message, to the right person, at the right time! Targeted marketing which engages your prospect, informing them of how what you do fulfils their needs, builds trust and ultimately sales, far more effectively than a scattergun approach. Please get in touch with us if we can help you plan your Targeted Marketing Strategy and get your brand in front of relevant prospects. Please feel free to download more information on the 7 touch marketing plan and other articles on how to plan and execute all areas of your marketing strategy, from our Help and Advice page. Click HERE