Analyze This – Why Using Analytics With Direct Marketing is a Smart Idea

Does your company gamble with your direct marketing strategy? Do you have any idea if you are connecting with the right customers or is it all a crap shoot? If you are not sure exactly how your direct marketing idea is working, implement an analytics program.

Web analytics requires a long view providing a memory of how your site performed on a given day. Precise, proficient analysis of your web presence is essential to be competitive in your specific market. The association between your website and a search engine must be measured and re-measured against strategic performance indicators. Direct marketing benefits from using this tool.

Web analytics is the process of tracking and improving the measurable results of any website marketing program. The idea is for analytics in helping to understand where traffic comes from, where they go, and more importantly the company’s return on investment (ROI). Otherwise you are simply wasting your money.

The Getaway Bed and Breakfast is a perfect example of how to use analytics to direct their marketing in the most efficient way. At first the idea of spending a lot of time going over even more reports was crushing to the management of the organization. Unfortunately for The Getaway, previous marketing campaigns had lukewarm results at best. Something needed to be done.

Their direct marketing was based on informing all and sundry about the amazing amenities and plentiful services the B&B had to offer. That type of marketing only succeeded in information overload. Instead of concentrating their advertising efforts on one or two areas at a time drawing in the most reservations, The Getaway tossed it all in the air hoping something would come up a winner.

After instigating a proper web analytics program, management found that the web page visited most frequently concerned romantic weekend packages. Repeat visitors were more apt to be from the northeast. Keyword searches were practically non-existent indicating they were choosing the wrong ones. Click-through rates were a shocking.08%. All this information and a lot more confirmed that the direct marketing The Getaway was using was ineffectual. They needed new ideas.

By combining testing and analytics, The Getaway was eventually triumphant in seeing a profitable return on investment with their new direct marketing ideas. They were no longer gambling with their marketing budget but instead using every cent wisely.

When it comes to implementing a marketing campaign or strategy, marketers want to know if the websites being used are attracting visitors and whether or not the investment is paying off. With web analytics, you can identify website trends and direct your marketing ideas with the right course of action. You will also understand how visitors interact with your website. You can identify the navigational bottlenecks that prevent visitors from completing your conversion goals.
Successful analytics happens only with careful planning, timely execution, persistent monitoring, and ongoing improvement of the results you achieve.

Next time you set up a website, remember not to gamble your company’s future business like you would a game of chance. Guarantee yourself a win by using analytics software.

5 Ways Mobile Direct Marketing Differs From Traditional Direct Marketing

Mobile direct marketing is more powerful than a locomotive, able to leap tall buildings in a single bound and has response rates that will blow your socks off. Here’s how mobile direct marketing differs from traditional direct marketing.

1. A mobile direct marketing campaign is a piece of cake to implement. However, while traditional direct marketing can start with simply buying a list of prospects or buyers for your product or service, mobile is 100% opt-in. You cannot buy a list of mobile phone numbers and blast out your message.

2. While traditional marketing typically starts with a list, an SMS marketing campaign starts with a campaign offering something your target audience would find valuable. This could be updates about your product or service, alerts or a coupon giving purchasers a discount.

There are a number of ways to publicize the existence of your campaign; many simply are integrated with traditional advertising channels with a call to action to text a keyword to a short code. Acting on your call to action, your SMS message requires the person to opt-in to your database in order to take advantage of your offer. This is the basis of SMS marketing and how your mobile list is built.

3. Mobile direct marketing is both efficient and eco-friendly. Traditionally, a company would spend money having flyers or mailers printed only to have 90%+ travel directly from the mailbox to the trash can.

Since a mobile list is built with opt-ins, any marketing message subsequently sent is to people who have requested information on your product or service. In many cases, the consumer is actively waiting to hear from you. And, of course, since marketing messages are delivered via text messaging in most cases, there are no design, printing or mailing costs.

With regard to coupons, how many times have you been at the checkout counter rummaging through your pockets or purse for that coupon you just know you have? Since a mobile coupon lives in a mobile device that is usually never more than three feet away from its owner, it’s kind of hard to misplace.

4. One of the biggest differences between traditional marketing and mobile direct marketing is the conversion rate. Usually if a direct marketing campaign gets better than a tenth of one percent conversion rate, it’s cause to break out the pizza and beer. It is not unusual for a mobile SMS campaign to have a 20% conversion rate.

5. Traditional marketing campaigns can put a web address in print, on TV or mention it on the radio as well as on many other advertising channels. However, there is a time lag between the consumer receiving the message and their ability to take the next step. More times than not, the initial message is forgotten or never acted upon.

A mobile direct marketing campaign, by contrast, provides the means for the SMS advertising recipient to immediately take action and respond to the message. With this ability, response rates are much higher.

Direct Marketing Copywriting – Tips to Explode Your Sales Today

We all know that copywriting is extremely important, but there is a specialized style of writing, called direct marketing copywriting, that is especially effective. If you have not worked to develop your direct marketing copywriting skills, then you need to take just a few moments to read this article. You will soon learn how you can start writing better copy that produces more sales than you ever thought possible.

Direct marketing copywriting involves a few things. One of its most important aspects is that it speaks to a specific market. The general term ‘copywriting’ just refers to writing words that are attempting to make a sale to anybody. But if you are speaking directly to a market that you have knowledge about, you can say so much more. For example, if you were trying to sell golf shoes, would you make more sales by writing copy that is targeted at anyone (golf players and non-golf players alike)? Or do you think that you would be able to make more money by speaking directly to those who are avid golf players? Of course you would make more money writing copy specifically for golf players.

This is something that most people just don’t understand when they sit down to write out a sales page. They need to speak directly to their target audience, directly to the market – hence, direct marketing copywriting.

How Do You Speak Directly To Your Market?
That’s simple – you get inside of their heads. You need to think like a potential customer. You don’t want to write your sales pages so it sounds good to just anyone. You want to write out your sales page so it sounds good to your market. What problems do your potential customers have? What are their likes? What are their dislikes? What have they tried to solve their problems? What works? What doesn’t work?

You should know the answer to all of these questions before you begin writing out your sales letters. Why? Because this knowledge will allow you to speak directly to your market! You can say things like, “If you are like I used to be, you’ve probably tired solution A and solution B, but found that the problem only got worse.” Or you could say something like, “I know that I didn’t want to try solution C because I don’t like to…” See what I’m doing here? I’m using the answers to the questions above to write out something that speaks to my readers.

You can’t just say “I know that you’ve tried everything! Now try this!” because that isn’t specific enough for anyone to connect to. No matter what you think, no one has ever tried every solution to a problem. You need to get specific, so people will read you direct marketing copywriting and say “Yes! I HAVE tried that and it didn’t work for me either!” Now they’re listening – believe me.