Direct Marketing Systems For Business Success

If you are not getting the sales you want, effective direct marketing systems are probably not part of your marketing toolkit.

Marketing Effectiveness

Mass marketing methods used to work, but these days, traditional marketing to mass audiences is very wasteful. In his book, Permission Marketing, Seth Godin claims that, on average, we are subjected to around 3,000 marketing messages each day. The message we need to understand from this situation, as marketers, is that it is becoming far more difficult to get our message through to our market, because the clutter of marketing messages makes it almost impossible to attract attention.

With the effectiveness of mass marketing methods having deteriorated over the years to the point of relative ineffectiveness that they have now reached, the most important strategy for us in marketing has become identifying and targeting our most receptive audience. Marketing now needs to be up close and personal to be effective. It does not matter how good our message is and what media we use, if we are not directing our communication to someone who is desperately hungry for our product we stand little chance of success.

Target Market

Can you describe your ideal customer? To effectively target your customers you need to be able to describe the ideal customer in intimate detail. To more effectively communicate with your target market, you need to know the physical and geographic elements that describe your ideal customer, what makes them tick and why they like your product. Having identified our target market, we now need to find out how to communicate our message. This element has two aspects: what is our message and what media we use to deliver it.

Message

Our message to our market must achieve a five things:
1. Attract the attention of our target market by addressing a specific need
2. Present an attractive solution to satisfy the particular need
3. Present proof that our solution is the best
4. Create an urgency to seek the solution now, and
5. Motivate action to obtain the solution.

Our message need not necessarily be delivered in a single communication, although if it can be effectively done in one hit, only use one hit. However, for many products or services, a series of communications may be required to effectively deliver the message. Our direct marketing system is what we need to design to deliver our message appropriately. Our direct marketing system will comprise as many steps and methods as we need to work our way through these five stages of acceptance.

Our initial direct marketing messages must be directed towards generating leads by attracting the attention of the people in our market who have the need our product addresses. It will depend on the maturity of our market as to how much work we need to do at this point. For new products, lead generation may require considerable work to educate the market about the existence of the problem before you can present your solution. For more mature products, a need is often very apparent.

Once we have attracted attention, our aim is to get those people to identify themselves as having the particular need, so that we can turn our efforts towards lead conversion. This is achieved through the final four steps of our direct marketing system. The scepticism that exists in the world today means that you have to work hard to get your market to accept your product is the best solution to meet their need. You must be careful how you make this claim. It must be believable and acceptable.

We all tend to procrastinate and put off taking action to the last minute. You need to overcome this inertia by creatively communicating reasons to “do it now.” Using the concept of impending loss is the most effective method to achieve urgency. This can often be achieved through communicating scarcity and the risk of missing out if immediate action is not taken. This could also be achieved with the risk of a price rise leading to a perceived loss of the price difference if the purchase is left to after the price rise. However, there are many other ways to communicate urgency and it is best to be creative rather than use tired and unimaginative methods that customers may see through and regard as mere techniques to get them to buy now.

The most important element after getting this far is to motivate action to buy. Many marketing communications are weak at this point. Many ads we see promote a product and do everything else right, but leave out the call to action. Subtlety is an ineffective marketing tool. You need to tell your customers what you want them to do to buy your product.

Media

The final step in developing our direct marketing system is to determine the appropriate media to use. Many people make the mistake of thinking about media first and then developing the message. This often happens when you have an advertising sales person pressuring you to buy space in their media. This approach leads to poor or worse, zero results. When you have identified your target market and developed the appropriate messages, the decision about media is much easy to work out. Often, it will depend on how easy your target market is to reach. You need to use the most efficient means of attracting the attention of the people most ready to buy. In lead conversion processes, you may use a combination of direct mail, internet (email and web sites), or personal selling approaches, again depending upon the ease of reach.

Conclusion

One vital aspect of developing an effective direct marketing system and a huge advantage over traditional marketing approaches, is the ability to test your system before you commit enormous amounts of money to it. Mass media marketing is expensive and unaccountable. Direct marketing systems give you the ability to measure results and track your return on investment. You can trial your system in small quantities before you roll it out to a larger audience. Eventually, with the right fine tuning, your direct marketing system will deliver predictable results. You will be able to plan your expenditure and schedule your marketing program to deliver the sales volumes you need at any time. Ultimately, your direct marketing system should deliver you all the sales from the most preferable and profitable customers that you would ever want.

The Different Kinds of Email Marketing Solutions You Must Learn

With the three types of email marketing, businesses have an organized way of communicating the right message content to their customers and prospect persons.

Cyber business firms opt in email marketing because it is the cheapest way to advertise and promote their products and services. For starters, a simple description of email marketing is when you send business messages that aim to endorse and present merchandise as well as an invitation to sign up for services offered to potential clients. This marketing strategy requires a long list of emails of people that you wish to target. Let’s assume that you want to target a particular group of people, say, young adults ages 20 to 29 in a specific geographical location then you have to acquire those emails from recommended providers. But, the most important thing to put in mind would be the content contained in the messages sent to these people.

There are three types of email marketing solutions are available for use: Direct Email, Retention Email, Co-Advertising Emails.

Direct emails aim to sell your products and services directly. Your letter would directly address the customer and urge him/her to purchase and avail of your wares. Even if the recipient does not buy from you immediately, you have to be able to maintain open lines of communication so you can continue on with your promotions and updates. The objective of email marketing solutions is to turn readers into customers and turn customers into loyal customers.

Retention emails are sent to let your previous customers stay on your side. You already have their interest and how you keep them interested is all that matters. A beneficial possibility is that when you already developed the skill in creating good retention emails and the customer-oriented focus is there, chances are, your customers will share this quality service to their friends. This is also a part of your list building strategies wherein it becomes viral and the area of your possible customers become bigger.

Co-advertising emails are where your business gets to be promoted by other regular newsletters being sent all over the web. This way, you would not worry about other technicalities of production and distribution while rest is assured that your marketing is going all over the place.

So, for beginners who would want to work with email marketing, consider these three types when you send emails to your email marketing lists. Organize and systematize your strategy to make quality emails so as to not confuse your customers and potential clients just because you sent them the wrong email content. Put in mind that aside from your goal of making your email list longer and having bigger chances of landing on interested people, deliver a good content that addresses their benefits and not just yours.

A Network Marketing Internet Business Or Affiliate Marketing? You Choose

Would you like to have financial independence through building your own Internet business? Are you considering joining a network marketing Internet business as means of building a good residual income for when you retire? Or are you attracted to the opportunities that affiliate marketing gives you?

Let us examine both of these Internet businesses models.

First, let us look at affiliate marketing. With Affiliate Marketing, the affiliate’s efforts are directed at ultimately getting people to visit another company’s website and buy that company’s products. The affiliate does not have to worry about stock levels, and is not directly concerned with handling payments, distributing the product or providing customer care.

Instead, the affiliate simply focuses on promoting the company’s product and getting as many customers as possible to visit the company’s website. Affiliates earn their money from the commission on those sales that are a direct result of their marketing and promotion efforts. When a visitor to their website clicks on the link to the company’s site and then buys the product, the affiliate earns commission on that sale.

Once an affiliate has developed their business around a niche area and are earning regular commission, they can then repeat the process for another niche area. This enables them to have multiples niche sites and build a good living through multiple income streams.

Now let us examine how a network marketing Internet business works. A network marketing Internet business, also referred to as MLM or multi-level marketing, is based on the following:

1. The MLM scheme sells the product to its distributors. The distributors sell and distribute the product directly to the consumer.
2. The distributor makes a commission on each sale.
3. The distributor recruits new distributors who become part of their sales and distribution network.
4. Distributors earn commission on the sales made by the distributors they have recruited into their sales network. They also earn commission on the sales made by the distributors their own recruits have introduced to the scheme.

This multi-level payment scheme is the essence of any multi level marketing business. The model encourages you to build your own network of distributors and rewards you with commission on the sales made by your sales network. You continue to get income even when you go off on holiday.

A word of warning! If you are considering joining a network marketing Internet business, make sure you know where your income is coming from. Unless there are good, decent products that you are confident you can sell, find another scheme.

Before joining a distributor’s sales network, thoroughly research that specific network marketing Internet business. Find objective reviews, visit the various MLM forums and see what is being said about the scheme in question. Post questions on the forums regarding any concerns or issues you may have. Get all the answers before you join so you do not have any nasty surprises later on.