Direct Marketing Is a Proven Method That Delivers Positive Results

Direct marketing entails a variety of advertising methods that are used to contact existing and potential customers via mail. Thanks to online marketing, owners now have additional ways to reach clients without purchasing expensive postage stamps.

Previously, direct marketing was limited to sales letters, postcards, and telemarketing calls. Now, businesses can take advantage of websites and blogs to acquire subscribers. Using collected email addresses, owners can send advertisements via email, social marketing networks, electronic newsletters, and Web advertising.

Innovative technologies have made is much easier for businesses to get connected with customers and deliver personalized advertisements. For instance, personal emails and digital newsletters can contain each recipient’s name, together with exclusive offers created especially for them.

Customized ads are a powerful way to get the attention of customers and can influence their purchasing decisions. Customization software can be used with cross platform marketing endeavors such as email, Web, and video marketing.

It is imperative to monitor results of each type of direct marketing campaign. Owners that make use of several strategies may find it advantageous to employ a marketing consultant. Professionals can assist owners with learning how to interconnect each strategy and monitor results.

One method that is becoming very popular is personalized online video advertising. These types of videos can be customized for every individual that views the ad. This provides a unique interactive experience and is a great way to let people see how innovative your company is.

Currently, only a handful of companies provide interactive video advertising, but it is likely to become more prevalent in the near future.

Another fascinating development is personalized websites. This technology automatically inserts visitors name or location at the website. Any time customers visit the site their name is inserted into the sales copy. Personalized business websites are a great way to collect information about each visitor’s buying habits. They are also ideal for companies that conduct online consumer surveys.

These methods do necessitate developing a database of opt-in subscribers. This can be achieved by providing a newsletter subscription form on websites and blogs; giving away complimentary reports that require people to subscribe; hosting a contest; or asking people to supply their email address in direct mail advertisements.

One of the greatest benefits of direct marketing is it is relatively easy to determine results. For example, if a company mails out 100 postcards and 10 people respond then owners realize they are getting a response rate of 10 percent.

The same is true for calculating response rates from Web marketing. If 100 people visit a website and 10 people subscribe to the newsletter, survey, contest, or offer of a free report, the response rate is 10 percent.

Owners that are inexperienced with direct marketing often find it helpful to enroll in a marketing training course or work with an experienced consultant. It is vital to comprehend how to fully participate in this style of marketing in order to obtain the greatest return on investment.

The Direct Marketing Association reports that approximately 55 percent of advertising funds are spent on direct marketing. In 2011, businesses invested over $160 million in direct advertising campaigns which resulted in close to $2 trillion in sales. Obviously, this form of advertising works, so owners would be wise to make good use of it.

5 Keys to Succesful YouTube Marketing

1. Title Properly

It all begins with preparation, the first thing you want to do is proper keyword research. This is by far the biggest mistake I see businesses make when creating the title for their videos. How the search engines work in YouTube is by aligning up what you are searching for with what the video is titled. For example if I title my video “My company’s Sizzle Reel” I am probably the only person that is going to search this term. Think what is your video about? What is the main message you are conveying in the video? Who is your potential customer and what are they searching for to find your solution. Google offers a free keyword planner to help give you ideas. So my business is in Salt Lake City, UT and we offer Video Production Services, a very good title for us would be Utah Video Production or Salt Lake City Video Services

2. Enable and correct the closed captions

The search engines have no way to crawl the audio on your video and thus categorize your videos content that is why taking this step is so vitally important! By enabling your captions the search engines can read your audio file through text and categorize the content properly.

YouTube has an automatic caption reader and it creates a Closed Caption script for every video that has an audio track uploaded. You can go in and edit this caption from the Video Manager tools in your YouTube account. If you have done your keyword research you know your best keyword terms and they are laced throughout your video thus enabling the search engines to read and rank your video accordingly.

3. Write out a proper description

The first thing you want in your description is your business URL next your phone number, you want these to be the first things visible in your snippet. You also want to use your full URL with the HTTP:// included, this becomes a live link in the description and viewers can click directly to your site from here. You also want to create a good amount of keyword rich copy in your description, it is one of the more pertinent areas in video for SEO juice.

4. Use annotations to enhance your video

In the Video Manager you can utilize the annotations to convey a message, add a link to another video or even directly to your website. Annotations can be annoying when they are over used but when used appropriately they enhance the video and communicate information like your phone number or some important information that may not be being covered correctly or as well as you would like it to be covered in the video. It can be used to direct the viewer on what you want them to do such as subscribe or where you want them to go like clicking on another video or clicking through to your website.

5. Share on social media outlets.

Okay so you have done all of the other work on preparing your video to maximize it thus getting the most value in being found on the search engines, now you need to get the word out and get people seeing it. User interaction is important so you want to get it out to as many people as possible right away! Once it is posted on YouTube you can share it through many social media outlets, YouTube provides you with an embed code right below the description and also has automatic share buttons to over a dozen different channels that you can just click on as well.

Warning Signs Your Marketing (and Copy) Isn’t Right

“This time it will be different. You are a copywriting genius.” This is usually a warning sign that no matter how good the copy produced it will not turn into a result.

There is a lot involved in producing winning marketing – the copy is a big piece of it but it isn’t all of it.

Over time, working with clients you can get a bit of a sixth sense for when your client’s ideas about marketing and copy will lead to non-results.

There are three all too common signs that your marketing is not going to work.

1) Naivety of the Business Owner. This is the first sign that there will be marketing problems. Business Owners either are marketers or they aren’t.

You can turn yourself into a marketer over time but it takes work and commitment to education. And it is important to learn marketing – at least to the point where you can identify and retain talented people to oversee your marketing.

Otherwise you’ll just be a marketing victim.

But at any given time a business owner either is or isn’t a marketer and when they aren’t they are often deluded by business opportunity level sales pitches about how better ads will magically turn them into a millionaire – with dollar signs in their eyes they will fall for anything.

Conversely, when the business owner is intelligent gets what can and can’t be realistically done by with a marketing strategist or copywriter they are often not patient enough to keep working with them beyond that first project because it takes a couple of goes to get it right. They’ve exhausted that bright shiny object and are on to the next one.

2) Poor Market Selection. When I meet a potential client who tells me that their business is ‘anybody with a heartbeat’ or some variation of that, I despair. This ties into number 1 but it is so important it warrants its own section.

Without fail there is a sweet spot in the market that is more valuable to you and you are more valuable to them – where you can command and receive higher fees. It is worth searching for and finding these sweet spots.

I was talking to a potential client recently who was trying to market to everyone but was also secretly hoping that one or two industry segments responded because they were so valuable. I should have made him write me a check for what I said next but I asked him”

“Why don’t you just get a list of industry segments you want and customise your marketing for each of these?”

Light bulb goes on over the client’s head.

3) Over reliance of benefits and feature driven copy.Most good copywriters will tell you that selling is all about benefits but it isn’t. More accurately, it is all about the benefits being able to solve the problems your market has. For this reason the best copy actually is problem focused and story-driven about the solution to those problems.

The product’s features and benefits can almost be an afterthought. I wrote an advertorial where the product basically isn’t mentioned. It is all about the problems that the audience faces and the missed opportunities that arise from not addressing the problem – only in the final 10% of the advertorial is the specifics of the product mentioned.