Are You Fishing For Leads On The Internet, But Catching Very Few Fish?
Mark Hale ‐ July 6, 2016
When the Internet started, it was destined to be a tool for marketing and promotion; used to be a fertile source of leads and sales. Depending on what type of business you have, Internet marketing may, but probably is not, be a good source of sales recently.
The reason lies in how people use the Internet. They use it to shop, but not necessarily buy. This is because every website has entry forms, pop-ups, live chats, and such. People used to be okay with entering their email addresses, but now not so much. Enter your email on the wrong site and “BAM” you get a flood of spam messages. Then there is adware, malware, and viruses.
Do you want to generate serious leads that result in sales or get a bunch of “leads” that you spend time with and don’t sell much?
Direct mail marketing is still the best way to generate bankable leads. You target exactly who you want. You put a targeted direct response message in the prospects’ hands. You generate a lead. They buy because they are qualified, and now you have a new customer!
The challenge with Internet marketing is that you are fishing in a very, very BIG pond. A pond that is full of big sharks with a lot more marketing money than you have. Direct mail marketing allows you to bypass all the competition and go directly to who you want to do business with.
There are several types of direct mail pieces:
- Self-mailing brochures
- Sales letters
- Check mailers
- Postcard mailers
The cost per lead is lower with direct mail and the cost per sale is trackable. The only reason direct mail fails to pull responses is when you have:
- A bad mailing list. Usually a wrongly targeted list or old data. A mailing list is something wise to invest a little money in.
- A bad ad. Usually due to poor graphic design, generic image type ad and/or weak or nonexistent offer.
- Not enough repetition. This is because you did not consistently mail the prospect list, so your mailer ends up being a hit-or-miss proposition.
That’s it. All three of the above are easy to fix. Direct mail for small businesses is affordable. If you are not using it now, but would like help, call and talk to one of our marketing consultants, 727-536-4173.
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