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Offline Businesses – The Most Effective Online Marketing Uses Direct Marketing Strategies

Direct marketing in the offline world has grown to huge proportions, becoming a very professional industry in which the biggest players are immensely successful. And these same direct marketing strategies and techniques are the hallmark of the most successful Internet marketing businesses, etc. In fact, every direct marketing professional should consider Internet marketing as a career or at least a sideline for additional income streams.

Direct mail pieces in the offline business world become email blasts online – and with more and more email programs now HTML capable, can be just as glossy and heavily designed as their offline counterpart. And just as direct marketers buy targeted leads or use location-based mail drops, Internet marketing pros rent email lists, buy solo ads and buy leads.

Direct marketing techniques also include classified ads and TV infomercials – online there are a number of classified-ad sites, some international and many based on certain locals. And video sharing sites are perfect for displaying TV-style commercials, infomercials, product demonstrations, etc.

And the ‘golden lists’ or the big Direct Mail houses, those lists of targeted leads that buy from them regularly, are no different than the customer lists online. Just as direct marketers have a pre-written series of e-mails and offers that go out to their previous customers on a regular basis, so too do online marketers who use pre-written autoresponder series to follow up with each purchaser.

If you own and/or operate an offline business in direct marketing, learn all you can about the strategies, tools and techniques being used by successful Internet marketing pros and use that knowledge to increase bottom line profits considerably. While some online regulations, like the anti-spam laws, make parts a little trickier in compliance, it’s more than made up for by the low cost of email blasts, the lack of lead time required for printing, and the free video hosting the video sharing sites provide. Start by putting every commercial and infomercial in your current library online at sites like YouTube, Viddler and Daily Motion and you’re already well on your way.

And if you’re currently working in the direct marketing industry with no equity in the company that employs you, consider starting a part-time job in online marketing and building it into your own full-time Internet marketing or affiliate marketing business. You have the skills so start investigating this low-startup-costs online industry for your own future today!

Purchasing a Direct Marketing Mailing List Will Increase Your Company’s Sales

A direct marketing list is a great option to when it comes to growing your business. It is proven that purchasing a direct marketing mailing list will increase your company’s sales. This form of marketing allows you to target your message to people that will have an interest in your product or service. It also allows you to easily focus your marketing efforts to the audience of your choice, whether you are using direct mail, telemarketing and/or email marketing. You can purchase your direct marketing list from any list broker or compiler.

Prior to purchasing a direct marketing list, you will want to gather exact who you want to target and where you want your target to be. You can supply zip codes, counties, states or have a distance radius ran from your location. Along with your geography, you need to come up with your ideal customer. Even if your ideal customer is very specific, it is good to start as specific as possible and work backwards from there.

There are quite a few different direct marketing lists available. These include:

Business Mailing List – this list is able to be targeted by industry, sales volume, employee sizes, and more. It also allows you to target specific decision makers by title within each organization. The database can include business name, address, phone number, contact name and title and more.

Residential Consumer List – this file would be targeting people at their home address. There are many ways to create a targeted consumer list including age, income, gender, and more. You also have the option of simply targeting everyone within a specific geography.

Home Owner Mortgage List- this database would include all individuals that own there home. The majority of this file comes from county tax offices and is selectable by mortgage information including year home was purchased, home value, interest rate, interest rate type and more.

New Movers List – this file is comprised of people that have newly move into an area. This is selectable by anyone moving into an area and can be further segmented into new home owners and new mover renters.

Specialty List – these records would include magazine subscribers, specific professional titles, and other databases created through online surveys and more.

How to Kick-Start Your B2B Content Marketing Strategy

Developing a B2B content marketing strategy that aligns content messaging with your target audience is no small task. In fact, 88% of B2B marketers currently use content marketing as part of their overall marketing strategy, yet only 32% have a content marketing strategy.

The development of a fundamentally customer-focused marketing strategy will blaze a trail for a B2B content marketing strategy to reach new customer engagement and acquisition goals. By ensuring value is delivered to your customers, the B2B content marketing strategy will fall into place.

Here are a few key tenets of B2B content marketing strategy to kick start the process for you and your team:

1. Determining your content point of view. Here’s a hint: Make it customer-focused.

2. Ensure once you start executing on content creation, you can measure your efforts. Another hint: Make sure it’s driving a tangible business outcome as well.

3. Align your team’s talents with the type of content being created. Last hint: Not all marketers think the same way.

Customer-Focused Point of View for Content Pays Off

Content marketing strategies developed to engage customers with your brand start by aligning content with the point of view of your reader. Delivering information both that the customer sees as valuable and that aligns with your brand should be the underpinnings of every B2B content marketing strategy.

In a recent study from Forrester Research, they provided the example of Kraft Foods launching a site (kraftrecipes.com) to share recipes and food ideas using their products. By shaping purchase decisions, encouraging buyers through the journey through value-driven content, Kraft Foods had buyers that were all-the-more inclined to purchase cream cheese for “that casserole recipe I saw online”. They delivered value to customers by encouraging a purchase decision as opposed to pushing a coupon.

With a customer-focused point of view regardless of the buyer type (B2C and B2B buyers), position your content to deliver value to your customers. Similarly, through customer-centered content, you can actively shape purchase decisions through a B2B content marketing strategy that drives leads which, in turn, fuels revenue.

Prioritize and Set Content Goals

In a recent survey of content marketing maturity, Forrester found that 52% of B2B marketers were in the early stages of assembling a content strategy and executing it. While B2B marketers seem to be embarking on a more customer-focused approach to content development, a key tenet to a closed loop model for your B2B content marketing strategy is tracking buyer interactions with content at each stage in the purchase life cycle.

Providing buyers with content that is useful and valuable to read, watch, or interact that encourages forward movement in the buying cycle is a B2B marketer’s dream. And yet if those interactions are not measurable, how do you know your content strategy and supporting tactics are effective?

To kick start your B2B content marketing strategy that produces customer-focused content, ensure your team is taking a practical approach to content creation aligned with short-term goals. Meeting and rewarding these short term goals will push your team to drive increasingly buyer-aligned content. This will inevitably result in customer interactions that contribute to increased revenue. These longer-term objectives ensure content drives tangible business outcomes.

Align Talent with Content Creation

Balance your team to align strengths with content creation requirements. Buyer-aligned content that captivates, inspires and challenges is a different focus for most B2B marketers. Marketers whose background include a mix of product marketing, sales positions and even direct marketing may be challenged to make this shift.

Climbing to new heights requires planning and preparation but it also mandates physical and mental stamina. Applying that principle to strategy development versus plan rollout and execution, B2B marketers need to consider skill assessment and training as a critical tenet of B2B content marketing strategy. When the team is ready to hit the trail, talent needs to be aligned with a type of content creation that sees through the buyer’s point of view, interweaves a compelling story and is appropriate to the content application.

So, begin with your team to consider what content will deliver value to your customers. With this customer-focused lens, a B2B content marketing strategy will achieve the following:

  • Address buyer concerns to engage
  • Motivate them through the buyer journey
  • Build support from bottom-line-thinking executives.