While it’s true the larger goal of your marketing efforts involves spreading the word about the products or services you sell, this isn’t the only thing you’re trying to accomplish. Gently guiding your customers through the various stages of the sales funnel, from the moment they begin looking for a solution to the moment they choose to do business with you, is arguably even more important. When it comes to that particular goal, perhaps the most important weapon in your arsenal is and will always be the call to action.
What Is a Call to Action?
A call to action is some type of statement, link, or graphic that provides potential customers with instructions regarding exactly what you’d like them to do next. It may be as simple as telling a customer to provide their phone number so you can contact them and discuss their options further. If your site runs a blog containing helpful articles that are relevant to your brand, the call to action might be “Click here to read more about this interesting new study we found.” Regardless of the wording, the intention is clear. You’re telling the customer exactly which step they should take next, all the while moving them closer and closer to an eventual sale.
Calls to action are incredibly effective when done properly. According to a case study conducted in 2013 by Inbound Marketing Blog, one company was able to generate up to 12 times more new, high-quality leads per month after effective calls to action were placed on various types of marketing materials.
Tips for Effective Calls to Action
Though calls to action are incredibly important, they’re also something you can do “wrong” if you proceed in exactly the wrong way. For effective calls to action, you need to consider where a customer is in the sales process when they’re viewing a particular type of content. Is your customer discovering your brand for the first time by way of a direct mailer? An effective call to action in that scenario might be something akin to “Visit this URL or call this number to find out more.”
Did your customer just arrive at the general landing page for your brand? A better use of the call to action here might be “Click here to read this article about how effective these types of products can really be.”
When customers discover your brand or are exposed to your marketing message for the first time, they’re in an inherently impressionable state. At the end of the day, they just want to confirm for themselves that they’re making the right decision regarding how they’re about to spend their hard-earned money. By inserting properly designed, well-placed calls to action in your marketing materials, you can not only increase the quality of the leads you generate but also gently guide those leads through the sales funnel until they reach the point where they’re ready to buy.
Direct mail marketing is still one of the best and most efficient ways to connect to your target audience, even in this social-media-centric world. But that doesn’t mean you need to eschew technology altogether. Case in point: predictive analytics are quickly becoming not just a recommendation, but a requirement for anyone running a direct mail campaign.
What Are Predictive Analytics?
At their core, predictive analytics leverage statistics, data mining, and similar techniques to create a prediction about future behaviors. The idea is to take the past behavior of your target audience and use it to make educated guesses about future activities.
The concept is used in Internet advertising on a daily basis. Have you ever wondered why you suddenly see advertisements for home audio and video equipment or Blu-ray movies right after you purchase a high-definition television set online? It’s a combination of programmatic advertising and predictive analytics at play. Marketers know that based on your purchase, there are certain types of accessories you can definitely use.
If you just bought an HDTV, it goes without saying that you could probably use some shiny new Blu-rays to play on it. By targeting you with advertisements based on that information, businesses know they have a much better chance of making a sale than if they randomly targeted 10,000 people, many of whom might not have an HDTV at all.
Many businesses don’t realize this same idea can also play a very important role in how their direct mail marketing campaigns are conducted.
How Do Predictive Analytics Help in Direct Mail Marketing?
The major benefit predictive analytics brings to the world of direct mail marketing is one of precision. You no longer have to spend time and money each month to send mailers out to all 3,500 people who live in a particular ZIP code. The fact you were sending out materials to many people who ultimately had no interest in your products or services was always just an accepted “cost of doing business,” but that doesn’t have to be the case any longer.
Thanks to predictive analytics, you now have a better chance of targeting the RIGHT people within a particular ZIP code based on their past interests and behaviors. Instead of sending out 3,500 mailers and achieving a 20% conversion rate, you can save time and money by only sending out 1,000 mailers while achieving an 80% success rate at the same time. It’s about giving you a much smarter way to spend your marketing dollars. It’s also about empowering you to stretch your marketing campaign’s strength even further.
In direct mail marketing, success doesn’t mean spending as much money as possible. Instead, true success and market penetration are achieved by spending every dollar the right way. Whether you have $10 to spend or $10,000,000, that theory will always hold true. By making excellent use of advancements like predictive analytics, you can make sure your important materials are actually getting in front of people who find them valuable. This will go a long way toward increasing not only the efficiency of your campaign, but also its general return on investment. Talk to us. 410-574-0780