SMS marketing, also known as texting, is actually a great form of direct marketing and can prove to be a very successful strategy for a small business to utilize. Over 90% of texts are opened within 15 minutes of being received. That fact alone will increase the conversion rate of your direct marketing campaign.
Further, the requirements to send an SMS marketing message are quite restrictive and require the recipient to opt-in to the message. This makes it a great way to filter recipients that are open to receiving advertising messages and those that have no interest.
Some examples of direct marketing campaigns that involve SMS marketing are any of the marketing campaigns typically conducted by the major phone networks. They will all send out messages for new promotions and potential upgrades. A small business could utilize this form of marketing in a similar manner with an agency specializing in SMS marketing.
Emailing your Customers
Email marketing is another one of those direct marketing techniques that is often not thought of as direct marketing. It fits perfectly into the direct marketing framework as the ideal email will have a call to action that usually involves visiting the website.
Additionally, many tools exist that allow you to track the open rate of the email and the click-through rate on your links. This data can help you with developing a good subject line and writing good copy that makes your recipients want to click your links.
Just about every type of email can be turned into a direct marketing campaign. Some companies have a weekly newsletter delivered by email with the purpose of keeping their customers informed of the industry. Others will offer special promotions via email.
The type of email you will want to write will vary on the type of business you operate and your target audience. However, any business can utilize a direct email marketing campaign.
The final item on our list is telemarketing. This, often annoying, marketing technique still works for the right type of business. In fact, it works great because you can easily determine whether customers are interested or not in a relatively short period of time. Further, you can also track the performance of your sales representative by looking at their statistics.
Some telemarketing examples include an upstart auto insurance agency or life insurance office. They will collect leads for those interested in an auto policy or life insurance policy and then call those leads. You can then quickly determine the best source of phone numbers and scale the collection of those phone numbers.
Final Thoughts on Direct Marketing
All in all, many different direct marketing techniques exist that you can apply to almost any small business. In fact, direct marketing works best for a smaller business because it provides you with real and measurable results. These results can then be scaled up when they work and canceled if they do not work.
These six examples provide a good starting point for brainstorming a direct marketing campaign for your small business. Every industry has a particular way of reaching customers. A lawn care company might have difficulty with telemarketing while an insurance company will excel at telemarketing.
Likewise, a lawn care company will see excellent results with print materials, but an auto insurance company will probably not.