Now more than ever, it’s important to evaluate your marketing strategy. Consumer behavior is constantly changing, making it more important than ever to have a strategic marketing mix to reach consumers. Keep your ear to the ground, listen to your customers and keep these three things in mind as your marketing plan evolves.
Evaluate your plan. Is it multi-channel? For example, direct mail can be highly effective if it’s tied to other triggers, such as email and social, all with consistent voice and call to action. Multiple touchpoints are important right now as your customers are consuming information in ways they haven’t in the past.
Be on target. Make sure your message is relevant and reaching the right audience. Focus the creative and messaging on how your product or service can make a positive impact on your prospects, rather than focusing on what you’re selling. Sometimes a digital test can ensure you are on target if you are considering direct mail.
Make your existing customers feel special. Going out to attract new customers is more expensive than keeping the relationships you have and growing them. Personalized communications, especially direct mail, can make your customers feel valued and special. Look for opportunities to expand your relevance through your product offering to your existing client base with potential upsell and cross sell campaigns.