Learning and utilizing new marketing techniques is a must for any business; however, many people only learn to practice those techniques in isolation, without ever understanding how they fit into the bigger marketing picture. Although direct marketing and content marketing are distinct techniques, they each have strengths that complement each other well, and they are most effective when used together. Say you’re trying to promote your own business. You’ve taken some time to think about different direct marketing strategies. You’ve done a direct mail campaign here or there, you’ve sent out some emails in order to lure in new customers, you’ve even written a few blog posts relating to your products and services—but you’re not seeing the results you want. The problem could be that you haven’t taken the time to fully integrate your content and direct marketing into one cohesive marketing strategy.
While direct marketing is certainly important, a well-rounded marketing strategy shouldn’t focus exclusively on direct marketing. Direct mail and email are both forms of outbound marketing, meaning that you are reaching out directly to people who might be interested in your services. Inbound marketing, on the other hand, means that you provide the content and resources that allow people who need your services to find you. Generally, it’s important to strike a balance between inbound and outbound marketing; that way, you don’t let any potential customers slip through the cracks. So, while you may have a great direct marketing program underway, adding a content strategy to your overall marketing efforts might allow you to reach an even broader audience, and will improve your brand image. Producing frequent content might seem like a hassle, but you will reap the rewards in new customers.
So, how exactly do you go about integrating your direct marketing and content strategy? The idea is simple: Cross-promote your content across as many different channels as are available to you, including direct mail and email. If a potential customer encounters your message several times, through well-developed and useful content, they will be more likely to remember your company and do business with you in the future. For example, if you’re designing an email campaign, it is important to include social media icons that link to your social media profiles so that people can interact with your business through whatever medium they feel most comfortable. If you’ve written a helpful blog post or white paper, send it to your email subscribers for added exposure. This will make your content easily available and there’s a greater chance you’ll extend the potential reach of your emails. You can also gain more subscribers and immediately connect with your target audience.
The same goes for direct mail campaigns. Adding social media icons to your mail pieces is a great way to make sure your social media efforts tie into your larger direct marketing strategies.
Another easy way to integrate your content with direct mail campaigns is to use QR codes. QR codes instantly connect your online content with your direct mail campaigns because they can link back to an offer, a website, a blog post, promotional materials, etc. QR codes make integrating your online content with your direct marketing simple, and don’t require much effort from potential customers.
Integrating direct marketing and content increases the chance that consumers will see, and even interact, with the content you are producing. It also helps you grow your social media following, interact easily with your potential customers and your current customer base, and effectively spread your message. Your marketing will become more powerful when your marketing message is consistent across all platforms, because each time a potential customer sees your message it’s reinforced in their minds, so they’ll think of your company when they’re ready to buy. An integrated plan also results in more efficient use of your marketing resources.
Figuring out what your target market wants, how you want your brand to be viewed, and what your marketing objectives are will help you integrate your direct marketing and content strategy and make it more effective. Most marketing techniques work best in tandem, so it’s important that you combine them to form a cohesive marketing strategy. By using your direct marketing campaigns to leverage your brand’s content that positively promotes your brand and expertise, there’s an excellent chance that you’ll bring in more business.