Direct marketing (or direct marketing) is a promotion method in which a company interacts with a potential buyer without intermediaries. For example, using its own website, blog, messenger or email newsletters. This approach allows you to get closer to the client, show concern and increase trust in the brand.
The method is based on customer segmentation: you determine the needs of each group of buyers as accurately as possible. And then offer each group the most suitable option for a product, service, or price.
How else is this promotion method useful for a business? Direct marketing allows you to:
- Retain the client. Constant targeted bulgaria phone number list communication, attention to individual needs – this is what will prevent the client from easily leaving for competitors.
- Increase sales. Personal interaction is an additional chance to increase the average bill, offer additional products or work through customer objections.
- Optimize expenses. Working with regular customers is often cheaper than attracting new ones. Targeted advertising and direct mailings can reduce promotion costs and show high results.
- Get to know your audience better. Communicate with potential clients to understand their requests, needs, interests, problems.
- Increase trust. Regular communication with the consumer allows you to form a positive image of the company. The company is perceived as an expert in its field.
Direct marketing is the basis for building a sales funnel. As a result of interaction with the company, the client must perform a target action. For example, register on the site, subscribe to newsletters, enter contact information in the collection form.
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Direct Marketing Tools
The main advantage of the method is communication only with an interested audience. Any mailings or advertising messages are seen by people who have already interacted with you and left their data – phone number, email address, first and last name.
You do not impose yourself and do not work blindly, but know your client by sight. The basis of promotion is the portrait of the consumer: age, field of activity, preferences, interests, lifestyle, budget. For each, you select a unique selling proposition.
Important. A person does not buy a thing or a service, but a solution to a problem. For example, a bouquet of flowers is a sign of attention, a way of declaring love or demonstrating one’s own status.
Choosing the best way to communicate with a client is not easy. Types of direct marketing are constantly evolving and supplemented.
But the following remain the main ones:
1. E-mail newsletter . Correspondence by e-mail will allow you to:
- sell goods,
- collect information about consumers,
- guide the recipient through the sales funnel,
- remind about yourself and bring customers back to the site,
- talk about new products and their benefits.
2. Mobile marketing . SMS newsletters are a great way to tell about current company promotions or order status. Share a promo code, make a personal offer, inform about a sale or product delivery times.
3. Marketing in social networks or SMM (Social Media Marketing). Social networks are a good place to promote a brand. Find your target audience, set up targeted advertising, receive applications and work on increasing loyalty.
4. Chatbots in messengers . Automate communication with powder data customers: from the first meeting to placing an order. Robots in messengers will replace employees, speed up communication and help solve most standard customer problems.
5. Telephone marketing . “Hello! Thank you for trusting our company and offer to switch to an individual tariff at a special price” – such calls are familiar to many. They help inform the audience about new promotions or organize personal sales.
6. Website widgets . Pop-up windows are customized for specific users and company tasks. They are useful for keeping a person on the page, notifying about promotions and discounts, offering free materials and collecting data.