If your company depends on business coming from other companies, then you likely have some kind of B2B marketing strategy in place. (If not, you should.) But, have you considered how direct mail can help bolster your B2B strategy and create deeper connections with your target customers? (Once again, if you haven’t, you should!)
That’s because direct mail continues to be one of most pervasive marketing channels in the digital age, whether it’s for B2B or B2C initiatives. In fact, the Direct Marketing Association (DMA) has found that 79% of people act on direct mail right away versus only 45% with email.
Here are some tips to keep in mind when using direct mail for your B2B campaign:
Think of your B2B efforts from a B2C perspective
The important thing to remember when it comes to crafting your B2B direct mail campaign is that the business you’re targeting is comprised of people—in other words, you’re not so much targeting the business itself, but rather the people behind the business. With that in mind, you should view your B2B campaign through a B2C lens, with the same goal of aiming to inspire, interest, and delight your target audience. Here’s a thought exercise to get some ideas flowing: Take a step back and imagine a business was trying to get your company to work with them. What would they have to do to set themselves apart? What could they send you in the mail that would really make you remember them?
Send them something they will find immediately valuable
A distinct advantage of direct mail is that it offers you the ability to be creative. Instead of being limited to a screen, you have the ability to send something that is tangible, which leaves plenty of room for possibility. A great way to stay on a business’s radar (and on their desk within sight!) is to send them something that brings immediate value. Whether it’s a branded calendar or a notepad with your logo, giving a business something they’ll value right away will help create a positive association in the minds of decision-makers.
Consider using an infographic
Infographics are a marketing favorite because they are eye-catching and great at communicating information in an easy-to-consume way. According to the 2016 Benchmarks, Budgets, and Trends—North America report published by the Content Marketing Institute, including infographics in marketing material was the content marketing tactic that saw the greatest rise in popularity from 2015 to 2016. A strategy that many businesses use when it comes to creating a compelling infographic is to create one that displays information about the industry your target B2B customer is a part of. It’s a great way to provide immediate value (see point above!) and also showcase your expertise immediately.
Here at Digital Dog Direct, we urge our clients to never underestimate the power of following up. This is especially important when it comes to B2B relationships, since they have the potential to accrue significantly more revenue over time than an average B2C relationship will. As a result, taking the time to cultivate your B2B relationships—even with those potential customers who have not yet converted—is time well spent. Another reason to follow up? You can get direct feedback about your latest direct mail campaign. A great way to start a follow-up phone call is to ask if they received what you sent them in the mail. From there, you’ll either hear their opinion on your latest send or, if they don’t recall seeing it, you’ll get the chance mention all of the helpful/interesting/enticing information you’d chosen to include.
Ready to send a direct mail campaign targeting other businesses? Get in touch!