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How to Build a Robust Direct Marketing Strategy [+ Examples]

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How to Build a Robust Direct Marketing Strategy [+ Examples]

Every day, we’re on the receiving end of a direct marketing campaign. We just might not know it.

In this article, you’ll learn the benefits of a direct marketing strategy, how it works, and the benefits of leveraging it.

The Benefits of Direct Marketing

There are several key benefits to implementing a direct marketing strategy:

  • Personalized messaging: With direct marketing, you can send highly personalized messages to your target market, increasing the likelihood that they’ll take action.
  • Increased ROI: Because direct marketing is so targeted and specific, it often has a higher ROI than indirect marketing.
  • Measurable: This approach is also measurable, which allow you to gain valuable insights on what worked, what didn’t, and what to do in the future. 

How to Create a Direct Marketing Strategy

Now that you know the benefits of direct marketing, it’s time to learn how to create a direct marketing strategy. Here are the steps you need to take:

1. Define your target market.

Creating a direct marketing strategy can be a bit daunting, but step one is always to identify your target market.

This will help you determine what type of medium to use for your campaign as well as what type of message will resonate.

Start by asking yourself who your ideal customer is. What are their demographics? What do they like and dislike? What motivates them?

Keep in mind that your target market shouldn’t be everyone. In fact, the more specific you are, the better your strategy will be as it will resonate with a specific type of consumer.

By narrowing your focus, you can create a stronger connection with your audience and see better results from your marketing efforts.

Once you have a good understanding of your target market, you can start to craft a marketing strategy that will reach them directly.

2. Research your competition.

Once you know who your target market is, it’s time to research your competition. This will give you a good starting point for your own campaign.

See what type of direct marketing campaigns they’re running and what’s working well for them.

What are they doing that’s working well? What could be improved? Understanding their strengths and weaknesses will help you develop a stronger strategy of your own.

From there, you can brainstorm how you can make it better.

3. Choose your direct marketing channels.

When creating a direct marketing strategy, one of the most important steps is to choose the right channels.

There are a variety of options available, and each has its own strengths and weaknesses.

To make the best choice, you’ll need to consider your target audience, your budget, and your goals.

Some common direct marketing channels include:

  • Email
  • Social media
  • Text messages
  • Websites/landing pages
  • Print ads (newspapers, magazines)

One popular option is email marketing. This can be an effective way to reach a large number of people quickly and relatively cheaply.

However, it can be difficult to stand out in someone’s inbox, and there’s always the risk that your message will be ignored or deleted.

Another option is direct mail. This can be a more personal way to reach your target audience, and it can be very effective if done correctly.

However, it can be more expensive than other methods, and there’s no guarantee that your message will be seen.

Ultimately, the best way to choose direct marketing channels is to experiment with different options and see what works best for your business.

There’s no one-size-fits-all solution, so don’t be afraid to try something new.

4. Develop your offer and create your assets.

Your offer is what you’re promoting to your target market. It could be a discount, a free trial, or something else entirely.

Whatever it is, make sure it’s valuable and relevant to your target market.

From there, you can move on to creating your assets.

This is the ad, email, flyer, or other that you’ll be using in your campaign. If there’s no budget to hire a designer, leverage tools like Canva to create a high-quality, on-brand design. 

5. Test, measure, and refine.

Once you’ve launched your direct marketing campaign, it’s important to test, measure, and refine it to ensure maximum effectiveness.

Today, direct marketers now have access to a wealth of data that can be used to measure the success of their campaigns.

By analyzing this data, you can optimize your approach and improve your results.

You’ll want to focus on how many users converted as well as where they dropped off in the conversion path. That could indicate a point of friction that you’ll want to address, like a long form, vague copy, or missing CTA.

Direct Marketing Examples

Here are a few examples of direct marketing in action:

  • A postcard in the mail from a company offering a discount on their products.
  • An email from an online retailer with a special offer for subscribers.
  • A text message from a cell phone company about a new plan.

As you can see, direct marketing can take many different forms. The important thing is to choose the right medium for your target market and offer them something that they’ll find valuable.

If you’re looking for a cost-effective way to reach your target market, direct marketing is a great option.

With a little planning and creativity, you can create a direct marketing campaign that will generate results.

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MARKETING

Boost Your Traffic in Google Discover

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Boost Your Traffic in Google Discover

2. Understand topical authority: Keywords vs. entities

Google has been talking about topical authority for a long time, and in Discover, it is completely relevant. Traditional SEO includes the use of keywords to position your web pages for a specific search, but the content strategy in Discover should be based on entities, i.e., concepts, characters, places, topics… everything that a Knowledge Panel can have. It is necessary to know in which topics Google considers we have more authority and relevance in order to talk about them.

3. Avoid clickbait in titles

“Use page titles that capture the essence of the content, but in a non-clickbait fashion.” This is the opening sentence that describes how headlines should be in Google’s documentation. I always say that it is not about using clickbait but a bit of creativity from the journalist. Generating a good H1 is also part of the job of content creation.

Google also adds:

“Avoid tactics to artificially inflate engagement by using misleading or exaggerated details in preview content (title, snippets, or images) to increase appeal, or by withholding crucial information required to understand what the content is about.”

“Avoid tactics that manipulate appeal by catering to morbid curiosity, titillation, or outrage.

Provide content that’s timely for current interests, tells a story well, or provides unique insights.”

Do you think this information fits with what you see every day on Google Discover? I would reckon there were many sites that did not comply with this and received a lot of traffic from Discover.

With the last core updates in 2023, Google was extremely hard on news sites and some niches with content focused on Discover, directly affecting E-E-A-T. The impact was so severe that many publishers shared drastic drops in Search Console with expert Lily Ray, who wrote an article with data from more than 150 publishers.

4. Images are important

They say that a picture is worth a thousand words. If you look at your Discover feed, you’ll see most of the images catch your attention. They are detailed shots of delicious food, close-ups of a person’s face showing emotions, or even images where the character in question does not appear, such as “the new manicure that will be a trend in 2024,” persuading you to click.

Google’s documentation recommends adding “high-quality images in your content, especially large images that are more likely to generate visits from Discover” and notes important technical requirements such as images needing to be “at least 1200 px wide and enabled by the max-image-preview:large setting.” You may also have found that media outlets create their own collages in order to have images that stand out from competitors.

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Everything You Need to Know About Google Search Essentials (formerly Google Webmaster Guidelines)

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Everything You Need to Know About Google Search Essentials (formerly Google Webmaster Guidelines)

One of the most important parts of having a website is making sure your audience can find your site (and find what they’re looking for).

The good news is that Google Search Essentials, formerly called Google Webmaster Guidelines, simplifies the process of optimizing your site for search performance.

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Salesforce rolls out new edition of Marketing Cloud for small businesses

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Salesforce summer 2023 release: The business executive's guide

Today Salesforce announced Marketing Cloud Growth, an edition of Marketing Cloud designed specifically for small businesses.

With help from AI, this edition makes it easy for marketers to segment audiences, create and execute email campaigns from text to image, optimize campaign performance and create unified customer profiles. It also has a prompt builder that can store and manage known reliable prompts for organizations.

Dig deeper: 70% of SMB marketers willing to pay more for tools with AI or automation

Salesforce developed the new edition by looking at the most common use cases for which small businesses frequenty don’t have the people or resources. This includes things like personalizing campaigns and advanced testing.

The company is also letting small businesses (those with fewer than 200 employees) that have Sales or Service Enterprise Edition “get started with Data Cloud at no cost.” Marketing Cloud Growth will initially be available in the U.S. and Canada and is expected to roll out to Europe, the Middle East and Asia by the end of the year.

Why we care. First of all, small businesses need all the help they can get. This creates an opportunity to start using AI within a centralized marketing workflow rather than importing content from independent generative AI tools. Perhaps it’s also a sign of Salesforce moving to compete with platforms (can we say HubSpot?) that more overtly court SMB clients.

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