Dave Pelland has extensive experience covering the business use of technology, networking and communications tools by companies of all sizes. Dave's editorial and corporate experience includes more than 10 years editing an electronic technology and communications industry newsletter for a global professional services firm. |
Promoting Your Small Business With Direct MailWith digital marketing attracting most of the attention among small business owners looking to promote their company, direct mail remains a cost-effective strategy that can provide valuable benefits in reaching a targeted audience. Common direct mail formats including postcards, letters and brochures allow you to send a promotional message to prospects who share targeted characteristics such as specific neighborhoods, have experienced a life event, or have other things in common. Although direct mail should not replace your digital marketing efforts, the reverse is true as well. Blending digital and direct marketing efforts can help you reach prospects while standing out from the digital clutter on their screens and inboxes. Direct mail is a powerful way to send incentives such as coupons, rebates, first-time customer discounts, or other promotional offers to prospects. You can send a mailing to highlight your products, services, a new location for your business, or an upcoming event. Direct mail messages are often timed to specific seasons. For example, a landscaper may wish to expand its customer base before the spring and fall busy seasons, or a florist may wish to send a coupon before Valentine’s Day, Mother’s Day or other important holidays. Whatever your goal, it’s important to make the call to action - whatever you’d like the prospect to do - obvious. Unlike with social media posts, there’s no need to worry about a direct mail piece being perceived as overly promotional because, at its heart, it’s conveying a promotional message. Varying Formats The most common formats for direct mail pieces include:
Direct Mail Benefits Direct mail offers a number of potential benefits to small business owners, including:
Some small business owners may wish to enlist outside support with the design, writing, printing and physical mailing of their direct mail piece. Each of these services is available separately or as a package from a variety of local and national providers. Read other technology articles |