Marketing Information

Nurture Sales Leads with Direct Mail Marketing


Direct mail is a cost-effective way to make sales and generate leads. But it's also an excellent way to keep your brand name in front of customers, and to nurture leads until they become customers.

At my direct mail lead generation firm, our definition of a qualified lead is someone who meets four criteria:

Authority: They have the authority to buy
Readiness: They are ready to buy now
Budget: They have the budget to buy
Need: They need your product or service

Anyone who meets some of these criteria but not all is simply a lead that needs to be cultivated. This process is called lead development, lead nurturing and lead cultivation.

One way to discover if your prospect meets these criteria is to ask some qualifying questions on your business reply card or website landing page. That way, you know how much time, energy and money to spend on each inquiry.

But what should you mail to businesses that are not ready to buy right away, businesses that you want to cultivate? Here are some ideas for mailings that you can use throughout the year.

* White paper discussing industry trends or problems
* Technical bulletin
* Customer satisfaction survey
* Case study
* Product catalog
* Invitation to attend a trade show or customer event
* Media clipping (article written about your firm)
* Article reprint (written by your firm on a topic of interest to your customers)
* Announcement (new product or service, or change to existing)
* Newsletter (make sure it is customer-focussed)
* Annual report and quarterly reports
* Christmas card

Alan is a business-to-business direct mail copywriter and lead generation consultant. As President of Sharpe Copy Inc. (http://www.sharpecopy.com), Alan specializes in helping businesses generate leads, close sales and retain customers, using cost-effective, compelling direct mail and email marketing. Alan also uses his direct mail advertising services to help charities raise funds and raise awareness of their causes, using fundraising letters.


MORE RESOURCES:
Business:Marketing Articles from EzineArticles.com
09/13/2018 11:14 AM
Back to School - Back to Business!
I don't know about you, but my social media feed has been filled with back to school photos from family and friends. My kids are older, and back to school has lost the fun it used to have, but I love seeing my friends reach the milestones I did!
08/23/2018 10:56 AM
Jump In! How Creating Content Is Like Swimming
I just dropped my daughter off for swim practice at 6:45am! She is starting high school and has never done competitive swimming before, but she signed up for the swim team in order to meet some people and get some great physical activity. Honestly, I am incredibly proud of her for doing this.
08/22/2018 02:46 PM
How to Sell More to the Clients You Already Have
Generating new leads is tough - you need to be out there hustling, networking, creating, and following up every day. There are amazing tools, such as lead magnets, that can work for you with minimal effort once created.
08/17/2018 12:06 PM
What Is an SSL Certificate and Why Is It Important for Your Business?
SSL stands for Secure Sockets Layer and is essential to the security of your website, as it allows a secure connection between your server and a browser. This connection permits the secure transmission of information, between your website and your client as an example.
08/01/2018 08:17 AM
How Do I Find Out Who My Customers Are?
No matter of how good your products or services might be, they won't appeal to everybody. If you try to get your messages to a wide untargeted audience, you'll spend money that you don't really need to spend, and you won't even get a lot back from it either.
07/30/2018 03:19 PM
Defining Your Market
Defining your target market is critical if you plan on any measure of success in your business. A solid foundation for your business requires that one of the first things - if not THE first thing you need to do is to - DEFINE YOUR TARGET MARKET!
07/29/2018 05:16 PM
How Can We Do Neuromarketing?
Neuromarketing techniques are based on scientific principles about how humans really think and decide, which involves brain processes that our conscious minds aren't aware of. When combined with sound experimental designs and procedures, these new techniques provide insights into consumer decisions and actions that are invisible to traditional market research methodologies.
07/25/2018 12:26 PM
Affiliate Marketing - Building Strong Relationships
The internet has no borders, affiliate marketing is a worldwide business. Anyone can enter the online industry, the only requirement is to have a good internet connection. An essential part of business success is having a strong network.
07/24/2018 11:56 AM
5 Important Questions to Ask Your Trade Show Organiser Before Exhibiting
Exhibiting at a trade show event involves a lot of planning, investment and efforts. To make the most of your exhibiting experience, it is necessary to ask for information about the trade show and cross-check the facts before your book the space. In this blog post, we've compiled a list of 5 important questions that you must ask your trade show organiser before exhibiting to get maximum ROI.
07/24/2018 09:09 AM
Create Your Own Olive Oil Line Through Private Labelling
As media spurs news about the so-called super food, more and more people are becoming aware of its capacity when it comes to cooking and health. Aside from the fact that it smells good and tastes delicious, olive oil has a lot of notable health benefits. For one thing, it has anti-inflammatory properties, prevents stroke, and is rich in antioxidants. It can even alleviate the onset of chronic diseases like cancer, diabetes and prevents heart failures.
07/22/2018 10:48 AM
Confused About Customer Segmentation? Read This
If you are anything like the rest of the world, then you know what it's like to be confronted with terminology for a specific field or industry and have absolutely no clue what is being said. On the whole, this doesn't seem so bad, but if you're in business, you can't simply walk away from industry jargon, especially when it is as important as customer segmentation.
07/22/2018 10:33 AM
Is Your Message Strong Enough?
If you believe that what you offer will help people, how can you keep it from them? Be heard above the din of many marketing messages with your strong message.
07/15/2018 10:42 AM
3 Reasons Why the Amish Were Right About Marketing
If I say the word "Amish" to you, what are the images that come to mind? Perhaps your mind goes to thoughts of horse-drawn carriages, a close-knit community that stays within itself, or no use of modern comforts like electricity or photography. Maybe you think of the clothes Amish people wear or the long hours that they spend working.
07/09/2018 08:09 AM
Eliminate the Ick From Networking
Networking doesn't have to be icky. Here's what to focus on when you attend an event or gathering.
07/06/2018 09:22 AM
Persuading With Emotion
The 7 Secrets Of Persuasion by James C. Crimmins, PhD. has it all. Well, almost all. Crimmins steps through all the rules, or "secrets," of persuading your target audience. It turns out the one big overarching secret is to use emotion, not facts. But what he doesn't quite do is step through the process of putting together your very own persuasive marketing message.
07/05/2018 03:01 PM
How an Outside Event Planner Can Save Your Business Money
When it's time to plan a marketing event for your business, which is the more cost-effective option; hiring an outside event manager or using your internal marketing team? Your first instinct might be to choose the internal marketing team. This article outlines why you may want to think again!
07/05/2018 03:00 PM
How to Qualify Leads at Your Events
A marketing event is an ideal way to interact one-on-one with current and potential customers. In a world saturated by digital, a marketing event creates a valuable personal relationship between your business and your ideal client. In this article, you will find a few tips on deciphering between the types of leads you acquire at your events.
07/05/2018 10:55 AM
Automate EVERYTHING Humanly Possible
Marketing Auotmation is the creme de la creme of everything we do in marketing. And if you don't learn automation, you will...
07/05/2018 10:51 AM
7 Small Business Marketing Trends You Need to Follow in 2018
The way marketing works are essentially changing day by day because of the absolute volume of people using the internet and the depends on new technologies as well. Keeping in mind, here I would like to share the 7 Marketing Trends You Need to Follow in 2018 for your small businesses.
06/27/2018 03:38 PM
Analytics Marketing - Monitoring Your Traffic and Keep Ahead Of The Competition
Are you confused on how Analytics work? With our expertise, we can easily offer you a number of helpful tips that can help you get on top of your game and understand exactly how the world of Analytics and traffic management works.
06/27/2018 03:31 PM
Marketing - 5 Ways to Lower Your Marketing Budget and Still Get Your Business Out There
It's a big wide world of marketing, and getting your business out there can prove to be difficult. With these top tips, you can get ahead of the competition.
06/27/2018 10:43 AM
The Number 1 Split Testing Mistake
This article will show the #1 mistake most marketers make when doing split testing. And also how to correct it.
06/21/2018 12:09 PM
The Philippines Is The Right Country To Outsource Your Company's Business Marketing Projects
High Overhead Costs? Are you paying high overhead costs to maintain an internet marketing group, i.e. salaries, OTs, benefits, perks?
06/21/2018 09:17 AM
7 Ways to Get Maximum Marketing Results at Any Time
There are no guarantees when it comes to marketing and advertising. However, here are seven ways you can maximize your budget when promoting your offers - during a recession or at the peak of our economy.
06/19/2018 11:46 AM
Analytics and Big Enterprises Success
What to do with ever-growing volumes of (particularly unstructured) data and the benefits of slice-and-dicing data to gain insight have been on the business radar for some time. What have differed in this time are the solutions that have been pitched to solve the problem. Ten years ago, business intelligence was the panacea to the data analytics debate.
06/19/2018 11:20 AM
How Start Ups Will Be Benefited From Data Analytics
In order to stay competitive in the dynamic business world, startups need to have an unconventional wisdom of marketing. Already struggling with a limited budget for marketing, startups must achieve a high consumer conversion rate. The key differentiator between two startups is pace. Things need to be done at a faster pace for startups to be competitive against large companies. And, in order to react to market conditions and changing consumer trends, startups today rely heavily on data analytics. The power of being able to gather, identify, understand and execute upon patterns of data is critical for long-term success of companies as well as for advancement of humanity. Any organization can leverage the exponential data growth but size is on the side of smaller businesses that are perfectly suited to act on data-derived insights with speed and efficiency, unlike large organizations that are often less nimble and hindered by clunky, legacy IT infrastructure. All that's required is somebody in the business that understands two key fundamentals: data analytics and data science.
06/13/2018 09:51 AM
Colouring Variants to Meet Diverse Market Needs
Colours and their various shades form an important aspect of domestic, commercial and industrial world. It is colours that enhance the aesthetic appeal of clothes, homes, food, offices, automobiles, cosmetics, waxes, paints, etc.
06/11/2018 12:31 PM
What You Need to Know About B2B Versus B2C Marketing
There many different types of businesses, some of them B2B and some of them B2C. B2B and B2C business are unique and face unique challenges. It is important to remember that one distinct difference between the two types of businesses is that one is looking for value (on a broad scale) while the other is looking for a human/emtotional connection.
06/06/2018 11:43 AM
Phantom Burglars Rob Me of Sleep
My alarm was set to go off at 4am this morning, yet I it was 3:08 am and I was wide awake. Why? My dog kept getting up, running to the living room and barking at the top of his canine lungs.
06/05/2018 03:11 PM
Trump's Sonic Boom Method to Attract Readers Who Never Read Your Email
President Trump is quite the character. No matter what your opinion of him is, you can't deny that the man is always saying shocking things. These startling ways of his are always getting him media attention.
06/05/2018 06:28 AM
Where Can High School Graduates Find A Marketing Internship?
One career path that is often overlooked is marketing. There are always lots of jobs in marketing. If the economy is slowing down, companies work to get more sales. When the economy is moving forward, companies are expanding and they need marketing, and it gets hard to find marketing experienced professionals when job markets are tight. A student that wants a job in marketing won't have to look far for an entry level marketing job. Companies are always hiring telemarketing - both, out bound and inbound telemarketers. Retailing companies always need help with their online marketing.
06/04/2018 10:03 AM
Writing to Sell in Eight Steps
This article discusses how to write an effective sales brochure, web page, sales letter, or presentation. A structure is provided to help the writer cover key elements of the sales document.
06/03/2018 06:02 PM
Marketing MiniSeries Part 3: How You Can Turn One Blog Post Into 11 Fresh Content Pieces
You know all that stuff you're supposed to be putting online to promote your business? It seems like a lot of work, doesn't it? Truth: it is!
05/30/2018 04:13 PM
Is Your Site GDPR Compliant?
Normally at the end of the month, we do a wrap up of the past few weeks of blogs, this month however we're changing it up a bit. The biggest news to hit online marketers in a LONG time is the General Data Protection Regulation (aka GDPR); in fact on May 25 (the deadline to be compliant) I was in the airport and miscellaneous strangers were wishing each other a happy GDPR day.
05/29/2018 12:33 PM
Small And Midsized Company Marketing And Marketing Communications - A Lesson From Large Agencies
Over the past few years, rapidly developing technologies have changed the way marketers think about marketing and marketing communications strategies, plans and tactics. However, somewhat quietly but perhaps more importantly, a significant change has occurred with the world's largest communications companies - the dramatic growth of consulting companies at the expense of traditional advertising agencies. Why is this change happening and what can small and midsized marketers learn from it?
05/24/2018 08:33 AM
Five Changes You Should Make To Your Marketing Strategy Right Now
In business, marketing is looked at as a given, as a piece to a well-thought business plan that relies on ingenuity, research, and a steadfast commitment. The problem is that sometimes a business's marketing strategy is not very good, and the best solution is to start making changes as soon as possible so as to keep from the current plan from sinking the business's chances for success.
05/24/2018 08:33 AM
The Best Customer Profiling Can Change How You Do Business
It shouldn't come as a surprise to people that being in business, especially being successful in business, is pretty darn hard. There are a number of ways a business can thrive, but perhaps the best tool said business can use is that of best customer profiling. It seems like a very reasonable goal for any business, but considering how many businesses tend to swing and miss at employing this particular strategy, it's obvious that there is a disconnect somewhere.
05/23/2018 02:50 PM
7 Pillars of Marketing Management
Marketing management refers to the process of planning effective marketing strategies, advertising and promoting the products and services, and managing the sales to reach the customers so that the company gains immense profits.The managers can ensure effectual marketing management by paying heed to 7 parameters that serve as pillars of marketing.
05/21/2018 11:02 AM
Automotive Biometrics - The Trending Growth and Implementation in the Automobile Industry
Did you know that automotive biometrics technology has an extensive application? This industry is developing at a fast rate. Reputed automakers have shown their interests in implementing the multi-factor and two-factor authentications in their vehicles. Know more about Automotive Biometrics Market and its trends.
05/17/2018 02:46 PM
The Secret Digital Marketing Weapon for Your Business
As a professional service provider, you're paid for what you know. People come to your marketing firm for the expertise you offer, first and foremost. Did you also realize that this is also your secret marketing weapon? By sharing what you know, you attract people to you and build their confidence in you as the right solution for their problem. Now many professionals are afraid to "give away" trade secrets or expertise for free, but that's not what I'm talking about. This is about putting content regularly out into the marketplace that is of enough value that prospects will automatically think of you when they have a need.
05/17/2018 12:12 PM
Why Schools Don't Want To Talk To You (Or Hear About Your EdTech Product)
Find out how to get in front of your edtech customers. They'll be hanging onto your every word.
05/16/2018 09:48 AM
4 Reasons Why In-Person Event Marketing Is Essential
As the online space grows ever more crowded, in-person events are becoming more essential than ever. They offer the valuable opportunity to speak directly to your target audience and form in-person connections with them. At an in-person event, you can get immediate feedback and control the customer experience in a unique way. This is why event marketing is an essential element of your marketing mix.
05/14/2018 08:55 AM
Foolproof Strategies To Boost Up The Customer Acquisition
Customer Acquisition is the key to a company's success that helps them be at the position, they have ever dreamt of. There is no denying in the saying that customer is the king and true asset of a company. And adding a new one in the clientele is important, but keeping the existing one is more important, thus, you have to prepare sets of actions that help you kill two birds with one stone. Here are some methodologies that one should follow to boost up the customer acquisition and, to maintain an unbreakable professional bond with them.
05/12/2018 06:46 PM
5 Tips for Buyers for an Effective Product Sourcing
Sourcing can be a challenging process for seasoned buyers as well as for the beginners in the fashion industry. But if you know the right way of doing things, you can become a successful buyer and take your business to the next level. There are some tips that you should follow to ensure an effective sourcing of your products. You should be open to learning and gain as much knowledge as you can, try to develop healthy relations with designers and manufacturers, focus on fulfilling the demands of your customers, and offer the best quality products.
05/12/2018 06:37 PM
Spirituality and Your Business
Your business isn't just about marketing and income and strategy. It serves a higher purpose. It connects you with others. It serves the impact you want to have, your unique positive contribution to the world.
05/10/2018 08:07 AM
What You Can Expect From A Good Productized Service Software
Productized services are simplified and focus the business marketing operation into a more predictable model that is easier to sell. The services are packaged in such a way that they are more like products which sell easily. Most service providers are productizing their services because of the various benefits they come with including:
05/09/2018 11:21 AM
Content Was, Is, and Will Be the King
Everything and anything; be it branding, marketing or advertising; content matters the most. Here's why content was, is, and will always be the king. Even while trying to sell a product, try and make the content sound not like a speech a salesman would give. Good content is a gift that keeps on giving. And if you deliver it consistently, it adds more traffic to your website. The stay period on the website, returning customers, ads well as referrals; everything is based on how good the content is and has the power to grab and then sustain the interest of the customer. Engaging content leaves a certain impression, and that's hard to get rid of, be it positive or negative. If you want the user to have genuine interest and interact with the brand, the content needs to make them feel comfortable. Try too hard to sell and the comer will back off. Make them brand advocates and fans of your product by good content, consistently. You can wow people into opening the fancy package and anticipating wonders.
05/09/2018 09:10 AM
*ENTIRE* Marketing College Course Condensed Into A Single Article - Product Vs Offer
College - and most "marketing" education in general - typically teaches you the 4 P's of the "marketing mix" - Price, Product, Promotion & Place. If you have an ambitious teacher, you may end up with the 7 P's. Either way, whilst these are a great way to describe the effects of existing marketing/products, they're actually a very poor representation of how to *create* new products. The way to do this is to focus on the TWO things that matter - "Product" + "Offer".
05/09/2018 09:07 AM
Untold Benefits Of Investing In Promotional Gifts
Promotion is not as easy as it seems and doing it right is not a cakewalk at all. You need to think something new every time to make your very first and lasting impression on the clients. It is a clever form of publicity that helps you gain client loyalty and their words for life.
05/08/2018 04:04 PM
Is Jesus the Greatest Viral Marketer?
Do you need social media to spread your word virally? If you don't is Jesus the greatest viral marketer?


home | site map |