Today, there are countless ways to market your contracting business. However, one of the most powerful ways to promote your company is postcard marketing. Although using postcards for marketing may seem outdated, mail-outs can still outperform digital marketing strategies such as email campaigns and social media ads.
Whether you want to generate more leads or re-market existing clients, here's how to grow your business with postcard marketing ideas.
Postcard marketing reaches their target audience through direct-mail promotional content like coupons, promos, giveaways, special deals, or announcements. Companies that range from startups to enterprise level corporations are still using postcards for marketing as a part of their overall marketing campaign.
Consider these recent direct-mail statistics:
In addition, direct mail has an average response rate of 9% for house lists and 5% for prospect lists in 2018. This is why you'll find more emerging businesses adding postcard marketing to their marketing strategy as a highly targeted and cost-efficient way of reaching quality clients.
When you consider that consumers still take time to browse through their regular mail, postcards are ideal for putting your brand into consumer's hands.
To keep costs low, use a dedicated postcard marketing service, such as MailChimp. You can create an attractive postcard in minutes while cutting production costs with their flat fees for printing, postage, and mailing. With most services, the more postcards you order, the cheaper the rate.
With postcards, you can target your audience based on your key demographic in any market anywhere in your area. You can attract new clients, gather repeat business or generate new leads by customizing each postcard promotion you send out.
One of the benefits of direct mail marketing is that you can count a health return on your marketing investment dollars. The typical response rate for a direct mail campaign is 3% to 5% depending on what type of marketing campaign you launch. This may not seem like a high ROI. However, email campaigns only result in a 0.20% to 0.60% result. Social media ad marketing brings in even less.
The most successful marketing campaigns deliver measurable results on multiple levels, allowing you to track and adjust your campaign accordingly. With postcard marketing, you can measure your campaigns' success by calculating how many customers used your services relative to the number of postcards you've sent out.
You can also combine digital elements with direct mail marketing by attaching a custom URL, QR code, or unique order code that your audience will use online to follow up on your latest promotion. You can then measure your online metrics using Google Analytics or other dedicated web traffic apps.
With postcards, you have the opportunity to promote your brand in a way that leaves a lasting impression with your audience. You can design a powerful logo, create a custom layout, and refine your brand message with a call-to-action that motivates your readers to pick up the phone.
Whether you design your postcard template or outsource the design to a printing or digital marketing agency, it is important to be involved in the process. Your postcard will reflect your brand, which ultimately reflects your professional image and personal preferences. Therefore, you need to look for certain elements that will distinguish your postcard from your competitors’.
First, your postcard marketing campaign needs a purpose. Why are you sending it out? What products or services are you trying to promote? Who is your audience? What are you hoping to accomplish? For instance, your postcard may:
Once you have established your campaign's goals, prompt your service with an offer. For instance, give your existing customers a 25-percent-off deal when they schedule their next inspection. Or, you may want to create an incentive like a maintenance program or referral program.
Also known as a buyer persona, your target audience is the core consumer who needs or wants your service the most. This audience is where you will spend most of your marketing efforts and dollars. Establishing your target audience helps you generate higher quality leads
The average person spends less than 30 seconds reading a business postcard. A clever design will catch their attention. Compelling content will hold their attention. Your content needs to have a catchy, clear headline with outlines, bullet points, or short paragraphs that immediately discuss your promotions, deal, or services.
The content should also include a call to action (CTA). A CTA is an invite to reach out to your company and typically includes a phone number, email, or web address. Your call to action may look like this: “To get your 25% discount, call us today at xxx-xxx-xxxx.”
There is only so much information that the brain can process. A cluttered postcard is both unprofessional and confusing. Simplify for your postcard design so that your message stands out above everything. Your postcard should be professionally designed and printed so that you establish credibility with potential customers.
Your photos, graphics, and images should directly relate to the content on your postcard. If you have a specific deal or campaign you are trying to promote, then choose images that are relevant to your program. If you use photos, then use photos of you or people in your company. This personalizes the postcard and establishes trust.
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