Leverage Direct Mail through the Buyer’s Journey!
Do you want to drive more traffic or leads to your business? If you said “yes!” then understanding the decision-making process called the “buyer’s journey” is a must. Why? With many options and information available, people typically don’t buy on a whim. There is a problem or desire to be addressed, maybe some research and then an offer that turns prospects into customers.
Potential customers are at different stages of the journey, and businesses can focus messaging to transition prospects to the next stage. In this article, we discuss deploying direct mail through the buyer’s journey since it outperforms digital channels, is easily customizable and stands out from the clutter.
The Awareness Stage: Start the Conversation, Develop Interest
Perhaps your prospect has heard of your business, but doesn’t know you can help solve their problem or fulfill a desire. Or they may not even know your company exists. Bring your potential customers up to speed by introducing your company and addressing their concern or want without promoting products or services. Incorporate their experiences, and answer questions. Send direct mail with URLs to educational content or videos online to track those who followed through with a website visit. This stage is about developing trust in your business, and how you help customers.
The Consideration Stage: Keep Customers Engaged, Provide Targeted Information
In this stage, the buyer is researching available options and solutions to their problem or desire. They are asking more questions and determining what will work best for their situation. For businesses marketing to consumers, this stage may be relatively short, but for those where consideration takes longer, the focus should be on:
- Pain points, and how they can be solved
- Efficiency or affordability of the product/service
The information on direct mail during the consideration stage should be meaningful and relevant to each of your identified buyer personas – who your customers are and categorizing them based on their needs, desires, demographics, etc. In fact, 53% of buyers said that receiving information relevant to their needs has a positive impact on their purchase decision. One-third of buyers also positively responded to personalized marketing material.
The Decision Stage: What Makes Your Business Stand Out?
The good news is that you’ve made the final cut with your prospect! You need to clear one more hurdle before they make the purchase. In this last stage of the buyer’s journey, prospects know which solutions are best suited for their problem or desire. They have a shortlist and are deciding who is the cut above the rest.
Now is the time to hone in on why your solution is the one they need or want, what makes your product or service different and the value it provides. Continue to personalize direct mail and razor focus the messaging to your buyer personas with strong calls to action. Some businesses send discounts or special offers, which have been shown to push buyers to make a purchase.
Choose a Partner to Enhance Your Direct Mail Efforts – for All Stages of the Buyer’s Journey
Wherever your prospects are in the buyer’s journey, direct mail is one tactic that can be successfully leveraged to help drive sales and leads. If your upscale business caters to affluent women, BirthdayPak currently partners with over 1,000 businesses to augment marketing efforts.
BirthdayPak is a multi-channel marketing platform with demonstrated return on investment and a nationally ranked top new franchise by Entrepreneur. Click here to feature your business in BirthdayPak, or for more information on exciting franchise opportunities, please call 888-206-0083.