B2B direct mail marketing plays a significant role in many business marketing strategies. Direct mail marketing as a whole is an exceptionally useful tool, and it has been proven to significantly improve any marketing campaign.
However, as with any marketing strategy or device, B2B direct mail marketing is only effective if you know what to do and what to avoid. This guide will help you understand the different B2B direct mail strategies while also teaching you what it is and how to plan a successful campaign.
Before you can create a plan for successful B2B Direct mail marketing, you need to answer the question, "What is B2B Direct Mail Marketing?"
In simple terms, B2B direct mail marketing is a type of strategic marketing approach where businesses use physical promotional materials to target other businesses. Some types of promotional materials suitable for this marketing approach include the following:
The purpose of this type of direct mail marketing is to establish relationships and partnerships with other businesses. It can also be used to nurture and maintain existing relationships between businesses.
How does it accomplish this? Some of the wonderful services that B2B direct mail helps to accomplish include generating leads and driving sales.
But why is B2B direct mail marketing so effective? Thanks to the physical nature of the marketing materials, recipients may find that the materials are more tangible and have a more personalized feel to them.
Here are a few useful statistics that may help you see why direct mail marketing is an ideal solution for your next campaign:
So, what are the keys to creating a successful B2B direct mail campaign?
There are a few steps you can take to ensure that you have the best and most successful possible B2B Direct Mail campaign. Below, we'll detail our step-by-step guide to preparing for your number-one ranking Direct Mail campaign.
Before you can run a successful B2B Direct Mail marketing campaign, you need to fully understand what you hope to accomplish with the campaign as well as your target audience. Here are the top three steps you can take during this part of the process to ensure that you have all the information you need.
Even with the very best list of buyer personas and intended goals, your B2B Direct Mail marketing campaign is going nowhere if you don't have data about the people you wish to target.
At this point, you're ready to create a compelling proposition that expands your company's value and what your service or product can do for your target market.
The final stage of preparing for a B2B Direct Mail marketing campaign is the practical side of defining the budget and planning resources.
If you've reached the end of this list, congratulations, you're ready to launch your B2B Direct Mail marketing campaign.
B2B Direct Mail marketing campaigns can be effective in any part of the customer lifecycle. Below, we'll take a look at how you can use these types of campaigns effectively in various parts of the sales funnel.
Before we dive into the details of how a B2B Direct Mail marketing campaign can help your top-of-funnel activities, let's define this part of the process. Essentially, the top of the funnel is where you encounter the largest possible target audience in the entire marketing process.
You are, at this stage, reaching out to potential clients who may be interested in purchasing your products (or using your services) at some point in the future. They aren't anywhere near the point of making a purchasing decision.
So, how do you use B2B direct mail marketing successfully in this stage of marketing? The key is personalization. Making each client feel like they are the sole focus of your marketing campaign. Handwritten notes (perhaps combined with brochures) are a good way of doing this and will provide the perfect introduction for a digital follow-up via email or text message.
Once you've made contact with your targeted accounts, you've reached the middle of the funnel. At this point, potential customers may be aware of you, but they still don't know why they should invest time or money into your business specifically.
Mid-funnel, your target audience is usually actively involved in seeking a solution for its problems. B2B direct mail marketing campaigns are an excellent way to differentiate yourself from similar companies. One way of doing this is by sending out gifts or exclusive promotions to any targeted accounts that interact with your company.
When you reach the bottom of the funnel, you've managed to accomplish the smallest possible target audience for your campaign. At this point, they typically know who you are and what you can offer them. However, they may still require some motivation to actually make a purchase.
Both your existing clients and clients who are ready to use your services but require some motivation fall into this category.
The best way to use B2B direct mail marketing at this stage is to continuously send small gifts and mail items. Doing so will help to ensure that you're consistently within your client's thought process. This may also be a good time to send out coupons and vouchers to encourage clients to make the leap.
B2B direct mail marketing is an ideal tool in your marketing arsenal. A well-planned campaign can tip the odds in your favor, accomplishing everything from raising brand awareness to helping clients understand your products and services.
With a strategic campaign, including buyer personas and an understanding of your target market's needs, you can easily bring in more business through B2B direct mail. The key is that physical mail creates a tangible link, making clients feel special and even opening the door for other kinds of marketing.
Now that you understand the benefits and process of planning a B2B direct mail campaign, we hope you're ready to take the plunge and turn your sales funnel into a range of profitable business alliances.