Are you looking for effective ways to attract customers and leave a lasting impression? Every company is. However, coming up with a creative, attention-grabbing idea is challenging even for megabrands that have all the resources in the world. For small businesses, this can be extremely overwhelming (yet achievable!). Although they can’t compete with big brands willing to invest hundreds of millions, if not billions of dollars in advertising, small businesses can accomplish a lot by mastering direct response marketing techniques.
In this article, we’ll explore this type of marketing and share some techniques that guarantee extraordinary results.
What is direct response marketing?
Direct response marketing is all about prompting your audiences to take action (purchase a product, call a number, join a newsletter, refer a friend, etc.).
This type of sales technique targets a specific audience who are likely to become customers. It is all about immediate results, with an emphasis on immediate.
Direct response ads include print marketing, radio ads, TV commercials, online ads, and websites.
Top direct response marketing techniques to put into action
1 . Keeping things simple and giving clear directions
The first example of direct response marketing techniques in action is reducing the number of barriers to the response.
Customers won’t waste time trying to figure out what to do to get the product/service they want or take any other action.
They need to quickly understand what they should do so as to respond. In fact, offer multiple ways to respond to your offer (email, phone, website, etc.).
Your email address, telephone number, and website should be up-to-date and easy to remember.
Don’t forget to update your information after relocating your business facilities to a bigger space.
If you want people to dial a number, repeat it several times. Ideally, your phone number should be toll-free.
Similarly, if you are directing visitors to the sales page, repeat the URL a few times and make the process of buying as simple and clear as possible.
If there is a form for customers to fill out, eliminate all unnecessary steps. The more steps you add, the higher the risk of losing a customer.
Stick to the most important pieces of information, such as names, emails, and payment information.
Do not include fields such as ‘gender’ or ‘age’ unless they are absolutely necessary. Complicating things will only drive away potential customers.
Making your CTAs clear
As mentioned, one of the main aims of direct response marketing techniques is motivating people to take a certain action.
Use a clear, short message, such as “Register Today”, to encourage visitors to click your CTA.
Visitors like to know exactly what they are going to get after they click. Try not to confuse them with multiple calls-to-action.
Give them one offer and one clear set of directions to follow.
2 . Emphasizing the benefits of your product
To emphasize how good your product/service is, feel free to use statistics. Statistics say a lot about the quality and popularity of the product you are selling.
Potential customers like to know how many people use a certain product and how much they enjoy it, so don’t be too humble.
3. Time-bound offers
Time-bound offers are one of the best direct response marketing techniques. Adding a time limit to an offer creates a sense of urgency.
People are more likely to take action when there is a higher chance of missing a good opportunity.
For example, if there is a discount that ends in a few hours, people would rather make a hasty decision now than have regrets tomorrow.
On the other hand, they are more likely to postpone the purchase when they know the offer they are interested in isn’t going anywhere.
4. Free offers
Who doesn’t enjoy free stuff?
If it’s free, you’ll take it even if you don’t need it.
Free offers are a great way for you to create buzz around your brand and generate leads.
Depending on the nature of your business, you can add a free sample, booklet, webinar or newsletter to your product or service.
You also want to show people the value of the product they are getting for free. By attaching a price to the free product, you’ll make it even more desirable.
Your offer will become much more attractive when people realize how valuable the free product is.
Once they see your product/service as something valuable or discover how useful it is, they are more likely to continue buying it.
Moreover, people will see your company as generous, which gives them another reason to trust you.
Due to fierce competition, finding direct response marketing techniques that work and capturing consumer interest has never been more difficult.
Organizing a competition and giving people the opportunity to win something will help you grab your target market’s attention, create positive associations with your brand, strengthen the relationship with your customers, and ultimately drive action to your business goal.
At the end of the day, the biggest winner will be – you guessed it – your company.
6. Tracking your marketing campaigns
The purpose of a marketing campaign is to drive success for your company.
By tracking your direct response marketing campaign, you will be able to ensure that your marketing efforts are indeed successful.
One doesn’t have to be an expert in marketing management to follow and compare different campaigns to determine which offers bring the best results and which ones are less effective.
A lot of direct response marketing ads contain a unique URL, phone number, or code, which makes these ads easy to track.
Only after you identify your strengths and weaknesses will you be able to make improvements.
7. Don’t underestimate direct mailing
In today’s digital era, marketers tend to forget about old school marketing techniques.
Messenger marketing and social media advertising may be cheaper and more accessible, but one shouldn’t underestimate flyers, postcards, and catalogues.
Not only can old-school direct response marketing techniques do the job, but they can be just as profitable as modern techniques.
Direct mailing can work perfectly well with other direct response channels and help you stand out from your competition.
Shristi is the Chief Content Officer at Raletta. She enjoys writing about food, fitness, finance and everything in between.