Would a Direct Response Marketing Campaign Work for Your Business? Part 2
Part 1 of this article defines and explains direct response marketing. Now I’m going to give you ideas you can use for your direct response campaign.
Of course, there no one “correct” way to go about direct response marketing, but some types of direct response marketing work better than others. Your job is to choose the campaign that will best resonate with your target audience. You have to use one that will most impress your target audience.
Here are 6 different ideas for direct marketing campaigns that you may want to try.
Contests or Giveaways
Everybody loves a freebie which is why contests can be a terrific way to generate leads. Your direct response copywriting should indicate:
- The requirements for entering the contest
- The rules and prizes to be awarded
- The benefits of the prizes
Running a contest can help you to collect leads. They can even be used to boost sales if you link the contest entry to a required purchase.
Referral programs are a preferred form of marketing for a reason. Consumers are four times as likely to buy a product or use a service when they are referred by someone they know. They also tend to be more loyal to you when they find you through a referral versus when they find it on their own.
Direct response marketing can be an effective way to generate referrals. In some cases, consumers expect a reward in return for a referral, but you’d be surprised. In many cases, satisfied customers are willing to refer people they know to you because they believe doing so it just the right thing to do. If you do want to pay them, consider doing so by offering a discount or some free merchandise.
Social Media Ads
Social media platforms such as Facebook and Instagram offer an affordable way to run a direct response marketing campaign. People on social media are there to emotionally engage with content and that’s what direct response campaigns do, too.
Both Facebook and Instagram offer users the chance to create Stories, which can be an effective form of direct response marketing. You can also create visual or video ads to engage your target audience and convince them to take the desired action.
In upselling, companies target customers who have made an initial purchase with an “upsell” – a related offer that adds immediate value to the purchase they have already made. Just think of the classic McDonald’s, “You want fries with that?” Someone purchasing lawn care services would likely be interested in purchase fertilizer or soil treatments right after their purchase. When purchasing oil change services at the mechanic, they person is likely to consider rotating tires or preventative maintenance services.
Text messages have a 98% open rate, making them far more likely to be opened than email. They also provide a perfect format for short direct response marketing campaigns designed to encourage an immediate response.
The chances are good that you have received at least one direct response text. Most include an embedded link that allows the recipient to take the desired action with a tap of the finger.
Programming a chatbot to interact with your followers via Facebook Messenger can be an effective direct response marketing technique.
Chatbots can be programmed to make product recommendations and link to special offers for the people who message you.
Direct response marketing campaigns deliver great results. The key is to include the required element and make your content clear, compelling, and irresistible.