Editor’s Note: Today’s post was written by Mark Hasland and originally appeared on the Overnight Prints blog. It is reprinted here with permission.
Though direct mail marketing is still one of the best ways to ensure a marketing message gets the attention it deserves, Facebook is quickly becoming a popular ad platform amongst businesses of all sizes. With more than 400 million users registered for the service, it’s easy to see why. Small businesses have especially taken to the idea of Facebook, with a recent survey conducted by Employers indicating that 53 percent of small business owners think that Facebook is an important marketing tool.
Utilizing Facebook successfully, though, is another matter entirely. Most businesses struggle with the implementation of Facebook into their marketing campaign. A recent article on MarketingProfs.com suggests that small businesses use the same techniques used in their direct mail marketing campaigns to help maximize the effectiveness of their Facebook page.
One key to success in direct mail marketing campaigns is utilizing a call to action. According to MarketingProfs.com, a Facebook fan page can be set up to greet fans and non-fans differently. Non-fans could be redirected to a page that includes a call to action to become a fan of the company.
In most direct mail marketing campaigns, a company will send some sort of limited-time offer or promotion to encourage a potential buyer to take action. Similarly, these promotions could be offered to fans of a Facebook page as well, suggests MarketingProfs.com. Businesses are allowed to add special areas to their Facebook page for promotions and shopping, which makes it extremely easy for a customer to act on buying impulses.
Direct marketing is a great way to send highly targeted messages, and Facebook can be used to send similar direct messages. A business owner could browse other groups and send messages to users, encouraging them to check out their own fan page.
A Facebook marketing campaign may be used to enhance a direct mail marketing campaign as well. A small business owner could make their Facebook page a jumping point for potential customers, allowing them to sign up for the company’s mailing list or request product information directly. Likewise, a direct mailing campaign should be used to bolster a social media campaign. By printing the Facebook page’s address on brochures and business cards, a business owner can encourage customers to engage them on the social media front as well. A savvy business owner will use both platforms to compliment each other’s strengths and weaknesses.
Tags: direct mail, direct marketing, Facebook