Direct Mail Vs The Internet (for Local)
Google has become the go-to method for search marketing, prompting small business owners to regard direct mail as irrelevant. According to direct mail marketing specialist Craig Simpson, embracing this viewpoint is a mistake.
“The truth is, more commerce and wealth is created by direct mail than any other media,” says Simpson in his new book, The Direct Mail Solution: A Business Owner’s Guide to Building a Lead-Generating, Sales-Driving, Money-Making Direct-Mail Campaign (Entrepreneur Press 2014).
Simpson claims that while there may be 3.3 billion searches on Google each day (and thousands, in many cases, can return millions of results for each) there are three simple things Google doesn’t do that a successful direct mail campaign does:
1. Direct Sales. They happen when people aren’t shopping. A person who is a customer of your competitor is probably not looking to replace them. However, if your sales ad shows up in their mailbox making a case for superior service and presenting a terrific offer, that same person who hadn’t thought about switching could be encouraged to try your service or products.
2. Sole Focus. An online search never lists just you.
A Google search will result in hundreds or thousands of competing options, drawing potential customers into confusion and chaos. Rather than going head to head in direct competition, use the back door via the mailbox and stand alone with their full attention.
3. Guarantee. Buying online ads or websites doesn’t mean people will see them. Google is constantly changing their algorithms and rules, judging your ads and determining your ranking and how much traffic gets to you—making them in control of your business, not you. Direct mail campaigns are pretty static and you control it. You create the ad, pick the right people who get it, and you keep the profits.
One of the biggest issues with your online marketing is that you are in a passive state. You are waiting for a number of things to happen just to get your website/ad seen. It is fine to utilize the web as part of your marketing mix, but for localized businesses to depend on people stumbling across your listing is south of wise.