An Introduction to Direct Response Marketing

Coastline Marketing Group Newsletter GraphicDirect response marketing is one of the fastest growing marketing trends out there right now. The reason so many businesses are taking advantage of it is because it allows a measured response so that the ROI is maintained.

What is Direct Response Marketing?

Direct response marketing generates an immediate response from people. They see an ad and they immediately take action. This could be entering a contest, clicking to get a coupon, or entering their email address to join a newsletter.

Many other forms of marketing involve slower responses. You could mail something out to people and it could take weeks for them to respond. You could spend money on a radio ad and never know if it had the intended purpose. This poses a problem because you don’t know if you wasted your money or not.

With direct response marketing, you get people to take action right away, which enters them into the sales funnel so you can ultimately get their business.

As a small to medium business, you get a lot of benefits for using direct response marketing. You don’t have to spend a lot of money for a campaign to be successful. Instead of throwing money at the effort of branding and hoping that it works, you can use some of that money to pass it to potential customers in the form of coupons, giveaways, and other incentives. If you can at least collect their contact information for a newsletter in exchange for a contest entry or a coupon, then it has been a success.

What Facebook Ads Offers

Facebook ads are one of the best examples of direct response marketing. Considering there are over a billion regular users on Facebook, it’s a great place to start when you’re trying to reach a lot of people.

When you use Facebook, you get to set your target audience. The more you know about your ideal customer, the easier it is to set this and ensure that your ad shows to all of the right people. You can identify such things as:

  • Geographic Location
  • Age Range
  • Gender
  • Occupations
  • Interests

 

Facebook will show you how many people you can reach based upon the specifics you have identified as well as the budget you want to spend. Perhaps more importantly, you get analytics that shows you the total reach, the number of impressions, as well as how many clicks a specific link was given. All of this information shows you the success of a campaign. Depending on the success, you can make changes to the next one so that it’s equally or more successful than the last.

Why is it something you should explore?

You need to be smart about the way you market. If you’re like the average small business, you don’t have a large marketing budget. This means that you need to try and reach as many people as possible and get them into your sales funnel. With direct response marketing, you give out coupons or give away a product in exchange for people buying from you or at least giving you their contact information. This form of marketing makes better sense than branding, especially when you’re limited on what you can spend per campaign.