Enable Buyers With an Effective B2B Case Study

Enable Buyers With an Effective B2B Case Study

Writing a B2B case study can seem like a daunting task. The title ‘case study’ infers hours upon hours of research to create a big, thick document of dry information in the end. While that may have been the case back in the day, it’s a much quicker, exciting process now — that is, if you do it effectively. 

B2B Case Study

Why You Should Prioritize More Case Studies

 
A survey from the Content Marketing Institute found that the most important marketing tactics for B2B companies are in-person events, webinars, and case studies. 
If you want to ensure they get the memo that you’re the one they should do business with, your successes must be easy to find – and in as few places as possible. You don’t want to leave a trail of success breadcrumbs scattered around the internet in the hopes that future business will follow it.
Development company Devrix suggests making your case studies visible on your website, even on your main navigation menu. You might be asking, “Can’t I just include them in my blog?” Or, “Why dedicate a whole page to case studies?” There are a couple of answers to those questions.

  • You could include your case studies in your blog, but they aren’t really blogs. Your blog likely consists of industry news and how-to posts, acting as a catch-all. Your case studies serve the purpose of being all about work your company has done. So let them stand out! 
  • You might be hesitant to dedicate a whole page to your case studies because you still think a case study is a bulky project that nobody outside of your organization will want to read. However, it’s common now to use a case study to focus on a single takeaway or two. If you have more that you want to write about — you probably do — then you write more case studies.

B2B Case Study Etiquette

The most important thing to keep in mind about your case study is that the success outlined is attributed to the customer. Not you. Use case studies as a platform for your customers’ successes, not an excuse to show off how you helped get them there.

Involve Your Customers

There are a few ways to obtain the necessary information you need from your client. But a lot of it depends on how hands-on and responsive they are. Some clients like to be kept in the loop and want to be involved in any projects you’re working on that concern them. Others prefer to talk to you only when you’re working on a project for them. If your client is more of the hands-on type, interview them either in person, over the phone, or via email. 
If your client is a bit more reserved, you will want to ask for the materials you need before you get started. Then, send him or her a draft before continuing to make sure you’re on the right track before committing more time. Sending a draft ahead of time is also an excellent route to take if your case study contains any information that might be considered sensitive or confidential. A way to avoid getting too detailed without omitting necessary data is to use growth percentages instead of specific numbers.  

What Should You Include?

Oh! Did you want to know the literal way to write your B2B case study? The format? Well, there are a few ways to do that, as long as you include all of these crucial aspects:

    • A detailed headline: Don’t just use your client’s name. What project or results is your study actually about? 
    • The process you used: How did you solve this client’s problem? You’re not a magician. You can reveal your tricks.
    • The results: Be as specific as the client allows you to be. Brag brag brag!
    • Quotes: Try to get quotes from your client about the work that you did for him or her.
    • Call to action: Allow anyone who’s reading to reach these same results by getting in contact with you. You don’t want them to have read the whole case study just to be confused about how to hire you!

If you need help getting started on writing an effective B2B case study, check out our free Smark Toolbox’s case study template.

How to Use B2B Video Marketing with Your Content Strategy

How to Use B2B Video Marketing with Your Content Strategy

When it comes to creating a content strategy, it’s essential to prioritize video. It may not be cheap or easy, but we can help you with that. B2B video marketing is well worth the investment in both money and time. Don’t believe our words? We have the numbers to back it up

  • By 2021, over 80% of IP traffic will consist of video, according to a study by Cisco.
  • HubSpot found that 87% of consumers would like to see more videos from their favorite brands.
  • So obviously, HubSpot deduced that 99% of marketers who already use video plan to continue doing so, and 88% plan to spend more. 
  • 90% of consumers find that videos help them decide whether or not to make a purchase, according to Social Media Today.
  • People stick around on a webpage for approximately two more minutes when there is a video present than when there is just text to read. Crazy Egg also states that these consumers are also 64% more likely to make a purchase.

B2B Video Marketing

Getting Started with B2B Video Marketing

 
If you’re not on the video train yet, it’s about time you get started. If you’re looking for ways to get those wheels in motion, you’ve come to the right place. Here are some video ideas to help you get started with your video content strategy.

Video blogs

Do you already have a blog? Congratulations, then you already have plenty of video blog content. While the fact that a piece of content you’ve put time and effort into writing isn’t getting the traffic you’d hoped is a tough pill to swallow, a good consolation is that you can repurpose it into video content. If the piece you’re working with is long, take a single point you make in the post and elaborate upon it for the video. If the article is short or easy to segment into bullet points, you can summarize the whole thing in a video blog.

Executive interviews

Do you have a CEO with a real personality? Is the founder of your company a compelling storyteller? Put them in a video! Whether the purpose of the video is to tell the story of your B2B company or to announce an exciting new campaign, putting real people involved in your business in front of the camera is a great way to humanize your web presence and get people engaged.

Explainer videos

What do your customers tend to struggle with? Ask your customer service team what questions they answer most often and be proactive by creating a video that directly addresses them. Not only will this take a little bit of pressure off of your customer service team, but it’ll also be handy for your consumers to be able to troubleshoot some of their issues with a simple Google search.

Testimonials

Do you look for reviews of a product before you make a purchase? Video testimonials from past customers are a way to spread the word about your business. They also help people who are still deciding whether they want to spend their money with you the little nudge they might need.

Animations

If you have a great animator on staff — or are willing to bring one on board, your video possibilities are endless. Animations are an excellent way to explain something on the more technical side and bring some personality to a topic that might be dry in front of a camera.

Where are you posting these?

Will these videos you’ve created live on your website, or are they a part of a more extended content strategy to create a more robust social media presence? If you’re going to post your content to social media, it’s essential to make sure people will watch it. It’s not as simple as just taking the video and uploading it to all mediums. 
Format a square version for Instagram, cut a quick clip that’ll intrigue people enough to head over to your website for the full version. For reference, HubSpot recommends keeping your Instagram videos below 30 seconds, Twitter videos below 45 seconds, Facebook videos below a minute, and YouTube videos below two minutes.
And as for anything in the B2B marketing space, don’t forget optimizing your video content for search engines, by using captions and turning on autoplay. Don’t autoplay the sound, though! Think about the last time you had a random video playing in one of your browser tabs. Did you go to the correct tab and actually watch the video, or did you mute the page? 
One more thing that shouldn’t come as a surprise to any B2B marketer: include a CTA! Even if it isn’t clickable, end your video on a note that tells your viewers what to do next.


Your B2B video marketing should elevate your content strategy. Let us help! Learn more about our award-winning video production services and capabilities.

5 Highly Effective Ways to Grow Your LinkedIn Network

5 Highly Effective Ways to Grow Your LinkedIn Network

Do you want to expand your LinkedIn network?
Interested in ways to find and attract quality connections?
Growing your LinkedIn network helps gain exposure and can be a vehicle to establishing yourself as an expert in your field. In the B2B environment especially, it’s imperative you build a positive reputation for both yourself and your brand.
LinkedIn is the best social network for B2B marketers to communicate with other businesses, share content, as well as engage with prospects. According to The Sophisticated Marketer’s Guide, 94% of B2B marketers on social media use LinkedIn to publish content. 
In this article, you’ll discover five ways to help increase your LinkedIn connections and grow your network.

1. Post Frequently 

I know, sounds obvious, right? 
But here’s the thing… 
Firms know posting consistent content is important, but how many are actually following through with a strategy? That’s the real question. 
For example, in the early stages of growth, many businesses tend to get in the habit of posting consistently on LinkedIn. Great! That’s what you want! However, after a short period of activity, they start to post less because they’re not seeing a positive ROI from their efforts. 
But here’s the problem…
You need to give your posts TIME. 
If you are relatively new to the LinkedIn world in terms of consistently staying active, your page will need time to grow so it can reach an audience. And in order for that to happen, you must be dedicated to posting A LOT. That means posting multiple times a day or at the very least a few times a week. 
When you consistently stay in the feeds of your followers, there’s more opportunity to comment, like and share your posts. This interaction gets you introduced to their connections and gives you another way to grow your network. 
Be sure your posts are adding value by talking about your business as well as industry updates. 
For instance, if your company provides resources such as consistent blogging or webinars, share them! Get in the habit of promoting new content as well as company updates to your page. After all, if you are going to have a LinkedIn page, why not be as active as possible on it? 
Want to make these posts even more appealing and enticing for your readers? Include a CTA! 

2. Engage With Your Connections 

Review your LinkedIn feed regularly and share, comment on and like updates posted by your connections.
You can start relationships with new connections by commenting on their updates and joining conversations on popular posts. All it takes is one helpful response on a post for that prospect or firm to notice you and check out your page. Do this enough times, and you will encounter people who want to learn more about you. That’s when your network can really start to grow! 

3. Add LinkedIn URLs to Emails 

Your LinkedIn profile can work for you in many ways: as a resume, a collection of previous client work, awards and accomplishments, testimonials, etc. all in one convenient spot. 
We all send emails, right? Sometimes hundreds a day to clients, prospects, and leads.
In your email signature, start adding your LinkedIn URL at the end! Sending prospects to Facebook, Twitter, and other social platforms may work, but none of those platforms provide the benefits and opportunities that LinkedIn does. 

4. Add Keywords to Your Profile 

Just like writing for SEO to get your content ranked on Google, keywords in your profile will help prospects find you. The main areas to focus on are your “Headline,” “Summary,” and “Experience” sections. 
These sections are all searchable and are where your traffic will spend most of their time.
When filling out these sections and writing for SEO, tell stories, be creative, and use any keywords that you believe are most relevant to your content. 
Try putting yourself in your prospects’ shoes. Think about something you like to search and learn more about. What are the words that you’re actually typing? And how are the results that come up related to what you wrote? 
Now work in reverse order to make sure the keywords you would search for are prominently featured on your page!

5. Personalize Your Connection Requests 

When you’re scrolling through your feed and click the ‘connect’ button on someone’s name, LinkedIn will send a pre-written message that’s cold and impersonal. Something along the lines of, “Let’s connect!” These types of requests are typically ignored. 
Visiting someone’s profile and sending something like, “Hi! I’d like to join your LinkedIn network” is also ineffective because it comes off as simple and lazy. 
Instead, visit the person’s profile and put some time and thought into your connection requests. Write a personalized note that is friendly and inviting. You’ll also want to explain why you want to connect and the advantages it can bring to you both. 
Whatever you do, DO NOT make it a sales pitch! Remember, we are trying to connect with these individuals to build rapport and grow each other’s network. There is a time and a place for closing a sale, and trying to connect with someone new on LinkedIn is not the time or the place to be pushy with sales. 

Recap

As mentioned earlier, getting peers and prospects to land on your LinkedIn page is the end goal. Post frequently using keywords, be active on feeds, use URLs in emails, and personalize your messages. 
When done correctly, this gives you the best shot at leading prospects to your page. And the more prospects you can funnel to your page, the faster you’ll grow your LinkedIn network! 
To learn more tips and strategies like these, check out our blog or get in touch today!

Content Creation Strategies for Small B2B Companies

Content Creation Strategies for Small B2B Companies

If you’re part of a small team, you know how difficult it can be to stay on top of content demands. From posting on social media to blogging, producing a steady stream of high-quality content every week requires valuable time and resources. However, it’s not something you can skip — it’s proven to be effective in attracting new visitors and converting them into leads. In fact, new benchmark data from HubSpot shows that “the small companies that publish 11 or more blog posts per month drive much higher traffic than companies of the same size that publish fewer than 11 blog posts.”
If you’re having trouble producing enough content and time isn’t in your favor, read these ideas for some quick, easy ways to generate and repurpose engaging content.

Podcasts

As of June 2019, there are over 750,000 podcasts. The popularity of podcasts has steadily risen, with many people using them as a form of education and entertainment. On top of that, they’re super easy to produce. All you have to do is sit someone down and interview them while recording the conversation. The content doesn’t stop there though. You could transcribe the podcast and turn it into a blog, make it into a video by filming the conversation, or pull quotes and create images for social media — the possibilities are endless. 

Webinars

Similar to podcasts, webinars are a great way for B2B companies to reach their audience. In fact, a study from the Content Marketing Institute found that marketers rate webinars in the top five in terms of the most effective tactics they use. The main reason for this lies in the fact that webinars help build trust with your audience and provide them with valuable information. In addition, webinar registrations allow you to collect data on potential customers such as their email, phone number, and company name. There are also many ways to repurpose webinars, similar to the ones listed above for podcasts.

Surveys 

Surveys are a great place to start when developing a content strategy. They allow you to ask your audience questions, uncover their challenges/pain points, and uncover out what kind of content they’d be interested in. Beyond this, survey results can inform your content with unique data. For example, your survey data could be used in a whitepaper, data visualization, slide deck, research article, or quotes on social media. Supporting your content with your own data will differentiate your brand and help you stand out as a trusted expert in your industry.

Recap an event

Most people take notes when they attend conferences to remember important bits of information. You can use these notes to create a blog recapping the event. To make the recap as valuable as possible, you’ll want to take detailed notes throughout the entire conference and be sure to highlight the main takeaways from each session. Also, by adding pictures, videos, and details about each speaker, you can help your audience feel like they were part of the event too.

Turn blogs into slide decks

If your audience isn’t responding well to long-form blogs, try turning them into a slide deck where you can simplify the information and focus on key points. The average person’s attention span today is eight seconds, according to a study by Microsoft. This means you need to make your content as short and as simple as possible. Slide decks are helpful with this because they force you to summarize, turning long sentences into short bullet points. In addition, they’re a great downloadable asset that customers can save for future reference. 

Create an infographic based on a blog

Infographics are a great tool for engaging your audience because they are easy-to-read and visually pleasing. They include data points and statistics, shown in the form of a chart or graph, as well as copy. Because infographics offer a detailed overview of a topic, they can be used to summarize a longer-form blog post. This type of infographic would be called a “visualized article,” but there are many other kinds of infographics you can use for a variety of purposes. To learn more about them, check out this article by Pikotchat. 

Interview SMEs (internally and externally)

An SME, also known as a subject matter expert, is a powerful resource for producing content. By making an effort to conduct interviews with SMEs, you can develop a large pool of content to pull from whenever you’re short on ideas. An interview with an SME typically revolves around asking them about their knowledge or expertise on a particular topic or field. It’s important to note that this can be done with both internal employees and external experts. In addition, the interview can be repurposed into a podcast or blog.

Interview customers for a case study

Do you have a customer who has seen success with your product? Submit a request to interview them for a case study! This type of content elevates you and your client by highlighting the mutual benefits of your partnership. An effective case study includes an overview of both companies, the problem, the solution, how the solution was implemented, and the results. It’s also important to note that case studies can be shared during the sales process to add credibility and help in turning prospects into customers. 

Run a curated newsletter

Sending your clients a weekly newsletter is a strategic way to share the latest content available on your site. In reality, it’s a piece of content that advertises the content you already have. A newsletter should be divided up into different sections based on content, such as “On the Blog,” “Industry News,” or “Latest Resources.” A weekly newsletter helps you drive more traffic to your website and establishes your company as a trusted, reliable source of information. Lastly, it allows you to build a base of subscribers that can provide you with feedback on your content so you can make adjustments accordingly.
If you’re having trouble keeping up with content and need some extra help, contact us to find out how we can support you in meeting your content goals.

Is Video Marketing Really Worth It?

Is Video Marketing Really Worth It?

If you don’t already know, video marketing is big. Like really big. 
Social Media Today found that videos have a 135% greater organic reach than photos. In fact, not only are consumers preferring videos, but marketers are starting to realize this trend as well. Optinmonster found that two-thirds of marketers already use some type of video in their marketing strategy, so you can’t afford to be left out. 
If you’re on the fence about video marketing you’ve come to the right place. Let’s take a look at the most common misconceptions about video marketing before going into why your strategy needs to include them today. 

Misconceptions With Video Marketing 

1. Video only works for building awareness.

First and foremost, yes, videos absolutely help build awareness and drive activity to the top of the funnel. You’ve probably seen various “how-to” and branding-forward videos from your favorite retailers. But videos also provide guidance to consumers in the consideration and decision stages as well. 
According to HubSpot, 90% of people find explainer videos helpful in the decision-making process.
So, if someone has an issue and is learning and defining their needs, you must be able to show them that you understand the challenges they’re facing. On top of that, you’ll want to exemplify that your company can help solve those pain points. This is where an explainer video can come in handy — educate them on your product/service and proactively answer questions or objections that they may have. Without them even realizing it, you’re already building trust.
But that’s not all!
This means videos can become a valuable leveraging tool in the decision stage. An article from Consumerist found that nearly 70% of consumers rely on reviews before making a purchase. So, using testimonials and video case studies will help validate your work and build credibility.

2. Total views are the best measure of success. 

False. Although the number of views on your video is a great sign that you’re reaching an audience, total views won’t tell you anything about the behavior the video caused. Instead, pay attention to things like the duration of the views, click-through rate, and the level of engagement it receives on social media. Focusing on these metrics will tell you how much your content is truly connecting with your audience. 

Why You Need Video Marketing Today 

Well, your customers want it! A recent study from HubSpot found 54% of people want to see more video content from marketers. That means it’s very likely your customers are asking for it right now. Don’t leave them hanging! If that’s not a convincing enough reason, let’s take a look at some other great benefits to video marketing.

1. Video shows great ROI

According to Wyzowl, 83% of businesses say videos provide positive returns on investment. Although video production isn’t the easiest or cheapest task to complete, the payoff is well worth it when done correctly. It is crucial your video presents clear and concise content easy for viewers to digest. The most important thing isn’t even the quality of the video – it’s the information within. Without valuable, relevant info, your video will fall flat regardless of how visually appealing it is.
Questions on how to make a great video? Curious about where to start? Reach out to us! We love helping our customers uncover the value of video.

2. Video builds trust

Trust. In other words, the foundation of all your customer conversions. As a business, you can never have enough trust and videos can help build this tremendously. Think of a time when you bought a product from a new company. Most people are understandably skeptical of buying something they’re unfamiliar with online. So, finding reassurance from your favorite YouTuber or influencer that the quality of the product is good can help push you to make that purchase. Why? Because you now trust them. 
Effective marketing videos help educate buyers and increase confidence in their decisions, which is why 64% of users are more likely to buy a product online after watching a video (HubSpot).

3. Video appeals to mobile users

Since 2013, MultiChannel found mobile video views have grown more than 233%. Since people like to watch videos on the go, and the number of smartphone users continues to rise, your mobile video audience is growing larger and larger. To go further, a study from Google found viewers are 1.4x more likely to watch a video or ad on their mobile device instead of TV/PC. 
What does this all mean? 
The time is now, marketers. When you can successfully offer the right content to the right viewer while on-the-go, you’re leading your company down a road to success. 

4. Videos are perfect for demonstrations

Who wants to read pages of text? A study from PopVideo found that viewers retain 95% of a message when they watch it compared to reading it.
Think about it like this:
You know nothing about cars and are asked to change the oil. All you are given is a piece of paper with instructions on it. This job will take a long time and you probably won’t learn very much. 
Now, imagine being able to take out your phone and watch a YouTube video as you work. Not only will the job go quicker, but you’ll learn more. You will start remembering concepts visually while getting a better feel for the subject. 
That’s the power of video content. The ability to take concepts and understand them in a more natural, relatable way. 

5. Video improves email marketing

We all know how tough email marketing is. If you don’t, check out “Why No One Is Opening My Emails” to learn why. But it’s okay, because videos alone help increase email open rates! That’s right! 
According to Campaign Monitor, email campaigns that include videos see a 19% open rate increase. These emails also experience 65% increased click-through rates and 26% less unsubscribes. Oh yeah!
The point of all those statistics is that a good email marketing strategy will provide massive benefits and can help improve your bottom line. Don’t shy away from email marketing because of the difficulty it brings. Instead, embrace it using video!

6. Videos enhance landing pages

Your landing page is intended to lead customers to a specific product, service, or offer and encourage them to take action. B2B businesses especially use landing pages to generate leads and conversions. These pages are a great way to drive traffic, improve SEO, and build your brand. 
So, why have videos on them? 
Well, a study from Forbes found that including videos on your landing page increases conversion rates by nearly 80%. Enough said.

The Verdict

Advances in technology are making video marketing not only more popular but cheaper to implement too. Successfully capturing the attention of the viewer and sparking some type of action should be the main goal when developing video content. 
As a recap, video marketing can help…

  • Increase ROI
  • Build trust
  • Appeal to on-the-go users
  • Help with demonstrations
  • Improve email marketing 
  • Enhance landing pages

…making this strategy absolutely worth the investment! 
To learn more about video marketing and how your business can see these improvements, contact us today!
Already convinced?
Check out our free template below to get started on your first video script!

7 B2B Direct Mail Campaign Ideas to Boost Your Response Rate

7 B2B Direct Mail Campaign Ideas to Boost Your Response Rate

Many think direct mail is dead, but the truth is that it still holds relevance in today’s digital world. In fact, direct mail is the best-performing direct response channel, bringing in results “10 to 30 times better than email” according to Sumo.
And, let’s be honest, there’s a certain amount of excitement that comes with opening a physical letter or package addressed to you and not knowing what’s inside. Evidence of this is the fact that 47% of millennials check their physical mailbox each day and consider going through their direct mail a leisurely activity, according to USPS.
Additionally, USPS found that 69% of people think direct mail is more personal than the internet. This makes sense when you think about the fact that we’re bombarded with generic, automated emails every day. Receiving something by mail isn’t as common and requires more effort. This makes it a unique way to reach prospects and customers.
So, whether you’re thinking about creating a direct mail campaign or you’ve tried it before and didn’t achieve your intended results, we’re offering you some ideas and strategies to help you boost your direct mail response rate.

1. Make your design stand out

We’ve all heard the phrase, “don’t judge a book by its cover.” But when it comes to direct mail, that’s exactly what your audience will be doing. Design is vital because it’s what will grab your viewer’s attention and make them want to read more. Instead of a flat piece of paper in a plain envelope, try a 3-dimensional design. Dimensional mailers include boxes, containers, tubes, and bags. People likely won’t throw out a package without at least seeing what’s inside first, evidence being that dimensional mailers have a nearly 100% open rate.

2. Personalize content

If you work in marketing, you know it never hurts to personalize content. It’s a great way to make your marketing messages feel more like one-on-one communication. Not to mention, when it comes to direct mail, people are more likely to read something that’s addressed directly to them. But, rather than simply showing your prospect that you know their name, try something more creative. For example, PURLs are website addresses that are personalized for each of your prospects. You can use them to take each prospect to a personalized landing page with a special offer. They are also the easiest way to track responses. According to the DMA, the top response rate tracking methods are PURLs (61%), followed by call center or telephone (53%), and code or coupon (42%).

3. Add human elements

Just like email marketing campaigns, direct mail campaigns are made better by human elements such as pictures, quotes, testimonials, and videos. Give people a feel for your brand’s personality through design and copywriting elements like font, color, tone, and writing style. In addition, real stories about your product and how it solved a problem for someone can be powerful, especially when you include a photo of that person. People may be able to relate to that person’s struggle and feel inclined to learn more.

4. Create urgency

When it comes to direct mail, you want to encourage your prospects to act fast. If they don’t, odds are your direct mail will end up in the trash. It helps to use language like “limited time,” “one time only,” “last chance,” or “before it’s gone.” No one wants to miss out on a great deal so it’s important to do all you can to inspire them to take action. Also, it’s important to note that it’s been proven that warmer colors create more urgency and drive action. For this reason, it’s best to opt for a red CTA rather than a green one. You can also create urgency through social proof, such as pointing out the number of customers who have seen success with your product or service.

5. Offer a free gift

While free gifts are always great, you want to ensure you’re providing prospects with something they will actually find valuable. According to HubSpot, Heinz Marketing sent their top prospects empty iPad boxes with a note that promised to give them the iPad if they were willing to sit down and have a conversation with them. Matt Heinz said “we’ve done this with a few companies, and we generate twice as many appointments as we give away iPads.” Although this strategy is expensive, the results were impressive and they received a considerable return on their investment. Moral of the story: don’t hesitate to get creative when it comes to offering a free gift.

6. Focus on benefits, not features

Rather than focusing on the specific features of your product, you’ll want to emphasize the benefits. For example, a prospect will care less about the fact that you offer automation software and more about the fact that you can help them streamline their work. According to Jay Levinson and Al Lautenslager of Guerrilla Marketing, “the most compelling benefits are those that provide emotional or financial return.” An emotional return could be increasing customer satisfaction, while a financial return will likely be related to increasing revenue. Above all, be sure to communicate the value you’re offering customers in a short, concise way. If you do feel inclined to mention features, you should only do so as a means of proof as to how you’re able to provide certain benefits.

7. Make it easy to get in touch

Whether it’s visiting a website, calling a number, or using a discount code, you’ll want to include a clear call-to-action, making it as easy as possible for a prospect to take the next step. You should include your CTA several times throughout the letter since not every prospect will read your mailer from beginning to end. Also, by using a vanity number, you can make it easier for people to remember (1-800-DIRECT-MAIL). Since the CTA is what leads to a response from your direct mail recipients, it’s highly important that you make it bold and enticing. In addition, be sure you have a process in place for following up with prospects who click on the CTA.
As with any marketing tactic, direct mail cannot be a siloed channel and should always be used as one tactic in a broader campaign. If you’re looking to use direct mail in an upcoming campaign and need a marketing partner to help you get things up and running, contact us.