Business-To-Business Direct Marketing Action Now

Among the many forms of marketing, you’ll find a branch that has a specialty all of it’s own. Business to business direct marketing should be designed to sell your products or services to another business, not individuals.

Advertisement that appears in trade publications and journals is one form of direct marketing. Fliers, mailings and catalogs are another. People tend to think that business to business direct marketing is, in it’s core, a technical advertising. They cannot be further away from the truth. Sending office supplies catalog, like the big chains do, to offices and businesses, is a form of a direct marketing technique and is not technical at all. Business advertising is the kind of marketing that looks for a reaction from the reader. The goal is to elicit immediate action.

The strategy is different because the target client is different. Instead of selling to many customers one product at the time, This type of marketing aims at selling many products to one customer. The buyer in the campaign is different because it is part of his job description. He has the company’s money to spend and he needs to make a good impression. This creates a difference in relationship that needs to be cultivated.

Some of the same principals of business to person marketing still apply; focusing on the target clients, compiling an accurate mailing list, creating the advertising and making sure it is a call to action on the part of the recipient. A coding system in the mailer or catalog is very useful in determining what worked where. A test of the campaign should be performed, and so on.

The aim of marketing is to create a community with the customers and maintain it by offering incentives and bonuses. Customer satisfaction is very important. Developing added venues of communication with the customer, building retention and loyalty and enlarging the pool of customers by good word of mouth are essential in any business to business direct marketing campaign.

Business Direct Marketing – Top 10 Must Do’s For a Successful Program

Let’s face it. Companies spend a big portion of their budgets on print and online advertising. And, we all know that we still get a bunch of “junk” mail. Why? Because it works. While inventing new ways to market your business can sometimes pay off, let’s make sure we do not drop the ball and overlook the ground rules for direct marketing.

Small business owners can effectively use direct marketing to grow their business and build relationships with their current and prospective clients. But, a poorly executed direct marketing program will hurt you where it counts! Here are a few tips to give you a great shot at putting together a successful direct marketing campaign.

1. Have a clear vision of what you want to achieve. Create a marketing plan. Set goals for your direct marketing effort and put it in writing. Share it with key employees and have clear-cut objectives that reflect your marketing research and intuition.

2. Get “personal” with your target audience. Sending a marketing letter to “The Manager” is the best way to get your message ignored and thrown directly into the garbage or virtual trash. Get personal by using and creating marketing databases that have detailed information on the businesses you are trying to reach. Do not be afraid to use this information in your message. This conveys to the recipient that you have done your homework and have a value offering that relates to their business.

3. Test before rolling out your promotion. You have done your research, crafted the look and content of your sales message, and prepared your database. That is a lot of work done to get to that point but do not waste your time and efforts by sending your message out to your list without testing it first. Take a smaller nth name test from your database to see the response to your message. Get a feel for turnaround times, inquiries and general receptiveness to your offer. If you like the reaction, roll it out. If not, change something and test again until you get an acceptable response.

4. Include a “call to action” in your message. Putting your address or phone number is not enough. Stay away from creating open-ended offerings. Reinforce your compelling sales message by telling the recipient of your marketing letter exactly what to do and when.

5. Consider a multiple step direct marketing strategy. With the investment of time and money, it is easy to understand why small business marketers want to make the sale on the first pass of a marketing effort. The ability to do that will depend on your product or service offerings. But, two-step direct marketing has some valuable upsides. It allows you to collect a larger pool of potential customers and build a relationship with this market. In many instances, it provides an opportunity to increase the unit sale and introduce additional products and services.

6. Be a Copycat. Do not resist what is working in your market. Understand what your competitors are doing to get business. Pay special attention to what the market leaders are doing and what promotions are repeated. Other companies have done their market research and testing and, sometimes, you can benefit from their investment by implementing a similar strategy.

7. Follow up with a vengeance. Do not let your direct marketing effort fizzle on the back end. Just like in sales, the weakest link is usually in the follow-up.

8. Perceptions are important. We all want to work with quality people. We all want to deal with quality companies. Make sure your message does not make claims you cannot back up or seems deceptive in any way.

9. Niche out your products and services. Packaging a product or service for a particular group can sell more of your business offerings than if you tried to sell to a general market. If you are a specialized business already, look for sub-markets to sell to. It is more work for sure but, you may find a gold mine. Following tip #2, people respond positively to messages that they can relate to.

10. Make sure you analyze your results. You can easily tell if a direct marketing effort was successful in generating sales. But, be sure you note the qualities of both the positive and negative responses because you can miss valuable sales and marketing information if you do not. Things such as response times, geographical disbursement, respondent job titles, inquiries that turn into sales, and actual client feedback, can help you roll out a more effective direct marketing campaign next time around.

Okay, here is one more bonus tip for you. Make your sales message compelling. Be creative and use your instincts. Remember, every sentence you put on your marketing piece should have a purpose. Leave out extraneous information and be clear with your sales message. Now, go ahead and use these tips, along with your business savvy, to form a successful direct marketing program.

Business to Business Direct Marketing Secrets Revealed

One of the great things about utilising Business to business direct marketing strategies is the money. You make more of it, it’s that simple. And you get to track every single cent so you know exactly how much each new customer is costing you and how much money you’ll eventually make. So it’s all good.

But there’s something else about this kind of marketing that’s really cool. And that is, you get to choose who you do business with.

Yes, you have a choice.

You can get highly qualified leads seeking you out, instead of rushing around trying to drum up business. And when prospects are attracted to you like this, it positions you and your product or service in a powerful way. Your marketing positions you as the best and your leads are pre-disposed to doing business with you. Done right, your prospects sell themselves on you. This gives you the freedom of doing business on your own terms with your own agenda.

And I’ll talk more about this attraction marketing in coming months.

But understand one thing. It’s your business. You get to make the rules. And you get to choose who you do business with.

These days, I set up strict guidelines with my clients so they know from day one how I do business. Those who do not wish to play by my rules are replaced with better clients.

The point is, people treat you how you treat yourself. I demand respect from my clients and in return they get my very best work. It’s not a democracy, it’s Pete’s world, no one else’s, and I make the rules.

It should be the same in your business. Don’t put up with tight-fisted customers, go out and attract those customers who are happy to give you the money. There are plenty out there. And by using our kinda marketing they’re easy to find. Life is far too short to put up with poisonous people… get rid of them and move on.