Small Business Direct Mail

September 16, 2014
Plan Your Direct

small-store-social-mediaWho says direct mail is dead? Many small businesses are spending their hard-earned money on direct mail campaigns to help drive traffic through their doors. But, with social media being where the “fish are”, I expected most small businesses use social media with their direct mail marketing. To dig a little deeper into this hypothesis this weekend, I opened up one of my hometown coupon packages that I found in my mailbox. I wanted to see how local small businesses, such as the ones in the Collegeville, PA area, were using social media to meet their business goals. I expected that every small business was using social media and making sure it was integrated into everything they did make sure their business was successful.

My findings showed:

  1. 9 of the 51 small businesses integrated social media with their shared mailer tactic
  2. 20 of the 51 advertising businesses DID NOT include their social media channels
  3. 11 had no social channels at all (i.e., exterminator, children’s dentist, window, roof, gutters, moon bounce and an auto parts store)

I fell off my chair from reading these results. I suspect that most small businesses across the US that use shared direct mail have the same experience of little or no integration of social media into their direct mail marketing.

Social Media Advice For Small Business When Using Direct Mail

My advice to most small businesses is:

  • Promote Your Social Media Channels. If you have social media channels, include them on your direct mailer to make sure you are connecting with customers on their terms.
  • Always Link To Your Business’ Social Media Channels. Make sure you are not linking to a personal social media account to make sure are delivering an experience that supports your business.
  • Use More Than Social Media Logos. All businesses need more than a Facebook or Twitter logo. Make sure to include your Twitter handle (e.g., @JoesGarage) and Facebook (e.g., Facebook/JoesGarage) name, so customers do not have to search for your account.
  • Keep Your Social Media Pages Updated. Don’t waste your time listing Facebook and Twitter pages if you are not going to update them daily – twice a day for Facebook and 4-5 times a day for Twitter. And, if you are a food business, you really need to be on Pinterest!
  • Tell Me Why I Need To Scan A QR Code. Make sure to tell your customers why they need to scan these codes. Make sure to give the proper real estate to the offer vs. the QR codes.
  • Add More Contact Information On Your Mailer. Place your website and social platforms prominently along with your phone numbers, since you need to connect with the customer on their terms.
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