Episode 317: Creating Conversions from Direct Marketing, using Digital, with Robert Lee

Working with Clients in Different Industries

In this section, the speaker discusses the different approaches to working with clients in various industries.

Understanding Client Comfort Levels

• It takes time and effort to understand what offers clients are comfortable with.

• Some industries, like landscapers, may be more open to offering free services.

• Other industries, like painters, may prefer offering discounts instead of free services.

The Effectiveness of Offline Marketing

• Offline marketing, such as direct mail, still works well and has higher conversion rates compared to digital marketing.

• There is a misconception that traditional methods have to compete with new ways of advertising. However, when offline and online strategies are combined effectively, they can yield great results.

• People of all generations enjoy receiving mail and appreciate the personal touch it brings.

Tying Offline Mailing with Digital Marketing

This section focuses on the integration of offline mailing with digital marketing methods.

The Importance of Mail in Marketing

• Despite being less talked about by marketers, mail is still effective in generating results.

• Mail has a similar cost of acquisition compared to digital marketing.

• Personalization plays a crucial role in connecting offline and online experiences for customers.

Utilizing QR Codes and Personalized Landing Pages

• QR codes can be used to embed personalized URLs (PURLs) on mail pieces.

• High-level software is recommended for creating personalized landing pages that match the content of the mail piece.

• Personalization enhances the conversion process by making customers feel valued and recognized.

Feedback from Clients Using Integrated Strategies

This section highlights feedback received from clients who have implemented integrated offline and online marketing strategies.

Positive Responses from Customers

• Clients have received positive feedback from their customers, who are often surprised by the personalized approach.

• The integration of offline and online marketing adds professionalism to the company's image.

• Customers appreciate the effort put into connecting mail pieces with online experiences.

Ease of Implementation

• Implementing integrated strategies is not overly complicated but requires some design and setup time.

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The Impact of Tying Old and New Methods Together

This section discusses the importance of combining traditional and digital marketing methods, such as television commercials and online advertising, to maximize impact.

Tying Old and New Methods Together

• Combining traditional and digital marketing methods can be highly effective.

• Television commercials should not be neglected as they provide a connection with audiences who are watching TV.

• This approach is similar to the concept of using mail pieces to connect with potential customers.

Effectiveness in Different Industries

This section explores the effectiveness of tying offline and online marketing methods in different industries, particularly in Home Services.

Impact on Home Services Industry

• Home Services is one industry where tying offline and online marketing methods has a significant impact.

• Customers in this industry usually have a problem that needs solving, making them more likely to respond to targeted marketing efforts.

• Personalization, such as addressing customers by name, plays an important role in capturing their attention.

The Power of Direct Mail Advertising

In this section, the speaker highlights the effectiveness of direct mail advertising compared to online ads.

Direct Mail vs. Online Ads

• Even though there are more online ads available, direct mail pieces tend to catch people's attention more effectively.

• Junk mail still receives attention because people tend to keep it around for an average of 17 days before discarding it.

• Sending out smaller batches of direct mail allows for better budgeting and cash flow while producing better results over time.

Offers That Drive Offline-to-Online Conversion

This section focuses on offers that successfully convert offline recipients into online customers.

Effective Offers for Conversion

• Small free services or entry-level offers work well for driving conversion from offline to online.

• Examples include offering a free lawn mowing service that requires the customer to be present or providing a discounted bathroom repainting service.

• The specific offer depends on the industry and the comfort level of the vendor.

The Value of Small, Easy, and Free Offers

This section emphasizes the value of small, easy, and free offers in driving offline-to-online conversion.

Benefits of Small Offers

• Small, easy, and free offers have proven to be effective in capturing customers' attention and driving conversion.

• These offers provide an opportunity for vendors to showcase their work and potentially secure larger projects.

• Different industries have different comfort levels with offering free services, but those who understand the value tend to benefit from it.

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Planning the Offer and Handling Responses

In this section, the speaker discusses the planning process before making an offer and how to handle different response levels.

Planning Response Levels

• Before making an offer, it is important to discuss with the client their comfort level in handling different response levels.

• The planning process involves determining if the client is comfortable with a certain number of responses.

• Typically, three levels of response are considered, starting with a lower percentage and gradually increasing.

• This planning helps ensure that the workload can be managed effectively without overwhelming the client.

Managing Direct Mail Campaigns

• Direct mail campaigns allow for flexibility in managing responses.

• If a client receives a high number of responses from initial mailers, subsequent mailers can be postponed or adjusted accordingly.

• This approach is similar to digital advertising where campaigns can be turned on or off as needed.

Approaching New Clients and Demonstrating Value

The speaker discusses their approach to acquiring new clients and demonstrating value through personalized design and QR code integration.

Unique Approach in Acquiring Clients

• The speaker's approach to acquiring new clients is relatively novel within their local MSP (Managed Service Provider) community.

• They differentiate themselves by offering personalized services that many other local mail houses do not provide.

• By demonstrating what they do and offering free design services, they aim to attract potential clients.

Personalized Design and QR Code Integration

• During discussions about mail piece design, the speaker offers a free design service that takes approximately 30 minutes via a Zoom call.

• They highlight features such as adding QR codes to mail pieces within 15 minutes for personalized recipient experiences.

• By showcasing these capabilities during discussions, they aim to generate interest from potential clients.

Delivering Personal Touches and Standing Out

The speaker emphasizes the importance of delivering a personal touch in the mail industry and standing out from competitors.

Competing Against Online Printing Services

• In the mail industry, local mail houses like the speaker's company compete against online printing services such as Vistaprint and Overnight Prints.

• While online services offer convenience, they lack personal interaction with clients.

• The speaker's company aims to differentiate themselves by providing a personal touch throughout the process.

Importance of Being Human in the Process

• By offering more opportunities for human interaction, the speaker believes they increase their chances of landing clients interested in combining different media channels.

• They aim to demonstrate how their services can tie together various marketing strategies effectively.

Shifting Expectations and Embracing Specialized Services

The speaker discusses a shift in expectations where people are now seeking specialized services rather than trying to do everything themselves.

Shift Towards Specialized Services

• Over the past decade, there has been a shift away from individuals wanting to handle every aspect of a project themselves.

• People now prefer specialized services that provide systems and expertise instead of figuring things out on their own.

Importance of Having an Offer and Conversion Strategy

• Many companies, even small ones, lack a clear acquisition strategy or offer for potential clients.

• The speaker emphasizes the importance of having a well-defined approach to getting new clients and achieving conversion rates.

Understanding the Customer's Knowledge of the Process

The discussion revolves around whether customers are aware of the steps involved in the process or if they simply express interest without much understanding. The importance of educating customers is also highlighted.

Customer Education and Awareness

• Customers often have not heard of the process or are unfamiliar with it.

• Educating customers about the value journey and other concepts is necessary.

• Providing a brief overview during a free design session helps in explaining these concepts.

• The education process also serves as an entry point for offering additional services like the accelerator program.

Leveraging Conversion to Drive Growth

The conversation focuses on how conversion can be used as a starting point to discuss growth and sales challenges, leading to long-term customer relationships.

Using Conversion as an Entry Point

• After successful conversion, discussions can be initiated regarding growth and sales strategies.

• This approach acts as an entry point for offering additional services like the growth accelerator program.

• Acquiring one or two new customers per year through this approach makes marketing efforts worthwhile.

Long-Term Conversion and Business Growth

The discussion emphasizes the significance of long-term conversion and its impact on business growth. It also highlights the need to provide tangible results to clients.

Sustainable Conversion and Business Growth

• Long-term conversion involves delivering quick wins followed by sustained success.

• Encouraging clients to reinvest a portion of their earnings into further growth opportunities.

• Building long-lasting customer relationships through ongoing support and additional services.

Navigating Information Overload in Marketing

The conversation addresses the challenges posed by information overload in online marketing and explores alternative communication channels.

Dealing with Information Overload

• Online platforms are becoming saturated with information, making it challenging to stand out.

• Email overload has led to reduced email checking frequency.

• LinkedIn messages are also overwhelming and often lack relevant business discussions.

• Exploring alternative communication channels like letters or targeted platforms is beneficial.

Success in Political Marketing

The discussion highlights the success of implementing marketing strategies in the political arena and emphasizes the importance of learning from industry experts.

Success in Political Marketing

• Political marketing experiences significant challenges with email and text message overload.

• Implementing effective strategies, including those learned from industry experts, yields excellent results.

• Learning from digital marketer frameworks and adapting them to specific industries leads to success.

Appreciation for Agency Contributions

The conversation acknowledges the contributions of agencies in implementing successful strategies and creating frameworks.

Recognizing Agency Contributions

• Digital marketer frameworks are built based on insights gained from agencies' successful implementations.

• Agencies play a crucial role in executing strategies effectively, while digital marketers refine and share these frameworks.

• Mutual appreciation exists between agencies and digital marketers for their collaborative efforts.

Company Information and Websites

In this section, the speaker provides information about their company and the websites associated with their services.

Company and Website Details

• The company is called Mail With ABC for the Direct Mail side.

• The website for the Direct Mail side is mailwithabc.com.

• For the agency side, the company is called Lee6.agency.

• The website for the agency side is lee6.agency.

• Both websites provide detailed information about their processes and services.

Providing Value to Customers

This section highlights the speaker's focus on providing valuable information to customers rather than just driving sales.

Value-Oriented Approach

• The company aims to provide good, valuable information to anyone interested in their service.

• They prioritize offering real value to customers who want to understand what they are capable of doing.

• Both websites allow visitors to get in contact with the same team.

Personal Connection and Appreciation

The speaker expresses gratitude for being part of a supportive community within the program.

Personal Connection and Gratitude

• The speaker feels connected to a family outside of their own due to losses experienced in their personal life.

• Being part of this community has provided emotional support and mental well-being.

• Becoming a certified partner not only leads to financial success but also offers invaluable emotional benefits.

Losses and Support from Community

The speaker acknowledges how the community has helped them during difficult times.

Acknowledging Support from Community

• The speaker shares that they have experienced significant loss in the past year.

• The community has done a great job of connecting people from all over the world and providing support.

• They express appreciation for the kindness and support received since joining the program.

Emotional Well-being and Support

The speaker emphasizes the emotional value of being part of the community.

Emotional Well-being and Support

• Being part of the community not only leads to financial success but also contributes to emotional health and mental well-being.

• The speaker values this emotional support, which cannot be quantified or priced.

• Appreciation is expressed for the caring nature of the community members.

Advocacy for Small Businesses

The speaker expresses their admiration for the work done by small businesses within the community.

Advocacy for Small Businesses

• The speaker personally believes in advocating for small businesses.

• They appreciate how small businesses within the community help each other, creating a multiplying effect.

• The work done by certified partners benefits not only themselves but also other small businesses.

Community Engagement

The speaker encourages active participation within the community.

Active Participation in Community

• The speaker encourages engagement with the group and appreciates everyone's presence.

• Attending certified partner events is recommended as it provides an opportunity to connect further.

Conclusion

The transcript covers various aspects related to company information, websites, providing value to customers, personal connection, gratitude towards the supportive community, emotional well-being, advocacy for small businesses, and active participation.