When it comes to marketing, there are often two schools of thought depending on who you talk to. The first says that you should focus on your business first, marketing second. The second insists that this is faulty logic from the jump – that marketing isn’t separate from your business, but is instead an organic extension of your business, what it represents and what it’s working towards. It always has been, and it always will be.
In terms of developing the right business plan marketing strategy to meet your needs, it’s safe to say that this is a concept that is very much worth exploring.
It All Comes Back to a Purpose
The most important thing for you to understand about your business plan marketing strategy is that every last action you take must be executed with a very specific end goal in mind. When you begin to experiment with something like a plastic postcard mailer, you need to have a better reason to do so than just “that’s what’s popular right now” or “statistics show me that direct mail postcards are effective.”
There needs to be some specific business objective that you’re trying to accomplish that you can only do by making this particular move at this particular time.
This concept even extends to the way that you segment your direct marketing lists – or at least, the way you should be segmenting those lists. Remember that not all of your customers are going to be created equally. Even if they’re all interested in your product or service, they’re all going to be a part of very different demographics and will all have very different needs and wants. By segmenting your lists into smaller groups, you can get more specific than ever. You can create collateral that is much more personal and timely than if you were trying to appeal to everyone at once, thus coming back to the over-arching objective of getting the right message in front of the right person at precisely the right moment in their journey.
THIS is how you execute a purpose-driven business marketing strategy.
In the end, it all comes back to the larger strategy. Everything – from the font that you choose for your direct mail postcard to the paper stock of that next flyer – needs to be laser-focused on helping you accomplish a short-term goal that puts you close to your long-term ones. In essence, this is the difference between a good direct mail marketing campaign and a great one – the former is something you often begin to think about after the fact, while the latter is something that is built into the very DNA of your business from the ground up.
If you’d like to find out more information about crafting the right business plan marketing strategy to meet your needs, or if you just have any additional questions about how a direct mail marketing campaign can help take your organization to the next level, please don’t delay – contact us today.
