Business-to-business (B2B) companies are always looking for ways to improve their marketing efforts and bring in more clients. Many try email marketing, social media marketing, paid ads online, and other “modern” marketing strategies. But what more businesses should try is a mix of these alongside traditional direct mail marketing.
With direct mail marketing, B2B companies can benefit in numerous ways that the more digitally-focused marketing techniques struggle with or outright fail to achieve. Let’s take a look at some of the ways direct mail marketing excels at delivering consistent results for B2B companies.
Account-Based Marketing Strategies
Rather than targeting a wide swath of the population or a list of potential leads, B2B companies have realized that account-based execution of marketing tactics can be far more beneficial. By concentrating your resources on a specific number of accounts within a more narrow market, your marketing team can personalize each campaign to generate key engagement with those businesses.
Direct mail marketing is nothing short of spectacular for account-based marketing. Because recipients of direct mail advertising will hold physical copies of obviously personalized pieces of content, they’ll be more likely to engage with your brand – whether it’s for long-term customer relationship management or simply attracting potential clients.
Building Stronger B2B Relationships
First impressions are among the most important elements of any branding effort by a business. Some businesses might think simply announcing their presence in an area is enough to draw in more clients, but the way they go about it will definitely be scrutinized. In B2B industries, those first impressions are even more important – as businesses themselves, it’s easy for your potential clients to notice shady, manipulative, or poorly conceived advertising tactics. In order to foster a great relationship with another business, you need to come across as genuine and committed to quality.
Countless billions of spam emails are sent every day. People constantly roll or avert their eyes when scrolling past advertisements on their screens. But sending physical marketing material immediately seems more authentic to potential clients, creating a stronger possibility of nailing that first impression. Afterward, it’s up to the actual products and services you provide to seal the deal.
Spreading Brand Awareness
From your introductory efforts to your more in-depth mailers describing your company and the benefits you provide your clients, direct mail for B2B marketing is seriously effective at spreading awareness of your brand. Marketers for B2B companies should focus on creating the most memorable marketing materials possible. This means your physical mailers (brochures, flyers, postcards, envelopes, letterhead, and more) must be creative. Your copy, graphic design (images, colors, logos, etc.), and the packaging of those mailers must jump out at recipients and make them want to engage with you immediately.
If your B2B company wants to try direct mail marketing with physical marketing materials as part of a mixed strategy, you’re all but guaranteed to see these benefits and more. The best way to ensure your direct mail campaign is a roaring success in strengthening your brand and driving higher returns on your investment is to partner with an experienced commercial printing company. When you’re ready to develop your next marketing campaign, reach out to the professionals at Linemark.