Direct Marketing Techniques – Profiling and Targeting

Direct marketing techniques have over recent years become more sophisticated in order for businesses across many sectors to be able to compete with the best or to at least maximise their potential client base. Direct marketing techniques have not become more sophisticated in terms of making drastic changes, but the way in which certain aims and objectives are approached. Profiling and targeting is just one of those direct marketing techniques in which the approach has changed over recent years.

Companies that undertake direct marketing campaigns have had to change due to other marketing techniques being not only very popular, but also very competitive. For example, over the past decade or so, on-line marketing has become one of the most used marketing methods, but at the same time it’s the most competitive and can cost a fortune to ‘get noticed’ on-line; not always the case, but is a regular occurrence.

What does Profiling and Targeting enable Businesses to Achieve?

Profiling and Targeting enables businesses to target certain types of people; class, background, interests, gender and so forth. This certainly helps businesses to target individuals or groups of people that are more likely to be interested in the service or product that the business is offering. For example, SAGA, who specialise in services and products for the over 50’s group would not be maximising their marketing campaign if half of their leaflets were distributed to home owners that are under 50.

Therefore, there is much less chance of the marketing budget being wasted. Even though a business may profile and target their clients in a professional manner, this does not guarantee a successful direct marketing campaign. Other elements of the campaign must also be enticing, relevant and stand out from the competition I.e. a company should brand their products, services etc so that they appeal to the market in which they are trying to target; you would not have a dull looking leaflet if you are promoting holidays abroad – it just doesn’t work!

Whereas, if the leaflet stands out and appeals to the correct target audience, then there’s more chance of maximising your profits or achieving your overall aim of the direct marketing campaign.

How Does Profiling and Targeting Work?

OK, so once you’ve decided upon the type of marketing technique(s) e.g. leaflet distribution, there are certain aspects that need to be analysed on an in-depth basis – no stone should be left unturned, after all it’s your money that could not only be wasted, but leave you with the impression that your campaign didn’t work for the wrong reasons.

These are the steps in which you need to take when it comes to profiling and targeting effectively: –

Quality Assurance through planning – aspects such as identifying your target market (social class etc), decide on the number of leaflets you will distribute are determined at this stage.
Targeted Marketing Solutions – Understand your customers; look at the demographics of similar existing customers.
Geo demographic targeting – some direct marketing agencies will use software that targets customers demographically and can be the difference between a very successful and not so successful campaign.
Analyse statistics – ensure that statistics used from data bases are analysed in-depth so that opportunities are less likely to be missed and acted upon.

Direct marketing agencies that provide targeting and profiling services should be able to give you a good insight and understanding of what is required and the steps that would be potentially best to follow.

Procedures must also be followed but also flexible when needed to be i.e. agencies should be able to adapt to problems/issues in order for your business to gain maximum exposure.

Planning A Successful Leaflet Distribution Campaign

There are many different forms of marketing that can help businesses grow their customer base. When running a business you need to work out how you are going to market your business, some forms of marketing will not be suitable for your business where as others may give a great return on investment. Leaflet distribution is one form of marketing that can be suitable for a lot of businesses. In this article we will be talking about what makes a good leaflet campaign and whether it would be suitable to your type of business.

So, how do you know whether you’ll get results from leaflet marketing? Easy, you don’t. Like all types of marketing you need to stick with it for a while before you can make a decision as to whether leaflet marketing works for your business. Too many people give up on a new marketing idea when they don’t get any response. However the reality of it, is that really you would need to hit an area a couple times for you to get a decent response, after all can you remember an advert you’ve only seen once?

Next you need to work out who your target market are. For any type of marketing you should know who you are trying to attract to your business, that way you’ll find it a lot easier to put together successful marketing campaigns. What age is your perfect customer? Gender? Job? Once you’ve got all these details worked out you can start to put together a plan as to how your going to hit those homes. Also, know what your budget is and work with it, are you looking to keep costs down? If so, you’ll be looking at doing a shared drop with 2-3 other leaflets from other companies, any distribution company worth their salt will not give out competing leaflets together, however if your happy to spend a bit more than you’d be better going for a Solo drop, where your leaflet is delivered on its own. All distribution companies should offer this type of service.

Once you’ve established who your target market are, you’ll need to work out what type of design you want to go with for your marketing material, is your company fresh, colourful and creative? Or do you have a more corporate image? Try to keep any designs / colour schemes in check with your website or other branding as this will help your readers link your company with your website.

Get Quality Leads From Advanced Targeting On Facebook

If you are looking for quality leads through online Ads, then look no further than Facebook. In this article I will explain how you can target paying customers who will be interested in your offer, Whether you have an online business, or a local business, Facebook is the only solution for profitable conversions, by making your Ad appear on your potential customers Facebook account.

How does 5 cents a click sound? Well that’s what Google were offering about 10 years ago, and online businesses made a mint, until Google finally pulled the plug out. But now there’s good news for all businesses – Facebook are now doing the same, and suddenly there really does seem to be light at the end of the marketing tunnel. Many marketers have turned to buying leads, but getting quality leads for your target market can be very expensive, and results are never guaranteed.

But if you can pay round 5 cents for a highly targeted lead on Facebook, you really are on a winner! And you have complete control over how much you spend. The Facebook Ad campaigns have a daily budget, so you need to keep an eye on daily stats, and make image and text changes when the conversion cost begins to rise. You should also test different landing pages, and I have actually found that FB I frame App pages actually convert less, so my first tip is to send prospects directly to your squeeze or sales page.

First of all, you need to set up your business Facebook Advert Account, and then you will have access to the FB Power editor, which will allow you to upload your targeted audiences, which take about an hour to upload. Basically you need to target your main competitors Facebook fans, and they will then see your offer as an Ad on the right-hand side bar.

So once your target audience is in place, you proceed to set up your first Ad, and you will need, your offer page URL, a subject line, some copy, and an attractive image that suits your niche or local business. Important targeting options include either country or language, select your targeted audiences, and finally and very important… the Facebook- campaign, pricing and schedule must be set to optimize for impressions, and the bid at minimum CPM.

That being said, if your Ad reach does not reach you potential audience, then increase your bid by 1 cent per day til you finally get your offer across to your optimum audience/s.

The key factor for long term Ad campaigns is to split test different offers, and different landing pages, and to keep adding new target audiences. Check your daily stats, and for any Ad whose cost passes your budget, then just change the subject line, body and image, and remember to take note of your best converting ads to repeat at a later date.

Virtually every business today has a Facebook business page, so if you have got one yet, just find a YouTube video to show you how, and then begin to think about your target audiences to capture and let them now who you are, and what you have to offer.