According to a report published by The Manifest in 2018, 64% of small businesses in the United States were already using digital marketing techniques These businesses have witnessed a massive return on investment, as they have been able to target their ideal customers through various digital marketing channels like social media, email, search engines, and more. Most digital marketing sees about a 2.8% return on investment. Direct mail is even better with a return on investment of about 18% to 28% percent. Imaging using these two approaches together as part of an omnichannel marketing strategy.
How Does Direct Mail Marketing Compare To Search Engine Marketing
SEO may have a lower cost and can be more effective for reaching a wider audience, in comparison to direct mail. According to research by Hubspot, businesses that prioritize SEO have an 8x higher organic click-through rate (CTR) than those that do not.
Google Ads work well, and quicker than SEO. According to WordStream, the average click-through rate for Google Ads is 5%, and businesses with extremely well-optimized campaigns make an average of $2 for every dollar spent on Google Ads.
As discussed earlier, direct mail tends to perform better than digital marketing techniques. The response rate is better, the ROI is better in the long-term, and results are often instantaneous. Here are some of the challenges for small businesses that utilize SEM marketing:
- Many small businesses lack the expertise to execute SEM campaigns. With Every Door Direct Mail, you are able to use our platform to target your ideal customer audience.
- SEO can take as much as six months to complete and see results and Google Ads campaigns take time to set up and optimize.
- With digital marketing, there is a steep learning curve to reach your ideal target audience.
How Does Direct Mail Compare to Social Media Marketing?
Let’s say that you use Every Door Direct Mail to send 50,000 small postcards. You will be paying $.29 per postcard, which equates to about $14.50 per thousand postcards. Social media works much on the same principle. To show 1,000 ads on Facebook, the average cost is about $14 to $15, depending upon the time of year and the industry that you are in. In essence, the cost is about the same.
For small businesses, Facebook ads are very hard to control and update every month. After a certain amount of time, your Facebook ads will start to fatigue. Additionally, around 90% of the ads that a small business creates for their marketing efforts on Facebook will perform under expectations. Here are some stats about Facebook ads that show how difficult they can be to maintain and optimize over time:
- Studies have shown that the ROI on Facebook ads has decreased over the years. In 2014, businesses could expect an average return of $2.50 for every $1 spent on ads. However, in 2019, that number had decreased to $1.63. This indicates a trend of diminishing returns on investment in Facebook ads.
- While Facebook boasts a large user base, it doesn’t always translate to conversions. On average, only 1-2% of people who click on a Facebook ad end up making a purchase. This is a low conversion rate when compared to other advertising channels. Additionally, with Facebook’s ad algorithms being ever-changing, it can be difficult to ensure that your ads are being shown to the right audience, which can further decrease conversion rates.
- Facebook ads may seem like an affordable advertising option, but costs can quickly add up. According to recent studies, the average cost-per-click for Facebook ads is $1.72, and this number can vary depending on the industry. For businesses with limited budgets, this can be a significant cost without guaranteeing results.
The response rate on direct mail, as cited above, is much better. Over time, you are likely to optimize your Facebook ads, but direct mail will start working for your business the moment it goes out.
How Can You Augment Your Digital Marketing Strategy With Direct Mail
Augmenting SEO With Direct Mail
Direct mail can complement SEO efforts and deliver positive results for your business. This guide will provide you with specific tactics that can help you use direct mail to reach potential customers and optimize your SEO strategy. When you use a targeted mailing list, you’re able to reach people who are more likely to be interested in your business. For example, if you own a local restaurant, you can target people who live within a certain radius of your business and have shown an interest in food and dining. Direct mail has a certain level of trust associated with it. When someone receives your direct mail, you will reinforce that trust with a strong online local presence. So if your restaurant ranks well organically and your reviews can be found, people will more likely select your location for their dining experience.
Augmenting Paid Search Ads With Direct Mail
Direct mail and Google Ads can work hand in hand to enhance your marketing campaigns. One of the biggest benefits of direct mail is the ability to target specific audiences. By including zip codes and areas on your mailing list, you can easily identify and reach out to potential customers within your target market. This means that you can tailor your Google Ads campaign to these same locations, creating a powerful one-two punch for generating new leads and sales.
Another effective strategy is to use the same value proposition in your direct mail and Google Ads. This can create consistency in your messaging and build brand recognition, making your business more memorable and trustworthy to potential customers.
Another thing worth trying is to use map advertising as part of your online marketing efforts. If you have selected driving time as one of your targeting options on Every Door Direct Mail, you will also be able to serve those people map ads on Google Ads to reinforce their decision to choose your business.
Display ads can also be another way to reach people on Google Ads if you have selected interests and other demographics targeting as part of your direct mail campaign. Finding similar interests and other information within the Google Audience planner will help your business optimize its reach.
Augmenting Social Media Ads With Direct Mail
Attention small business owners,
Are you struggling to find ways to enhance your Facebook Ads strategy? Have you considered incorporating direct mail? It may seem outdated, but trust us, it still packs a powerful punch.
One tactic is to use zip codes and areas in your mailing list on your Facebook ads. By doing so, you can target individuals who live within a certain proximity to your business and increase your chances of conversions. This can be especially effective for local businesses.
Implement the same imagery on your direct mail piece as your Facebook Ads. Consistency is key, and utilizing the same visuals can help create a recognizable brand image for your audience.
Consider using some of the same interest targeting and demographic targeting from your direct mail campaign on Facebook Ads. For example, if your direct mail campaign targeted middle-aged women who enjoy yoga, use the same interest targeting on your Facebook Ads to reach a similar audience.
The Efficacy of Leveraging Direct Mail As Part of an Omnichannel Approach
Incorporating direct mail into digital marketing strategies has been particularly effective, especially when paired with SEO, Google Ads, and Facebook ads. The result? Increased sales, customer loyalty, and ROI.
According to industry demographic statistics, incorporating direct mail with SEO increases response rates by an average of 30%, while using Google Ads results in a 20% boost in conversions. Meanwhile, adding Facebook ads to the mix helps brands reach a staggering 78% of social media users, resulting in more impressions and engagements.
Moreover, companies that implement omnichannel marketing are able to enjoy 91% greater year-over-year customer retention rates compared to brands that use a single-channel marketing approach.
Use Every Door Direct Mail To Augment Your Digital Marketing Efforts
Direct mail has been proven to be an effective and powerful tool in engaging customers. With its personal touch, it creates a lasting impression that digital advertising can’t always achieve. And when it’s used in conjunction with digital marketing, the results can be truly spectacular.
So, why should your company leverage direct mail to complement your digital marketing efforts? It’s simple. Direct mail allows you to target specific customers, whether they’re high spenders, loyal customers, or even new prospects. And with its wide range of options – from postcards to catalogs to custom-designed pieces – you can create a personalized and tailored message that resonates with your audience.
By leveraging direct mail, you’ll also be able to increase your brand’s visibility. With direct mail, you can reach customers who are offline and drive them online, allowing for more opportunities to generate leads and increase sales.
