How to effectively combine on-line and leaflet marketing campaigns

Adapt your marketing campaign to collect customers’ contact details, either to buy from you immediately, or to communicate, educate and persuade towards a purchase in the future. Use forward planning to understand how your customers think in relation to what you are offering them.

Leaflets campaigns use headlines to attract attention, which need to be extremely relevant and empathise with your customers’ problems. The same applies to advertising in magazines and other publications, and also on-line, such as pay per click, banner advertising, article writing, commenting on forums and social networking. Concentrate on your customers’ needs and wants and how you can help them, and do market research to find out suitable keywords for your headlines, or what is being typed into search engines.

Focus on one particular scenario and publicise it: create a perfect customer, give them a troublesome problem and provide a fantastic solution, and then market only that. Your customers will find it much easier to relate and adjust their way of thinking towards your perfect customer, rather than you relating to all of them.  Use the marketing techniques outlined in Parts I to IV.

Once you’ve got your customers’ attention, it’s important to collect their contact details before they disappear. Create a compelling call to action, such as an introductory discount, an explanatory video or audio, a ‘special report’ or an offer of free time or consultancy, and direct your customers to a telephone number allocated for this campaign, or to a special landing page on your website.

Website landing pages should have one function only: to get warm leads to sign up. Only use persuasive text to lead up to the sign up form, and delete any other links as distractions. Collect names, email addresses and other relevant data, but limit the number of fields to encourage a response. Set up an autoresponder behind your landing page to collect these details into a safe and secure database, to immediately deliver your call to action, and to create email messages to act as follow-ups. These will help to reinforce your message, provide necessary additional information, remind customers to act upon your special offer and allow links to other aspects of your business.

Some companies use e-newsletters or e-zines for more leisurely communication with their warm leads once the autoresponder emails have finished. (You could also send out paper newsletters if it’s more suitable for your customer base.) They have the advantage of being more visual, information based and provide long-term persuasion tactics through further education and exploration on the many parts of your business. After all, you may have used only one specific area to capture their interest, but by revealing the remainder of your business it may encourage them and their colleagues to learn more about other products or future offers and be persuaded to buy again.


2 thoughts on “How to effectively combine on-line and leaflet marketing campaigns

  1. Great post.
    In my experience though too many people try to push the sale too quickly.
    Use the opportunity to communicate to build trust and understanding – then they will buy without you having to sell – too hard anyway!


  2. Pingback: How to use e-newsletters for effective marketing « Alice Designs blog

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