Are You Optimizing Yourself Locally?
When you think of the term “Local Optimization”, many believe it’s the processes you go through to get your website seen by popular search engines. Although partially true, did you know you can optimize yourself locally for direct mail?
Consumers want to connect with the things around them, including local businesses. Small businesses that are looking to connect with potential customers in their area need to get local with their direct mail campaigns.
Many direct mail marketers segment their mailing list based on where someone is in the purchase process. This isn't your only option! If you're a local small business or a larger enterprise with multiple locations, it's time you began segmenting your direct mailing list based on location.
People want to know what is going on in their communities, and your business can stand out from other mailed messages by providing more than a coupon or visually appealing insert. Use your segmented direct mail campaigns to announce when your business is hosting a local event, partnering with another local business, or offering a special only available to locals.
Trends in the area are just one aspect of the retargeting opportunity afforded by direct mail. Nearby festivals, holidays and community events all provide your business to retarget customers at times when they may be looking to make a purchase.
Create a Clear Picture
Have a clear picture of the type of individual or organization you wish to communicate. The next task is to gather information on where they are, and to marshal and process that information for commercial advantage both now and in the future. Consider segmenting your local audiences even further by analyzing purchase behavior, induced by direct mail campaigns, based on location. The greater you can break down your database into targeted segments, the greater success you'll see as your deliver the right messages at the right time.
Don't be afraid to get granular! Use the data at your fingertips to analyze purchase behavior that's a result of direct mail. Direct mail isn't dead. Marketers just need to be able to insert the same segmentation practices they're using online into their direct mail strategies. Both B2B and B2C consumers would be smart to get segment and optimize for more local direct mail campaigns. Need help getting yourself optimized locally? Call us at 440-942-8803 (440-942-8803), we'd love to help![/mp_span] [/mp_row]