Direct marketing is one of the most integral components of the integrated marketing communications mix.
In fact, direct marketing (which includes direct mails and emailers) has a higher ROI in terms of lead conversion and sales generation compared to traditional forms of marketing such as advertising.
Recently, direct marketing has been taking a different form with the social media boom.
However, there appears to be a disagreement whether it can be utilized for direct marketing.
Content published through social media is for consumption of the public at large, which veers away from the very essence of direct marketing which is expected to be more intimate and personal.
From the perspective of a SMM company, there's no disconnect between the two.
Social networking can serve as a powerful tool for direct marketing - if properly done.
Humanize Your Brand A cold and formal approach never works in social media, much so if you're going to leverage on social networking for direct marketing.
The first step a social media agency should take when setting up a direct marketing campaign hinged on media networks is to create a personality for the brand that people can relate to.
Now, the tricky part is striking a balance between a sociable personality and your corporate identity.
For example, if you're selling luxury products, you cannot be too snob, but at the same time, you cannot appear to have a mass appeal because you will lose your premium image.
Sell, but Don't Try Too Hard When users log on to their accounts, they don't want to be slapped with overly eager sales materials.
They're too jaded for that and other media such as TV, radio and print are already cluttered with such hard sell marketing tactics.
Of course, at the end of the day, your ultimate goal is to convert your fans or followers to buying customers.
But you have to do this more subtly and creatively.
When tapping into the services of SMM company, develop a social media messaging road map where you can start with subtle SMM sales tactics through creative and viral content and progressing into more direct sales approach.
Social Media is a Dialogue, Not a Monologue Keep in mind that in social media spaces, no one cares about you, so it is futile if you keep talking about how great your brand is.
Master the art of social listening and you will see that you're getting your fans and followers more engaged and hooked.
Develop a community wherein everyone's opinion is valued.
In your response and content updates, your partner social media company should be able to ever so subtly insert your brand's messages to generate a strong following in social networks.
Overall, the basic rule of thumb is this: relationship first, sales second.