We all know that the big buzz is around social media these days. Facebook, Twitter, Google+, Pinterest & more…it can be overwhelming for any small business owner. But the real question is, is it the most effective means of marketing for your company?
An interesting new study by
MarketingProf compares the performance of several types of inbound and outbound marketing efforts. Surprisingly, more traditional marketing tactics like Direct Mail & Printed Media outrank their social media counterparts. As you can see in their chart, the social media sites rank at the bottom of the list for successful lead generation.
Another article from Forbes entitled “
If Direct Mail is Dying, It’s Sure Taking It’s Time About It” explains why this may be the case, especially with direct mail:
“The enduring power of direct mail is connected to two often overlooked societal phenomena:
1. The mail is often the only reliable way to reach reasonably affluent males.
2. The over-50 crowd, already large and growing, has a lot more money than younger folks and they’re just as happy to deal with you in print as they are in the cyber world.”
So the question remains, should you abandon social media all together and start stocking up on postcards and catalogs? In this ever-digital world, we have found that a well-balanced approach is key to success. While it is important to have a digital presence on the main social media platforms, don’t forget about the tried and true advertising methods like direct mail. With new tools from the US Post Office such as Every Door Direct Mail (EDDM), postcards and other mailers are becoming even more affordable than before.
One of the comments to the Forbe’s article also offers some additional insight:
“The fact that direct mail is rarely used in some segments, makes it effective. We tried a direct mail piece to a tech audience that was nearly 100% online in communication. This was a market segment that was on twitter all day long talking about topics and technology. We decided to measure success just like we did with our online investments – clicks to the website and ultimately form completions and leads for sales. The results from the direct mail piece beat many of our online offers at a similar price point. No, direct mail isn’t dead at all. Smart B2B marketers will use it in a precise and targeted fashion to drive similar results online.”
The one thing all small business owners can agree on is that marketing is an essential tool to success. If you aren't sure where to start, the experts at AlphaGraphics Roseville are here to help. From business cards to postcards, and websites to Facebook pages, we have everything you need to get your message to your audience.