When you’re a small business owner, you have many lessons to learn about how to succeed. Sometimes you have to learn them the hard way by doing it yourself, but other times, you can learn from the experiences of others without making the same mistakes. Throughout most industries, there’s one marketing lesson every business owner must take in at some point. What is this lesson?
If you cut your direct mail marketing budget, you will see a fall in your new customer base.
In this post, you’ll learn how companies can learn this lesson the hard way and how to avoid making the same mistakes.
Why Businesses Make Mistakes
Although the effectiveness of direct mailers has been well documented with plenty of studies, many companies still consider it an outdated form of marketing and wonder whether it’s worthwhile.
Whether or not they are aware of the significantly higher response rate of postcards, business owners may choose to transition their mailing campaign to cheaper digital forms of marketing like Google ads, emails, and more. Many make this decision thinking that newer methods of reaching customers will garner more customers because people spend more time online. However, this experiment fails pretty much every time.
In other situations, companies may be struggling financially, in which case, they are looking to cut unnecessary expenses. However, cutting marketing is a short-sighted solution. In reality, it prolongs economic woes by failing to bring in new customers. Even during lean times, continuing your marketing efforts is one of the best ways to dig yourself out by keeping your company in front of your audience.
When your company is performing well, you may feel comfortable enough to try something different. This attitude, in some ways, leads to projects that can help your business, such as experimenting with or adapting to new technology. However, it is not the time to mess with your direct mail marketing plan. Follow the old adage: “If it ain’t broke, don’t fix it.”
Overcome the Urge to Make These Mistakes
As tempting as it is in these situations, which pretty much every business owner faces at some point, dropping your direct mail marketing will only lead to fewer customers and less revenue. You’ve worked too hard to build your company to allow a postcard to stand between you and success.
You don’t have to make the same mistakes that other business owners have made time and time again. By staying dedicated to your direct mail marketing, you can keep your revenue stream coming in, even if the economy isn’t doing well, even if most things are digital, and even if everything is running smoothly. It’s up to you to learn this lesson—either the easy way or the hard way.
About Strategic Marketing Solutions
Strategic Marketing Solutions specializes in working with small businesses, especially law firms and dental practices. Although we offer online marketing, including pay-per-click ads, new websites, and more, we also encourage customers to take advantage of direct mail marketing as well. To speak with one of our team members about working with us, contact us online for a consultation.