The answer to why some local businesses are wildly successful enjoying all the new and repeat business they can handle, while others are struggling to make ends meet, barely getting by and destined to fail.

Direct Mail is an important component of your integrated strategy, it works very well in conjunction with digital marketing and automated follow-up much better than if you implemented either one alone.

Here is a quick overview of how it works. The first step is to target prospects near your local business by carrier route using Every Door Direct Mail™.

Include a compelling offer with a strong call to action designed to drive the prospect to your website to take and immediate action.

The call to action could be to request information, request a quick quote, or for a special coupon code that’s available only on their website.

Their visit to your website, triggers the digital ads, this is called retargeting.

You started by driving interested mail recipients to your website, for a small group of visitors to your website, that may be all that is needed to make the sale.

But what about most who visit the website and don’t buy? What about them?

Studies show that only a small percentage of those visitors are ready to buy immediately. Sadly, for most businesses that advertise, this is where their marketing usually ends.

Pairing digital ads triggered by the action of visiting your website is now just the beginning. The beginning of a profitable journey for my clients and now for you, if you choose to implement our Local Strategy Stacking System we named “Your Local Business Everywhere Now”.

You now have a proven strategy to convert more leads into buyers.

Instead of them visiting your website only to never return, you’re now able to continue the journey creating touch points, displaying your ads on social media and across Google’s vast network of news sites, shopping sites, blogs and email providers like yahoo’s email sidebar.

Displaying your ad to the same people who you mailed to, the same people that went to your website. That’s not only smart, its laser targeting which eliminates waste, which is powerful!

Have you ever wondered how it is that you went online to shop for tools or shoes or practically anything these days, left the site without buying, only to have ads of those same items begin showing almost immediately everywhere you go online?

Those are digital ads triggered by the action you took of going to that website and left without buying.

You showed tremendous interest and are a very likely prospect. This type of marketing used to be expensive and only very large companies could afford to use it. However, with technology, businesses of practically all types and sizes can afford it.

Instead of wasting marketing money on displaying ads to uninterested people, your ads are only shown to those that showed interest in your product or service.

The last step is automated follow up. Most sales are missed because businesses simply give up too fast. Think about your current sales and follow-up process.

Chances are, it goes something like this. You spend money to generate a lead, a prospect responds, you answer a few questions, perhaps even provide a quote, then you call’em back a couple times and that’s it. You’re done trying to sell them.

You’re back to buying more leads and repeating that same unprofitable process over and over again.

Did you know that it takes a prospect about seven times of seeing your advertisement before they act?

By simply increasing follow-up to about ten to 15 touchpoints consisting of emails, calls, physical mail like a brochure or report, you increase your sales close rate by a whopping 37%.

Your reach is so targeted that you spend less on overall leads affording you to follow-up properly on a more ideal prospect.

You just never know, when a prospect will convert. You’ll be surprised, they’ll continue to trickle in for months from past ads because you continued to follow-up using automation. You’ll end up with a continuous pipeline of prospects all converting to buyers along the way.

What would that do for your businesses bottom-line? It’s a lot more profitable than continuing to buy leads that you poorly work and toss aside.

People go to their mail boxes every day, according to an article in Target Marketing Magazine wrote “when a person receives your mailer, they’ll do one of four things:
1. Immediately make a purchase
2. Visit your website to learn more
3. Save it aside to read or act later
4. Throw it out.”

If you’ve mailed to a prospect that has an interest, need or desire for your product or service, physical mail works well. However, if you are marketing to prospects with no need, want or desire or can’t afford what you sell, it doesn’t matter how you serve up ads, in their mailbox, email, on radio, digital ads, or smoke signals, they ain’t buying.

Message to market match; a great offer coupled with ad repetition across multi-channels works.