Do you ever get the impression that online advertisers are listening to you? Well, they probably are. Over the past few years, the trend for directly targeted advertising has seen something of an upturn. Advertising has become more personal in nature. This form of direct marketing does not rely on clever catchlines to attract attention. Instead, your goal is to zone in on your ideal customer. By targeting their interests, you are developing trust and loyalty, while nurturing the relationship.
Don’t Be Too Personal
While people will accept a lot of personal interaction online, even the most avid user draws the line somewhere. Customers start blocking invasive advertising when they feel uneasy. Some may even complain and become actively hostile. Lean on the side of caution and keep your advertising to a minimum. Have a strong and clear message, however, avoid being overly aggressive.
Never Assume
If you’re conducting research into who your customer is, do it with an open mind. Avoid painting them into a stereotype before you conduct your research. Instead, start with a blank page and build from there.
Leverage Your Brand
Reputation goes a long way. While you’re talking to customers directly, make sure you are building relationships. Business experts state that they are more likely to return to that brand with a trustworthy and honest reputation. Use that reputation in your direct advertising and leverage that good feeling.
Remember the Human Touch
When you’re crafting your campaign be sure to remember that you’re talking to people. It’s easy to promise the earth or start a negative campaign by making people feel bad. However, this ultimately tears down the good work you’ve put in building a relationship with your customer base.
Whatever your profession, brand or industry from accountancy to cbd marketing, no one can argue that direct advertising isn’t effective. The key is in how and who you target. Get your research done, take your time, and create a direct campaign that speaks deep to the needs of your customer base. Avoid being too personal, too pushy or forgetting who you’re talking to.
Do your campaign right and you will go a long way in terms of building a long-term relationship with your customer, not to mention sales. Get it wrong and you’ll have precisely the opposite result. Direct marketing isn’t the future, it’s the right now. Start getting to know your customers even better and see where a great campaign will take you.
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