I need leads! And I mean NOW!

It seems that everywhere we hear that branding and social marketing are the only ways to go to build sales and profits. If, “they” say, people find you on FaceBook, Twitter, or another digital community and have a positive experience, then social marketing is doing its job — right?

Maybe, and maybe not.

What if your company depends on a steady flow of inquiries from qualified prospects to keep profitable sales going for your business. And, what if website visitors are not buying anything as a result of their time spent with your electronic marketing presence?  What options are left for developing qualified leads, aside from where you’ve already invested.  Whether you market direct, through sales reps or distribution channels…aren’t sales leads what many of us really need to grow?  In other words, sales action must follow along with the brand enhancement. This is especially true for small businesses.

So, if digital-social marketing is not getting all the action needed for your business, where do you turn?  For many successful marketers the answer is direct mail, used in an integrated program of branding and social marketing. Why? Because direct mail still works, when used appropriately. You may be surprised to hear that 12% of all advertising expenditures are made on direct marketing, and that pattern has endured for the past 20 years. Hard to believe?  It’s true!

Certainly, the power of branding and social marketing is well proven, and cannot be ignored, but they are not necessarily the only solution to all marketing problems — especially for small business and business to business marketers. Think outside the branding box, and you might find that direct mail is still the action medium for your situation and will enhance your overall marketing efforts.

By Bill Shoss

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