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Direct Response Marketing: Think System, Not Campaign.
Start Building your List and your Relationships with Direct Response Marketing
Advertising and marketing is no longer about a single impression or a single touch.
Today, it’s about building relationships.
And to do that, you need more than a single campaign. You need a system that performs multiple functions – from lead generation and prospecting to lead capture to lead nurturing and followup.
Step 1 – Lead Generation & Prospecting
Whether you’re using search, direct mail or banner ads, getting your first response is the most challenging and expensive step in the process.
It could be a click, a phone call or a business reply card.
Step 2 – Lead Capture
Landing pages provide a convenient and automated method for your prospects to respond and download information immediately.
Phone and reply mail are still good methods for capturing response.
Step 3 – Lead Nurturing & Followup
You invested a great deal in those leads. Don’t let them fall through the cracks.
Use automated email (drip email) to stay in touch and nurture the relationship. Use surveys to learn more about your new prospects and use email newsletters to show them what you know.
“I’ve known Bob McCarthy professionally for over 25 years. He first helped us develop a B-to-B direct mail lead generation program for our software business. Within 90 days, Bob developed lead programs and internal scripts that allowed us to move from an expensive direct field model to a lower cost inside sales team approach.
“Our revenues increased while our costs went down.”
Chuck Page, COO
Darling Consulting Group
Start your Engine with One or More Lead Generation Campaigns
|Lead Gen Mailers||Direct Mail Surveys||Fundraising Letters|
|Generate qualified sales leads with direct mail by targeting a list of pre-qualified prospects.||Learn more about your target audience by asking the right questions.|
Capture more leads with fully automated Landing Pages & PURLs
Whether you’re using direct mail, advertising and any form of outreach, if you want response, you should have some type of landing page.
But don’t think of a landing page as just a single web page. You also need a thank you/download page, a confirmation email and lead notification email. All of these elements will work together to give your visitor a satisfying experience.
- Generic Landing Pages – provide your prospects with a fast, simple and automated way to respond to your call to action.
- Personalized Landing Pages (PURLs) – provide a new level of landing page by including personalization on your page.
Of course, a landing page isn’t the only method of response. We also recommend reply mail, phone and, for retail businesses, walk-in response.
Solidify your Relationship with Lead Nurturing Drip Email
So you put the lead down for a follow up in three or six months. And then what happens?
You get busy and focused on more urgent matters and, before you know it. the lead falls through the cracks.
A drip email or email newsletter will help keep you in touch with all your leads – even if your sales person gets distracted with other matters.
Direct Response Strategy/Creative that Connects with your Audience
From our Blog …