With social media and mobile access occupying more of people’s time, it’s no surprise that advertisers want to spend more time there as well.
However, embracing social media doesn’t mean that you need to abandon older, more trusted forms of marketing – like direct response advertising. Working with a media agency doesn’t mean that you’ll be heading into brand new territory. But it does mean that your direct response marketing agency should be using trusted techniques for direct response combined with social media tools and approaches.
Direct response adapts to the times. Direct response is no different than it was before, it’s just been translated into the digital age. At its core, whether you’re running a social media campaign or relying on postcard mailers, you’re using three basic principles – you’re reaching out to a large group of targeted prospects, you’re fine-tuning your offers based on a specific segment of that large group and you’re using various levers for conversion optimization.
Unlike the old days of direct response mailers and postcards, digital direct response can provide you and your direct response advertising agency with a whole plethora of tools that can help you understand your impact on high-value customers. It’s also easier than ever to find and buy targeted search advertising that can lead customers to your virtual door – especially with social media.
Drive traffic, and then make sure it converts. For example, content management systems allow you to not only publish relevant content, but track the impact of that content so you can make changes. You can easily see the most popular landing pages in your campaign and how they performed so you can duplicate your success. As you drive traffic to these landing pages from your social media platforms, you can be sure that the traffic is converting the way that it should.
In addition, website optimization tools and analytics have helped us understand better than ever before how consumers interact with web pages and response to direct offers in the digital space. These tools have been around for over a decade, but social media has made it even easier to reach out to customers in the digital world and motivate them to come back and visit a website.
More than any other form of digital marketing, social media meets the three keys for direct response, particularly now that the platforms have reached a new maturity and are incorporating advertising tools:
- Social media helps your media agency reach out to a targeted group of consumers on a large scale. The growth of Facebook, Twitter and other social networks has been revolutionary. Millions of people are logging into social media each day and spending more time there. As the numbers of users rise, the platforms have begun segmenting their audiences in order to serve more relevant content as well as advertising. Social platforms provide a number of different tools that your direct response marketing agency can use to weed out unqualified prospects and serve ads to those that are most likely to take action.
- Social media offers tools to tune offers to meet the needs of specific segments of that audience. Before social media, this type of digital direct response was done primarily through content management systems. Now, content management systems are used as landing pages for social advertising. Based on incoming traffic, these pages can be tuned and delivered in order to optimize conversions.
- Social media can provide multiple optimization levers for your direct response advertising agency. There are a plethora of levers that can be used to create higher conversion levels for your social media campaigns. For example, creating bulk mobile conversion pages that are optimized for specific segments and groups can help your media agency see what is working and what is failing. Retargeting and behavioral segmentation can also be used more easily through social media platforms, leading to even better conversion rates.
Social media is here to stay – but that doesn’t mean direct response is out the window. In fact, the basics of direct response success are alive and well within social media platforms, and the tools to use them effectively are getting better and better.