When it comes to digital marketing, direct response marketing might be one of the most successful and reliable avenues out there. It’s especially a success when it comes to new, up-and-coming, and smaller brands, because it allows them to compete with some of the biggest brands in the world, who have some of the biggest budgets in the world.
With direct response marketing, you’re sending customers a specific message, which is designed to get a specific result – whether it’s to buy something, read something, or sign up for a newsletter. The goal is specific, and the audience is targeted. But how do you get these people to convert to actual dollars and cents for your bottom line?
Nimrod Santo, an expert direct response marketer, knows that question all too well. During his experiences with direct response marketing, he’s had to work that out time and time again. We sat down with Santo to talk about his insider knowledge when it comes to direct response marketing, and three techniques proven to convert.
Nimrod, why are you focused on direct response marketing?
I love that it levels the playing field. Massive, global brands have literally billions of dollars a year to spend on marketing budgets, which is great for them. But how are other brands supposed to compete with that?
Even medium-to-large sized brands could have a tough time breaking through, when these giants have these kinds of essentially unlimited resources for marketing. With direct response marketing, it’s possible for other brands to build their customer base, and get specific, measurable responses.
What are some of the key measurements of direct response marketing?
When we’re looking for results, there are certain metrics we can aim for, and that we can measure. We can track if a user creates an account after viewing an add, if they purchase the shoes, or if they refer a friend.
That’s the best part about direct response marketing, in my opinion. You have a clear idea of what works, and what doesn’t.
Give us some of your techniques that are proven to convert.
There are simple tweaks you can do that can generate massive ROI in your ads. One of my favorite techniques proven to convert is taking advantage of Facebook Ads to drive online sales. Facebook Ads can be extremely successful when properly utilized.
That means you have to be hitting the right audience, using the right copy, and knowing what will reel your audience in. But once you have that figured out, your sales can basically be automated. Not only that, but there’s also instant messaging apps, such as Facebook Messenger.
Explain how messaging apps are effective for direct response marketing.
Facebook Messenger marketing is actually one of the best marketing channels in the world, and people who embraced this early have seen a huge ROI. It’s a very conversational and casual avenue for marketing, where your prospective customers don’t even feel like they’re being marketed to.
Not only that, but Facebook Messenger specifically has very high engagement rates, and is designed for mobile, which we know is a big priority. Check out some of the best Facebook messenger ads so far: https://adespresso.com/blog/best-facebook-messenger-ads/
It’s possible to actually grow your customer base with loyalty and incentive programs, such as having your customers refer-a-friend. This is actually wild when you think about it, because you essentially have the opportunity for limitless growth, thanks to your own audience.
It’s not enough to just have them refer-a-friend, you need to make it worth their while, and offer your audience something like a discount or free products. But if you can commit to that, you’ll see tons of referrals roll in.