Direct response marketing is designed to evoke an immediate
response and encourage potential customers to take a specific action, such as
joining your email list
, going to a landing page
, submitting a form
, or making a purchase.
This type of marketing is highly trackable, uses compelling
headlines and copy, targets a specific audience, makes a specific offer, and
asks for a response. See how to generate more conversions by leveraging direct response strategies!
Boost Conversions with Direct Response Marketing
The key to using direct response marketing is to not get hung
up on the initial interaction. Focus on following up at every
opportunity to maximize results.
You get more engagement and further the relationship with
every interaction. When you do that, you’ll expand your reach and impact while getting more
So without further ado, here are seven direct response
strategies to increase engagement and sales that you might be
missing out on…
1. Encourage an
Action on EVERY Page
From your homepage to your About Us, every page is an
opportunity for engagement.
This doesn’t mean that every page needs a sales-driven 'call to action' (CTA) to make a purchase or fill out a form. A less-pressure CTA you could use is to
direct them to a blog post to find out more information or download a helpful resource on that topic.
2. Leverage the Page Sidebar or Breaks to Make Offers
You might already be familiar with this strategy if you’ve
been on our blog before. That’s because SMT utilizes our sidebar to make offers and promote content.
You don’t always need to relate the offer to the particular
post or page content, although you certainly could.
The point is to use that prominent space on the page to draw
attention to your offer. Otherwise, visitors are more likely to leave the page without engaging any further.
3. Make an Offer with
This strategy is very similar to encouraging an action on
every page of your website. Without making it crystal clear what next step you’d like your
audience to make, they'll probably take none.
An example of making an offer with every interaction is by
including relevant product offers within your confirmation emails or on the
Thank You page after purchase.
Amazon does this with their confirmation emails. By
suggesting upsells, you have the opportunity to sell more and increase that
customer’s lifetime value.
4. Provide Multiple
Ways to Connect
In direct response marketing, you should provide multiple ways for customers to connect with your business. For example:
- Phone number
- Email address
- Physical address
- Live chat software
It's vital to offer leads more than one option to take the next step. And if they’re not ready to make a purchase, make it easy for them to contact you with any questions so you don't lose that connection.
5. Gather Contact
Info on Your First Interaction
Marketing expert, Dr. Jeffery Lant’s 'Rule of Seven' tells us
that “You must contact your buyers a
minimum of seven times in an 18-month period for them to remember you.”
However, you can’t connect with potential buyers those seven
times if you never gather any information from them. But what if they don’t
immediately give up that information?
If visitors fail to fill out a form to capture their
information, you can still reach them by using Facebook retargeting ads to drive that traffic back to your lead magnet and get
another chance to capture their information. Once you have that, you can communicate with them by email, SMS, etc.
6. Attract with Free Trial Offers
A free trial offer is an effective way to entice new customers. After the free trial period, the full amount is billed unless the customer cancels. This type of offer works the best when it's an item that doesn’t need to be shipped, such as a software subscription.
Customers are able to experience your product/service without having too much of a commitment up front, and you’re able to quickly and easily capture their information.
7. Create a Bundle or Package Deal
Sometimes, all it takes is a little extra value to make the sale.
Before visitors have a chance to leave without purchasing anything on your website, one strategy that has been proven to increase conversion rates is to offer product bundles. This works best when the products in the bundle are relevant to each other.
Adding bonuses to an offer can be enough to sweeten the deal and persuade the visitor to become a buyer.
Turn Prospects into Customers
These are just a few ways that direct response strategies
can elicit more responses from your target audience and gain customers.
Remember to think about how you’re directing visitors
towards an action or offer on your website and how you plan to follow up with them, whether they fill out a form or end up leaving without
taking an action.
By seizing every interaction as an opportunity, you have a
much better chance of growing your business.
Editor's Note: This post was originally published in July 2018 and has been updated for accuracy and comprehensiveness.