Marketing is important for any business, but especially for small businesses. Usually owners of these small enterprises tend to overlook marketing. They feel like if they build it, they will come. It’s usually not long before they discover the reality that you have to invest in some marketing to get business.
Most large corporations spend close to half of their sales revenue for marketing and sales. You may not be able to invest that much, but you should set aside at least a small budget for getting the word out about your business.
One of the best marketing strategies with the highest level of return on investment is in sending out collateral to a list of your target demographics. In order to do that, you have to buy mailing lists. They are low-cost, require very little labour, and have a very high return.
Direct Marketing Still Works
Many marketers have claimed that direct marketing doesn’t work anymore because of people’s fatigue with both it and the internet. Well, the research proves that is not true.
If that were true, you would stop getting all of those advertisements in your mailbox. Those companies are not dumb. If direct mail didn’t work anymore, they wouldn’t be spending all that money to do it. Direct marketing still works.
Ability to Target Demographic
Another reason you should buy mailing lists is because you can target your demographic. If you’re a local bakery, you can target specific postal codes in your area. If you do elderly home care or you’re a day care, you can target the specific demographics of those approaching retirement or young parents.
You can also buy mailing lists based on economic status and income levels. If your services or products are targeting upper income families, you can buy a mailing list with exclusively wealthy households. If you’re targeting middle income, such as young professionals in the same postal code as your business, you can buy a list specifically for that. This means that you’re only paying for the exact demographic that you want and need, so you can target very specific groups of people and ignore those who won’t buy your goods or services.
Ability to Send and Test
Using mailing lists to send out direct mail advertisements are great because you can send and test the results. Because these campaigns are extremely cheap, you can do multiple campaigns and test the results. After a little while, you’ll be able to figure out which advertisements and which demographics give you the best return on investment.
Marketing with Mailing Lists is Cheap
Again, mailing lists are cheap. In addition, the advent of the internet and technology also makes creating very attractive advertisements cheap as well. The type of ad that would have previously cost tens of thousands of dollars you can now get for a few hundred dollars.
This is perfect for a small business. The inexpensive nature of marketing with mailing lists allows you to be able to compete with the big companies.
For example, if you’re a bakery, you can send out ads that are just as good and prevalent as your local superstore with a large marketing budget. Mailing lists are a great way to even the playing field for a small business.