Success in today’s crowded buyer marketplace correlates with how well you know your audience, and how you engage them from the very first interaction. Seventy-seven percent of brands believe their buyer experience is a key competitive differentiator. To engage prospects and lead them to the sale, it’s all about mapping out a buyer journey with a mix of online touchpoints and programmatic direct mail.
>> Related: Make a First Impression That Lasts with Direct Mail Marketing Solutions <<
Once buyers are aware of your product, the next stop is the consideration stage. They’ve done their research. Now they’re evaluating their options, doing price comparisons, learning about the details of your product, and checking out the competition.
Marketing’s job during the consideration phase:
- Convince prospects that your brand meets their needs
- Provide evidence that it’s their BEST option
- Ensure they have the information they need to proceed to the purchase phase
Content assets that build trust:
- Blog posts
- Email marketing
- Comparison guides
- Videos
- Case studies
- User testimonials
- User reviews
User reviews and testimonials are especially valuable during the consideration phase. They serve as social proof, validating your product’s value.
Using personalized, programmatic direct mail
By offering relevant follow-up information and building trust, you increase your likelihood of buyers choosing your brand over others. Use digital retargeting ads and quick-turnaround direct mail retargeting postcards to reach buyers who have already shown interest in your product or service.
For example, if a buyer downloads a product comparison guide, follow up with additional resources to reinforce the benefits of yours. Personalizing your follow-up to the buyer’s specific needs can increase chances of a conversion and boost your direct mail marketing ROI.
For more on a creating a successful buyer journey, download our Buyer Journey Playbook: Staying Connected at Every Stage with Direct Mail Marketing Solutions >
