B2B: forget the EPPC, try D2P

Say that again?

Business to business marketers: e-marketing through pay-per-click and SEO may be a cost-effective tool to finding new business, but what if that new business does not yet know it needs your product or service? Try Direct to Prospect.

Direct to Prospect?

Put your message directly into the hands of the prospect you are trying to reach. Yes [insert sigh], I am talking about direct mail. Direct mail is still the most effective way to get your message in front of the eyes that actually may use your product or service.

If you are a business with a new product or service, your ideal customers may not necessarily be looking or searching for you just yet. In this case SEO or online ad campaigns such as Google AdWords will not help. Purchasing a list of highly targeted prospects and mailing them a postcard or brochure explaining exactly why you are going to help or save them money, that sure will.

First, find the prospects. Who is your targeted market? Get your hands on that list. Second, put the creative together for a printed piece that is sure to catch the eye of the reader, and answer the question: How will this improve my business or save me money?

I dare you, if you are just launching check out my Direct Marketing Challenge. I bet you Direct to Prospect puts a better ROI on your marketing efforts than any paid search campaign will.

Tags: direct marketing