Are you looking to boost your marketing results by going multichannel? Businesses looking to amplify their direct mail efforts often pair direct mail with email. That's a great strategy. But you know what else is a great strategy? Pairing direct mail with social media.
What makes direct mail and social media so complementary? Customers love direct mail and social media and use and respond to each channel differently. Print's tangibility leaves a deeper footprint in consumers' brains, resulting in more accurate recall and higher buying intent. At the same time, social media is proven for ongoing, spontaneous communications that keep your customers entertained and engaged. With both channels providing different benefits, why not pair the two?
Let's look at five ways to use direct mail and social media together:
1. Engage with the social media sites your target audience will most likely use. For example, 73% of people aged 30–49 use Facebook, twice those who use Instagram or Twitter. If your target audience is Gen Z, however, they will most likely use TikTok. Create strong content and add links in your posts to drive people to your purchase pages.
2. Focus on deep, relevant content. Regardless of channel, use your social media posts to tell stories. Invite customers to post their user-generated content, and encourage them to share your posts with friends and family. Storytelling is a robust engagement and marketing tool.
3. Use online tools to gather your social media followers' email and postal addresses. Use that data for future cross-channel marketing.
4. Use social media to announce when upcoming mail offers are on their way. Social media can be a great way to build anticipation and excitement around your promotions and deals.
5. Cross-pollinate your content between social media and direct mail. For example, use quotes from online reviews or social media posts in your direct mailers to give credibility (a practice called "social proof").
Want to further explore the connection between direct mail and social media? Let's talk!
