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How to Use Direct Mail in the Buyer’s Journey

By: Andrew Glover
February 28, 2020

No matter where they are in the buyer’s journey, direct mail is one of the most impactful methods to market to your prospects. Whether you are educating prospects during the awareness stage or upselling them in the post-decision stage, direct mail connects you with prospects in ways other channels cannot. It also helps build trust between your brand and your prospects at each stage. Let’s see how you can maximize your direct mail at each step of the buyer’s journey.

What is the Buyer’s Journey?

The buyer’s journey is the course buyers go through to become informed of a new product or service. There are three steps in the process: the awareness stage, consideration stage, and decision stage.

How Direct Mail Can Help During Each Stage

You can’t market to prospects the same way during each stage of the buyer’s journey. Here’s how your interaction with potential members will change at each stage of their journey with you.

Awareness Stage

The awareness stage is when the prospect recognizes they have a problem. The buyer realizes something is missing in their lives, and they decide to learn more about it. They may not even know your organization exists, or they might have heard your name but have no clue what you do. Your goal at this stage is to bring awareness for your organization and put your brand in the spotlight.

Direct mail is one of the most excellent ways you can provide prospects with informative, educational content about your mission. This is because it doesn’t feel as invasive as digital marketing. In your direct mail, don’t be too aggressive during the awareness stage. Give your prospects the necessary information they need, including who you are, what you have to offer, and why they should choose you. Always include a simple call to action, like suggesting they learn more about your mission or recommending they try you out. This provides them with a path forward so they can purchase from you or move on to the next stage.

Consideration Stage

The consideration stage is when the buyer identifies their problem and researches options to solve the problem. This is the time when you want prospects to begin seriously considering you as a possible solution for their problem. Show them you understand their situation and position yourself as the best answer to their predicament. They understand they can’t solve the issue independently, and you know they are open to receiving outside help.

In your direct mail piece, you need to provide relevant information during the consideration stage. Don’t assume your prospects know everything there is to know. Assume they don’t know anything about you. Providing more general information is best during the awareness stage, but during the consideration stage, you need to provide specific details.

Decision Stage

The decision stage is when the buyer decides on a solution. They have all the information they need and are ready to choose the best solution for their problem. During the decision stage, it’s your goal to stand out from the competition and show yourself as the best option. Make sure prospects know everything they should know about your organization so their decision is easy. They should have minimal doubt that your organization can meet and exceed their needs.

In your direct mail, this is the stage where you need to make your most aggressive offers. The offers may include exclusive promotions, fantastic coupons, or limited-time deals for participation. Don’t hesitate to pull out all the stops to make your organization seem as enticing as possible. If you know which products and services members are specifically interested in, tailor your direct mail accordingly.

Valtim’s Direct Mail Options During the Buyer’s Journey

Valtim understands that each stage of the buyer’s journey is essential. Your message should be consistent during each phase, but should also change in what type of language you’re using.

We can assist your organization during every step of the buyer’s journey. Our direct mail products are flexible in design and message. Each project you need to make for each stage of the buyer’s journey is highly customizable. We will also make recommendations based on which stage is your targeted goal. Contact Valtim to see how we can assist your organization during each step of the buyer’s journey.

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