The network of B2B marketers digitally sharing news, information and expertise through LinkedIn, Twitter, and dozens of other sites is currently focused on social media. Not long ago it was talking about email marketing, SEO and other tools available to B2B marketers today.
Each of those digital marketing methods has value for communicating, building relationships with prospective buyers, nurturing them through the buy-cycle and more. But there’s one thing digital media doesn’t do well and there’s one medium that can deliver it most consistently. This secret ingredient is “longevity” — and the medium is direct mail.
Tweets arrive, race through groups of users and are gone. The daily emails that arrive on the desktops of B2B buyers and influencers number in the hundreds. Email communications grab attention quickly and then are gone — often never to be seen again. There are times when they don’t even grab attention.
The only medium or channel that has the ability to stay around and add valuable longevity to a B2B marketing investment is printed material sent through the mail.
Printed material can physically sit in stacks on the desk to be picked up and read later. Printed material gets read offline when there are no other electronic distractions. Many business buyers take material to be read in the convenience of their home. Printed material gets filed for future reference.
I experienced this personally just this morning. I received an email invitation from a stranger to bid on a project. The inquiry was sent to my main email address, not the info@ address I use on my Web site. So naturally, I asked where the sender got my name.
Her answer: “I received a cold marketing letter from you in 2009 and saved it. How about that for longevity?”
Putting a physical piece, letter, brochure, data sheet, CD, or other bit of information in the hands of your targeted prospects gives them something to review at their leisure, save, pass along to associates, pass around at meetings, file and reference later.
It works now for generating qualified leads and gives your B2B marketing investment the long life that doesn’t readily exist in other B2B marketing channels.