There’s no denying that direct response marketing – when done right – is hugely effective. The problem is that it is often attempted in ways that are ill-conceived and poorly executed. When that happens, the results aren’t good, and people give up on it.
We’re here to help. What does it take to create a direct response marketing campaign that delivers results? Here’s what you need to know.
What Is Direct Response Marketing?
Let’s start with the basics and explain what direct response marketing is. Direct response marketing is a type of marketing that is designed to provoke an immediate response. An example that most people are familiar with is a sales page for a product. The page might include benefits of the product, customer testimonials, and a personal story that’s engaging and gripping.
In most cases, direct response copywriting includes multiple attempts to get the person being targeted to take the desired action. The action might be buying a product, subscribing to a service, filling out a lead form, or booking an appointment. When it’s done well, direct response marketing should generate leads at a higher rate than other types of marketing.
What Are The Elements Of An Effective Direct Response Marketing Campaign?
There are four main elements that any effective direct response marketing campaign must have. Here they are:
- A personalized message for a targeted audience. The only way direct response marketing can be effective is when it is targeted to a carefully chosen audience. That way, the content can be personalized to address the needs and pain points of anybody who reads or watches it.
- Content that is clear and compelling. Direct response copy isn’t effective if it can’t be easily understood. It should avoid jargon or confusing language and get right to the point. At the same time, it should offer a compelling argument to take the desired action. The argument might include a personal story and research to support the argument. It often uses psychological triggers to compel the people who see it to act.
- A sense of urgency. Because direct response marketing is designed to get an immediate response, building a sense of urgency into your content is a must. There are multiple ways to do it, from putting a countdown on the page to articulating a deadline for the deal being offered.
- An irresistible call to action. CTAs are used everywhere in marketing, but some are more compelling than others. With direct response marketing you’ll need a CTA that is clear, direct, personalized, and easily accessible. It should focus on a single action that readers can take immediately.
If your direct response marketing campaign has these four things, the chances are good that it will elicit the response you want and generate leads at a high rate.
Ideas For Direct Response Marketing Campaigns
There is no one “correct” format for direct response marketing. That said, some types of direct response marketing work better than others and it’s your job to choose the campaign that will resonate with your target audience. After all, they’re the people you want to impress.
Here are 6 different ideas for direct marketing campaigns that you may want to try.
Contests or Giveaways
Everybody loves a freebie, which is why contests can be a terrific way to generate leads. Your direct response copywriting should indicate:
- The requirements for entering the contest
- The rules and prizes to be awarded
- The benefits of the prizes
Running a contest can help you to collect potential new patient leads. It can even be used to boost sales if you link the contest entry to a required purchase.
Referral programs are a preferred form of marketing for a reason. Consumers are four times as likely to buy a product or use a service when they are referred by a friend. They also tend to be more loyal when they find a dentist through a referral than they are when they find it on their own.
Direct response marketing can be an effective way to generate referrals. In most cases, consumers expect a reward in return for a referral, so it’s important to remember that when creating your campaign. Money (which can be in the form of a discount) or free merchandise are the two most preferred rewards.
Social Media Ads
Social media platforms such as Facebook and Instagram offer an affordable way to run a direct response marketing campaign. People on social media are there to emotionally engage with content and that’s what direct response campaigns do, too.
Both Facebook and Instagram offer users the chance to create Stories, which can be an effective form of direct response marketing. You can also create visual or video ads to engage your target audience and convince them to take the desired action.
The Sunk Costs Fallacy is a psychological phenomenon that encourages people to double down on expenditures and investments. For that reason, upselling is a highly effective form of direct response marketing.
In upselling, companies target customers who have made an initial purchase with an “upsell” – a related offer that adds immediate value to the purchase they have already made. For example, a consumer who purchased lawn care services would be inclined to purchase fertilizer or soil treatments right after their purchase.
Text messages have a 98% open rate, making them far more likely to be opened than email. They also provide a perfect format for short direct response marketing campaigns designed to encourage an immediate response.
The chances are good that you have received at least one direct response text. Most include an embedded link that allows the recipient to take the desired action with a tap of the finger.
On a related note, programming a chatbot to interact with your followers via Facebook Messenger can be an effective direct response marketing technique.
Chatbots can be programmed to make service and appointment recommendations and link to special offers for the people who message you.
Direct response marketing campaigns deliver great results. The key is to include the required elements and make your content clear, compelling, and irresistible.
For professional help with your direct response marketing efforts, book a call with Ian here at Dental Marketing Heroes and let us show you how easy it is to systematically and effectively promote your dental clinic.