Interesting you should ask, because actually using both mediums WILL get you the best results, and I just so happen to know how to do it. The key is to be in control of the process. This is how to do it…
Here is a card that we sent. It has one central message: getting more from your direct mail campaign. Then it has one simple call to action: go to www.postcardmania.com/getmore to download your free report.
Step One – Postcard:
Each step is designed to get the prospect to take one step. The postcard is designed to get the prospect to go to the landing page…
Step Two – Landing Page:
Once they’re there, they can easily download the report. That is our “lead” generation. We now have the contact info of a person who is interested in doing something to get more from their postcard campaign. Not only are we providing valuable knowledge to the prospect for FREE, we are also collecting lead data AND qualifying that person as being truly interested. (This process works for ANY industry!)
Step Three – Thank You Page:
Okay, so now we have our “lead.” We’re done, right? Campaign success? Not even close! When a prospect fills out the form and hits the button to download the report, where do they go? Well, think about what you know about them. For us, we know the person is interested in learning more about improving response rate.
Then, we look for a way to combine what we know about the prospect with what is best for us. How do we create the win/win situation? The answer is simple – we route them to a page that thanks them for downloading the report they just requested and also offers a free consultation on the phone with one of our Marketing Consultants. We know they’re looking for answers, and the best way for us to help them is to get them connected – live – with someone who has those answers.
It’s a step-by-step process and you have to follow through! Don’t get a nibble and think you’ve landed the big one. Set the hook and reel them in with a great landing page – and don’t stop until you’ve made them a customer!