1. How Social Media can be used for Successful Direct Marketing Campaigns
Direct marketing is one of the most integral components of the integrated marketing
communications mix. In fact, direct marketing (which includes direct mails and
emailers) has a higher ROI in terms of lead conversion and sales generation
compared to traditional forms of marketing such as advertising.
Recently, direct marketing has been taking a different form with the social media
boom. However, there appears to be a disagreement whether social media can be
utilized for direct marketing. Content published through social media is for
consumption of the public at large, which veers away from the very essence of direct
marketing which is expected to be more intimate and personal.
From the perspective of a social media marketing company, there’s no disconnect
between the two. Social networking can serve as a powerful tool for direct marketing
– if properly done.
Humanize Your Brand
A cold and formal approach never works in social media, much so if you’re going to
leverage on social networking for direct marketing. The first step a social media
agency should take when setting up a direct marketing campaign hinged on social
media is to create a personality for the brand that people can relate to.
Now, the tricky part is striking a balance between a sociable personality and your
corporate identity. For example, if you’re selling luxury products, you cannot be too
snob, but at the same time, you cannot appear to have a mass appeal because you
will lose your premium image.
Sell, but Don’t Try Too Hard
When social media users log on to their accounts, they don’t want to be slapped with
overly eager sales materials. They’re too jaded for that and other media such as TV,
radio and print are already cluttered with such hard sell marketing tactics. Of course,
at the end of the day, your ultimate goal is to convert your fans or followers to buying
customers. But you have to do this more subtly and creatively.
When tapping into the services of a social media marketing company, develop a
social media messaging road map where you can start with subtle social media
marketing sales tactics through creative and viral content and progressing into more
direct sales approach.

2. Social Media is a Dialogue, Not a Monologue
Keep in mind that in social media spaces, no one cares about you, so it is futile if
you keep talking about how great your brand is. Master the art of social listening and
you will see that you’re getting your fans and followers more engaged and hooked.
Develop a community wherein everyone’s opinion is valued.
In your response and content updates, your partner social media company should be
able to ever so subtly insert your brand’s messages to generate a strong following in
social networks.
Overall, the basic rule of thumb is this: relationship first, sales second.
Author is working as an Internet Marketing professional in a social media Company
SF, San Francisco. He likes to write informative articles on various topics related to
Internet Marketing. Through this article, he wants to share his knowledge with people
who are about to hire a social media company for their businesses.