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Mail Campigns for Local SEO & Web Design?

by DMCAPROS
17 replies
I am looking to start my first mail campign for sellign local seo and web design services for local companies in my area.

I am looking to see what you guys have done in the past and what has worked best for you.
#campigns #design #local #mail #seo #web
  • Profile picture of the author Headfirst
    I did 10k in business from one direct mail campaign this month. It works. I highly recommend it.

    I recommend choosing a farm, a geographic area where you can position yourself as the EXPERT on this subject.

    I recommend pulling a list of local businesses with more than 3 employees and an onsite owner.

    What you want to do is send a 3 step letter. Start with an introduction, give them some background about you and your business, what you do, what you've done. Add some type of hook to get them to invite you into their business.

    The hook I used was that my personal goal for 2011 was to meet and shake hands with every business owner in my town. I then went on to tell them that I reserved a copy of my booklet on free and low cost marketing for small business owners. All I asked was the chance to drop it off in person. I closed by asking them if they would help me meet my goal for the year. Add a sheet of testimonials as a second page and send it off.

    Then 7-10 days later send a follow up. In the second letter I go on to describe what makes me different than my competitors and why they should do business with me. Oh, and remind them that their free gift is waiting and tell them how its reserved and why they want it. Add an FAQ about you and your business as a second page.

    Then 7-10 days later send out letter #3. Tell them that the response has been overwhelming and that you're running out of books. You're going to be getting more printed, but they need to contact you within the next week to reserve theirs. Otherwise there will be a wait of up to two months while they're being reprinted. Include copies of both of the first letters in with this one. Make sure you indicate that this is the last chance they might have to get your book for free.

    You have to go through all the steps though. You wont get anything from a single piece mailing.

    Seriously, I've already done $10,520 with this method (and they've only gotten 2 of the 3 letters) since the start of the year. I mailed the 3rd piece in the sequence today.

    If you want to know more about this style of marketing I highly recommend you purchase Dan Kennedy's Magnetic Marketing http://www.dankennedywebsite.com/magneticmarketing.htm (no affiliate links)
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    Golf Outing Sponsor Signs, Banners and Flags||Plymouth, MI Marketing || Plymouth Dentist
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    • Profile picture of the author Steve Solem
      Originally Posted by Headfirst View Post

      I did 10k in business from one direct mail campaign this month. It works. I highly recommend it.

      I recommend choosing a farm, a geographic area where you can position yourself as the EXPERT on this subject.

      I recommend pulling a list of local businesses with more than 3 employees and an onsite owner.

      What you want to do is send a 3 step letter. Start with an introduction, give them some background about you and your business, what you do, what you've done. Add some type of hook to get them to invite you into their business.

      The hook I used was that my personal goal for 2011 was to meet and shake hands with every business owner in my town. I then went on to tell them that I reserved a copy of my booklet on free and low cost marketing for small business owners. All I asked was the chance to drop it off in person. I closed by asking them if they would help me meet my goal for the year. Add a sheet of testimonials as a second page and send it off.

      Then 7-10 days later send a follow up. In the second letter I go on to describe what makes me different than my competitors and why they should do business with me. Oh, and remind them that their free gift is waiting and tell them how its reserved and why they want it. Add an FAQ about you and your business as a second page.

      Then 7-10 days later send out letter #3. Tell them that the response has been overwhelming and that you're running out of books. You're going to be getting more printed, but they need to contact you within the next week to reserve theirs. Otherwise there will be a wait of up to two months while they're being reprinted. Include copies of both of the first letters in with this one. Make sure you indicate that this is the last chance they might have to get your book for free.

      You have to go through all the steps though. You wont get anything from a single piece mailing.

      Seriously, I've already done $10,520 with this method (and they've only gotten 2 of the 3 letters) since the start of the year. I mailed the 3rd piece in the sequence today.

      If you want to know more about this style of marketing I highly recommend you purchase Dan Kennedy's Magnetic Marketing http://www.dankennedywebsite.com/magneticmarketing.htm (no affiliate links)
      Now THAT's how one does a proper marketing CAMPAIGN! Too many people mail one postcard or letter and call it a day when they get little response, but sending series of well written and well timed letters with a GREAT offfer that's of interest to the recipient - that's the way to do it!

      Have to say I'm curious though and if you wouldn't mind sharing, how many letters did you mail and how many clients did that produce? Was that 10k from one "big fish" or a bunch of smaller jobs?

      Cheers,

      Steve
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      Need Offline Leads? Get them more easily with two great Lead Gen reports and 65 pages of quality PLR PLUS flyers, postcards and other marketing materials. Starting at under $5!
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    • Profile picture of the author MIB Mastermind
      Originally Posted by Headfirst View Post

      I did 10k in business from one direct mail campaign this month. It works. I highly recommend it.

      I recommend choosing a farm, a geographic area where you can position yourself as the EXPERT on this subject.

      I recommend pulling a list of local businesses with more than 3 employees and an onsite owner.

      What you want to do is send a 3 step letter. Start with an introduction, give them some background about you and your business, what you do, what you've done. Add some type of hook to get them to invite you into their business.

      The hook I used was that my personal goal for 2011 was to meet and shake hands with every business owner in my town. I then went on to tell them that I reserved a copy of my booklet on free and low cost marketing for small business owners. All I asked was the chance to drop it off in person. I closed by asking them if they would help me meet my goal for the year. Add a sheet of testimonials as a second page and send it off.

      Then 7-10 days later send a follow up. In the second letter I go on to describe what makes me different than my competitors and why they should do business with me. Oh, and remind them that their free gift is waiting and tell them how its reserved and why they want it. Add an FAQ about you and your business as a second page.

      Then 7-10 days later send out letter #3. Tell them that the response has been overwhelming and that you're running out of books. You're going to be getting more printed, but they need to contact you within the next week to reserve theirs. Otherwise there will be a wait of up to two months while they're being reprinted. Include copies of both of the first letters in with this one. Make sure you indicate that this is the last chance they might have to get your book for free.

      You have to go through all the steps though. You wont get anything from a single piece mailing.

      Seriously, I've already done $10,520 with this method (and they've only gotten 2 of the 3 letters) since the start of the year. I mailed the 3rd piece in the sequence today.

      If you want to know more about this style of marketing I highly recommend you purchase Dan Kennedy's Magnetic Marketing http://www.dankennedywebsite.com/magneticmarketing.htm (no affiliate links)
      Yeah thats what I call real marketing.

      This is very similar to the method I use, although I now send lumpy mai, as after testing this has proven to give me a greater ROI.

      Both Dan Kennedy and Jay Abraham recommend you always use a multi step letter. So thats good enough for me.

      If you follow the advice from headfirst and have a well crafted letter and a high margin produc/service then you can't help but make money.

      One other thing to increase your conversions by 30% minimum is follow up with a phone call.


      ~Brayn
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  • Profile picture of the author jsherloc
    Yeah, that is a very impressive mailing process you've got setup Headfirst. I'm also curious if the bulk of your money is coming from one or several clients.

    I am currently working on a process to mail out some DVDs that contain video website reviews/targeted industry promotional videos. I am testing this on a small and HYPER targeted basis though. Meaning I am doing a video website review (no more than 15 mins max) on THEIR site and including some promotional videos geared towards their industry specifically. i.e: "How YOU and YOUR BUSINESS Can Benefit From SEO, Email Marketing, Video Marketing, Social Media etc". I am targeting three higher end niches and sending a unique DVD to each. All in all though, I probably won't send out more than 40-50 DVDs/promo materials at this point.

    You might be keep your costs down by targeting some specific industries first, where you know just one client is going to cover your fees and put you into profit from the campaign. If I am successful I will try it again in a different area or with a different niche in this area.

    In my opinion gained from my own past experiences, you are probably better off by stressing the OTHER stuff you are providing WITH the website itself when you write out your direct mail copy and promo materials. Targeted Local, traffic, Local Eyeballs, Leads, potential customers/clients, etc....

    Hope that helps, sorry no specific numbers to give you yet.
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  • Profile picture of the author Headfirst
    I started the list with 200 prospects. I've gotten five calls and paying clients from it so far.

    The bulk of it, seriously the bulk of it is from one client who signed on for a $4400 project and then called me back the next day and asked if I could also give him a quote for his other office as well. That client covered about $9k of it. The balance is smaller done for the other two clients.

    I didnt mention it above, but you should make sure you are using a real stamp and not a meter or indica on it.

    I'm starting another 200 prospects in the funnel this week and I have a second mailing sequence I wrote last week that I'm about to start testing on lawyers.
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    Golf Outing Sponsor Signs, Banners and Flags||Plymouth, MI Marketing || Plymouth Dentist
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    • Profile picture of the author DMCAPROS
      Originally Posted by Headfirst View Post

      I did 10k in business from one direct mail campaign this month. It works. I highly recommend it.

      I recommend choosing a farm, a geographic area where you can position yourself as the EXPERT on this subject.

      I recommend pulling a list of local businesses with more than 3 employees and an onsite owner.

      What you want to do is send a 3 step letter. Start with an introduction, give them some background about you and your business, what you do, what you've done. Add some type of hook to get them to invite you into their business.

      The hook I used was that my personal goal for 2011 was to meet and shake hands with every business owner in my town. I then went on to tell them that I reserved a copy of my booklet on free and low cost marketing for small business owners. All I asked was the chance to drop it off in person. I closed by asking them if they would help me meet my goal for the year. Add a sheet of testimonials as a second page and send it off.

      Then 7-10 days later send a follow up. In the second letter I go on to describe what makes me different than my competitors and why they should do business with me. Oh, and remind them that their free gift is waiting and tell them how its reserved and why they want it. Add an FAQ about you and your business as a second page.

      Then 7-10 days later send out letter #3. Tell them that the response has been overwhelming and that you're running out of books. You're going to be getting more printed, but they need to contact you within the next week to reserve theirs. Otherwise there will be a wait of up to two months while they're being reprinted. Include copies of both of the first letters in with this one. Make sure you indicate that this is the last chance they might have to get your book for free.

      You have to go through all the steps though. You wont get anything from a single piece mailing.

      Seriously, I've already done $10,520 with this method (and they've only gotten 2 of the 3 letters) since the start of the year. I mailed the 3rd piece in the sequence today.

      If you want to know more about this style of marketing I highly recommend you purchase Dan Kennedy's Magnetic Marketing http://www.dankennedywebsite.com/magneticmarketing.htm (no affiliate links)
      Originally Posted by Headfirst View Post

      I started the list with 200 prospects. I've gotten five calls and paying clients from it so far.

      The bulk of it, seriously the bulk of it is from one client who signed on for a $4400 project and then called me back the next day and asked if I could also give him a quote for his other office as well. That client covered about $9k of it. The balance is smaller done for the other two clients.

      I didnt mention it above, but you should make sure you are using a real stamp and not a meter or indica on it.

      I'm starting another 200 prospects in the funnel this week and I have a second mailing sequence I wrote last week that I'm about to start testing on lawyers.
      Thank you for these replies, I was thinking of doing just a single postcard style mailer until I read this thread.
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      • Profile picture of the author TimCastleman
        Originally Posted by PHXSEO View Post

        Thank you for these replies, I was thinking of doing just a single postcard style mailer until I read this thread.
        NEVER, EVER do a single anything.

        A single postcard is WORTHLESS.

        Multi postcards are critical
        Several letters are critical
        Same thing with phone calls

        NEVER do anything just once

        Setup a mailing campaign.

        Week 1 A Postcard
        Week 2 A Letter
        Week 3 A Postcard
        Week 4 A Letter

        You get the idea

        By doing the postcard first you get to weed out bad addresses, etc.

        The letter cost more BUT also gives you a better chance to sell as well.

        One thing you need to ask yourself is this -

        What is my goal with this mailing?

        Meaning do you want them to call a recorded message?
        Do you want them to setup a meeting?
        Do you want them to request some more info?

        Also don't sell with the postcard. Just get them to raise their hands and once you do that you'll be able to follow up.

        Good luck.
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  • Profile picture of the author LiquidSeo
    Check out GaryfromDurhams WSO - it will provide you some ideas and is well worth the price.
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  • Profile picture of the author jrobconsult
    The series of letters is brilliant. Besides using a real stamp, hand address it and do not use list your business name under the return address. Small business owners are very busy and anything that appears to be junk mail will be trashed.
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    San Antonio Estate Liquidators
    Estate Sales San Antonio
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    • Profile picture of the author youyap
      Phx SEO , Lets partner. I am in phoenix area and looking to work with someone. You can email me johnson360 at gmail dot com
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      websitedesignguru.com
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    • Profile picture of the author Headfirst
      Originally Posted by jrobconsult View Post

      The series of letters is brilliant. Besides using a real stamp, hand address it and do not use list your business name under the return address. Small business owners are very busy and anything that appears to be junk mail will be trashed.
      I'd test it in your area. I tried having a girl in the neighborhood hand address a few hundred for a different campaign last summer. I tested response between hand addressed envelope and one with a printed label and I found no difference. I want to do more testing, just haven't gotten around to it yet though.
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      Golf Outing Sponsor Signs, Banners and Flags||Plymouth, MI Marketing || Plymouth Dentist
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      • Profile picture of the author Doran Peck
        Originally Posted by Headfirst View Post

        I'd test it in your area. I tried having a girl in the neighborhood hand address a few hundred for a different campaign last summer. I tested response between hand addressed envelope and one with a printed label and I found no difference. I want to do more testing, just haven't gotten around to it yet though.
        I've done similar kinds of spot testing...even compared handwriting font to real handwriting which leaves indentation, and labels with and without barcodes. Not a real measurable difference between any of it, yes real handwriting a little edge if anything...but oddly enough I've had a few people tell me I should probably put a typed label on, as it will look more professional haha. I've also had people say they weren't impressed with my marketing acumen trying to fool them with a handwriting font...so I mean...you aren't going to capture everyone, all the time, no matter what you do.

        Putting a stamp on a postcard that was obviously massed produced, doesn't make it all of a sudden "more personal" ..its just a big waste of money on your part.

        Putting a stamp on an envelope can make a difference when there are other elements to support personalization...But I'm not convinced its as big a deal as some "name brand" marketers claim it to be...again...just my own experience. I use stamps on my sample pack mailings but thats primarily because I send out a handful at a time. I've sent them out in bulk, with a permit number up in the corner...still get same response. Those envelopes get opened because there is a bunch of odd shaped stuff inside...curiosity...stamp/no stamp had nothing to do with the decision to open.


        When it comes to all the mail being sent out there in the world I've come to believe that far more people are opening letters than the actual "response" would indicate...I'll go so far as to say I know so for a fact, I've had very few people over the years tell me they didn't open my first letter they just didn't respond to it...now obviously I didn't talk to every single person Ive ever mailed...but clearly to me there is a trend...people are opening the mail ....its what they see inside those first few microseconds that makes you or breaks you.


        An average response rate is 2% or less.....but then how do you explain those mailings that all of a sudden get 5% or 8% ?? does that mean that on that day or week there just happen to be more people decided to look at their mail? pfft nonsense. They responded because they found something golden.

        Then what about the mailings that get 25% ?? ..40% ...often here, your dealing with an existing customer list, or variable data technology coming into play....but these kinds of responses happen all the time.

        That tells you that the "readership" is already there...people are looking at their mail.

        Companies have just got to do a better job of giving value.

        DP
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        • Profile picture of the author jrobconsult
          I have used labels also, because it is quicker. Even if the response is slightly higher by using your own handwriting, it is worth it. You are talking potentially thousands of $ just from adding one more client. This does not even count for referrals.

          I am going to work on a series of letters also and try it in my area. I will let you know the response.
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          San Antonio Estate Liquidators
          Estate Sales San Antonio
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  • Profile picture of the author Quentin
    Well it would never see my eyes as they all go in the bin by my gatekeeper.

    Quentin
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  • Profile picture of the author mancmusicman
    I think as a new startup my main concern with direct mail is the upfront cost for the printouts and mailouts.
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    • Profile picture of the author Headfirst
      Originally Posted by mancmusicman View Post

      I think as a new startup my main concern with direct mail is the upfront cost for the printouts and mailouts.
      It's minimal. You can find a refurb black & white laser printer for <$100. I use 28# paper from office max at $10 per ream of 500 sheets. I buy envelopes on sale and stock up. 300 stamps will run you about $130.

      I use a Brother QL570 label printer I got new on craigslist for $20 for the labels. a 100' roll of offbrand labels is about $10 on amazon. I get 1200 labels from each roll.
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      Golf Outing Sponsor Signs, Banners and Flags||Plymouth, MI Marketing || Plymouth Dentist
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      • Profile picture of the author TheShark
        Several Thoughts and Comments...

        Tim, the postcard 1st is a GREAT idea, never thought of or seen before and I've been very successfully doing directly mail for almost 15 years coming up this Spring.

        Handwriting font vs handwriting, I've never found a difference in long term testing.

        Envelopes....Costco $10 for 500 peel and stick (don't lick, even if you can get the dog to do it - not worth it.

        Stamps, NOT just real stamps, but colorful real stamps, do NOT use the forever stamp.

        Make sure your first sentence grabs them.

        Remember to give a deadline.

        Make sure you personalize the piece - their name on it... Dear Mr. Smith,

        Mail so opened on a Tuesday...at least in California ... or test what day is best.

        Finally - if you have someone you can JV with you may or may not be able to get some or all of the costs paid for. One I'm doing, an insurance company is paying for the whole thing in order to give a 1/2 page ad in it.

        The Shark
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