With all the hype surrounding internet millionaires, you might be wondering why you are even reading this blog post. The reason is simple, diversification. Too many companies these days rely on search engine rankings and their website for all, or the majority of their new clients and therefore, their revenue.
If you diversify your marketing, you’ll figure out ways to increase your ROI. Not only this, when one of your campaigns falls flat on its face, you will still have a solid business. So, without further ado, here is a 6 step guide to leafleting success.
#1 The Idea
How many leaflets do you get through your door each week? Maybe 5, 10 or even 50? The chances are you throw most of them away. Why? Most leaflets don’t have a substantial idea behind them, they are the same as the last 100 that you threw away, remember?
Today’s marketers are lazy. They get a professional design, add their company logo, contact details and their services, deliver some leaflets and wait for the phone to ring. These are the types of leaflets that you throw away every single day! After you do some split testing, you will quickly realise that the method above produces extremely low conversion rates.
Instead of being lazy, think of something that catches the eye of your potential customer. It might be a simple loss leader, but it needs to stand off the page; glow in the dark!
Do local plumbers charge £50 for a call out, without actually fixing the problem? Offer a free callout with the first 15 minutes being completely free!
Don’t just have a leaflet, have a leaflet idea!
The next stage is design. You will have your idea in place, so you’ll have an idea of the amount of text you need to add to the leaflet. Pass the spec over to a professional and let them organise your leaflet in an organised and attractive fashion. This is a fairly hands off part of the leafleting process.
The only thing you need to stress to the designer is the importance of the CTA (call-to-action). When someone sees your leaflet and becomes interested, what do you want them to do? Do you want them to: “Log online for your free quotation”, “Call now for your 15% discount” or “Visit our retail store and receive 0% APR”? Make sure your leaflet focuses on the CTA.
Don’t just make a leaflet design; make a leaflet design that converts!
You have two options here; employ a copywriter or DIY. A copywriter is likely to charge around £50 for a leaflet. If you are looking to save yourself money then you can learn How To Write A Leaflet and save yourself a few pounds!
Don’t just write, write to sell!
Now you need a printer. If you have planned this campaign logically, then you will probably know when you need your leaflets and where you are going to order them. If you haven’t, no stress!
Companies such as Where The Trade Buys offer next day printing. Remember, buying in bulk will always save you money, so rather than ordering 1,000, order 10,000 instead. It will also mean that you are not waiting around for your next delivery, as you will have a good inventory.
Compare the different sizes, thicknesses and colour qualities of the printing packages.
Don’t just print any old leaflet, print high quality leaflets that reflect your brand!
So, you’ve finally made it. You’ve thought of an offer that your potential customer is going to find hard to refuse, created a design that emphasises the CTA, written copy that sells and have had some high quality marketing material printed. Now you need to get delivering. If you have the budget to employ a company to do the hard work for you, great! Try both Solus and Shared distribution. You can track and compare the results using our Lead Cost Calculator; Shared V Solus.
Don’t just deliver a leaflet, deliver your brand identity!
#6 Monitoring and adapting
We mentioned tracking a campaign in #5. You should be doing this on an ongoing basis. Which CTA works the best? Does Shared or Solus produce the highest ROI? Do your customers prefer percentage discounts or £ value discounts? Always try new leaflets in new areas and monitor the results to ensure that your campaign is continuously being optimised and is producing the best ROI possible.
Don’t deliver leaflets for the sake of it. Deliver, track and adapt!