When Dorothy was trapped in Oz, she thought: “There’s no place like home!” Thomas Wolfe, on the other hand, wrote You Can’t Go Home Again. So who’s right? Most marketing experts in the 21^st Century would side with Thomas Wolfe. If you’re trying to get customers or prospects to your website for more information, or to buy something, the last place you want to send them is to your home page.

When people respond to direct response media (whether it’s direct mail, email, Twitter, or something else), they usually have something specific in mind. They are responding to an offer for specific information, or a special deal. Or they may have a specific question. Most home pages, however, are general in nature. Don’t make your customers work to find the information they’re looking for. Take them right to it.

Set up a landing page that is devoted exclusively to your offer. Make sure the copy on your landing page is tied in closely to your outbound message and that any visuals are also the same so that people know they’ve landed in the right place. Then, don’t ask for more information than you really need to fulfill the customer’s request (this is not the place to ask for someone’s annual income). Make it easy for your customers to find what they want. Once they do, you can always give them the option of visiting your home page for additional information. If you have questions about how to do this, we’d be happy to talk you through it.

Make sense?

When you’re trying to get your business message out to clients and prospects, which tool should you use? Should you rely on your website? What about a blog? Does direct mail make sense? Is Twitter the way to go or is Facebook the right solution?

The tools available to you are as varied as the people to whom they appeal. Chances are your client base (both current and prospective) is comprised of people who respond differently to different approaches. Some prefer the quick “heads up” that Twitter gives them. Some would rather receive that information by email. Some want to know what you (or others) think—and want to read a blog. And some don’t go online at all until they have a reason to do it. For them, direct mail may be the impetus they need.

Your audience is varied and your marketing approach should be as well. And on top of that, some well-established marketing axioms are still valid. People still need multiple “touches” before they get the message—and respond. So using a variety of methods to get your message out allows you to repeat, without wearing out your welcome. Keep your message consistent, but vary the format. Use one tool to direct clients to another. TMR Direct can help you integrate the tools you use. Check out some of the services we offer.

What’s working for you? We’d love to hear your success stories (or your marketing challenges)!