How can you combine direct mail and print advertising with digital marketing?

1 Know your audience

Before you design your direct mail or print ads, you need to know who you are trying to reach and what they are looking for. You can use market research, customer personas, and segmentation tools to identify your ideal prospects and their pain points, goals, preferences, and behaviors. This will help you craft a relevant and personalized message that appeals to them and shows how you can solve their problems or fulfill their needs.

2 Use a clear call to action

Your direct mail or print ad should have a clear and compelling call to action that tells your audience what you want them to do next and why they should do it. For example, you can invite them to visit your website, call your phone number, sign up for your newsletter, download your free report, or schedule a consultation. You should also provide a sense of urgency or scarcity to motivate them to act quickly and avoid missing out on a valuable opportunity.

3 Create a landing page

A landing page is a web page that is specifically designed to receive visitors from your direct mail or print ad and convert them into leads or customers. It should match the message and design of your offline campaign and provide more information and value to your audience. You should also include a form or a button that captures their contact details or directs them to the next step in your sales funnel. You can use tools like WordPress, Leadpages, or Unbounce to create and optimize your landing pages.

4 Track and measure your results

One of the advantages of digital marketing is that you can track and measure your results with tools like Google Analytics, Facebook Pixel, or HubSpot. You can use these tools to monitor how many people visit your landing page, how long they stay, what actions they take, and how many leads or sales you generate from your direct mail or print ad campaign. You can also use tracking codes, QR codes, or unique phone numbers to link your offline and online channels and measure their effectiveness.

5 Test and improve your campaign

Another benefit of digital marketing is that you can test and improve your campaign based on data and feedback. You can use tools like Google Optimize, Optimizely, or VWO to run A/B tests or multivariate tests on your landing page, headlines, images, copy, or offers and see what works best for your audience. You can also use tools like SurveyMonkey, Typeform, or Qualtrics to collect feedback from your prospects or customers and learn what they liked or disliked about your direct mail or print ad campaign.

6 Combine online and offline channels

Finally, you can combine online and offline channels to create a consistent and integrated marketing strategy that reaches your audience at different stages of their buyer journey. You can use email marketing, social media marketing, video marketing, or content marketing to nurture your leads, build trust, and provide value. You can also use retargeting, remarketing, or follow-up calls to re-engage your leads, overcome objections, and close more deals. By combining direct mail and print advertising with digital marketing, you can create a powerful and holistic real estate marketing campaign that generates more leads, conversions, and revenue for your business.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?