Why is it considered crazy to link social media to direct marketing success metrics that tie your efforts to revenue? Cinderella stories of benefiting from word of mouth aren’t just urban legend. But going viral is a lightning strike, not a strategy—you can’t bank on it.
If the success or failure of a direct marketing mail campaign depends 40% on a targeted list, 40% on a compelling offer and 20% on the format and design, then is the winning recipe for a successful social media campaign so different?
- The list is your audience (fans, followers, emails, subscribers).
- The offer is your brand service or product combined with copy you use to promote it.
- The format is the medium used in your message (video, blog post, eBook, etc.)