Content marketing is defined as targeted, inbound marketing. It blows raspberries at direct marketing strategies, so the topic of this post might seem passé or old news or (dare I say it) traditionalist.

But, what if your dream client is out there and you are not willing to wait for them to come to you. You want to get their attention but, how do you make that first essential contact? More importantly, how do you make a positive impression?

“Traditional” direct marketing methods such as phone calls or e-mails are not only ineffective but are often annoying - when was the last time you said “yes!” excitedly when asked on the phone if you’d like to hear about the latest digital technology at the cheapest rates?

Dimensional Mailers

You need a first contact strategy that piques people’s interest and makes them intrigued or fascinated. One approach that has shown astonishing success is the dimensional mailer. This is an object that can be mailed but is more often dropped off at the prospective clients’ offices.

The dimensional mailer is a personalised package that works as a calling card - like the Joker’s from Batman, but less deadly. It contains an interesting object that serves as a permanent reminder of your company and service. I’m not talking about a pen displaying a company logo. Perhaps it is a logic puzzle, a brain-teaser or a riddle. Maybe it’s something glamorous or useful. Either way, the object needs to create a lasting impression. Remember, whatever object you use, it must relate back to your company, for instance, with the riddle it could be labelled “we approach problems laterally”.

Next, you address the receiver using a personalised message. Do research, it distinguishes this gesture from spam and will ensure that future contact is personal and timely.

Include an electronic introduction of yourself and your business. This further personalises the gesture and puts a face to the act, making you stand out when it comes to further contact. A DVD or flashdisk are effective means of delivery.

The dimensional mailer is most effective when it is done creatively and relevantly. There should be no indication of the sender until further inspection, so avoid decorating it with company logos.

This entire process is about relationship building, so don’t try to sell anything initially. Instead, suggest an electronic conversation whereby possible business or further meetings can be discussed.

Not every contact is guaranteed business, however, by creating a positive impact and building on this new relationship you strengthen your pool of prospective business. By leaving a powerful and positive impression you distinguish yourself from your competitors and build a positive business relationship with that dream contact.

Sound Idea Digital is a full service digital marketing agency that specialises in content marketing. We can develop a comprehensive content marketing strategy for your company | info@soundidea.co.za | @SoundIdea | www.soundidea.co.za