Sending high-quality printed materials to households that have visited your website gives you another chance to impress and potentially secure a sale that didn’t happen during their initial website visit.
Most people will initially research options online but won’t immediately make contact with anyone. That’s where the strategy on this page can help convert initial website visitors into customers by you sending something in the post to the addresses of people who have been to your website.
How to identify the home addresses of your website visitors
If you already know which home addresses have visited your website, you’re in a strong position to take the next step. If not, it’s worth investigating how to gather that information.
Why target households that have visited your website?
When someone visits your website but doesn’t reach out, it could be for various reasons that include:
- They might be gathering information but aren’t yet ready to make a decision.
- They couldn’t find all the information they wanted within your website.
- They didn’t see enough evidence of your delighted customers within your website.
However, they visited your website, and likely the websites of competitors, so they’re a hot lead either short or longer-term.
By sending something tangible in the post, like a high quality brochure, you keep your business in their mind and encourage them to act when they’re ready.
The key is to send materials that stand out and that not only reminds them of your business but also convinces them that you offer a high-quality service or product.
Creating visually impressive printed materials
The design and presentation of your printed materials are crucial. Ideally it would be a glossy brochure but in some cases could be a well-crafted information pack. A leaflet is not going to get you results though!
The materials need to be eye-catching and of high quality. The goal is to avoid having your mailing end up in the bin with the junk mail.
From the choice of paper to the design and wording, everything should convey professionalism and quality. The message you send with these materials is that your business is worth contacting, and your potential customers can expect a high standard of service.
These households have already visited your website, which means they are somewhat familiar with your business. Your printed materials provide a second opportunity to make a strong impression and convince them to get in touch.
The role of testimonials in printed materials
Testimonials are powerful tools for building trust, and they are often underused in printed marketing. Many businesses include just a few testimonials, but if you really want to impress, consider filling several pages with positive reviews from your past customers.
A brochure packed with glowing feedback will make a far stronger impact than one or two testimonials and so the more social proof you provide, the more credible your business will seem to prospective customers.
Imagine receiving a brochure that includes 50+ testimonials – you’re far more likely to trust that business and consider contacting them.
Engaging all decision-makers in the household
One advantage of sending printed materials is that they often get shared among multiple people in a household.
Perhaps one member of the household visited your website and didn’t share the information with others. By sending them a physical piece of marketing, you’re giving them an opportunity to discuss your product or service with other decision-makers.
This can be particularly effective for products that require joint decisions, such as home improvements, financial planning, or bigger purchases like hiring a wedding venue, or buying/selling houses.
Why printed materials have long-term impact
Not every household is ready to buy right away. Some people need time to budget, discuss options with their family, or wait for the right moment.
However, printed materials have a physical presence that digital marketing simply can’t match. While emails and online ads can be easily forgotten or deleted, a high-quality brochure or flyer often stays in the house for weeks, if not months.
Printed materials serve as a constant reminder of your business, and when the time is right, they’ll be there to prompt the household to reach out to you. This can be particularly important for products or services that have a longer sales cycle, where decisions aren’t made immediately.
Measuring return on investment from printed materials
Sending printed materials comes with a cost, including the design, printing, and postage.
To make sure this investment pays off, you need to track the success of your campaign. One of the best ways to do this is by including something in your materials that can be tracked, such as a special offer or discount code.
When recipients get in touch, they will incentivised to quote the code, which gives you valuable data on how effective your printed campaign was. Over time, this information can help you refine your strategy and improve your return on investment.
For instance, you could include an exclusive offer in the printed materials that they won’t find anywhere else. This gives them an incentive to contact you and makes it easier to track how many leads came directly from the mailing.
Creating a sense of urgency
Another tactic to encourage recipients to act is by including a time-limited offer. This creates a sense of urgency, prompting them to contact you sooner rather than later.
However, be cautious about putting time-sensitive offers in the brochure itself, especially if you plan to print a large number. Instead, consider including the offer in a covering letter that accompanies the brochure. This way, you can change the offer as needed without having to reprint the entire batch of brochures.
Testing your campaign with a small batch
You don’t need to invest in thousands of brochures to start seeing results. In fact, it’s best to start small and test the effectiveness of your campaign with a limited number of households. This allows you to fine-tune your approach before scaling up.
Begin by sending printed materials to a sample of 100 homes that you’ve identified have been to your website, and that are at locations that are a good match for what you offer.
Track the responses closely, paying attention to how many recipients contact you and how many quote the special offer or discount you included in the materials.
After a reasonable period – depending on your product’s buying cycle – analyse the results.
Did the campaign generate enough interest to cover the costs?
Did you gain new customers as a result?
If the campaign proves successful, you can expand it to more households. If not, it may be time to tweak the design, offer, or messaging before investing in a larger print run.
Conclusion
Targeting households that you know have visited your website is a smart way to engage warm leads who are already familiar with your business. By sending visually impressive and well-thought-out printed materials, you create another opportunity to convert them into customers.
Including plenty of testimonials, offering exclusive discounts, and making it easy for recipients to act quickly can all help improve your chances of success.
And, by starting small and tracking your results, you can ensure that your investment in printed marketing pays off, allowing you to reach more homes with confidence in the future.
