The potential for social media to build your brand and drive sales is salient, but there’s more to marketing than electrons. Direct mail remains a powerful way to engage IT decision-makers and lure them into your sales cycle.

Direct mail is both effective and increasingly unexpected. E-mail inboxes fill up quickly with newsletters, pitches and white papers, making it easy for yours to get lost in the shuffle. But, a well-designed mailer with a powerfully conveyed message can pop – and it has to be touched, put on a desk and opened.

Paper isn’t easily deleted!

As you put together and execute your marketing plan, be sure to include a significant direct mail component in your mix of marketing tools. It’s another way to reach your market, and one that will make you stand out.

When you use direct mail to generate IT sales leads, keep the following in mind:

• Be creative – and have fun
• Make the message clear
• Solve your prospects’ problems
• Explain the benefit succinctly
• Use statistics when possible
• Give the recipient a way to take action quickly and easily

Your marketing program should include a variety of prospect engagement techniques, including online, telemarketing … and print. The world may be going digital, but there’s still a strong upside to reaching out to your target market with something tangible.