Welcome to our top ten marketing tips, designed to get your Direct Debit sign
up campaigns off to the best possible start – and to see them through to the
most productive possible conclusion! We’ve kept them practical and to the point,
and we’ve included useful advice on the best marketing tools to use in each
Top ten marketing tips
1. Know your audience
Data is king. Take the time to
gather relevant data, to get a thorough understanding of the type of customer
you’re going to be talking to. Profile them – do they fall into subsections of
identifiable groups or are they all similar?
Understand the behaviour of your audience and you will be able to shape your
messages appropriately. Find out more about the three groups we have profiled
through on going research, customer profiles.
2. Decide on a single message
Define your objective then
decide on the single most powerful message (proposition) to use to convince your
audience. Remember not to clutter your communication with too many details –
less is more if you want someone to remember something important. Again, customer profiles will
3. Use a multi-channel approach
Don’t forget to use the
full range of marketing channels you have at your disposal - advertising,
online, direct marketing (print and digital), promotions and public relations
(PR). An integrated approach using a mix of them all gives your message the best
chance of getting through. And keep at it. Target the same audience repeatedly
through multiple channels to maximise exposure and drive the message home.
4. Test, refine, test again
Experiment with different
messages or channels so you know which work best for each part of your business,
and which ones particular audiences respond to. Measurement is vital – gather as
much response data as possible to inform your campaign. Online is brilliant for
measurement. The ability to track click throughs, email open rates and to test
everything from responses to subject lines gives you great ammunition for next
5. Make your news work for you
Anything positive that
happens to your organisation has the potential to provide you with a good news
PR story. A new product development, a new offering or a new success can be used
for good publicity. The secret is to forge good links with your local media and
keep the stories coming!
6. Strike up a dialogue with your customers
Build as many
one on one relationships with as many customers as you can. Keep in touch with
them through direct marketing (conventional or digital) and tailor your
communications to make sure they receive an appropriate and persuasive message.
And make it easy for them – offer a dedicated helpline or web address to allow
them to set up Direct Debits easily.
7. Stand out from the crowd
Distinguish yourself from
your competitors with a strong, contemporary, relevant brand identity. And
always make sure your Direct Debit communications look professional, reflecting
your corporate profile and where including the Direct Debit logo and a Direct
Debit Instruction that they comply with the guidelines and rules. Visit DDIs and logos to make sure. A key tip is consistency, in both
visual style and tone of voice.
Being paid by Direct Debit means you’re
paid on time and your cashflow benefits. Can you pass this advantage on to your
customers by offering a discount for paying by Direct Debit? How about using a
sales promotion tactic offering an incentive for supplying additional
information which would help with your future targeting, or for responding
within a given timeframe? It works!
9. Know your market
This one really speaks for itself,
but it’s always worth keeping top of mind. Always keep a close eye on your
competitors. Always know your strengths and play to them. And always stay up to
date with trends in marketing and your industry in general.
10. Be clear about what you want people to do
conclude your marketing communication with a strong, clear call to action. Keep
it simple and straightforward. You don’t want to confuse people, you want them
to respond! Offer plenty of help – telephone or email support, for example – to
reduce barriers to sign up.
Promoting Direct Debit to your customers can increase your Direct Debit conversion rates. Download our Marketing toolkit which gives you everything you need to put together a marketing campaign.
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