As a small business you have to ensure that your advertising is targeted towards people in your local area, and towards people that are likely to be interested in your services. However, most small businesses fail to advertise effectively. They either under-invest in marketing, or they fail to track and monitor the impact of their advertising spend on their sales.

Direct Mail Advertising

It’s possible to target the area where your customers live through direct mail. As a local company, this can be one of the best ways to engage with your potential customers. However, one problem with direct mail is that it’s hard to target intent. As a local plumber, it’s possible to target customers that are within the territory where you do business, but it’s hard to know if any of them actually require plumbing services.

With direct mail, you can track the success of your mailer through checking out what percentage of customers who received the letter buy from you. When you know where you sent the letters, it’s not hard to track with a relatively degree of accuracy. Some areas might respond better than others and therefore should have more marketing material sent their way.