Keyword Listening With Direct Mail Marketing

Keywords and Your Direct Mail Campaign

The secret formula behind the success of direct mail marketing campaigns is to target those who have shown interest in your products or are most likely interested in your offerings. If you send direct mail to everyone in a town, you will probably reach people who are not interested in what you offer. This can lead to loss of money and time not to mention wasted effort.

Keyword listening is a technique that can help you identify those who are actively looking for what you offer and are likely to respond to your direct mail.

What is keyword listening with Direct Mail?

Keywords are words used by internet users to search for something in a search engine. It can be just one single word ("fashion") or a group of two, three, four, or more words (" best holiday destinations in France"). Digital marketers include the most frequently used keywords related to their product or service to optimize marketing content.

Many brands employ special tools to listen to conversations on social media channels around their product, competitors, brand, and related matters. This is known as 'social listening' or 'keyword listening' where brands target their marketing efforts based on the keywords their prospects are frequently using on digital channels.

Direct mail marketing and keyword listening: What is the link?

Keyword listening can help you design your direct mail marketing campaign. Although it is an unconventional method of doing direct mail marketing and is not suitable for all businesses, it can produce great results when done right.

Keyword listening helps you identify prospects:

• who have not yet engaged with your brand
• but are using keywords related to your product or business to perform an online search.

For instance, if you own a vegan beauty products store, keyword listening helps you know how many people are searching for 'beauty products near me,' or ' vegan beauty products store." There may also be prospects who are using these keywords and engaging with your competitors instead of your business.

You can combine email marketing with direct mail marketing by mailing a postcard to these prospects. These are the people who are actively looking for products or services related to your business and are most likely to respond to your direct mail.

Use trending words to strengthen your direct mail

Another interesting way keyword listening helps you elevate your direct mail marketing is by helping you find the trending words. Trending words are the words related to your industry that dominate conversation topics across social media.

With social listening, you can identify trending words in your industry or niche. These are the "power words" that you can incorporate in your postcard marketing or letter marketing. For instance, on Twitter and Instagram, you can identify power words by looking at the trending hashtags. On Facebook and LinkedIn, you can go through the group discussions and comments to identify repetitive words. Each repetitive phrase or word you notice can also give you insights into the problem your prospects are facing.

You can either feature them in a compelling call-to-action (CTA) or in a catchy headline to capture your prospects' attention. By using trending words in your direct mail marketing campaigns, you can create impactful promotional materials that resonate with your audience.