TikTok, the popular short-form video platform, has taken the world by storm. Its ability to capture attention and drive engagement makes it a powerful marketing tool. When combined with direct mail, TikTok can create a unique and effective marketing strategy.
Leveraging TikTok to Promote Direct Mail Campaigns
Create Compelling Videos
Produce short, engaging videos that showcase your direct mail offer or product. As you create these videos, have fun, use catchy music, eye-catching visuals, and clear calls to action.
Use Relevant Hashtags
Hashtags are how viewers are going to find your content, so take time to research popular hashtags related to your brand, product, or offer. Relevant hashtags enable your content to reach a wider audience.
Run Contests and Giveaways
TikTok provides a unique way for your viewers to respond. Invite them to participate in your campaign by hosting contests or giveaways. In order to enter, have viewers follow your TikTok account and share your direct mail offer to enter. User-generated content is another way of helping your campaign reach a wider audience organically.
Collaborate with Influencers
Influencers have large followings of people who trust their opinions and recommendations. Find influencers who align with your brand and ask them to partner with you in promoting your direct mail campaign. They could create a video discussing how much they love your company, how excited they are about your exclusive offer, or even review the products you are promoting.
Include a QR Code
When recipients receive your mail piece, be sure to include a QR Code that links to the TikTok video or a landing page. You want to provide a seamless transition between the physical and digital worlds. If you make it difficult to access, your recipients will lose interest.
Ideas for How to Use TikTok to Boost Direct Mail
Beauty Subscription Box
Generate excitement and demand for your next subscription box by creating a TikTok video, showcasing the products they will receive. Talk about what you love about each product and explain why this box is a great deal. By using visuals and fun music, you can keep viewers engaged in your content longer.
Include a QR code in the previous month’s box to the video as a sneak peek for what’s coming next month, tips on how to use the products sent, or link to a TikTok challenge or giveaway in this month’s box.
Fashion Brand
While ordering clothing online is becoming more and more popular, shoppers highly value product videos, so they can see the items on a real person. Partner with a fashion influencer to create a TikTok video featuring your latest-collection. Have them model the items and talk about the features and what they love. They could even show how they will style the items they have received.
In order to drive engagement, offer a limited-time discount code for those who follow your TikTok account and purchase the featured items.
Tool Company
When you send out your direct mail piece highlighting your newest tools, include a QR Code for tool demonstration. The TikTok video can walk them through all of the unique features, how to assemble the item once they receive it, or demonstrate the tool in use and how it handles different projects.
Financial Company
Create TikTok videos explaining what your products are and the differences between similar products. You could partner with an influencer and offer educational videos, tips, or have them review the perks of a specific product. Just be sure that your content adheres to the rules and regulations of your industry’s marketing guidelines.
Measuring TikTok + Direct Mail Success
As with any campaign, you need to determine what success looks like for this marketing plan. Pre-define what you are hoping to achieve prior to the campaign going live, and then build systems for capturing responses. Some Metrics you might want to track for a TikTok and Direct Mail Campaign include:
- TikTok Video Views: Tracking the number of times your video was viewed.
- Engagement Rate: Measure likes, comments, shares, and saves to show how many people engaged with your content.
- Click-Through Rates: Track the number of clicks on your QR Code or landing page to see how many people wanted to learn more.
- Conversion Rates: This is your most important metric. How many people completed a transaction after receiving your direct mail piece?
By tracking these measurements, you can keep an eye on how your campaign is performing. Keep in mind, it takes some time to gain traction on a new platform, so you need to commit to trying it out for several cycles before making a final judgement call. The more you track your success, the more you will understand the positive and negative trends for your brand and how to adjust for your target audience.
When you combine the power of TikTok with the tangible experience of direct mail, you can create a highly effective marketing strategy that resonates with a wide audience. If you want to learn more about finding the people who are most likely to buy from you, let’s connect.