Why does McDonald’s spend $2 billion per year telling people about the Big Mac?  Do you really think there are people in the developed world who haven’t heard of the Big Mac?

So why do they spend so much on marketing if everyone is already very familiar with their product?  The reason is to make sure that their product stays in the forefront of their customers’ minds all the time, so when they think about getting a hamburger the first one they think about is a Big Mac.

If you are a small/medium business, you probably can’t afford to use mass media to ensure that you customers hear your name several times per day.  But you can achieve the same kind of effect using social media.

Social media platforms like Facebook, Twitter, & LinkedIn are free.  You can use these tools to keep your name in front of your customers and friends so that when they need your product or service, you are the first one they think of.

Make sure that your friends and customers follow you on social media sites, then post to them regularly.  Posting regularly is the key.  Just like McDonald’s will buy ads in multiple times slots on multiple mediums several times per day, you want to make sure your friends and customers see your name as often as possible.

Every post doesn’t have to be worthy of a Pulitzer prize.  Just make sure you get something posted at least daily.  Set up a Google alert to monitor your company name, the products/service you sell, industry terms, etc.  Then you can keep your customers informed with a social media post when Google alerts you to an interesting article.  Posting weekly specials or promotional codes will always be appreciated by your customers.  If you cannot think of anything directly related to your business, you can always post something motivational or inspirational.  People always like that.

Social Media is also great because your customers decide if they want to follow you on social media, so its opt-in from the start.  Of course, you will still want to keep them interested with relevant and timely posts.  If your posts become too bland, they may lose interest, so although you don’t have to be a social media entertainer, you do have to put in the effort.

So how does social media enhance your direct marketing?  The short answer is:  it’s more impressions.  It’s usually not one direct mail piece or one marketing email that spurs someone to buy.  It’s making sure that your customers remember who you are so when they need your product or service, they automatically think of you.  Adding social media will keep your name fresh in their minds so when they receive a direct marketing promotion, they will recognize it and be more likely to act on it, rather than just ignoring it because they don’t remember you.