JForce CRM/PM

1. Reach Your Best Qualified Prospects
If you're looking for an effective way to reach a highly specific and qualified audience, consider sending direct mail to the subscriber list of a well-targeted magazine. There are specialized business and consumer magazines to reach every audience imaginable. Unfortunately, the cost to run a good-size print ad with enough frequency for your message to penetrate in many of the national publications may be prohibitive. A great alternative--particularly for B2B marketers targeting specific industries or individuals based on their job titles--is to select a magazine that reaches your best prospects and rent its subscriber list for a direct-mail campaign. Some publications offer their lists as a combo buy along with advertising, and others make them available separately. Depending on how the list you choose is segmented, you may decide to mail to a portion of the list or all of it. Just be sure to mail at least two to three times to the same list for maximum results.

2. Get National Editorial Exposure
There's a fairly well-kept secret among top PR agencies and major corporations. What do they know that you don't? Most newspapers, and many other types of media outlets as well, are understaffed and often have significant editorial gaps to fill. They rely on free outside copy that arrives in the form of "mat" releases, articles that are prewritten and ready for publication.

For less than the cost of one decent-size ad in a single daily newspaper, you could create an article to be distributed with your byline that might get picked up by several hundred newspapers across the country and generate dozens of leads--or more. Since newspaper editorial is generally perceived as more credible than advertising, a mat release is an effective way to reach and influence readers. Two of the major mat release services, Metro Editorial Services and ARA, which distributes online only, have pricing that fits small-business budgets.

Written by Kim T. Gordon