Don't Forget the Basics: When to Market with Print

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Don't Forget the Basics: When to Market with Print

Is print dead?

This question often comes up with our partners as they strive to create an effective marketing strategy. As a result of the many cost efficient options of digital advertising, many companies have set aside print efforts. But in the world of marketing, creating a diverse marketing strategy including both digital and print is key to targeting your various audiences, creating tangible touchpoints, and personalizing the buyer’s journey.

We know that digital marketing plays a huge part in things, but creating a cross-media marketing strategy can amplify your efforts and reach customers across the spectrum. Because so many companies have narrowed their focus away from print marketing, you have an opportunity to stand out through print. Keeping a big picture strategy is important for creating multiple touch points for your customers. Consider the messages in your inbox versus the mail in your mailbox. Which 'mail piece' do you pay more attention to?

We know that the internet is efficient for getting your message or product out to the world, but print marketing may go beyond and do something the web can’t do … it catches someone off guard.

Why Choose Print Marketing?

It Can Be Felt

Print creates a tangible and personal experience with your audience, creating a physical connection to your brand.

It Has Staying Power

Print has the potential to hang around indefinitely and can be a more constant presence than an email in your inbox or a website you have to go back to.

It Builds Trust

We all want our prospects to trust us, right? With print, you emphasize, “This is important. You can put your trust in us.”  

It Lures Eyes

You can grab your reader’s attention and get them more engaged than when scanning through content online with seven or more tabs open at one time.

It Bridges the Gap

Incorporating print, such as direct mail, bridges the gap in communicating with your various audiences. As you know, some prospects aren’t online or on social media, and print gives you a way to get your message to them.

Why You Complement Print Marketing

Although print and digital are often pitted against each other, an effective marketing strategy will use the two to complement each other.

What are some tips for using print to complement digital and visa versa?

  • Use the typically less descriptive print ads and brochures to hone in on one key pain point or value proposition that would resonate with your audience. Then, direct them to your website where more in-depth information exists. Setting up a landing page is a great way to measure your ROI and conversions from a print campaign like this.
  • Gather a list of leads who have engaged with your brand through your website and social media. Generate a mailing list for those individuals and plan a targeted mailing referencing a product or service they may have interest in.
  • Follow-up with inbound leads by sending handwritten notecards on branded stationery. This personal touch solidifies your brand identity and helps your prospect connect with you on a personal level. Think about it, when was the last time you got a handwritten note in the mail?

Want to grab your prospect’s attention and stand out from your competitors? A well-designed print piece can leave a lasting impression and just might be the thing to grab their attention and give them a nudge towards engaging with your business.

What kind of print materials should your business create? If your goal is to leave a lasting impression and nudge them toward further engagement, you have several options:

  • Brochures & Flyers
  • Newsletters
  • Booklet/Magazine
  • Post Cards
  • Note Cards
  • Stationery
  • Branded Envelopes
  • Banners and Conference Materials
  • Business Cards

Remember, print should complement your digital marketing strategy. There are reasons for incorporating a variety of print pieces in your marketing strategy, and we are here to help.

Don’t put all your eggs in one basket. Instead, diversify your approach. Test and retest to continually raise the bar and get the best possible return on investment.

We can help you get real results and develop a cross-media marketing strategy that will bridge the gap and move your company ahead of the pack.

Let’s Talk Print Marketing
Posted by Amy Dunbar at 7:00 AM
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