While many marketers think digital first when it comes to reaching their target audience, smart marketers know combining digital and print has a much greater impact.
Stand out. People are engaged via multiple forms of online media – email, social media, web searches, etc. It’s relatively inexpensive to target an audience on social media platforms but connecting with them is a whole other issue. There is so much digital messaging out there that your message may get lost among the dozens or hundreds of emails or posts that come across screens daily. Direct mail and leave behinds are great ways to stand out.
Strengthen your brand. Whether a potential customer is seeing your brand on a piece of paper or a screen, it's important to have consistent messaging, colors, fonts, wording, and more. Publish unified, integrated messaging on and across all online and offline marketing channels to strengthen your brand and brand recognition.
Get the most return from one piece of content. Whenever you create a piece of content for your business, do yourself a huge favor and take a more holistic approach. Consider how a webpage, blog post, or tradeshow flyer can be repurposed to fit multiple channels. Use a flyer or postcard in digital form for a facebook post or for a banner ad. Use mailers or leave behinds to point your audience back to your website and help drive them to buy. Not only does this create consistency between your channels, it can also save money by eliminating the need to design new graphics or other content.
Engage on a deeper level. Incorporate digital resources on print marketing adds a new element to printed media. By adding your brand's Twitter hashtag, Facebook name, or website address to print media, you allow the customers to engage with your company on a level deeper.
Deliver better outcomes. According to Forbes, a research study conducted by the DMA found that direct mail holds an average 4.4% response rate, compared to email with an average 0.12% response rate. Responses increase substantially when marketing campaigns combine print and online.
While many may think print is a thing of the past, it remains relevant as signage, flyers, brochures, catalogs, promotional items and more. Print is everywhere you go: retail stores, medical offices, restaurants, corporate offices, etc. Integrate print and digital marketing to create a well-rounded cross media strategy by understanding the target audience and creating the right materials.
Links to Holly's previous blogs:
June 11, 2019 - Best Practices for Brochure Design
May 15, 2019 - 10 Ways to Control Print Costs
April 11, 2019 - You Never Know Where a Business Relationship Will Take You
February 7, 2019 - Improve Sales With Print Marketing
January 10, 2019 - For You, Your Business, and the Good of the Organization
December 3, 2018 - You Don't Know What You Don't Know
November 9, 2018 - Keeping All the Balls in the Air
July 25, 2018 - How the Personal Touch Helps Your Business
April 25, 2018 - Taking Control of Your Company's Reputation
March 14, 2018 - Why Exactly Would Anyone Want to do Business With You?
February 26, 2018 - Oh No! I've Lost an Employee. Now What?
January 25, 2018 - How to Generate Effective Graphic Design
November 16, 2017 - Avoid Delays and Additional Costs - What to Look For in Your Proof
September 13, 2017 - Before You Press the Print Button, Read This
June 1, 2017 - Let Me Introduce You to Our "Big Boy"
March 24, 2017 - Challenges All Businesses Face and How to Overcome Them
February 1, 2017 - Leverage Technology to Grow Your Business
December 9, 2016 - "I Realized I Had to Make a Change"
September 23, 2016 - Yes, You Can Print That Email
August 1, 2016 - Top Do's and Don't's of Moving Your Business
May 25, 2016 - The Power of Giving Back
March 23, 2016 - What to Look For When Selecting a Printer
January, 25, 2016 - Marketing Made Easier with 5 "Fun"damentals of Marketing
December 2, 2015 - 10 Ways to Plan for 2016
September 30, 2015 - 9 Ways to Get the Most Out of Tradeshow Attendance
July 17, 2015 - How To Take Time Off From Your Business
May 15, 2015 - 10 Cost Saving Tips For Your Printing Jobs
May 8, 2015 - How Promotional Products Help Your Business
September 22, 2014 - How to Get More Out of Your Marketing Investment