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3 Ideas to Improve Your Print Marketing
Some people say print is a dying medium. And perhaps in the digital age it does seem like a bit of a dinosaur. But there's still something endearing about having tangible items that you can see and touch and keep. Things like a newspaper or a menu from your favorite restaurant always have their place. Sure, we can get it all online, but sometimes it's still nice to have something real. So while businesses are spending more and more time trying to make an impact on the web, we forget that traditional marketing still plays a role. Whether it's flyers, brochures, coupons, booklets or annual reports we can't forget that some things will never go out of style. But we can't get left behind either; there are ways of modernizing print materials to connect traditional marketing of the past with the era of technology. Online Engagement As I said, the internet is the fastest growing medium for advertising which is why even print materials should pay respect to that. No one would ever send out a flyer that didn't include contact info in the way of a phone number or address. But some are still lacking the online connection. Print ads should always carry website URL's and perhaps a key phrase that you rank well for. While plenty of people will go directly to a website, many others will simply choose to Google you. So if you want to make sure people find YOU when they do, add language like "Visit us at ourcompanywebsite.com or Google Our Company Name". That way you have all of your bases covered. If you have a Facebook page or a Twitter account be sure to mention those pages on any brochures, letters or print ads. Of course if you don't actually USE your Twitter or Facebook account it may not help you much. These networks can be a powerful method of engaging customers in conversation, but only if you put in the time and effort. Becoming a "fan" on Facebook should offer some kind of benefit, perhaps special deals or advance notice of upcoming promotions. You should also use Twitter to do more than simply tweet hourly about your amazing specials and deals. In fact much of your twitter strategy should involve RE-tweeting the comments of your followers. When you use social media properly it can be an extremely powerful way to connect with customers and build relationships which can develop into strong customer loyalty. Interaction It's hard to gauge the success of a passive print advertising campaign. That's why using your print materials to promote customer interaction can be vital not just for increasing business, but also for judging the effectiveness of your strategies. Whether you're putting fliers on windshields or sending out direct mail, the copy should always encourage people to take action as a result of your advertising. There are plenty of ways both real and virtual to make that connection. In some cases it's bringing in a flier or a coupon to a real location for a discount. But when you connect your print materials to the web, it can be a coupon code, exclusive online deal or a landing page. With Google analytics you can see how frequently any page of your website is visited, and though it may not be the most accurate measure, if you include a URL on print materials or include one in an email you can certainly tell if the number of page views increases dramatically following your campaign. Ultimately, the action that brings the user to you is the most important part. When you concentrate on the desired outcome and design your print materials to focus on driving a specific action you can make your print materials exponentially more effective. Green Printing Let's face it printing is not the most earth friendly practice in the world. The explosion of the internet isn't just beneficial because it has increased convenience and accessibility for everyone; it is also good for the planet. But again, print materials still have a very definite place in modern business. But why not show a level of earth consciousness by making sure that all of your printed advertising makes use of greener methods of printing? There are a number of different ways you can go about going green in your printing. Obviously, using recycled paper is the first option. Not only is just as good as other kinds of paper, it doesn't cost the planet a single tree. The Forest Stewardship Council (FSC) exists to help advocate sustainable use of our world's woodlands. By using FSC certified materials you can ensure that you are making more environmentally sound decisions. In addition to options in paper, there are also greener choices for ink. When you choose a printing company that uses vegetable based inks you can reduce the number of ink drawn from more limited oil-based sources. Making these kinds of choices isn't just good for the environment; it's good for your public image. When you utilize green options, you can make that a part of your brand. Many companies align themselves with causes for the good PR and saving the planet is one of the most universally salient causes in the world. And honestly, not only is this useful for your image; it can't hurt your karma either. We may be moving away from printed materials because it seems more practical to go online. And in some ways it is, but we can't discount the value of the tried and true. So really, the best option is a marriage of both worlds. When you tie-in online engagement, focus on interaction and utilize greener material you can ramp up your printed campaign to supplement your online endeavors and your public image. We all have to constantly evolve and think about how to improve on what we do, and in these small ways you can dramatically improve your printed materials. From there you may gain new customers, increased activity online and who knows, even perhaps the inspiration for your next great idea.
Juliet writes typically for Print Express; a UK based online printing company. Juliet has been a blogger, free lance writer and marketer for several years. Her professional specialization is in business development and management training. |
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