The amount of digital spending in your marketing budget raises every year, but you’re overlooking an essential part of marketing for any business: your print marketing. We still live in the physical world, we’re not wired into the Matrix yet! Your marketing efforts need to be savvy enough to combine content marketing, social media, and print to create a triple marketing threat that pulls in new leads, clients and sales.
QR codes are your biggest ally when merging content, social media, and your print marketing efforts. QR codes are easy to work into a variety of designs since you have flexible sizing. Consumers have also been trained on how to respond to a QR code, so half of your job establishing a call to action is handled. Choose your destination site carefully depending on the goal of your marketing project. Send directly to your social networks if you need to build numbers on a particular profile, or create a targeted landing page specifically for direct mail program to improve your analytics and build your sales funnel.
Social Media Incentive
Another way to connect your print marketing with your social networks is to provide incentive for readers to follow your social profiles. You can also reverse that, and use social networks to build sign-ups for print advertising. Some incentives to get users to take the step from QR code to your network includes a discount on your services, freebies, coupons, and exclusive access to special events.
Double Dipping Content
You put a lot of effort into your content for marketing, and no one says that you’re stuck keeping it in a single channel. Take your industry articles and work them into an informative brochure, incorporate user feedback by including positive comments and tweets, and maximize your time by basing the bulk of your copy on already developed content. Save time and marketing money by adapting your content to each channel. A postcard may have a blurb about your latest product, while a brochure contains expanded information from a thought leader article you wrote recently.
With all the buzz about social media and online content marketing, it’s easy to get carried away with these trends. If you aren’t careful, you could end up blowing your budget on digital marketing with nothing left to use on print collateral. In reality, successful businesses integrate quality content into both print and digital campaigns. Check out these five essential marketing tips for using quality content with your print collateral:
1. Always Start with Quality Content
Successful small businesses understand the value of quality content in digital and print marketing efforts. Your small business needs to start with content that is compelling, relevant, and helpful in order to increase sales and brand loyalty. No matter what business marketing format you choose, keep in mind that consumers respond to quality content across the board.
2. Try Customer Magazines
Customer magazines give small businesses the opportunity to deliver quality, relevant content to a captive audience. Businesses have been using customer magazines for decades as a way to position themselves as an industry knowledge base and thought leader, but these types of publications have become even more popular in the past few years. Surprisingly, in an age that is seemingly flooded with digital content, consumers are still craving the tactile, tangible experience of magazines.
3. Revisit Mailers
While it’s easy to ignore an email or move it to the spam folder, most people take more time when going through their snail mail. For many consumers, print is perceived as more credible and also more important than electronic correspondence. If you take the time to send out more than just advertisements or sales flyers, consumers will respond positively.
4. Integrate QR Codes
QR codes are a great way to enrich your content as well as connect your print and digital presence. You will most likely find consumers who initially engage in print collateral are pleased to have such a convenient method to purchase your product online or connect with your social media campaign.
5. Leverage Print Collateral For Events
In-person events, trade shows, and conventions are all excellent opportunities to connect with consumers. You won’t be able to talk to every single person that passes through, but you can distribute print collateral. Visitors to these events are often hungry for information about new products. You can satisfy the curiosity of most visitors by having a wide variety of printed materials on hand.
Though the term “content marketing” usually refers to digital collateral, successful businesses have been using quality content to engage customers for many years. Regardless of the business marketing tactics you choose to utilize, don’t neglect your print campaign. Print content can be just as effective as digital content, if used correctly.