Creating a great online presence for your business or organization is a must, but that doesn’t mean that print marketing is obsolete. In fact, strategically using both approaches is an effective way to reach your target audiences and get them to take action. Here are six tips to creatively use print marketing materials to complement your digital marketing strategy.
Drive In-Person Customers to Stay in Touch Online
If you have a physical location that people can visit, don’t let them forget about you after they walk out the door. You might first attract people offline through word of mouth or walking past your shop on Main Street, but you can use a combination of print and digital marketing to keep them coming back. Include signs, stickers, or handouts in your store that have your website URL or social media accounts on them. This way, people can easily find you, follow you, and keep coming back.
Include Print QR Codes That Track User Acquisition
QR codes were invented in 1994 and only first became mainstream in 2011, then decreased in popularity before making a comeback in recent years. Now, the codes are used for everything from contactless restaurant menus to interactive maps, historical site information, and more.
You can use them in your marketing strategy by including them in printed materials such as business cards, direct mail pieces, sales handouts, and brochures. QR codes can link out to whatever web page you want, so you can lead users to your website, social media pages, or other platforms to leave a review. You’re also able to set up the QR code with tracking parameters that let you know how you acquired the user, so you can track where your traffic is coming from.
Generate New Digital Leads for Print Materials
Do you have a mailing list for newsletters, brochures, or company/business updates? Use your digital platform to generate new leads for your print marketing campaigns. People who come to your site are likely always going to be looking for “more information” about your business as a whole, along with ways they can connect. Offering a short form right on your homepage to “subscribe” or “support” can be more beneficial than you think! You can collect the exact credentials you need to add them to your mailing list. So, next time you’re packing envelopes and running a report on contacts, you’ll be happy to see an increase in new names.
Utilize Campaign Hashtags for Print
Have you seen the recent trend in weddings where a couple creates a custom hashtag for their guests to use and post to social media? Oftentimes, this hashtag is displayed during the wedding either on a card, poster, or perhaps a photo booth prop. Another good example of this is public and private universities creating college acceptance hashtags and placing them on their admissions print materials. This encourages students to post to their social media accounts using the hashtag and driving overall awareness.
Both scenarios are great examples of how you can keep track of how well your marketing campaign is doing on social media. Not only by creating a hashtag but also by applying this to your print materials for your business.
Target Your Print Marketing Campaigns More Effectively
Have you ever printed a brochure, handed them out, and wondered how many people actually looked at it? Another benefit of integrating your print and digital marketing is that you can add calls to action, links, or QR codes on your print materials that direct to specific pages on your website. Then, using Google Analytics, you can take a look at exactly how many people visited your website or those specific pages within the timeframe of your print campaign.
With this, you can determine how effective your print campaign was. Were there a lot of users visiting the link that was on the brochure? Or, was there barely an increase at all? If it was the latter, then maybe trying something different than a brochure next time would be more appropriate. You may even find that print marketing simply doesn’t work with the people you’re trying to reach, and that’s okay! Digital marketing can be far cheaper and has become more accessible in recent years.
Create a Natural, Direct Feedback Loop
Mapping Your Customers’ Journey
Integrating parts of your print marketing to connect to your digital space will create a synchronous loop of constant communication between your brand and your customers. This can often be a strenuous process, especially if your online presence is updating consistently. It’s important to make sure that if anything changes online, your print marketing reflects that. Redirect links and URLs when needed, update online page content to show your most relevant call to action, and keep refining your brand’s voice. The last thing you want is outdated QR codes or URLs floating around on your static print marketing materials.
With a direct feedback loop between your physical print marketing and digital marketing, you’ll never have to worry whether or not people are getting the right information they need. This will also increase your credibility as a brand—putting forth a more cohesive presence in your messaging.
Increase Your Customer Base and Keep Revenue Flowing
When you combine your digital and print marketing efforts, you’re bound to see a difference in overall productivity. It’s important to make sure your key audiences are defined through a thorough analysis before you begin. That way, you can begin identifying what their preferences are in both digital and print marketing. From there, you can build out your campaigns and create an ever-flowing brand presence across multiple channels and mediums.
Need support in creating your print and digital marketing campaigns? Our digital marketing team is ready to help you. We help clients build their overall brand awareness with both digital and print, collaborating together to meet and exceed their unique goals. Contact us today to continue working toward your 2023 marketing goals!