In today’s increasingly digital age, it’s easy to fall into the trap of assuming that print for marketing is on the way out. The truth, however, is that print materials are as effective as ever provided that you understand how to properly use them for your increasingly tech-based campaigns. A good example of moving print campaigns to fit the digital age is learning how to effectively use printing for social media.
Send the Right Message
If you’ve invested a significant amount of money into a stunning web page, entertaining blog, and well-managed social media presence, your print material should direct customers to these resources. While you can easily include a secondary call to action that highlights your current campaign, the primary call should be for the reader to get to know you online. Social media icons are easily recognizable and let your customers know at a glance that you’re building a presence on these sites.
Include Actionable Information
If you’re new to the world of social media, it’s essential that you understand how it works. Including Facebook and Twitter icons on your printed materials isn’t enough. The visitor will still need to perform an online search to actually find you on these sites, and some of your close competitors may come back in the results.
Your print for marketing must include all the information needed to navigate directly to your site. The most effective way to do this is with a QR code. The right app allows customers to scan this box and go straight to your page. Beneath the code, include the appropriate web address or Twitter handle for visitors without a smartphone.
Track Your Campaigns
The effectiveness of print advertising printed marketing is often underestimated simply because these campaigns are more difficult to track. If you want to get a real measure of your success with print advertising, use a QR code or web address that takes visitors right to a landing page designed for this purpose. Use web address shorteners like bit.ly if the address of the landing page is cumbersome and long. If the only way customers will reach this landing page is through your print media, you’ll suddenly have a very effective way of seeing how many people are finding you this way.
Include an Incentive for Online Visits
Customers are more likely to follow through and visit you online when there’s an incentive offered in your print for marketing. Provide promotional printed products like coupons that are worth more when a special code is written on the front. The code, of course, is available on your web page. Use flyers, posters, postcards, or brochures to promote an online contest or giveaway. Let customers know that “liking” your page on Facebook will give them access to samples and freebies. You can even use pure curiosity as an incentive. Print half of a joke or compelling story and offer the conclusion online.
Collect Email Addresses
Sometimes scanning a QR code or typing in a web address is too time-intensive. Though these actions take only seconds, that’s not quick enough for some customers in today’s age of instant gratification. If you aren’t getting enough visits from the previous tactics, try collecting email addresses. In the email, you can include a direct link to your website or social media page. These are easy to track so you’ll see the ROI of this tactic almost immediately. Just make sure your emails are concise and compelling and avoid sending too many advertisements this way lest they annoy your customers to the point of ending up with their spam.
A well-focused printed marketing campaign can send a significant amount of traffic to your online pages, making a very real difference in the size and interest level of your customer base.
