Some people swear by only using print materials when marketing their business. They’ll restrict their sales to brochures, leaflets, and signs. Then there are companies who only use digital. They rely on their website and social media to gain interest from new customers. While both of these methods work well, choosing sides won’t get your far in the long run. Instead, you need to ensure that your marketing spans both print and digital, else you’ll be losing out on a huge number of potential customers. Plus, by using both approaches, you can see what works best: you’ll be able to see what gives you the best return on marketing investment (ROMI), and then expand your efforts in that area.
Use the same assets in print and online
If you’re going to use print assets, you should design them so they can be hosted online too. That way, you can send out print versions to people who prefer a hard copy, and then distribute it more cheaply online too. Using a free brochure maker will mean you can experiment with both types of assets, ensuring that you don’t have to spend lots of your budget without knowing that it will work. The beauty of hosting your brochure both online and in print is that you won’t need to worry about getting every single contact detail so you can email them; alternatively, you also get to expand your reach.
Support the same message across approaches
Whether you’re writing and designing for print or digital, nothing should change. You want all your communications to be exactly the same regarding style and tone. That way, customers will know when they’re dealing with you, and what they can expect from any interaction. This gives them the confidence to engage more with you: they won’t be confused by different offers or messages.
Combine print assets with digital incentives
An easy way to combine your print and digital marketing schemes is to push people from one method to the other. So, if you’re sending out direct mail, give them a reason to go online. Maybe they can redeem a voucher or see if they’ve won a prize by visiting your website, a blog or your social media page. Once you’ve made them start visiting your sites, they’ll be more likely to come back again and again – you often just need to make a big push in the beginning. Likewise, you can do the same online: maybe you start a marketing campaign via emails and social posts, and then finish with a direct mail piece, with the hero piece of content.
Experiment with QR codes
QR codes are a great way to get people interacting across both your print and digital channels. Nowadays, this technology is more established; therefore, you don’t have to give many instructions either. It’s been tried and tested hundreds of times, so you can simply roll it out without fear of it going wrong. Plus, they’ll show you what people are accessing in a specific way. You don’t need to spend hours investigating your analytics, as you’ll have direct access to see how many people followed the link, when they clicked through, and how long they spent on the landing page.
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