Print Marketing

In today’s digital world, it’s easy to assume that print marketing is no longer relevant. However, local companies can benefit substantially by adding print into their overall marketing strategy. Not only does print marketing create a stronger brand presence, it can also reach a wider audience and is proven to enhance online results.

Print marketing can be used to create a tangible and memorable experience for potential customers. From business cards to brochures, books, manuals, and product packaging, print materials allow local companies to showcase their brand and highlight their unique selling points. 

By having a physical representation of their brand, companies can create a stronger connection with potential customers and increase brand recognition. In addition, print marketing can also complement online efforts and enhance overall marketing results. By using a well-rounded approach that includes both print and digital marketing, local companies can effectively reach their target audience and increase their online presence.

The Key Benefits of Print Marketing for Local Companies

Whatever your company’s current online presence, it can be improved by using print marketing to grab the attention of potential customers and leave a lasting impression. 

In fact, a US Post Office direct mail study found that such a cross-channel approach could increase web visits by up to 68%, increase leads by more than 50%, and response rates by 63%.

  • Print marketing offers a tangible experience that creates an emotional connection between customers and brands, boosting conversion rates for businesses with a strong online presence.
  • Personalized direct mail and including coupons or promotional offers can increase the likelihood of conversion.
  • External signage promotes brand recognition within the community. Internal signage, done right, can get customers to buy more while they’re in your shop.
  • Combining print and digital strategies can reach a wider audience and increase the chances of converting both digital and offline leads into customers. This can be done with QR codes and social media promotion on print materials.

Moreover, print marketing is an effective way to build brand awareness and credibility. A professional image in print makes your business stand out from the competition. Print materials are tangible and can be kept for future reference, which makes them a great tool for building trust and loyalty among customers. 

Creating a Strong Brand Presence with Print Marketing

When designing print materials, as with digital marketing assets, it’s important to consider your brand’s visual elements such as colors, fonts, and logos. These elements should be consistent across all online and offline materials to ensure brand recognition. 

Additionally, including your website and social media handles on print materials can drive traffic to your online platforms and increase engagement with your audience. 

QR codes are the best way to direct readers from offline to online. They take the reader directly to any web page, video or other useful content, without having to type in a URL. Your local printer can help you with how to do that.

By utilizing print marketing to establish a strong brand presence, local companies can improve their online visibility and attract new customers.

Types of Print Marketing Materials for Local Business

While there are dozens of effective ways to use print materials in a local business, it helps to think of these three print categories.

Conventional Print Marketing Collateral

Flyers, brochures, catalogs, stationery, and business cards are conventional print products that can drive online traffic.

Flyers can be distributed in public places with high foot traffic or can be used in direct mail campaigns. 

Brochures provide more detailed information about the business or specific products. These can be used by in-store salespeople and distributed in relevant locations throughout a store. 

Catalogs can be used to present a variety of products or services.

Business cards serve as a tangible reminder of the business, making it easier for potential customers to contact them.

Signage 

Another type of print marketing that local businesses can use is signage. This includes banners, posters, and billboards that can be strategically placed in high-traffic public areas to catch the attention of potential customers.

Signage not only promotes the business but also helps establish brand recognition within the community. 

Internal signage within the store should be used strategically:

  • To help the customer find their way through the store
  • To inform customers about specific products on the shelves
  • To inform customers of special offers
  • To direct customers to online videos or other helpful content relevant to the product.

All signs, both external and internal, can include QR codes to drive readers online to important pages.

Direct Mail

Additionally, direct mail campaigns using postcards or letters can target specific neighborhoods or demographics to further increase conversion rates. This is easily done via the US Postal Service’s Every Door Direct Mail (EDDM) tool.

Plus, any of the conventional print collateral pieces mentioned above can be used in direct mail campaigns. And by doing a sequence or series of mailings, companies can compound the ROI of nearly any direct mail campaign.

Finally, another effective use of print is as a follow-up to online leads.

By utilizing these different types of print marketing, small businesses can effectively boost their online presence and drive more traffic to their digital platforms.

Enhancing Online Results with a Well-Rounded Marketing Strategy

With a cross-channel marketing approach, it’s important to start with a strategy that incorporates both print and digital marketing techniques. In other words, don’t just hang a print campaign onto an existing digital campaign (or vice versa) without a strategic vision.

First, outline your specific goals. 

  • Is it to get leads?
  • Is it to follow up to an online campaign?
  • Is it to educate a prospect?
  • Is it to sell a new product to an existing customer?

Then determine the Message > Media > Market match.

What’s the message, and which media and marketing assets are best to get it to your target market?

The last piece is, of course, tracking. Be sure to track the results of both online and offline efforts to ensure a positive ROI.

Takeaways – How Local Companies Can Use Print To Get Better Online Results

In conclusion, local companies can greatly benefit from incorporating print marketing into their overall marketing strategy. Despite the rise of digital marketing, print marketing still holds its own unique advantages in reaching a wider audience and creating a strong brand presence. By utilizing print marketing methods such as direct mail, brochures, and business cards, and signage, local companies can effectively supplement their online efforts and enhance their overall results.

However, it is important to remember that print marketing should not be used as a standalone strategy, but rather as a complementary component to a well-rounded marketing approach. By combining both traditional and digital advertising methods, local companies can create a comprehensive and effective marketing plan that reaches more of their target audience and converts more prospects to customers.

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