March 27, 2017
Let’s get a few things straight about the print versus digital marketing debate. First, print isn’t dead; if that was true, the debate would have ended when it died. Second, arguing over which method works better is nonsense.
Digital marketing isn’t universally better than print or vice versa, because each method works best for certain types of businesses. But there is one universal truth marketers need to realize: print and digital marketing are not mutually exclusive.
In fact, print marketing is a great way for any business to boost its Web traffic. It helps businesses that focus on digital marketing expand their audience. And if you’re already relying on print, tying it to your Web presence is a great way to step up your digital marketing game.
Here are five ways to boost your Web traffic with print marketing:
Most people only use small print materials like brochures and business cards. But we say go big or go home. Marketing binders let you present large amounts of information in one place and can be used for virtually anything—whether it’s a client presentation, a take-home packet, or a sample catalogue.
Binders also create a sense of exclusivity. Because their contents are so customizable, clients feel as if you’ve created a marketing packet just for them. You can also work with an online print shop like Company Folders to create a matching exterior — it offers dozens of styles to choose from and a wealth of design options. This type of high quality design makes clients want to visit your website to receive more VIP treatment.
Direct mail coupons
Direct mail campaigns are wildly popular right now. Like binders, they offer a high level of personalization and a tangible way for customers to connect with your company. So how do you utilize this print marketing tactic to increase your Web traffic?
Start by offering a physical coupon that’s only redeemable online. This gives customers the thrill of holding the coupon in their hands and seeing the discount in writing—which sparks their interest in actually using it. Some may just take the discount and go, but most people will explore the site to see if you’re offering anything else they want.
Consistent use of images
Digital marketing uses lots of images to help the brain process and store content—a highly effective method since two-thirds of people are visual learners. Better imagery means clients will draw better conclusions about your brand; in fact, multiple studies have shown that strong visual content significantly increases your chance of marketing success.
Using identical images on print and digital platforms helps viewers make an immediate correlation between your campaigns, strengthening their brand awareness. If you want to spice things up, try using a series of themed images with similar styles. Showcasing different images in different places will encourage your target audience to check both platforms for the full experience.
Social media campaigns
Social media is a huge part of digital marketing—so you need to cross-pollinate it with print. That could mean simply printing your social media profiles on your marketing materials. Or, you can step it up with a cross-platform campaign.
Nike is a great example of a brand cashing in its social media power: it converted the famous ‘Just Do It’ slogan into a Twitter campaign. Originally printed in 1988, the slogan is now a hashtag. Hashtag campaigns work well because they can promote events and generate new marketing campaigns. At the 2016 Olympics, Nike unveiled its ‘Unlimited’ film campaign — which evolved from the ‘Just Do It’ slogan.
QR codes and personalized URLs
Everyone knows QR codes make it easy to connect print materials to Web content; recipients can just scan the code with their phone to visit your site. But since QR codes alone aren’t as effective as we all initially hoped, you need personalized URLs as well.
Personalized URLs are just what they sound like: URLs that take your client to a webpage that’s just for them. Consumers enjoy the experience of having ‘their own’ site, making them more likely to check it out. Even better, PURLs and QR codes help you track cross-pollination to see how your users are interacting with your digital and print marketing.
When it comes down to it, debating between print and digital marketing won’t get you very far. Your Web traffic will soar to much greater heights when you combine print and digital marketing efforts into one cohesive campaign.