3 Ways Print Marketing Still Beats Digital Marketing
Print marketing continues to be a proven solution for results. It's not a competition to determine whether digital is better than print. The truth is that both yield significant benefits.
The American Genius shared a great article on the top three ways print marketing still beats digital marketing.
Use your home-field advantage
1. With the current trend of increased support of local businesses, this is your time to really network within your community. A great way to do that is through print marketing ... post cards, brochures, posters, flyers, and catalogs. Depending on your target market, you can drop off your marketing materials to other local businesses that would benefit from your products or services, set up a booth at a local event and hand out informational packets, or send materials through the mail to local residents. Some consumers would rather go someplace with a physical storefront than just browse online, and with the use of print marketing, you can reach a whole new demographic.
Give a little something extra
2. Send your customers, whether longtime or new, a little something in the mail now and then. Let them know that you appreciate their business and remind them of upcoming sales, discounts, and specials. However, there is a required balance to this method. You want to send them enough correspondence to let them know that you're aware of them and their loyalty, but you don't want to spam and annoy them, which will only drive people away. If you can, personalize the letters, cards, or flyers. This doesn't just mean you put their name on it. For example, send birthday or holiday wishes to let customers know they're important to you.
As another example, the realtor I used to purchase my first home sends me a card and a $5 gift certificate to a local ice cream shop twice a year - on my birthday and home-buying anniversary. It's a small, simple effort, but it goes a long way. To me, this shows he's willing to give his clients a little extra attention. In turn, this keeps his services at the forefront of my mind, so I can recommend him to others or so I can use him again with my next home purchase. Sometimes digital media just isn't the same as a letter in the mail.
Expand your reach
3. Introduce your company to an entirely new target market. There's a different set of people who only stay abreast of things through digital and online means - and those who prefer the "old-fashioned way" over modern technology, such as physical books, newspapers, and magazines. So, instead of choosing one method over another, why not use both? Yes, many of the ways to market your company online are free, like blogs, social networking sites, and sometimes even creating your own website. And yes, it costs money to use print marketing.
But they each have unique benefits. Depending on the nature of your business, you may not be solely targeting the youngest generation of digital lovers. Perhaps you're targeting an older, more mature age group or business professionals who don't have time to surf the web for leisure but make time to read a magazine or physical newspaper. Or, maybe you just want to cast a wider net. Whatever your reason, using print media to reach a new demographic will keep you a step ahead of your competition, who is no doubt relying on digital marketing.
It's time to redefine the benefits of print
Print may not be the hot new thing in modern marketing, but it has deep roots and is still highly relevant. Print has stayed around so long for a reason. Make use of print marketing where you can and combine it with your digital marketing efforts, and you'll see the results. A successful entrepreneur always uses all available resources, and one of them is still print marketing.
