Why Print Is Still A Valuable Tool In Marketing Your Business

In order for your business to be successful, you will surely be aware of the importance of having a strong online presence. But what many modern businesses neglect is the power of print marketing.

Despite the ever increasing focus on digital marketing, there are a number of reasons why print can still help to increase brand awareness, gain new leads and improve sales. In some instances, it can even have a more beneficial return on investment (ROI) than your digital efforts.

Here are some reasons why print marketing isn't dead...

It's more permanent

When you browse a website or read a piece of content online, how often do you come back to it? Whilst you might bookmark the most memorable or outstanding pieces, the majority of things you come across on digital media are forgotten pretty quickly. There are so many websites and pages on the internet that returning to the same piece of content time and time again is unlikely.

But a printed document is different; it has more of a sense of permanence because it is (usually) a physical thing that you can hold, so you are much more likely to look at it more than once. If a leaflet arrives in the post for example, you'll probably have a look, put it down, and almost certainly pick it back up later on. For this reason, offline marketing literature can sometimes be read more often than digital options.

Less common, more powerful

Despite being a more traditional form of communicating with customers and clients, print marketing is now seen as secondary to the digital world. But this can actually have its benefits. With people receiving less and less 'snail mail', the things they do receive in the post or are given by hand tend to hold their attention more as they are less common. This means that offline marketing materials can be more powerful and delivery your message more effectively, encouraging users to act.

Unusually shaped or designed pieces are even more likely to attract attention, and this is much easier to achieve in print than on digital platforms.

You can still use modern technology

Some people might think that print is a channel to ignore in terms of promoting their business, because it is seen as an old and traditional method. However, it doesn't have to be so archaic. Print media can actually use modern technology to marry the digital and traditional methods together.

Quick Response codes, more commonly known as QR codes, can be added to printed communications, allowing readers to scan the code using a smart phone. This then directs the user straight to the desired website or landing page, and is a simple way to use print and digital media together.

Some print media is now also being used to hold 'unlockable' content through the use of augmented reality apps, allowing users to see additional content on the printed media through a smart phone or tablet app. This again brings the modern technology of digital media and combines it with more traditional forms.

Whilst it can be a powerful method of engaging with your targeting audience, offline marketing can also be used as a means to marry the traditional methods with more modern digital approaches.

How to take advantage of print marketing

As we've discussed, there are several key advantages to print marketing that simply cannot be ignored when you are growing your business and attempting to generate leads or sales. However, it's not simply a case of churning out as much content as you can and sending it to millions of people.

Some best practices for ensuring your business benefits from offline marketing are:

• Good design and images: If your design is poor or images are stretched and pixelated, it can look unprofessional and may have the reverse effect by losing customers. Consider hiring professionals to help with design if you are not confident in producing a top class piece yourself; don't forget that your brand's image is at stake.
   
• Proofread: Similarly to having good design and images, it's also important that any text on your marketing materials is impeccable. Spelling and grammar are so important in building your company's authority and gaining (and maintaining) the trust of customers.
  
  
• Target the right people: Your target audience is vital to the success of your campaign. Use language and images that will appeal to them, and ensure that it is those people who see the material you produce. This gives you the best chance of generating maximum ROI.
   
• Clear calls to action: In order to generate more leads or sales, your materials should make it clear what it is you want them to do with it, such as visit your website, buy something in your sale, return a form to you or to join your social media community.
   
• Back it up with online campaigns: Rather than considering them as two separate entities, combine your online and offline marketing campaigns to maintain a sense of uniformity and to establish a clear brand message. The two forms of communication can work hand in hand.
   
• Use good quality printers: You can run the best print marketing campaign in the world, but if it's poorly printed, you can kiss goodbye to any prospect of success. Use a quality printing company who use the latest machinery and techniques to ensure a professional finish to your offline marketing stationery.

Print marketing should be seen as a complementary form of advertising, rather than an alternative to digital communications. Make sure your business is reaping all of the benefits of a good quality print marketing campaign.