For small businesses, the need for properly targeted paper printed materials is obvious – but so is the need for a digital presence. How do you reconcile your printed marketing material withy the ever more popular avenue of online marketing?
The secret to managing both marketing outlets appropriately is reconciling your brand. You want to have a standardized look across all platforms, so begin by ensuing your logo can work both on paper printed materials and online as a logo on your website, social media, etc.
If a logo is too complex, consider scrapping it and starting over or using a simplified version for printed materials. The more complex the logo is, the more expensive it will be to print, A logo that works as well in black and white as it does in color can make things easier. Your audience should be able to quickly identify any material -digital or printed – as coming from you with no confusion.
Use your logo and signature on all mailed materials – including those mailed digitally. Every single item your customers comes in contact should remind them instantly who it comes from and keep you at the front of their minds. A professional Long Island printer can help you create excellent paper marketing materials, and you can translate these into an online campaign with the help of a savvy web expert. Keep all of your design files handy and expect to be able to brand your company effectively across all channels.
Why not do away with printed paper marketing options entirely? There are several reasons why printed marketing material is still valuable – the first being that people respond to something they can actually hold in their hands. A brochure may make your company more real to them than an email or a webpage.
That said, building a signup list online and sending out email blasts, or arranging for text messages to go out on a mobile platform, or sharing deals on social media is also a valid way to interest customers in today’s fast moving world.
You should also include your web presence on your printed materials – Invite people to follow you on Twitter by including your Twitter “handle” on your business cards or at the bottom of forms or brochures. Do the same for Facebook and include your email and business website urls as well. You can even use QR codes on printed materials – people can scan these square codes with their mobile phone to view your website or other digital information stored online such as coupons, a Q/A, etc.
The day of paper printed marketing is still here – you just have to be able to work with it alongside the digital world. Businesses that manage to leverage both mediums will enjoy the most success!