
Combining Social Media and Print Marketing
Social media is a necessary component of digital marketing. Through your social channels, you build relationships with customers. Adding print marketing to the mix will bolster those efforts. Printed collateral should include information about where customers can find you online and invite their engagement. Including unique hashtags on printed collateral can further encourage participation. Print can benefit from social media by providing insight into the type of content customers respond to. By paying attention to what gets traction online, you can tailor future printed collateral to communicate more effectively.Combining Websites, Email and Print Marketing
Digital marketing is more than just social media. It also includes your website and any email marketing you do. Prospective customers often search out your website to learn more about your products and services. Email marketing to your current customer base can help keep them informed of new offerings and is a cost-effective way to reach out to those who have opted-in to such communications. [caption id="attachment_169" align="alignright" width="150"]
Leveraging Digital and Print Technology
As new technologies develop, it becomes even easier to integrate print and digital marketing. The interactivity between print and digital marketing allows you to customize marketing efforts. Personalization using variable data allows you to tailor text, graphics even marketing offers, to specific prospects and customers. This extends to personalized landing pages, or PURLS, and to custom-printed pieces. [caption id="attachment_170" align="alignright" width="221"]
Creating the Most Effective Blended Marketing Campaigns
The basic rules of marketing still apply when combining digital and print marketing. Your content should be relevant to the audience you’re marketing to. Even the best campaigns will falter if the message doesn’t hold value to the person who receives it. All marketing materials – offline and online – need to include a clear call-to-action (CTA). Ask yourself what you’re trying to accomplish with each touchpoint. Are you trying to create awareness for your business? Are you building trust? Are you presenting a specific offer? Next, determine what a prospect or customer would need to do to accomplish that desired outcome. That’s your CTA. Whether you’re asking a prospect for their contact info or urging a customer to redeem a limited time offer, be clear and concise. Remember the Rule of 7! Generally, it takes multiple touches to move a customer through the buying process. Combining digital and print marketing efforts creates those various, diverse touchpoints. [caption id="attachment_168" align="alignleft" width="150"]
As more consumers opt into Informed Delivery by the USPS, those daily scans of mail can become yet another touchpoint in the customer journey. This is another reason to include a clear CTA on the scanned side of any direct mail (the side with the mail recipient’s info).