We live in a digital world, but any good marketing strategy requires both pressure and digital efforts. In fact, a 2018 FedEx survey found that 85 percent of consumers tend to shop at a small company that uses professionally and individually printed materials. In addition, according to the DMA / ANA Rates Report, direct mail marketing has the highest conversion rates, especially online marketing media.
To make the most of this multi-channel marketing approach, you need a single marketing strategy.
Use the following elements to bring these media together and, in turn, increase sales, clarify ROI, and adjust as needed to develop a thriving business.
Gates
Print marketing and digital marketing complement each other. Therefore, your goals for both must be adjusted to avoid duplication while optimizing the use of each platform. As you build your marketing strategy, think about how each platform can work together to achieve the goals you set. Here are some examples:Example 1:
The Goal: Increase online sales by 5% this quarter.
Execution: Create a direct mailing campaign with an online coupon code and provide online ads via Facebook.
Example # 2:
The goal: to bring traffic to a new product page.
Implementation: Distribute the flyer with QR code during an upcoming conference to the new landing page and send an e-mail to current customers to introduce the new product and page.
The first step is to set these goals and then divide them into two parts: How can the pressure achieve this? How can this be achieved online? This will determine your strategy, just as if you were using a channel, while at the same time making sure you get the most out of online and print.
branding
Consistency in branding - from voice and messaging to fonts and colors - is critical, especially when transitioning from online to offline. ClearVoice explains, "Brand consistency is the pattern of expression that influences people's opinions about your business. The more consistent your messaging is, the more consistent your branding - either through words, design, offers or perspective. Your brand should create awareness and develop trust and loyalty to customers. "If you have not already done so, it's time to make your trademark guidelines or a trademark book. This will ensure that someone who sees your flyer recognizes your brand as well as on Instagram or via email.
The basic elements of your trademark policy should include:
*Logo: Variations for different marketing requirements.
*Tone of voice: Are you friendly and informative or stupid and informal?
*Colors: Specify specific colors that are used consistently.
*Font: Select up to 3 additional fonts to use both online and offline.
*Messaging: This includes your core values and your mission *statement. Take a look at this messaging checklist.
You can also use certain words that are used and not used, a photo style (soft and light or dark and serious) and illustrative elements. Everything that is important for the appearance of your brand should be explained.
tracking
Tracking is as important to your offline and print marketing efforts as it is to your online efforts. If you've done everything right, you can see the effectiveness of online and offline side by side, so you can change and update your strategy as needed.The good news is that it is easy to implement, regardless of the offline materials used. Think about it while building your unified strategy.
In Print Marketing: How to use this powerful tool, experts at MyCreativeShop share two simple ways to track your marketing material alongside online marketing:
Shortened URL or QR Code: Both can be placed directly on the print material itself, whether it's a brochure at an event or a flyer that has been posted in the community. This gives you a similar data point to online marketing: click-throughs. You can track these click-throughs through Google Analytics or your ecommerce tool, depending on your facility, right through to the overall ROI.
Custom offer code: Use custom code to see how many people have used your offer. This code can be entered online if you have an online store or are personally used. The cashier simply enters the code into your POS system. So you can see how many sales were made directly from this effort. From there you can easily calculate the ROI.
UTM parameters: If you reference the same page both online and offline, you can use parameters to determine which source caused the traffic. For example, if you refer to the same landing page, you do not have to create a new one for each medium. Instead, append a code for each link.
metrics
To gauge your efforts, you need a consistent list of metrics that you track to measure the value of print and digital. In this way, you can compare and match not only the ROI, but also the raw data to see what works and what does not. Some metrics that can be compared between both media include:-Traffic or clicks on the website or a specific landing page
-Purchases, offline or online
-Inquiries about your website
-Registration for an event
-Downloads a digital product
Track these metrics continuously, month by month or per campaign. Tracking metrics requires consistency to find patterns and change them as needed. Put this into your strategy.
review
The most important aspect of any marketing strategy is to review your efforts on a regular basis, preferably during the month. This is particularly important for a consistent strategy that includes both print and digital marketing, as the two are likely to have very different results. If you know these results, you can consistently place your budget in the right place based on data rather than assumptions.For example, if you've seen that more sales come from your sent offer, while many requests come from your marketing email, you may put more budget into the offline channel rather than into the online channel.
Use all of the above items for your review. By tracking the same metrics, setting complementary goals, and maintaining brand consistency, you'll have all the data you need to effectively review your efforts and optimize your strategy, reflecting the ROI and overall value of each platform.
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