​​5 Killer Strategies to Successfully Blend Print and Social Media Marketing

In the dynamic landscape of modern marketing, the marriage of print and social media is not just a trend – it's a strategic imperative. The tactile allure of print materials and the instantaneous connectivity of social media combine to form a force greater than the sum of its parts. Skillfully blending these two powerful mediums can help you create a marketing ecosystem that thrives on synergy. 

Recognizing the strengths of both print and social media marketing and strategically combining their advantages gives you an edge to build a multi-dimensional marketing approach that not only widens your reach, but also enriches the experience for your audience.

Here are a few tips for how to blend print and social media marketing to build more audience interest and interaction with your brand.

Understanding the Strengths of Each Medium

Print marketing and social media marketing each have their own unique strengths that can significantly contribute to your overall marketing strategy. Understanding these strengths is crucial for effectively blending the two mediums to create a cohesive and impactful campaign.

Print marketing offers a tangible and tactile experience that engages the senses of your audience. The physical nature of print materials, whether it's a brochure, flyer, or direct mail piece, allows for a lasting impression that digital content can struggle to replicate. Being able to physically hold a well-designed print piece can evoke emotions and create a deeper connection with your brand. Print marketing is especially effective when targeting local audiences or when aiming for a more personal touch in your communication.

On the other hand, social media marketing provides an unparalleled reach and accessibility. With billions of active users on various social platforms, you can tap into a vast audience that spans demographics, geographies, and interests. The speed and ease of sharing content on social media enable your message to quickly spread and be shared by users, amplifying your brand's exposure. Additionally, social media offers robust targeting options that allow you to tailor your message to specific segments of your audience, ensuring your content reaches those most likely to engage with it.

5 Strategies to Blend Print and Social Media Marketing

These days, it’s impossible to see print advertising without some kind of call to action leading to the internet. Here are 5 of the most popular (and most successful) options for bringing social media into your print marketing campaigns.

1. QR Codes

QR (“quick response”) codes are a powerful tool for blending print and social media marketing because they bridge the gap between physical and digital realms. They enable seamless interaction between printed materials and online content, making it easy for your audience to transition from a print medium to your social media platforms.

Including QR codes on your print materials encourages users to engage with your brand beyond the physical piece. This integration enhances the user experience and encourages them to explore your social media profiles, where they can find more information, updates, and interactive content.

What’s more, many QR code platforms provide analytics that track the number of scans, locations, and times of interaction. This data can give you insights into which print materials are most effective in driving social media engagement.

2. Shortened URLs

Print materials often have limited space to display lengthy URLs. Shortened URLs condense the web address into a concise format, making it easier for users to type or remember. This is helpful because unlike QR codes that are scannable and will take your audience where you want them to go with the tap of a screen, they still have to physically type a web address into their mobile or computer browser. 

But shortened and more memorable web addresses also mean fewer typing mistakes. This minimizes the chance of users getting frustrated when trying to access your online content.

And as far as appearances go, shortened URLs contribute to a cleaner and more aesthetically pleasing design on your print materials. They help avoid clutter and maintain a professional appearance without long and complex strings of characters.

Depending on your goals, you may choose to make a customized landing page on your own website with a simple URL or use a third-party application like Bitly or TinyURL to shorten your longer web addresses. Many URL shortening services offer analytics that allow you to track the number of clicks, the geographic location of users, and the time of engagement. This data provides insights into the effectiveness of your print materials and helps refine your marketing strategy.

3. NFC (Near Field Communication) Technology

If QR codes provide marketing simplicity, NFC is the next generation and adds an element of excitement. NFC technology – an offshoot and evolution of radio-frequency identification (RFID) technology – allows smartphones to communicate with physical objects, making it a valuable tool for interactive print materials. 

By embedding NFC chips into your print materials, users can simply tap their smartphones to access specific URLs, videos, or promotions – all without needing to scan a code, type in a URL, or navigate an app. This seamless interaction enhances user convenience and encourages immediate online engagement.

4. Social Media Contests with Print Promotions

Introducing gamification elements or contests within your print materials can spark excitement and encourage users to participate both offline and online. By offering incentives for social media interactions or sharing, you create a sense of community engagement and amplify the reach of your campaigns.

Social media contests may sound like an easy feat, but they require a lot of setup on the backend. Your print element will likely serve as the initial invitation for your audience to participate and should clearly outline how the contest works. Make sure your social media contest has a clear goal and a clear way to determine a winner before getting in too deep.

5. User-Generated Content

User-generated content (UGC) has become a driving force behind successful social media campaigns. UGC is content created and shared by your audience, ranging from reviews and testimonials to photos and videos. When integrated with your print marketing strategy, UGC can amplify engagement and foster a sense of community. 

Encourage your audience to generate content related to your brand or products and share it on social media platforms. This can be facilitated through contests, challenges, or incentives. For instance, you could ask followers to share photos of themselves using your product or engaging with your print materials, along with a specific branded hashtag. 

Display a curated selection of these UGC posts in your print materials, creating a tangible link between the physical and digital realms. This not only increases the visibility of your campaign but also allows you to track and showcase UGC in both print and online contexts.

A Blended Approach Can Lead to Campaign Success

As you implement the tips outlined in this article, remain agile and open to experimentation. Marketing is an evolving journey, and the synergy between print and social media can unlock new dimensions of engagement and impact. Embrace the creative possibilities, stay open to experimentation, adapt to changing consumer behaviours, and continuously refine your strategies based on real-time feedback.

The blended approach offers the best of both worlds, allowing you to reach your audience wherever they are – whether in the tangible realm of print or the virtual landscape of social media. By mastering the art of blending these mediums, you have the potential to create a marketing strategy that is truly greater than the sum of its parts.

Ready to plan your next integrated print-social media marketing campaign? We can help! Reach out to the Commerce Press team to get a free, no-strings-attached quote for your next big project.