3 Ways to Effectively Combine Print and Digital Marketing

Advertising on platforms like Meta’s Facebook and Instagram is incredibly affordable. And if you’re willing to take the chance on Twitter – at just $0.38 cents USD per click, it’s the most cost-effective option in the social media bundle – you could potentially be reaching thousands of people across the web.

If you’re emailing your marketing lists regularly, you stand a better chance of staying top-of-mind and getting repeat business.

Even investing in Google ads and having your business plastered at the top of relevant search results or on relevant other websites can bring a bit of a marketing boost, albeit less, perhaps, than in years past.

Advertising online is great. But it also has its drawbacks.

Consumers are so inundated every day with advertisements that they often fail to even “see” them now: The average person will be bombarded with as many as 10,000 ads in a single day in various formats, particularly online. It’s no wonder they start to tune them out.

So as a business or marketing agency owner, how do you get around this issue? How do you ensure your marketing message is seen in a sea of others?

It’s no longer good enough (or even wise) to put all your eggs in one basket and rely solely on just digital or just print advertising. The best marketers know the answer lies in bringing the two mediums together.

Here are 3 ways businesses and marketing agencies can effectively integrate print and digital marketing to increase their advertising success.

1. Let your print marketing materials point to an online sales page.

While print marketing is still considered more trustworthy than online marketing, most people will still flock to the internet to continue their research before they spend their hard-earned cash. This is what makes print materials so great for cross-promotion: You can easily lead your ideal customers right where you want them. 

How to Win with Cross-Promoting

Keep your print message simple but intriguing. Include an easy and memorable web address or generate a QR code that leads customers to a specific location online for more information or to buy.

2. Use direct mail campaigns to build more trust. 

Any time you can personalize your message, you should. And though you certainly can (and should) personalize your email campaigns, these are easily ignored in a digital inbox. 

Combining your online marketing pursuits with a direct mail campaign helps you build trust with your audience. For one thing, the personalization on this level can be deeper. Depending on how you build or find your mailing list, you may already have more information about your recipients. For example, you may have their full name and mailing address as opposed to just their email address. 

Additionally, unlike digital marketing, direct mail is a tangible object that people can hold and touch. This physical connection makes messages feel more real and trustworthy. Your recipients feel more in control because they can choose to keep the piece or throw it away. More often than not, they’ll choose to hold on to your mail piece and will keep it around for much longer, meaning you have potentially more opportunities to reach them without actively trying.

How to Win with Direct Mail

Use targeted direct mail campaigns to reach specific customers, then follow up with digital touchpoints, such as email or social media, to reinforce the message and drive conversion.

3. Combine print and digital efforts at your next event. 

If you’re attending an event, you don’t want to miss any opportunity to advertise your brand. Chances are you’re getting exposure among a group of highly-interested leads that are attending so they can learn about brands just like yours. Using both print and digital media for events like trade shows is a must.

Likewise, if you’re networking, the people in the room might not be your ideal clients, but they may know someone who is. This is why printed, high-quality business cards are still relevant! Like direct mail, they’re often kept for longer and found expectedly, serving as a reminder of your connection. 

How to Win with Print Media at Events

Incorporate both print and digital elements into your event preparation. For example, use print materials such as posters and direct mail postcards to promote an event and then use social media and email to provide updates and reminders.

At the event itself, hand out business cards, flyers, brochures, and swag with your company name, web address, and social handles. If possible, utilize QR codes here as well so your leads can easily find you online (and you can send them to specific web or landing pages). Do your best to collect email addresses to use for event follow-up.

Combining print and digital marketing leads to marketing success.

By combining print and digital marketing, you can reach a wider audience, increase engagement, and ultimately drive better results. 

Commerce Press works with marketing agencies and businesses of all sizes from an array of industries to help them design, produce, and distribute their print marketing campaigns. Contact us today to learn more about your options and what print medium is best for your goals.