Digital advertising has become the go-to strategy for millions of small businesses, but printed advertising (including booklets) is still very powerful. With the right strategy and strong high-level direction, you can get even more value out of this type of campaign.
So how can you do it?
Why Print Advertising Still Works
Let’s start by addressing why print advertising is still valuable – and why it still works in almost any marketing and advertising campaign.
- Inexpensiveness and accessibility. First, it’s much more accessible and inexpensive to print advertisements than it used to be. You can find booklet printing online for ridiculously low rates, and you’ll have a wide range of options to choose from. Depending on what you’re printing, you can get sheets or items for mere pennies, then use those to heavily promote your brand.
- Local advantages. Printed ads are great for local audiences. You can distribute flyers, brochures, and other print items at your local establishment, at gathering points, and even to people’s homes directly.
- The competitive edge. All your competitors are likely investing heavily in digital marketing, making it difficult to be competitive without also spending a ridiculous amount. Purchasing printed ads will help you minimize the competition you face while also distinguishing yourself and making your brand stand out.
- Complementary purposes. Printed ads also have great synergy with digital marketing strategies. For example, you can use a printed piece to lead people to your website, or announce your presence on social media.
Getting More Out of Your Print Advertising Strategy
So what steps can you take to get more out of your print advertising strategy?
- Choose a niche target audience. Don’t design your ads generically or for a massive audience; instead, it’s better to choose a specific niche audience. You’ll decrease the total number of people you’re reaching, but you’ll significantly increase your relevance to that remaining audience. Tailor your message specifically to them and use market research to verify or challenge your assumptions.
- Cater to locals. Remember, print ads are especially valuable for local marketing, so take advantage of it. Consider distributing your materials at public gatherings or put together a mailing list so you can send your ads directly to residences.
- Invest in better materials. People often make snap judgments about a brand immediately when they start engaging with an ad. If you want to improve your first impressions, it’s important to invest in better materials. You can usually upgrade your paper stock or invest in a higher quality of printing for a bit of extra money; this is often worth it. High-quality print ads show that you care about your image and reputation.
- Buy in bulk. No matter which online printer you choose, you’ll likely be able to save money if you buy in bulk. The rate for each individual piece will decrease in line with the amount of pieces you’re buying. Obviously, that doesn’t mean you should buy beyond your needs; it doesn’t make sense to buy 100,000 flyers if you’re working with an audience of 100. You’ll also need to design your ads so they remain relevant for a long time to maximize their utility.
- Experiment with alternate designs. The first design you come up with may not be the most effective. Therefore, it’s important to experiment with alternate designs. Mock up a handful of different ad layouts and show them to a test audience; which one do they like best? From there, you can distribute ad variants to a live audience; for example, you can showcase an “A” version and a “B” version, then directly measure which one gets a better response.
- Focus on conversion. “Conversions” became a popular term in the digital marketing world, but it’s also an important consideration for print marketing. Your printed pieces should have a goal in mind, such as getting someone to visit your website or call your business. When you achieve a conversion, the piece is considered successful in that instance. Design your ads to maximize the conversion rate and use conversions as your primary metric for campaign success.
- Rely on data to improve. Data is your best friend. Make sure you collect ample data on your campaign, including engagement rates, conversion rates, and your return on investment. Analyze the data to determine which of your tactics are effective or ineffective, then use those insights to improve over time.
With these strategies, you can boost the return on investment (ROI) of any printed advertising strategy. And if you combine printed ads with other forms of marketing, like search engine optimization (SEO) and social media marketing, you’re likely to see even better results. Integrate your marketing and advertising strategies carefully and always optimize for long-term gains.