How are you spending your marketing budget? Do you know why you’re using online tools – or print marketing – or anything else you’re doing to grow your business?
The twenty first century has given us more ways to market our business than ever before. That’s a massive opportunity to compete with the big boys on a much more level playing field. It’s also a recipe for confusion and waste.
Businesses, and not just small ones, are building websites, Tweeting, Facebooking, LinkingIn, running events and buying box loads of print –often without really knowing why. Successful marketers look at all the tools in the marketing kit – and choose which one is fit for purpose. Then they make sure each message is integrated with, and supporting, everything else they say and do. You might choose print to:
- Impress with a tangible message that sets you apart from the competition
- Introduce variety to your communications to increase the chance of engaging your prospect
- Be proactive, because your prospect isn’t necessarily looking for your product online
Before you go any further and buy print… Think why. What is the purpose of this particular message for my business – and more importantly for the recipient? Your why could be:
- Providing new information
What can you offer to help solve the things that give them headaches? Think information postcards, guidebooks, or checklists.
- Flagging a new product or service
Alert customers to new products, and encourage them to visit your website or store. Think brochures, catalogues and vouchers with enticing offers
- Moving a prospect further along your sales process
Print reinforcement of your sales conversations can clarify your offer, and make it easier to share with key decision makers. Think needs focused sales brochures
- The next sale
Just ask Mr Google why he sends discount vouchers in the mail! Don’t take the customer who’s bought once for granted. Think invitation to a customer only events, comprehensive service guides, gift cards from a joint venture partner
- Saying Thank You
We spend so much energy making the sale, but how many of us remember to say thank you? Think branded, but handwritten, thank you cards, with or without a thoughtful gift. If you’ve chosen to buy print for your marketing strategy in 2014, remember to think over why your are choosing this platform. Additionally, brush up on your print marketing strategy by reading these seven essential tips.
