Many of us know about the power of Google AdWords campaigns – different marketing messages sending customers with different needs to very specific landing pages with laser targeted information. Have you ever thought about doing that with your print marketing?
- Target your print marketing – just like you do online
- Improve your ROI return on investment
If you’re typical of most businesses, you’ll be servicing a variety of different needs for different target audiences, or selling a range of products and services. But the content of your brochures, postcards and even business cards may be very general – trying to be all things to all people, but perhaps getting the attention of none. Why not use several versions of these marketing tools to aim your message more effectively at each group of customers or prospects? Digital print in particular makes this absolutely possible – without breaking your bank. Instead of printing a large run of generic brochures or cards which can’t say anything really specific or meaningful, develop a number of different versions which will relate exactly to each customer group, and the problems they’re trying to solve. Then with a compelling call to action, send them to the exact page on your website that’s meaningful to them – or entice them to pick up the phone or pay you a visit. The more personal and relevant you can make your message in all your communications, the more likely you are to get noticed, and drive immediate action. Market this way and your return on investment is likely to be much higher. With shorter, targeted print runs you can tweak your content as you get feedback from your audience, and achieve improved response. Plus you’ll have the added bonus of avoiding a recycle bin filled with bundles of outdated print material.
