You’ve probably heard the claims. “Print is dead!”
Only 1% of the Millennial population is influenced advertising, so it’s no surprise that many businesses are shying away from this promotional piece of the marketing mix.
Although I (a Millennial myself) think print is an overpriced advertising medium, it’s far from dead.
Some demographics still prefer this style of advertising. Others are influenced by it, even when they aren’t aware they’re being influenced. The key to using offline advertising effectively is to tie it to your digital presence.
Enter: Today’s post.
On the 10th day of Christmas a The Savvy Copywriter gave to me… 10 ways to integrate online and offline advertising!
Here’s the list:
Add your website to every marketing piece.
No matter where you advertise – print, direct mail, radio, or television – add your website. Most people won’t call you after seeing you for 30 seconds (or less). They’ll want more information first. Giving your website is a way to bridge that gap and capture more interest from your offline advertising.
Promote your website in-store.
Do you have in-store displays? Add your website and cue your readers to visit you online for more information. Make it known you have a website as a resource.
Create tracking URLs for print advertising.
In print advertising, you know how many people received your publication – but how many people actually saw your ad? How many people opened the publication and engaged with your message? That’s much harder to track, unless you have a tracking URL.
Adding unique tracking URLs for every piece of print advertising you create will give you those answers. You’ll see the ROI of your ad and have a better understanding of your return on investment.
To create these URLs, you can create unique landing pages on your website. For example, if I were advertising in The Vail Voice, I could create kimberlycrossland.com/TheVailVoice to use in my ad.
You can also create tracking URLs in Google Analytics.
Encourage Social Media Followers at a Tradeshow
Are you working the crowds at a tradeshow? Snap a picture with your customers (ask first!) and tag them on social media. When they check their Facebook page later in the evening, they’ll be reminded of your company. They’ll also be more likely to share the love by following you back online.
Use a QR Code
Limited on space? Create a QR code and send people from your print ad to your website.
*NOTE: I am not a huge fan of QR codes. The setting has to be right for a person to have their mobile device in hand and able to capture your QR code. I’ve seen these used on the sides of buses or on road signs… don’t make that mistake. Use them in your newspaper advertisements or in a piece of direct mail; not in areas where the person is moving or cannot safely take a picture of your QR code.
Write Out Your Social Media Addresses on Print Advertising
Are you on Facebook? Write out your entire Facebook page URL on all your print advertising.
People are busy. It’s rare they’ll stop what they’re doing because of your advertisement. If they do, they’re interested. You want to capture that interest instead of making it harder for them to get in touch with you.
Asking someone to search for your business’s page on Facebook isn’t easy. The person will login to Facebook with every intention of finding you but will soon be consumed with holiday updates, pictures from last night’s company Christmas party and more. Your business will be forgotten in an instant.
If you send the person to your exact page instead, you eliminate that potential for distraction and are more likely to capture a hot lead.
Research your leads online.
Did you get a hot lead at a tradeshow? Don’t send your sales team in cold! Give them some intelligence by researching your lead online before making follow up calls. There’s a wealth of information available online. Take advantage and up your game.
Understand who you’re targeting.
Forget how you connect with businesses. What’s important is how your customers connect.
Millennials have $200 billion of buying power. But remember, only 1% of them are influenced by advertising. When making a purchase, they research blogs and other websites online.
Even if you capture the interest of Millennials in print advertising (yes, it’s still possible), you’ll need to follow up by having a stellar online presence. Include cues to your digital world so your audience can follow up with you where it’s most comfortable for them.
Turn the tables
Want to turn more of your online advertising into offline behavior? Ask for it.
Many customers connect with local businesses using their mobile device. That means, they’re already out and about, close to your business and ready to buy from you. By targeting them online first, you can drive more foot traffic through your doors.
Brand across all channels
When someone sees your commercial offline, chances are she’s going to pick up her phone and look you up online. You must send the same message across all platforms for your advertising to be effective.
Brand your business by using the same visuals offline as you did online. The better you can do this, the better you can capture interested buyers.
Did you miss any of the previous posts in this series? Catch up here!
- Day 1: Local Business Marketing Tips for 2016
- Day 2: How to Drive Traffic to Your Small Business Website
- Day 3: How to Get Your Business Listed on Google
- Day 4: Four Easy Copywriting Tweaks to Instantly Make You Sound More Appealing
- Day 5: 5 Customer Experience Metrics to Monitor
- Day 6: Should Your Small Business Start a Blog
- Day 7: 7 Blog Post Ideas to Get Your Creative Juices Flowing
- Day 8: 8 Ways Social Media Fits Into the Marketing Mix
- Day 9: 9 Do’s and Don’ts of Small Business Marketing