Guest Post by Megan Pritts, SEO and Social Media Strategist
We are all aware of the benefits of using social media for marketing. That’s why so many companies are using it. But what would happen if you combined social media and print into one killer marketing strategy?
Message
If you do it right, print can be very powerful. You have a variety of options to choose from, including brochures, flyers, business cards, postcards, etc., so the possibilities are endless when trying to reach the right audience.
One of the greatest benefits of using print and direct mail is that your materials are put directly into the hands of the people you are targeting. Assuming that you have done your research and have a clean mailing list, those people are probably going to appreciate your effort.
Social Media
There really is an art to connecting with the right audience on social media. Not that this isn’t the case with print, but you can’t always reach everyone via social. Some people have private profiles or abandon their profiles altogether. You can’t send a random person private messages to buy so-and-so product. That is just ridiculous. No one is going to talk to you if you try to sell them something randomly. People are on these networks for fun, not to be targeted by marketers.
The best part about using social with print, though, is that after someone receives your flyers, mailers, or whatever you sent, you can connect with that person via social and ask them how their day is going. Maybe you do some research, and find out that they like home décor and you send them a link to a great Do-It-Yourself décor site. This way, you are on their mind even after they’ve set your printable aside. They might even dig out your flyer from the garbage because you are making a serious effort to build a relationship with them. That is what people like, good relationships. Social media combined with print gives you a second chance to make that happen.
Emotion
So many people seem to think that print is going to disappear, but if you really think about it, print is one of the most powerful marketing tactics available. People still like the feeling of textured paper or the gloss coating given to it. They also enjoy getting mail that isn’t just bills. That’s why people get subscriptions like Quartly Co. They want to receive something fun in the mail.
Print marketing leaves a tangible object for that person to remember you by. They might set it off to the side and find it two weeks later when their boss is yelling because their sales are down 20% and they need to make something happen. They might think, hey, this marketing company sent me a flyer a few weeks ago. Maybe we should set up a meeting? Great idea. Right there, you’ve planted the seed.
You can’t get that with social media alone.
Social Media
Maybe that company does need some assistance to increase their sales and, just maybe, their boss agrees to takes a look at your flyer and learn more about you. They are going to do what everyone does when they’re looking for information. They research. And where might they do that? Of course, through their preferred search engine, but also on social media, because your networks will (ideally) show up in the search results. They are going to look at your relationships with your followers, what kind of information you share, and try to figure out how on earth you can help them. When they see the connections you’ve made through conversation and the impressive blog posts you’ve written, they will feel connected to you as well. They may even “Like” you.
Value
There is something unique about print. It has a value that digital pieces just don’t encompass because it costs money. You wouldn’t take the energy or put the money into printing something that doesn’t have value, right? Not in this day and age. Everything is digital. Why would you print something on paper and waste a stamp or two to mail it out when you can e-mail it, it will be there in 10 seconds, and it’s free?
Because it is worth the time and the money.
When you print something, value is automatically associated with it. When that printed piece is received, people are likely to take a second out of their day to read it. Most people don’t get exciting mail anymore. They get coupon books, magazines that they’ve already read on their tablets, and maybe a few credit card offers. Joy.
The person who received your envelope will be surprised to see something in the mail that has value. Surprises = good memories.
Social Media
Unfortunately, when someone reads through their newsfeed on a social network, they can skip over every single one of your posts. But if they received your printable in the mail and then happen to see one of your posts on social media, it will stand out, and they will be more likely to interact with you. That’s a relationship builder!
In time, you will be able to get that person to converse with you on a regular basis. When you get to that point, you can quickly build a sustainable one-on-one relationship. In our digital world, more and more companies are requiring that their employees have a social media account specifically to interact with clients and potential clients. That work account was set up with the intention of building relationships, so it makes finding and connecting with that person much easier. It’s like magic! You can’t accomplish that with a print strategy.
Many companies limit themselves to a digital marketing strategy because it’s what all the cool kids are doing. All of the big companies are getting more exposure because of social media, so that’s what I should do, too. Maybe some companies are flourishing on social, but a little bit of thinking outside of the box will get you a long way. No one ever succeeded without taking risks, right? So, dig up the direct mail campaign idea that you canned a few years ago because “no one is doing it anymore”, and think about how that, paired with social media, can strengthen your marketing strategy.
About the Author
Megan serves as the SEO and Social Media Strategist at JP Enterprises, a full-service marketing agency. She graduated with a B.A. in Art and started out as a graphic designer. Her artistic background inspires her to think creatively and gives her an edge in the world of online marketing. In her spare time she enjoys DIY projects, reading, and yoga.
You can find Megan on G+ and LinkedIn and @MSMondays on Twitter