6 Ways to Integrate Digital and Print Marketing
Social media is an effective tool for ongoing, person-to-person interactions. Customers may interact with a brand’s social network first as a means of research. But, if the relationship begins with print, the social media network is where the customer can land after the first contact and where the brand can nurture the customer relationship.
6 WAYS TO INTEGRATE YOUR DIGITAL AND PRINT MARKETING:
1. Leverage your digital data.
Hopefully, you are tracking all your online campaigns. Understand that this data can also help you optimize your offline endeavors. For example, let’s say a blog you posted on LinkedIn about the current USPS postal promotions received heavy traffic. You will want to create a direct mail piece showcasing the savings a customer can receive when taking advantage of these promotions. Another example – did someone leave a positive comment about your brand on Facebook? With their permission this could be used as your next headline or even used as a testimonial in your next print campaign.
2. Create a consistent identity and call-to-action across channels.
Coordinate the look, message, and voice of your print marketing and social media channels. Since social media is an interaction point for customers, it is important to eliminate any confusion that may result from differing messages. Consistency builds trust in your brand.
Make sure you include a strong call-to-action (CTA) both online and offline. A powerful CTA motivates your customer to take the next step.
3. Introduce your next direct mail campaign on social media.
It’s easier than ever to “leak” your direct mail piece on Facebook to people on your physical mail list…before your direct mail piece hits mailboxes. With Social Match, your mail list is matched to existing Facebook and Instagram accounts. Then, show your social ads (that look like your print piece) to the people on your mail list. When your direct mail piece arrives at home, your recipients will pay more attention because they are familiar with your campaign. Social media is a great way to help you cut through the clutter and get your direct mail piece noticed!
4. Keep your print marketing in front of customers with social media ads and posts.
Not only can you show Facebook ads to your mail list before your direct mail piece arrives, but you can also use social media to remind customers about the mail piece after they receive it. Use Facebook ads to keep your promotions, events, and ads in front of your target audience. Encourage your social followers to send a message or post an encouraging tweet. When hearing from people directly, it’s often the best way to show what your company is doing right and what you may be doing wrong, allowing for quick adjustments.
5. Use QR codes.
QR codes are a great way to bridge your print collateral with digital assets. Now, you may have thought that QR codes have come and gone but that would be further from the truth. In fact, Statistia estimates that 11 million households will scan a QR code in 2020 in the US alone. That’s an increase from the 9.76 million QR codes scanned in 2018.
6. Complete the integrated message loop.
We can’t talk about integrating digital and print effectively without discussing the power of combining print with your social media campaigns. A simple way to do this would be to invite your social media followers to sign up for a free whitepaper or product sample through an online social ad, thus capturing an email or mailing address. Then target a direct mail campaign around online interest. All these activities build your database and allow you to communicate more effectively across channels.
Integrating digital and print is a strategy we encourage you to try in 2020. If your online and offline marketing efforts support each other, you will increase the likelihood of customer engagement while at the same time adding value at each and every touchpoint.
Are you ready to integrate your social media and print marketing? Contact the Badger Group to discuss a multi-channel strategy for your next campaign.