Despite what critics may say, print isn’t dead. Though in recent years the world is definitely moving towards living digitally, there are still many instances where “paperless” technology just won’t do. However, that doesn’t discount the significance of digital media and it’s expanding presence in our lives.
This 5th annual Social Media Day is the perfect time to share tips on how print and digital can work together, complementing rather than competing against one another.
- Business cards or company flyers are often the first point of contact for potential customers. Design them to include relevant social media profile addresses, a QR or NFC code and a call to action that will encourage people to connect with you online or check in at your shop on FourSquare when they visit it.
- Use flyers as a call to action for foot traffic that comes through your business. When new customers leave your store, hand them an eye-catching printout that will promote special deals available to customers who follow you on Twitter or like your page on Facebook.
- Showcase your Facebook, Twitter or Google Plus page on billboards or posters, with a clear incentive for those who engage with your company online. One great example is designing posters to promote a Facebook contest, such as a product giveaway.
Take Your Print Online
- Use catchy event flyers or leaflets as images on your website, Facebook page or Pinterest boards. They make great promotional photos if you’re spreading the word about a special or event.
And Your Social Feedback Offline
- Received a great comment or positive testimonial on Facebook, Yelp or Trustpilot? Incorporate it into your design the next time you print flyers or brochures. It’s an instant way to let in-store customers know what others are saying about your business.
- Use consistent messaging across all mediums. Whatever your chosen slogan, logo or “look” is for your flyers, business cards and brochures, make sure that style carries over to the Internet. Consistency is key to recognisable branding, across all channels.
- Don’t just use social icons, share addresses. Too many companies fall into the trap of only including a Facebook logo on their flyers or business cards, without actually sharing where to find them on the social site. Don’t make this mistake! Not everyone will take the initiative to look you up online – make it easy for them.
- Don’t overwhelm with too many links. Do you actively use 5 or 10 different social media services? That’s great! It’s a fabulous way to build a presence online. But sharing every one of those links on your print will just look cluttered – stick to the essentials like Facebook, Twitter or LinkedIn and let people branch out on their own from there.
- Make sure your website and social media accounts are as polished as your print materials. Proofread your posts, share quality content and engage with those who comment on or like your updates. Just as you wouldn’t settle for a run down shop or shabby, mistake-ridden business cards, so too you shouldn’t be haphazard with your online networking.
If social media and a strong internet presence are so important these days, you may be wondering why you should even bother with print. Consider this:
- Personalised print is tangible and memorable, making it more effective.
- It’s easy to close your laptop and forget about that Facebook page you just visited, but a business card in your handbag or a flyer on your fridge will jog your memory.
- Print has a far lower “cost per impression” than paid online marketing campaigns, such as Google Adwords or Facebook Ads.
Provide incentives and clear, simple calls to action with your print and you will see that paper and digital are the perfect pair. This compelling combination will help you get the most out of your marketing efforts, and your business will reap the rewards. On Social Media Day 2014, why not brainstorm some ideas about how your print and digital marketing can work together in harmony?