Remember the 1987 classic, The Princess Bride?
When asked how to create the perfect marriage for print and digital, that famous movie marriage quote always comes to mind.
“Mawage. Mawage is wot bwings us togeder tooday. Mawage, that bwessed awangment…”
So, how do you create that “bwessed awangment” between print and digital? Well, here are ten things you can use to get started (and share with your print prospects and customers).
Think QR codes have come and gone? You may want to think again.
Statistia notes that an estimated 11 million households will scan a QR Code in 2020 in the United States alone. That number is an increase from the estimated 9.76 million QR Code scans made in 2018.
One of the biggest advantages of print is the ability to get personal.
Continue that advantage into the digital realm by incorporating personalized URLs (or PURLs) on all of your direct mail marketing efforts.
Dairy Queen did this amazingly well with a postcard campaign sent to customers on their birthdays with a PURL for special birthday coupons. It looked something like, “Hey Jodi, make sure you visit dq.com/Jodi123 for your special birthday coupons!”
Another winning combination with the print and digital marriage is the idea of combining your variable printing with your targeted social media campaigns.
An example of this would be encouraging your subscribers to sign up for free samples or marketing materials through an online social media campaign and then targeting your direct mail campaign around certain online interest groups. Facebook offers demographics that will blow your mind allowing your targeting to go much farther than just gender or age.
In that same vein, use your digital data across all channels to narrow in on your target audience and create the marketing materials that will really speak to them.
If your LinkedIn post on networking is generating a lot of traffic regarding business cards, create a promo and direct mail piece built around that effort.
Remember, the more you track, the more you’ll know.
Just like in marriage, a couple is two halves of one whole and so should it be when you think online and offline marketing efforts.
If you’re creating an email campaign, how can you incorporate a matching postcard to go with it? If you’re running a social media campaign, look for ways to include event tickets, coupons, etc. to pull the campaign together.
Similarly, you can use your website as an extension of your print campaigns. For example, maybe you start a joke on your direct mail postcard but the punchline is on your website.
#everyoneloveshashtags and you and your print buyers should be no different.
You can easily pull an online and offline campaign together by creating a unique hashtag for your campaign. For example, perhaps, in January you want to do a special for #newyearnewyou with business cards, envelopes, and letterhead. Slap that hashtag on your social media promos, your email campaign, and your print marketing pieces to bring the whole thing together.
Along with hashtags, take that same advice and apply it to your social handles for all of your social media channels.
Never should a print piece leave your business without your social media handles printed on there so people know exactly how to find you online. This also goes for your company’s banners, business cards, etc.
Yep, you read that right, labels.
Labels can be an incredibly powerful connector for your online and offline marketing efforts. What if you put a label on each finished product with a label that said something like, “Follow us on Facebook,” or “Visit us online for X Tips on How to Best Use This [Product].”
Labels make it quick to switch out the things you want to promote or use to drive traffic online and can be at the ready to promote everything from your next webinar to your blog sign-up form.
One of the most effective tools you have in your marketing arsenal, both online and offline, is the almighty call-to-action button.
This magnificent little button (or text) tells the reader what to do next. Without it, no sparks go off in the reader’s brain to actually do anything with the content they’re ingesting.
Include a call to action in all of your print campaigns and combine it with a digital landing page. Where do you want them to end up online with your print campaign? Determine that and build around it.
If you want your customers to get started designing online, your offline, direct mail call-to-action might be “Start your next masterpiece today at acmeprinting.com/design-online,” and would then connect to the desired landing page.
One of the best ways to embrace this idea of omnichannel marketing and combine your print and digital campaigns is to use a solution that will allow you to combine everything into one workflow.
Once you know the pieces of your campaign and the online and offline connections you want to make, create a workflow so the whole campaign runs seamlessly and keeps you on track.
Set up your campaign to run something like this: social media post, wait 1 day, email campaign, wait 3 days, send direct mail postcard, wait 8 days, follow up with additional social media posts.
Pssst… here’s one such solution.
Have more ideas to integrate your print and digital marketing campaigns? Let us know in the comments below.