If you’re like most industrial marketers, print and digital media can seem like they’re ever at odds, fighting for a share of your budget. Rather than thinking of these two tactics as adversaries, consider the fact that they can be much more effective when they work together rather than separately.
Over the past few years, industrial marketers have been devoting an ever-greater share of their annual marketing budgets to digital channels. Digital is where engineers and other technical professionals turn to first when researching suppliers, products and services. Digital is easy to measure. It offers a wide variety of channels that may appeal to your audience. However, traditional media is still an important information source and a viable channel for industrial marketers.
According to the 2017 Manufacturing Content Marketing report, the top three paid content promotion methods in the B2B sphere in North America were Social Promotion at 85%, Print or Other Offline Promotion at82% and Search Engine Marketing at 73%.
Just because print is one of the top three paid content advertising methods, doesn’t mean it’s making as much of an impact as it can. By taking steps to integrate digital and print, you can get better results from your overall marketing strategy and achieve higher ROI.
Putting it all together
Digital is by nature an interactive medium. Readers are encouraged to click on links, fill out forms to request information, leave comments, and more. On the other hand, a lot of printed marketing material is passive and designed primarily to spread a product offer or raise awareness of a brand.
You can build bridges between print and digital marketing efforts by following these tips:
• First, always include a website address in your print ad. This is a no brainer.
• Next, make sure print and digital ads share the same look and feel. Using similar layouts, colors, graphics, headlines and messages creates a unified, integrated, and easily recognizable campaign. When devising any type of marketing campaign, evaluate all possible digital and print channels where the campaign fits, and create ads that are consistent in content and design across media channels.
• Use printed material to drive traffic to your website. Include a strong call to action in print ads that encourages readers to visit your website or social media page for more information or exclusive offers.
• Make use of hashtags in print that users can search digitally to find more content.
• Use custom URLs to track print to digital conversions. Personalized URLs may represent nothing more than tracking devices or can point to customized page content. Using them can help you measure the effectiveness of your campaign and know exactly who responded and when.
• Conversely, remind visitors to your website or on digital ads to see your print ad in a specific publication. This demonstrates that your brand has a broad and deep presence in the market.
• Promote offline articles through online resources. If your company lands a story or article in a print publication, announce it on your website, banner ads and social media.
Coordinate strategies and departments
One of the main challenges when creating integrated marketing campaigns is internal coordination, especially if print and digital responsibilities reside in different departments or with different people. It’s best to gather your team and begin planning your campaigns well in advance, because print production often takes longer than digital production.
What do you see as your organization’s greatest challenge when it comes to marrying print and digital? Let us know – we may be able to provide some insight.