“Print is too expensive.”
“You can’t track the effectiveness of print marketing.”
“Print is outdated… no one reads printed materials these days.”
You’ve more than likely heard one of these phrases recently.
So, why print?
Because the world is inundated with digital content.
There’s an almost unimaginable amount of digital content created daily – more than we could consume in a lifetime.
According to Visual Capitalist, “by 2025, it’s estimated that 463 exabytes of data will be created each day globally – that’s the equivalent of 212,765,957 DVDs per day!” The article goes on to state there are 500 million tweets sent on a daily basis, 294 billion emails sent, 4 petabytes of data created on Facebook, and over 5 billion searches conducted.
In addition, the average businessperson receives about 124 emails a day. The open rate for email is less than 20 percent. If you can actually get your email read, your probability of a response is less than 2 percent.
If you are relying strictly on digital content for your marketing, how will you stand out? It’s like a single drop of water fighting to get noticed in the Atlantic Ocean!
In this article at Mamu Media, I dive into the specifics of why print media is still very much relevant.
Here’s a recap:
Print is the island of the marketing world.
To stand out in the ocean, create an island. Print offers you an effective way to rise above the tide and get your message noticed!
If you are looking to stand out in a digital world, a well-designed printed piece will cut through the noise and screen overload.
Print content today is just as much a gateway as it is an island – a welcoming point to capture attention and pull people to your website, blog, videos, and other digital content.
If you have been to a restaurant in the past few months, you’ve probably seen QR codes on your table, where a simple print piece has a code you can scan to access the full menu. This is just one example of the integration of print and digital which you can also apply to promote medical practice, marketing for your clinic or doctor’s office.
How to maximize the impact of your print marketing
The most important aspect of a print marketing strategy —or any marketing strategy, for that matter—is to know your audience. Before you think about what to say, think about who you are addressing. Consider your target audience’s size and learning style, for example.
Once you understand the audience, then you can develop goals for the marketing itself.
Effective print marketing is built on a solid strategy. In an industry as competitive as staffing, print is an ideal way to demonstrate expertise, convey differentiation, and build your position in the market.
Interested in learning what print can do for you?
Not only is print relevant in 2020, I’d argue it’s a required cog in your marketing wheel.