They say there is no such thing as a domestic market anymore. That is due to the rise of the global economy. As such, there has been a stronger emphasis, in recent years, on acquiring a share of the worldwide market. While a significant international economy is emerging, the value of local markets and local businesses is still very viable in the global landscape of 2020.
Print marketing might not sound like the splashiest marketing these days. That is true when compared to new-aged marketing campaigns that make use of multiple technologies and advanced techniques. However, there are many ways to integrate new aged marketing tactics into the age-old print marketing methods.
Print Marketing for Local Business
Print marketing is already one of the strongest categories of marketing in terms of conversion metrics. Even in a digital age, consumers have come to trust print marketing more than they do digital advertisements or virtual marketing campaigns.
Print marketing has a much higher chance of being opened and read by consumers than email marketing. And also other forms of digital marketing campaigns. That fact alone speaks to the value a successful print marketing campaign brings to an organization.
To optimize print marketing campaigns, companies implement and integrate modern marketing tactics. Like IP targeting, to create personalized and hyper-targeted marketing campaigns.
IP Targeting
IP targeting is a tactic that groups and targets consumers by the individual profiles associated with IP addresses. This tactic allows the company to craft highly personalized marketing materials that target a single-person target demographic.
IP targeting helps narrow the target demographic down to a single user profile and craft good marketing material. It also helps to deliver marketing campaigns that are highly effective and drive important conversion metrics like sales and other calls-to-action.
Boosting Local Business with Print
As mentioned above, there is a lot of value to building a base of local business. One of the benefits is that the organization can rely on patronage from a more loyal consumer base.
Local consumers often want to support local businesses innately. Utilizing print marketing tactics can help connect local businesses to those who already have the most stake in those businesses.
Utilizing creative print marketing tactics, along with modern marketing strategies, will elevate your marketing and boost your local consumer base – ultimately leading to a steadier stream of consistent business from local consumers.
1. Color and White-Space
Delivering an effective print marketing campaign means developing an aesthetic to the audience that meets various industry standards and best practices.
These standards and best practices relate to the material’s readability, the impact of the messaging and copy itself, and directing the consumer’s eye on the most critical aspects of the marketing material.
It is easy to underrate the use of white-space in marketing design. White space is valuable in print material. It helps create emphasis, guides the reader through the flow of the material, and contributes to overall aesthetic and reader experience.
On the other hand, cluttered marketing material is hard to sift through, and the messaging often gets lost. Combining the right amount of white-space in marketing material with a splash of eye-catching color delivers good and beautiful marketing material that compels the audience into action.
2. Connecting with the Audience
Speaking of the audience, the messaging is also extremely important. That is also why the use of new-age marketing tactics that help narrow down the target demographic is powerful when combined with print marketing material.
The ability to target a micro-demographic that consists of one or fewer households with marketing materials that will speak specifically to the needs and issues they face in their daily lives elevates marketing capabilities. The entire purpose of targeted marketing is to address concerns that affect the audience most.
Offering viable solutions to consumers searching for them is sure to drive conversion rates and consumer engagement, ultimately boosting the local business stream.
Not only does this level of targeting allow companies to craft compelling and individualized marketing material, but it also gives them the capability to use unique copy that will best relate to the target audience of the household.
3. Graphics and Textures
They say that a picture is worth 1,000 words. That is the case when it comes to print marketing material. Using graphics to supplement the copy of print marketing material is an effective tactic for multiple reasons.
One of these reasons is that an eye-catching graphic included in marketing material will capture attention. And gain their immediate interest.
Not only can companies integrate graphics that add value and supplement the marketing material, but they can also incorporate various textures and other engaging variance in the actual copy of the material. That adds a level of intrigue that sustains the reader once you grab it.
4. Infographics and Data
Infographics have skyrocketed in their use over the last few years. The rise of infographics is, in part, due to the way that the newer generations digest and understand information. And they work for local business marketing too.
The condensed and graphical components of infographics make the information accessible and digestible, rather than elongated. The quick snapshot is a great delivery tool to get critical data to the consumer. And without dragging them through paragraphs of copy.
To that end, data is another valuable and powerful aspect to incorporate into marketing material. This data is critical to print marketing material because it approaches solutions from an objective and unbiased perspective. That makes the consumer let their guard down, rather than offering initial resistance to a sales pitch.
Removing the sales tone and using data to highlight crucial messaging points helps consumers see the actual value of a product or service. So rather than being the same old empty sales-copy that they are used to, it’s more effective.
Using infographics and hard data to develop compelling marketing copy yields better conversions than copy that is pushy.
Final Thoughts
Print marketing is still one of the best marketing strategies that a business can comprehensively develop. The Digital Era has not led to the phasing out of print marketing. The same technological advances that have driven much of the tech era have also supplemented print marketing. This combination has yielded a more robust and conversion-centric world of print marketing.
Using techniques like IP targeting to narrow demographics and craft good copy will also help draw local consumers to your business. And grow a steady stream of local consumer support, which is extremely valuable.
Crafting compelling print marketing takes a combination of beautiful aesthetic, powerful graphics, and insightful data.