Using Print in Multichannel Marketing | Mann & Co. Inc.

Using Print in Multichannel Marketing

Using Print in Multichannel MarketingWhen people think “marketing” these days, they often think about online marketing.

No doubt, there are plenty of great opportunities for promoting your business and products online.

But that doesn’t mean you wouldn’t be – or shouldn’t be – taking advantage of print as well.

Print can surprise and delight your prospects and customers in ways that a social media update may not be able to.

But you must be able to see the forest for the trees with multichannel marketing. Otherwise, your print marketing will show up at the wrong time, with the wrong message for the wrong person. That’s the opposite of effective marketing.

So, how do you use print in your multichannel marketing strategy? Read on.

If You’re Going to Use Print, Create a Funnel

How are your customers finding out about you? What are their needs? Are they ready to buy, or are they still learning about the various solutions available to them?

If you want your marketing to connect with the right people at the right time, you’re going to want to build a funnel and map out your customer journey. It must be acknowledged that not all your customers are going to follow the same path, so you may need to create several funnels based on what you already know about how your customers find you.

Then, determine at what stage(s) you’re going to be using print to connect with your prospects or customers. This will help you keep your multichannel marketing strategy organized and cohesive.

If You’re Going to Use Print, Break down the Silos

Developing a funnel is just the starting point. If there are multiple marketing departments in your company, they all need to be talking to each other. Even if it’s just you and a handful of team members, everyone needs to be on the same page. The lines of communication must remain open.

Alignment is key. Your messaging needs to line up across the board, whether it’s social media, email, blog posts, videos, or otherwise. If not, your prospects and customers will experience your brand in a disjointed and disconnected manner.

If You’re Going to Use Print, Personalize

“Hello customer, you may already qualify.”

People get junk in their mail almost daily. Not all of it gets ignored. But discerning customers are now looking for personalized buying experiences. They want recommendations based on their interests and needs.

If you can’t be bothered to use the prospect’s name in your ad or set up a personalized URL for them, you may be missing the essence of this concept. After all, when you feel like something was meant for you, you’re more likely to respond.

Personalization may take more work, but it will be worthwhile because of the higher conversion rate.

If You’re Going to Use Print, Create Clear Next Steps

It’s a sad day when a piece of marketing doesn’t advance the communication between you and your prospect in any way. And yet, it happens all the time.

Sometimes, it can be hard to see the bigger picture. You may have call-to-actions for your social media updates or blog posts already. But what about your print materials?

Your print materials should contain clear next steps just as your emails or videos do. Your prospects should know exactly what to do next, whether it’s going to a PURL to claim a free report or making a phone call to speak to a salesperson.

Final Thoughts

No matter what channels you’re using as part of your strategy, you must give careful consideration as to how each piece works together to create a cohesive and appealing customer-centric strategy.

Are you using print as part of your multichannel marketing strategy? How effective has it been for you?

Let us know in the comments below.