Despite all the hype that surrounds social media and email campaigns, print is still an incredibly viable marketing channel. Just walk around any shopping center – you're bound to notice dozens of headers, side panels, window decals, aisle markers, end caps, floor graphics and more. It can be very tempting to let digital marketing take up the majority of your advertising efforts, but online and print campaigns work best when paired together. Here are two quick ways to get the most out of both channels:
1. Integrate social media with physical displays
Selfie culture is alive and well, and it's a perfect way to bring social media marketing to your POP graphics and other displays. Encourage store shoppers to take pictures of themselves with your display and post the images online with a relevant hashtag. Consider providing incentives such as a digital coupon or exclusive download for campaign participants.
"Create your own Snapcodes to tie an image to a specific URL."
Alternatively, you can take advantage of Snapchat's latest update. As TechCrunch reported, businesses can create their own Snapcodes within the app to tie an image to a specific URL. When a shopper scans the code with the Snapchat app, he or she is redirected to the website in question. This opens up a wide range of marketing possibilities. For example, an athletic shoe company could display posters advertising its new celebrity collaboration. A Snapcode on said posters could then take customers directly to the product page for the shoes on display.
If you'd prefer a simpler approach, list your social media accounts on your displays and posters. Facebook, Twitter and Instagram are the most essential for engaging a majority of your customers, but depending on your business, you can also include LinkedIn, YouTube, Pinterest, Google Plus, Flickr and others. Be wary of stretching yourself too thin, however. In a conversation with CIO.com, digital marketing manager Yusuf Bhana explained how having a profile on every social media platform can end up being a waste of resources.
"In addition to asking, 'Which channels do my customers use?' ask yourself 'What are the channels' strengths and weaknesses? How will they help me reach my business objectives?'," Bhana said. "… It's better to concentrate on the more effective channels than trying to be everywhere all the time."
2. Use a call to action in print
Calls to Action (CTAs) are commonly paired with landing pages, emails and blog posts to capture potential leads. Extending this concept to the world of print can prove beneficial. For example, you can use a counter card or mat to encourage customers to sign up for your email mailing list and receive a discount on their next online purchase. Even directing your visitors to your company homepage can prove beneficial. Doing so allows you to capture valuable marketing information, such as where your customers live, how long they stay on your website, what they appear to be most interested in and where they travel to beyond the homepage.
All of your digital marketing campaigns don't have to have a print counterpart, but the two can be paired strategically for maximum effect.