Not all channels are digital

Social media marketing is still the biggest battle head-scratcher I hear about from clients.

What platforms should they be on? How can they optimize their content? When is the best time to post?

We get caught up in the channel and lose sight of the goal of our marketing.

As someone who left a print-dominated industry years ago, I’m even surprised at the recommendations I’m making for some clients to consider print over digital.

Here’s why:

Not everyone consumes content the same.

When brands used to advertise on TV, we recognized people might gravitate toward different channels.

Today, those channels encompass a lot more than what comes through the TV.

While we think most audiences, particularly younger ones, are all about TikTok and Instagram, there’s a whole bunch of people who aren’t going to check out your social channels.

So, how do you engage them, if they are part of your target audience?

For those trying to stand out, print can be a good option.

Here are some of my favorite print products:

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1.??????? Magazines

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You can certainly pay to be in someone else’s magazine but I really like the idea of brands building their own. When you control the channel instead of renting space on someone else’s channel, you can have a much greater impact.?

With any content, just remember to not make it all about you. Make it about delivering value.

Invite clients to participate in article interviews or write a guest column, sharing their own expertise. Use it to showcase client testimonials, making it personable and about that client’s journey.

And these magazine’s don’t need to be big and costly to produce. Consider starting with a small, quarterly publication and track your ROI with QR codes, special offers, or invitiations to attend events.

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2.??????? Postcards

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Not only affordable to mail, a postcard can get your message across quickly. Think of it as the Tweet of print products. You should still make sure your content is engaging and original (please don’t use stock imagery here!) and give people a reason to follow up (RSVP for an event, sign up for a special program, donate).?

You also don’t risk losing their attention if something lengthier, like a magazine or letter feels like too much to read. Postcards might just be one of my favorite how-do-you-do ways to communicate.

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3.??????? Single or double-sided printouts

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You don’t need a professional printer to create a print product that helps promote your business or organization. I’m a big fan of well-designed, single or double-sided printouts that pack a punch.

We’ve often used such designs for nonprofit clients to repurpose blog content in a print product, share a wish list for donations, and include a cut-out return slip for donations. These designs can be printed in-house and slipped into a mailer that’s already going out. No extra postage required.

Working on recruitment? Use an employee testimonial in a printout with a QR to an online application. Slip it into a monthly bill, newsletter, or other handout you might share.

The biggest thing to remember with marketing is that your efforts should always point back to your overall goal.

The tools you use to reach your goal are how you define your channel.

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