Why Companies Shouldn't Only Rely on Print Advertising

Given how fluid the online world is, businesses need to be more agile than ever with their marketing strategies. While print advertising has long been a staple for many companies, solely relying on it – or any one marketing channel – can limit growth and leave opportunities untapped.

?For small business owners looking to expand their reach and thrive in a competitive environment, diversifying their marketing mix to include digital channels is no longer just an option—it's a necessity.

Why Companies Must Expand Beyond Print

Print advertising has many merits, but using it as your only marketing tool has significant drawbacks. In an era where consumers are increasingly online, businesses that don't adapt may find themselves left behind. It's crucial to expand beyond print to ensure they maximize their reach and impact.

Let’s look at some of the benefits to creating a marketing mix that incorporates print advertising as one part of a larger strategy.

Increases Your Audience Reach

One of the most compelling reasons to diversify beyond print is the potential to reach a broader audience. Each marketing platform has a distinct user base, offering businesses the opportunity to connect with various demographics. While print may reach people in your immediate vicinity, digital channels can extend your reach to a broader range and bring more people to your business from across the country. This diversity allows businesses to tap into new markets and explore potential growth avenues they may not have access to through print alone.

Digital marketing lets you access a vast pool of potential customers who may never encounter your print ads. The ability to target specific demographics based on interests, behaviors, and locations further enhances the effectiveness of your campaigns.

Capture Attention Across Platforms

Differing marketing platforms reach customers in different locations – but also in different mindsets, giving you varied opportunities to reach customers when they’re attentive. Imagine a potential customer who notices your print ad in a local magazine and later encounters your ad while browsing online.

Someone who sees your print ad may be more likely to engage with your brand when they encounter it again online. This repetition reinforces brand recognition and increases the likelihood of conversions. Adding the convenience of only needing to click on a digital ad provides an immediate pathway to learn more about your offerings. The combination of print and digital creates a comprehensive marketing strategy that maximizes exposure and engagement.

Adapt to Consumer Preferences

Consumers today have diverse preferences for accessing content, making it essential for businesses to meet them where they are. Some individuals prefer reading physical newspapers, while others consume news on their smartphones. By advertising across multiple platforms, you can align with consumers' preferred methods of interaction, ensuring that your message reaches them in the way they prefer to receive it.

Consider how streaming services, social media, and email newsletters have changed the way people consume information. By diversifying your marketing efforts, you can effectively target different segments of your audience, catering to their unique preferences. This flexibility increases the chances of reaching a wider audience and strengthens the overall impact of your marketing campaigns.

Collect Better Analytics

Digital platforms offer valuable insights into consumer behavior, allowing businesses to collect and analyze data that is simply unavailable with print advertising. Each digital channel provides unique analytics, such as click-through rates, engagement metrics, and audience demographics. These insights empower businesses to refine their marketing strategies, making data-driven decisions that lead to better results.

By analyzing the performance of your digital ads, you can identify which platforms and campaigns are generating the highest engagement and conversions. This information allows you to allocate resources more effectively, focusing on the channels that yield the best return on investment. With print-only advertising, you miss out on this valuable feedback loop that can drive continuous improvement.

Optimize Resource Allocation

Expanding your marketing mix enables you to optimize resource allocation by evaluating the performance of campaigns across platforms using real-time analytics. By understanding which channels deliver the best results, you can prioritize your budget and efforts where they will have the most significant impact. This strategic approach ensures that every dollar spent contributes to achieving your business goals.

Consider the scenario where your print ads generate steady local interest, but your digital ads are driving a significant increase in online sales. By reallocating resources to amplify your digital presence, even just by adding your website on print ad copy, you can capitalize on the momentum and continue to grow your customer base. This flexibility allows businesses to adapt to changing market dynamics and seize emerging opportunities.

Create More Opportunity for Consumer Action

Print advertising is a highly trustworthy marketing method, often perceived as more credible than digital ads. However, it demands more steps from consumers to take action. By combining print with digital or email marketing, businesses can create a seamless customer journey, reducing friction and increasing the likelihood of conversions.

Imagine a potential customer who is intrigued when they see your print ad in a magazine. They may need to visit your website or store in person to learn more, which requires additional effort. In contrast, a digital ad allows them to click directly to your website, where they can explore your offerings, make purchases, or sign up for newsletters with ease. Creating digital pathways shortens customers’ path to conversion and enhances the overall customer experience.

How to Expand Your Marketing Mix

Expanding your marketing mix beyond print doesn't have to be a daunting task. Many elements of print marketing can be leveraged to create digital campaigns, allowing for a cohesive brand style.

Here are some practical steps to get started.

Leverage Existing Design Elements

The design and brand principles used in print marketing can seamlessly transition into digital formats. By utilizing existing assets, such as logos, color schemes, and messaging, you can maintain a consistent brand identity across both print and digital channels. This cohesiveness reinforces brand recognition and builds trust with your audience.

In many cases, you can convert elements from print into digital display formats like Google Ads or social media graphics. That saves time and resources while ensuring your brand maintains a unified presence across all marketing touchpoints.

Start Small and Build Over Time

For businesses new to digital marketing, starting small and gradually expanding is a practical approach. Begin by developing a quality website that serves as a central hub for all your marketing efforts. Your website should be user-friendly, mobile-responsive, and optimized for search engines to attract organic traffic.

Once your website is in place, direct people to it through both print and digital ads. For example, include your website URL in print materials and encourage readers to visit for exclusive offers or additional information. This integration creates a seamless transition between offline and online interactions, enhancing the overall customer experience.

Learn and Adapt

Digital marketing is an evolving landscape, and staying informed is vital to success. Dedicate time to learning about different digital channels, trends, and best practices. Explore resources such as online courses, webinars, and industry publications to enhance your knowledge and skills.

As you gain confidence and experience, consider expanding your digital efforts to include social media advertising, email marketing, and content creation. These channels provide additional opportunities to engage with your audience, build relationships, and drive conversions. Remember that continuous learning and adaptation are essential to staying competitive in a dynamic market.

Work with McClatchy to Develop a Digital Presence

Partnering with an experienced media company like McClatchy can accelerate your transition from print to digital marketing. McClatchy is the nation’s second-largest media company and has witnessed many changes in the marketing landscape throughout their existence. They’ve been at the forefront of facilitating the switch from print to digital mediums, which puts them in the unique position to help your company implement this as well.

During that time, McClatchy has developed its extensive Premium Audience Network, providing businesses with access to a vast and diverse audience. Their experience and expertise position them uniquely to help you develop digital and print marketing elements that effectively reach your target customers.

They can assist you in developing a comprehensive marketing strategy that maximizes your reach and impact. Whether it's creating engaging digital content, optimizing ad placements, or analyzing campaign performance, their team of experts can guide you every step of the way.

Reach out to McClatchy today to learn how they can help your company!