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How to Integrate Print Into Your Marketing Campaign

How to Integrate Print Into Your Marketing Campaign

By Rieva Lesonsky, Guest Blogger
Published: September 2, 2014

As small businesses and the media focus on online marketing, SEO and social media, print marketing materials are often an afterthought to a small business’ marketing campaign—but they shouldn't be. Traditional marketing collateral isn’t dead, and if you’re smart, you’ll integrate it into your digital marketing efforts.

Business cards: You only have to attend one trade show or networking event to realize that, smartphone apps aside, business cards still matter. Don’t waste your time printing out business cards from your computer—I’m sorry, but they always look amateur, and good business cards on heavy stock are one of the cheapest marketing tools out there.

Envelopes, letterhead and other stationery: Every business still has to mail things from time to time, and having professionally printed stationery that coordinates with your business cards creates a professional image that using plain envelopes with address labels stuck on them just can’t match. Invest in some note cards with your business logo, too—sending handwritten thank-you or follow-up notes will really make your business stand out in a sea of emails and tweets.

Folders: Don’t leave a prospect with a messy handful of papers—present your proposal, media kit or leave-behind with an attractive folder featuring your business’ logo. It creates a strong impression of quality and can be used for dozens of purposes.

Flyers and Postcards: Depending on your business, flyers and postcards can be great marketing tools. You can leave flyers on doorsteps or design them to be trifolded, sealed and mailed. Postcards can attract lots of attention, too, since few businesses send them these days. Tie them into your business with your company logo and colors, but also make sure they stand out somehow—either with bright colors or an unusual size or shape.

No matter what type of print marketing materials you’re creating, make sure they integrate with your online marketing by including your business URL. Depending on the piece, you may also want to include social media URLs so customers can quickly find you on social media.

Save money on print materials by following these steps:

  • Try for timeless design. Avoid using elements that will need to be changed frequently or, if that’s unavoidable, use them on less expensive print items. For instance, if you’re ordering fancy embossed folders, don’t put your business address on them—what if you move in a year? Just use your logo, and the folders will last until you redesign it. For short-term promotions, use less expensive options like postcards or flyers.
  • Proofread carefully. There’s nothing worse than getting a huge shipment of brochures only to discover 10 minutes after you open the box that your company URL is spelled wrong. Enlist a professional proofreader and several sets of eyes to find errors before pieces get printed, not after.
  • Work with your printer. A good printer can advise you on ways to save money, such as ordering in larger quantities, using two-color printing or printing on one side of the paper. Ask contacts and colleagues what printing solutions they use.

About the Author:

Rieva Lesonsky
Rieva Lesonsky

Guest Blogger

Rieva Lesonsky is CEO and President of GrowBiz Media, a media company that helps entrepreneurs start and grow their businesses. Follow Rieva at Twitter.com/Rieva and visit SmallBizDaily.com to sign up for her free TrendCast reports. She's been covering small business and entrepreneurial issues for more than 30 years, is the author of several books about entrepreneurship and was the editorial director of Entrepreneur magazine for over two decades