Guest blog: five ways to get more from printed marketing

As recent announcements showed that the UK has dipped back into recession, businesses will be looking for new ways to grab their piece of the pie. No one would deny the power of online marketing in the digital world we live in but, set against a bleak economic outlook, the print industry is believed to be growing as marketers go back to basics to attract new customers.

Ensuring your print marketing works hard for your business and combines well with some of the benefits that online marketing offers you is now more vital than ever.

Here are five important questions to ask yourself when planning and designing any print work, from direct mailings and pop-up banners right down to business cards and leaflets:

What should I focus on?

It's important to promote the benefits of your company not just the features; the modern consumer chooses a service or product based on what it can do or produce for them, not simply where it's from or how it is made. This of course applies to both online and offline advertising.

How should I word it?

Targeting is very much a key contributing factor to the success of your printed material. Focus on making it relevant to your specific audience and you'll see a great response as the target group will be more likely to feel your business understands their needs. Try to use power words like "new", "results", "you" and "proven".

What action do I want the reader to take?

To make sure your print produces results, you will need to establish what response you want from your advert, and tailor it from there. Give the reader a clear call-to-action to guide them into what it is you would like them to do, such as check out a new range or apply for a quote.

Am I being consistent?

Of course a business needs to try new approaches and target new audiences, but make sure you present your company in line with your other public communications, such as your website or major advertising. Slang and images of young people drinking will confuse your audience if your website has a very formal look and feel.

How do I track effectiveness?

There are several ways to monitor how hard your printed promotions work for you. Whether you're placing a classified ad in a paper, or printing posters and leaflets, it's worth creating a dedicated landing page and a URL on your website or perhaps using a tracked 0844 phone number to monitor response rates. If you can, use a promotional code to incentivise and record conversions.

Consider these key areas and you'll give your print communications a very good chance of standing out and bringing you the results your business needs.

printed.com is the UK's easiest to use website for companies looking to order high quality print in small quantities, at the best possible prices. Products on offer include business cards, leaflets, bound documents, stickers and much more.

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