While print and social media may compete for your marketing dollars, they don’t have to compete for your customers. In fact, using them together can make your marketing more effective. Let’s look at five ways print and social media can work together.
1. Print drives traffic to social media.
How do you drive traffic to your social media sites? Often, it’s with print. Whether it is through direct mail, store signage, or company invoices, print is often your customer’s first exposure to your social media presence.
2. More channels help you reach more people.
Even in today’s tech-driven world, not everyone uses social media or uses it on a regular basis. Use print to ensure that you are reaching the largest swath of your audience as possible. As the old adage goes, “Don’t put all of your eggs in one basket.”
3. Say it again . . . and again.
Consistently, studies show that reinforcing your message through multiple channels increases brand awareness, heightens engagement, and boosts response rates. The combination of print and social media, along with other traditional and digital media, is more effective than any single channel alone.
4. Boost credibility.
Survey after survey shows that consumers still trust print more than they trust online media. A survey conducted by Ball State University’s Center for Media Design in coordination with ExactTarget found that even Millennials are more likely to be influenced to make purchase decisions based on communications they receive by email and direct mail rather than through social media advertising.
5. Print has staying power.
Your message on social media might stay for a few hours, then gets buried under the avalanche of other messaging. Print has staying power. Your direct mail piece might live on someone’s desk or bulletin board for weeks or months.
Using print and social media isn’t an “either or” proposition. Understanding when and where to use each channel is the key to getting the best results.
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