With the rise of the internet—and all of its amazing digital tools—many believe print media has met its end, that it’s lost its effect as a form of B2B marketing. This isn’t true, but print and digital media have certainly evolved. And marketers need to adjust accordingly.
Studies show that print media is still effective. For instance, print media has a higher brand recall rate, at 77% compared to digital media which has a brand recall rate of 36%. And more specifically, mailers generate 10 to 30 times greater response rates than emails.
So print media hasn’t lost its impact despite the declining popularity of newspapers, print magazines and the like. Both print and digital need to be embraced by B2B markets to best grow their business—and these two mediums can often be used in tandem to support and enhance each other.
As the internet and digital media grow, marketers continue to innovate and new digital media trends evolve. These amazing new tools can be used right alongside your existing print marketing strategies. Here’s some examples:
The Power of Industry Trade Publications
Trade publications are an example of where print media is still incredibly effective. Specifically in the food, beverage and nutrition industries, both print and digital trade publications are critical to brands’ education, sales and marketing efforts.
From the latest news, trends, innovations and solutions, industry publications aim to keep their readers informed, and product development teams rely on trade outlets for continuing education.
Trade publications are the #1 way buyers become aware of suppliers with 60% of buyers learning about brands through trade publications.1 This makes trade publication ads—both print and online—and e-newsletters an ideal way to build brand awareness within your industry.
Additionally, 39% utilize trade publications when actively searching for a supplier.1 Be sure to showcase your company and its capabilities as often as possible in relevant trade publications. You never know who may be reading, if they’re an ideal client and where they are in their purchasing decision process.
QR Codes to Connect Print to Digital
These codes give physical marketing assets—such as business cards, posters, sell sheets and more—a gateway to your brand’s online presence. You can only say so much on a small brochure, but if you can successfully drive readers to your website via QR code, they’ll have the opportunity to see your entire website and all of the content you have to offer.
To be most effective, it’s important for QR codes to have a specific destination. Don’t just send scanners to your home page, send them to the landing page that makes sense to the marketing material they’re reading, for example:
- A QR code on your business card should link to a scheduling page to plan a meeting with you or a product page specific to the product(s) you specialize in selling.
- A poster at your booth at an industry trade show should link to more information on the prototypes you’re showcasing at the event.
- Your sell sheet that says, “Request a Sample,” can have a QR code that brings readers directly to a form to enter their contact information to get that sample.
These ideas are just the beginning. QR codes can be added to any print—or digital—marketing assets.
Ebooks, Whitepapers, Infographics and Case Studies
Almost any marketing material your brand produces—books, whitepapers, case studies, infographics—can be turned into digital assets, which has added benefits.
Digital assets, in the form of links, PDFs and other documents, are easier to distribute than their traditional paper counterparts. You can send an email with a PDF or a hyperlink to your content anywhere in the world in a matter of seconds. And, website visitors and search engine users have the opportunity to find your content for themselves.
On the other hand, marketers may choose to gate their content and make potential readers share their contact information in exchange for the free, easy-to-access content. Gated content is important when it comes to lead generation as it gathers the contact information of people interested in your materials.
Another advantage of digital marketing materials is the inclusion of hyperlinks, videos and interactive tools to grab readers’ attention and provide them with additional information.
Interactive Online Quizzes and Calculators
Quizzes and calculators are engaging, interactive content, and these tools generate customized information tailored to the data provided by the user.
Online quizzes are ideal for connecting a customer with the ideal product or service. If you can understand your audience’s needs through a few easy-to-understand questions, a quiz could be a fun, unique asset for your website.
Calculators, such as a return on investment (ROI) calculator, are the perfect way to appeal to audiences looking for how your services add business value. When used correctly, an interactive calculator can be an effective catalyst for a lead choosing to move forward with your business, and this makes them more than just a marketing tool—they’re a sales tool too.
Video Marketing Captures Audiences Attention
Video marketing became mainstream in the 2010s and only continues to become more popular and accessible. Popularity of video marketing has boomed because of how effective it is: 88% of marketers find a positive ROI from using video.
The graphics and sound of videos grab viewers’ attention in a way print can’t, and many prefer watching to reading; 72% of users say they choose video over text when learning about a new product or service. Videos, although they take time and resources to create, are a fairly easy way to get ample amounts of information in front of your audience in an easy-to-digest format.
The use of videos in B2B marketing is an effective tool at various times in the buyer’s journey. Video marketing can build brand awareness through effective brand storytelling; videos can showcase your company, the people that work for you and the clients you serve. They’re also crucial in building credibility. When done right, videos can demonstrate your expertise in your industry and why you’re the best at what you do.
When it comes to print and digital marketing strategies, it’s not out with the old and in with the new. Your brand needs a balance of traditional print marketing and new, innovative digital strategies.
The dedicated professionals at ColinKurtis Advertising can help you strike that perfect balance and develop a customized marketing strategy ideal for your target market.
Blog post from:
Vice President, Digital Integration
1 (2021) The Food Ingredient Buyer’s Journey. Cyprus Research.