Print ads are an important element of your marketing strategy. Think about it: Print ads are one of the few forms of marketing that allow you to tap into a captive audience. No emails flying in or chat bubbles appearing – just the reader and their paper or mailer.
While there’s a lot of good that print ads can do for your business, they work best when paired with other marketing tactics. Consumers typically need to see an ad seven times before they think about doing business with a brand, so you’ll want to tap into other channels where you can grab consumers’ attention.
Let’s take a look at how to supplement your print ads with digital marketing.
1. Add Paid Search Marketing
Paid search marketing is an increasingly important component of a complete marketing strategy. Paid search ads get your business information on top search engines for specific queries related to your products and services. While you don’t have total control over how and where your business appears in organic search results, with paid search marketing, you can take a little control to make sure you’re getting seen on search engines.
2. Search Engine Optimization (SEO) Is Not Dead
While paid search marketing has become more crucial in recent years, SEO remains a key portion of your marketing tactics. As Google adds more components to their search results – like Google My Business, knowledge panels, snippets, and Maps – the businesses featured in those sections of users’ search results are the ones adhering to proper SEO tactics. Understanding keyword research, making sure your site complies with Google’s guidelines for trustworthiness, and managing your Google My Business profile to ensure that all the information contained there is correct are all key to strong SEO.
3. Don’t Neglect Display Ads
Display ads are a great way to tap into the segments of the population that will be most interested in your business. As with print, where you can advertise in publications that appeal to your target demographic, running display ads on websites that appeal to your desired audiences’ interests will allow you to get in front of the right people.
The great thing about display ads (and all other forms of online advertising) is that you can track their results and see what’s working, what’s not, and make appropriate changes to get better results going forward.
4. Meet Consumers on Social Media
Did you know that nearly 70% of adults are on at least one social media platform? Social media platforms give you an outlet to engage with your audience organically with social media marketing and also to build your brand and drive potential leads through social ads. Since most adults use social media sites daily, having a presence there is important for connecting with your customers where they already spend a lot of their time.
5. Tap Into YouTube’s Huge Viewership
YouTube is the leading online video channel, and with nearly one billion hours of videos watched every day, there are ample opportunities for you to tap into this immense audience. As with print, visitors to YouTube have come there for a specific purpose: to watch videos! And as with print, they are a captive audience.
Because video demands both visual and aural attention, viewers are focused on the video they’re watching. This means that if you run an ad before the content rolls, you can capture their attention, too.
Print ads are a great way to capture the attention of a captive audience. But they can’t be your one and only marketing tactic. Taking advantage of the many online channels where you can reach consumers will allow you to get your brand in front of your desired audience with greater frequency, building up the trust and familiarity you’ll need to become the brand they do business with.