Web Design and Marketing Collateral: How to Marry the Two
By: William Scott, Website & Brand Strategist
Marketing Collateral Defined
The Importance of an
Integrated Marketing Strategy
Is Print Dead?
How You Can
Combine Print and Digital Media Effectively
Let’s explore six different ways that marrying print and digital marketing collateral can help your business grow:
Using postcards to get the attention of those customers most likely to buy your products can be very effective if you pull them in with one or two top notch items from your catalog and then direct them to the website to view the rest of your products. Including a time-sensitive coupon will not only increase their likelihood of buying, it will allow you to track conversions and sales more easily.
If you own a bar or eatery and are looking to increase your marketing reach, table tents are a really easy way to do this. All you have to do is set up cards at each of your tables with a QR code that customers can snap while they’re waiting for their food and drink. (They’re already on their phones anyway!) And don’t only use this code to subscribe them to your email list, offer them a coupon that they can use instantly (or on their next visit) so they’ll be incentivized to receive your newsletter, join your rewards program, or otherwise convert in a way that’s beneficial to you.
Creating a how-to guide or other kind of booklet for your customers is a great way to give them in-depth and reliable information about your field of expertise. Maybe you’re a clothing company with a how-to guide for laundering different types of fabric or a restaurant with a book of simple weeknight recipes. These booklets are an opportunity for you to promote your products as they relate to these activities, but this collateral should first and foremost be a valuable resource for your customer. If they feel that their problems are being solved, they will return to your website when they are seeking additional help.
Brochures and Flyers
Printed newsletters may seem like a thing of the past, but in fact they can be the only way to get in touch with certain demographics. Whatever you’re printing, you should always link it to your website, social media, or other digital collateral, encouraging consumers to engage with you in new ways beyond the one they are currently using. It’s paramount that you provide social media links with your newsletter so that customers who wouldn’t otherwise subscribe can do so that way.
Yet another form of print collateral that you can leverage to drive your audience to your website or other online presence. It may seem old fashioned, but you definitely don’t want to come up empty-handed the next time someone asks, “Do you have a business card?” Not only should you include your social and website links on this card, you can get extremely creative with the way you present the information. Your business card is essentially a trailer for your website. It’s a taste of your brand, visually and graphically, so make it count. The consumer should be thinking, “I really want to know more about this brand.” You can include all of your social links, but feature whichever one you get the most mileage out of to increase your chances of converting customers once they get there.