Why Small Business Marketing Can’t Forget About Print
Digital this, digital that – seems like the small business marketing has forgotten about print. But print rules, and we’re sharing how to get crazy ROI. The digital age is in full swing and many people assume print media is dead.
It’s not an unreasonable assumption. Advertisers are increasingly turning to online platforms as falling subscription rates turn newspapers into relics of the past. That makes sense, but even though there are online wallets and bitcoin, people still like something they can hold in their hands.
A study by Global Web Index found that Internet users consume over 50 percent of their media online, with TV being the next most popular medium.
There’s no longer doubt that the Internet is a great way to quickly and effectively disseminate media.
However, print media still serves specific niches better than online media. Specifically, print media is important in markets where trust and face-to-face interaction still thrive.
We’re talking sales, marketing, and traditional business sectors that are entrenched with corporate culture dating back generations. Small businesses in these markets need to supplement their online media with print if they hope to maximize success.
Let’s take a look at the 5 reasons small business marketing cannot forget about print media.
Small Business Marketing is Local
Small businesses usually exist to serve the local market. They’re targeting consumers that live within a certain range.
Location-centric marketing means money spent on Internet ad campaigns that maynot reach the intended audience.
Yes, Google offers location targeted ads, but Google’s location service isn’t entirely accurate.
Search Engine Land found that only 55 percent of Google users were correctly located with zero error. With an allocation of 25 miles error, that number only rose to 67 percent.
For local marketing, return on investment relies on accurately distributing advertisements. GPS based Internet ads don’t offer enough accuracy to make the grade.
Print fixes this issue. Advertisements mailed door-to-door or delivered by hand ensure only those within a targeted radius receive the ad media. It also puts something in people’s hands which doesn’t disappear into the ether after a few seconds.
No money is wasted on people from other towns or states who won’t utilize the local business. While online press releases (get a coupon) make a ton of sense in most cases, most end up deleted or in spam folders; never seeing the light of day.
In fact, at as little as 3 cents each, it’s usually much less expensive to buy cheap business cards than to pay for clicks online. In fact, you might be able to get 10 business cards into people’s hands for the same price as one targeted click using Google Adwords!
Print Is Trusted By The Rich
Successful local businesses mustcater to high-value markets.
The more money targeted consumers have, the better chance they’re willing to spend slightly more and support local business, or pay for the conveniences local businesses can offer.
Research suggests that high net worth individuals are more likely to engage with, and trust print advertising over digital ads.
It speaks to the entrenched culture of distrusting things read on the Internetand is something small businesses should capitalize on. A well-designed business card or postcard is likely to influence high net worth individuals more than a Google ad.
Higher net worth individuals also skew towards old age.A longer life means more opportunity forearningpotential. Older adults are also more likely than younger individuals to consumeprint media.
Small businesses that use print media to target older individuals are likely to capitalize on a relevant market, and high net worth individuals, from the same advertising campaign.
Large Businesses Adapt Slowly
Interaction on a personal level remains important in acorporate culture. It’s the reason interviews aren’t conducted strictly over the Internet, and that a handshake is still commonplace.
People in a corporate setting don’t hand each other a cellphone to share data, and they don’t type their phone number into a colleague’s phone,but insteadhand out business cards.
The emphasis on physical interaction maystem fromstudies that show touching physical objects results in an increased connection to those objects.
Print media is tangible, and objects like business cards and sales sheets can endear themselves to whoever holds them. Small businesses shouldmarket b2b sales to corporate entities by using the corporate culture of print media against them.
Old Habits Die Hard
Even people who are fully connected to the Internet still consume print media on a daily basis. Printcontentis not dying as fast as we’re told.
Print advertisingis still everywhere. Billboards, mail flyers, coupon books, and even in the grocery store. One main advantage that print has over digital media is print’s ability to exist in physical space.
Print ads can stand in a grocery store for months on end, exposing themselves to new customers, while also reminding old customers of their existence.
Print media is also unavoidable. Ad-blocking programs can remove small businesses’ valuable advertisements from an Internet user’s view. However, no one can ignore a postcard sent directly to their door.
When return on investment is important, print guarantees that advertisements garner attention.
The Internet Lies
The Internet as we know it has existed only around 20 years old. A large majority of the population watched the Internet blossom from its original inception into the information goldmine that it is today.
These same people also grew up with their parents telling them “not to believe everything you read on the Internet.”
It’s a mindset that entrenches itself into even generations bornafter the Internet gained popularity. Distrust of the Internet stems from real world use. People write false statements on social media and blog posts all the time.
Children are told to questions these avenues of information, and rightly so.
It’s not surprising then, that Nielsen reports found that print publications were trusted by 67 percent of all U.S. adults. Tangible print advertisements with resonate with the public more than something found on the internet.
Small Businesses Can Have Faith
Print media is still a trusted, and therefore valuable, form of media to spread your message. It’s an important compliment to whatever you’re doing online, and can help send people to your website.
Don’t discount print advertising just because newspapers are dead. In fact, the print media that does still exist is more than viable for advertising.
In certain markets, and indeed in parts of the general population, print media is still a trust, respected, and valued part of the spectrum of media people consume on a daily basis.
To succeed in small business marketing, online advertising, and print advertising should work in unison to attract the largest number of customers possible. No businesses should limit its opportunities for exposure.
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Ideas & coupons to compliment your marketing strategy with print: