Print Marketing Strategy for B2B Companies

There is a myth that print doesn't work in the digital age. This is absolutely not true. On the contrary, the results of numerous surveys indicate that when it comes to purchasing decisions, people trust print much more than any other channel. The truth is, if a business owner isn't getting the results he wants from a print campaign, it's not because the print isn't working, it's because the approach to preparing the print product is wrong. How to increase the effectiveness of print advertising?

Think about direct response

Unlike outdoor advertising, which works great when you need to increase brand awareness, printed products are best suited for direct response. In other words, a brochure or flyer should have a clear a message to the market about what exactly needs to be done: come to the store, get acquainted with a new product, take advantage of a discount or offer. The more precise the call to action, the easier it is to evaluate the effectiveness of the campaign as a whole.

Focus on the customer

Ready content for a printed product, try to focus not on yourself, but on the client. Use you/you instead of I or we. This makes it easier to “hook” the audience. It’s not so important for people to know how great your company is; they are interested in understanding how you can help, say, give you the opportunity to save money or solve some existing problems.

Special landing page

As already mentioned, printed materials must contain a specific offer and a specific message. You can consolidate your success if you add a landing page with detailed information. Typing a website address is less efficient because the website has more data than required. In addition, using the landing page it is easier to track the performance of the campaign.

Simple headers

You should not skimp on the services of a professional copywriter. High-quality text, even if it is just a little, is very important. Headlines should grab attention instantly. If you make them too long, using complex phrases, then the text is unlikely to be read.

Readable fonts

An excess of typefaces is just as bad as an excess of colors. In both cases, the advertising looks too colorful. You should also make sure that the font is not too pretentious and that the text is easy to read. Avoid using white font on a colored background - this will significantly impair readability. Good contrast is important, black font on a white background is the perfect classic.

High-quality illustrations

Images from the Internet are easy to download, and you don’t have to pay for them. However, there is a good chance that someone else is using the same illustrations, including your competitors. And clients, having seen an already familiar image, will not want to read it carefully. It is better to invest in a professional photographer or artist. Thus, you will receive original files that no one else has for sure.

Contact information

Contacting you should be as easy as possible. Make sure to include all the necessary information: phone number, office address or web page. And don’t print it in too small a size, everything should be immediately noticeable.

High-quality printing

Cheap paper, blurry images, paint that remains on your hands - such products spoil the image of any enterprise. You should not skimp on printing. Trust a reliable contractor with a modern fleet of equipment. Do not forget that in addition to direct printing, the product can be decorated in an original way through post-printing finishing: foil stamping, varnishing or die-cutting. Such products really stand out and are memorable.

These are simple and, at first glance, insignificant techniques. But the results of using print advertising will directly depend on such things as attractiveness, readability, quality content and printing.