Effective Ways To Combine Social Media and Print Marketing
At first glance, it might appear as though social media and print collateral have nothing to do with one another. After all, print marketing and social media often appear to entirely different audiences, and it’s rare that someone would interact with both of them at the same time.
But social media and print can support one another more than you might think.
Here are five tips to keep in mind when promoting your social media channels in printed custom marketing materials.
#1 Focus promo materials on your most important social channels:
Source: New Hope Church
Just because you have a social media presence on a lot of different channels doesn’t mean you need to promote every one every single time. In fact, that can often work against you. If you overload audiences with too many things at once, you’ll end up confusing them; they’ll be so overwhelmed that they won’t visit any of your social media pages. Instead, focus on the channels that are most important—normally no more than three.
If you specialize in a business that’s highly visual, you may want to focus on channels that are centered around photos and images, like Instagram. On the other hand, if you’re more focused on information and business knowledge, stick to sites like Facebook and LinkedIn.
#2 Include testimonials or comments from social media on printed advertising materials:
Source: Brittany Carroll
Sometimes you don’t necessarily want to direct people towards your social media feeds; but that doesn’t mean that it can’t still be useful when creating print advertising. Consider incorporating testimonials and reviews that you gather from Facebook, Google+, and other channels.
A recent study from the Content Marketing Institute rated customer testimonials as 89% effective. People are more likely to trust their peers than a company they only just encountered, so testimonials from social media act as a form of social proof.
#3 Include specifics whenever possible:
Source: Maria’s Italian Kitchen
When you have limited space on your print marketing supplies, there sometimes isn’t room to include an entire URL on your piece. In cases like this, simple icons or buttons can usually get the point across.
Whenever you have an opportunity, however, try to give your audience a more specific idea of how they can find you on social media. Something as simple as a username or search term will typically do the trick. In cases where a site’s URL is too long or complicated to include, you may want to use a URL shorterner such as Rebrandly, so that audiences can access them more easily.
#4 Use a QR code on promotional materials:
Source: Haseeb Khattak
QR codes are another simple way to direct people towards your social media channels without having to list a long, complicated URL. Based on a 2014 study, 34% of smartphone users and 46% of tablet owners have scanned a QR code. That said, they do come with their own complications; they’re only useful to people with a device on hand, and you also have design consideration to keep in mind.
Make sure your QR code is sufficiently large and doesn’t blend into the background of your design; if it’s not functional, it won’t get you the social media attention you’re looking for.
#5 Add a call to action:
Source: Chris Messina
You should already know about important calls to action are on social media. Adding a call to action (CTA) to your Facebook page can increase clickthroughs by 285%. In the same way, a CTA is vital for printed promotional media as well. Just letting people know that you have a social media presence often isn’t enough to convince them to take action. In many cases, you’ll want to be more specific about what you want your audience to do. Include a call to action in your piece encouraging people to follow, like, or share your posts; you’ll be surprised at how much of a difference it makes.
Keep in mind that the bond between social media and print marketing is a two-way street. Just as there are ways to direct people from your print media towards social, you can also use social media posts to encourage people to subscribe to your direct mail list, newsletter, or other print mediums.
Do you have tips of your own for incorporating social media into print designs? Share your thoughts in the comments below!