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The ultimate goal of any marketing strategy is to convert as many leads as possible into actual clients. By using print marketing materials, this goal can easily be met. However, without thoughtfully designing your print materials, the rate at which you can convert leads plummets considerably. If used correctly, print materials can act as a great tool for engaging customers to take action. In order to convert leads into actual clients, it’s imperative to keep the following factors in mind.
Know Your Audience
While generic print marketing can garner some results, studies show that using variable data to personalize your print is much more effective. One study concluded that 79% of consumers say they are only likely to engage with an offer if it has been personalized to reflect previous interactions the consumer has had with the brand. (Marketo) What’s more, it has been reported that 86% of consumers say personalized marketing leads to a buying decision. (Infosys) With statistics like these in mind, it goes without saying that by collecting names, locations, past interactions, gender, age, and other information from your targeted prospects allows you to create personalized and relevant print for their consumption, which greatly increases the chance of converting these individuals into customers.
Optimize Your Headlines
The headline of your print marketing material is the first thing that the viewer will see, and is often what determines whether or not they will continue reading. Headlines that are too wordy, irrelevant, boring or fade into the background, are likely to lose the attention of its audience. Instead, opt for headlines that are succinct and quickly convey your key message. At the same time, it should communicate the benefit(s) your brand can provide to the viewer. A headline should also be an attention grabber, in terms of engaging verbiage and bold design. By capturing a lead’s curiosity from the outset, you’re one step closer to turning them into a client.
Always Include CTAs
A CTA, or call to action, is a short phrase meant to compel a customer to take some kind of action. For example, “Buy Now!” or “Call Us Today!” would both be considered to be CTAs. Any marketer will tell you this is a crucial component to any advertisement, as it skyrockets the amount of engagement a particular piece will receive. It’s not enough to rattle off the benefits your business can provide and simply hope that potential customers will take action. Instead, you need to instill in them a sense of urgency in order to garner results.
Track & Refine Your Campaign
Of course, knowing just how effectively your print strategy increases your conversion rates is paramount to your marketing success. If a component of your print campaign isn’t working, it’s important to be able to identify it, so you can make any necessary changes. If a particular component is working, you want to know about this as well, so you can bolster it or incorporate it into future campaigns. You can monitor and test various parts of your print, such as headlines, benefit details, and graphics by carrying out research with your customers or a panel of consumers. Tracking the performance of a particular campaign through the use of coupons or promo codes is ideal for keeping count of how many times they’ve been used. Additionally, the inclusion of links or QR Codes to specific landing pages will help track if the website traffic was a direct result of a particular print piece. By refining your print marketing strategy with these methods, you can easily maximize your conversion rates.
As previously stated, one of the primary objectives of any advertisement campaign is to convert leads. This is easily achievable by incorporating print into your marketing campaign, when executed correctly. By speaking directly to your target audience in a manner that is both relevant and personal, it is much more likely that you will attract their business.
It is also important to include certain components in your print that captures the viewer's attention and drives them to act, in order to get them one step closer to becoming an actual customer. Finally, it’s crucial to monitor your campaigns progress to figure out what is working, what is not working, and to make any and all necessary changes. When you keep all of these factors in mind, you’re sure to create a print campaign that sends your conversion rates through the roof!
Written By Omega High Impact Print Solutions’ Digital Marketing Specialist, Emily Steel