Benefit your brand by combining digital and print marketing

Ensuring your brand is optimised for online search will help you to get the best out of both your print and digital marketing activities.

In today’s digital media marketplace, you may be forgiven for thinking that all marketing takes place online. However, printed marketing materials are far from obsolete and still have an important role to play in most marketing strategies.

A personal approach

One of the great advantages of using printed materials to reach prospective customers (particularly in direct mail campaigns), is that it offers a much more personal approach. This personalised method helps to make people feel valued, increasing the likelihood that they will engage with your brand. What’s more, in today’s world of email overload and overflowing inboxes, receiving marketing information in a printed format can be somewhat of a welcome relief. It also attracts the attention of potential customers, helping you to stand out from your competitors.

Boosting your digital presence

Another key advantage of print marketing is that, when used wisely, it can help to complement and boost your digital marketing activities. With clear, attention- grabbing messages and design, you can pique people’s interest, prompting them to visit your website or engage with you on social media in order to find out more information about your business. However, in order to take advantage of the benefits offered by printed materials, it’s important to ensure that your digital presence is clear, informative, and consistent with the messages and brand values conveyed in your print marketing.

Optimising your content

Above all, your online content must be easy to find. Rather than typing a website address into the toolbar, most people these days prefer to search for a company name, slogan or other key terms related to the business. With this in mind, it’s essential that your online content is optimised for search engine rankings. Search Engine Optimisation (SEO) involves optimising your digital content so that your website features highly in Google and other search engine results. SEO can be complex, involving lots of different elements, but one of the easiest ways to improve your search engine ranking is to make sure your online content includes words and phrases relevant to your business that people are likely to search for. Whereas keywords are very important in SEO, a brand name made up of generic, sector-related keywords is unlikely to perform as well as you would hope. For one thing, you will be competing against dozens, if not hundreds, of companies who have taken a similar approach, and for another, search engines have cottoned on to this technique and are likely to penalise you, resulting in your company falling further in the search rankings.

For best results, it pays to select a name that is unique and memorable, whilst still reflecting what your brand is all about. With a name that’s one-of-a-kind, you will be competing against fewer companies on Google, making it much easier for potential customers to find you. That’s not to say, however, that you should discount the importance of keywords, but instead of using them for the company name, try incorporating them into a memorable slogan or tagline and, of course, into keyword-rich content throughout your site.

It’s clear to see that print marketing still has an important role to play in most company’s marketing strategies, and by combining quality print materials with optimised online content, you can achieve success in finding, engaging and converting potential customers for your brand.

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