Printed marketing collateral plays a key role in many kinds of sales, but in the digital era it doesn’t always get the attention it deserves. The fact is that a strong, well-written piece of printed collateral can make all the difference in a sale and to the overall success of your marketing campaign.
If you are about to create new collateral or redesign your existing collateral, a recent post on allbusiness.com offers twelve tips to give your brochure an extra edge. From the design to the closing call to action, the article offers a number of best practices that act as a helpful guide as you sit down to develop your own collateral. And while a few of the tips may seem like common sense, we are big believers that it helps to be reminded about the basics sometimes!
There was one omission from the article that we would offer as a thirteenth tip: don’t forget to link your physical collateral to your digital marketing assets. Nothing can add to the effectiveness of your printed collateral like a QR code or URL to give prospects a chance to take immediate action. This way, you show your prospect what you’d like them to do, and how you’d like them to engage with your business. It also makes your marketing measurable – you’ll know exactly how well a piece of collateral is performing if you see traffic to a URL, plays on a video, or opt-ins to a contact form increase.
Wondering how to link your physical collateral to your digital assets? Watch a video to learn how pbSmart™ Codes can help you create QR codes to use in your printed collateral.
What about you? What experiences have you had with printed marketing collateral? Have you had any success linking it to your digital marketing initiatives? Please share your experiences below.