Realizing Real Value in Print Ads and Listings
Track Where Most Substantive Leads Are Coming From
No matter the type or size of business, maintaining a balanced mix of advertising channels is important. Assess your target demographic and think about how they shop and research. Put yourself in their shoes, in the scenario most likely to lead them to a purchase.
If you’re a business owner that prefers digital everything, reach out to some of your customers or neighbors from a variety of backgrounds to get a better understanding of how they make purchasing decisions. If your ideal client is 50-plus, then print advertising may be the most effective way to reach them. When it comes to print ads and directories, the type and location of business can have a big impact on results. For example, we’ve found that community-centric businesses like insurance brokers and credit unions can generate hundreds of leads per year from print ads, which often produce twice as many leads as digital ads.
There are those who will dismiss print advertising out of hand. And indeed, direct mail advertising has seen some decline, but appears to be very effective among those already using it. Companies need to consider the most appropriate channel to reach their ideal customer, and where they are likely to look for products and services. Successful businesses look for the most effective ways to engage with their target audience, and use data to guide these interactions to improve competitive positioning. With some careful planning, consistent metrics tracking, creative design and a bit of storytelling, you can keep your finger on the pulse of your audience and ensure your potential customers find you when they need you.