Integrating Social Media and Print: Leveraging the Best of Both Worlds to Your Advantage
It’s certainly no secret that social media is increasingly becoming one of the single most important tools to connect with your target audience in the most meaningful ways possible. After all, sites like Facebook, Twitter, Instagram, and more have hundreds of millions of unique users who are actively engaged in social activities on a daily basis. It would be a shame to let such a valuable resource go to waste.
At the same time, you certainly don’t want to neglect your print campaign. It’s still one of the most effective marketing weapons in your arsenal and always will be. So how do you ensure you’re paying equal attention to both print and social media?
The answer is simple: integrate social media into your print campaign and leverage the benefits both have to offer.
Grab Attention and Refuse to Let it Go
In today’s crowded marketplace, the goal of any campaign is to grab the attention of prospective customers. You aren’t just trying to sell a product or service — you’re trying to quickly show why your product or service is leaps and bounds ahead of the rest.
Integrating social media elements into your print campaigns is one of the best ways to accomplish that. It allows you to get your message in front of more people in the places they’re most comfortable holding that conversation.
For an example of this concept in action, consider the hashtag. People use hashtags for everything from highlighting key words and phrases in a post to finding trends, joining ongoing conversations, and adding a definitive statement at the end of a sentence. By including a hashtag at the end of your print mailer, you’re giving your customers multiple options regarding how they can join the conversation and communicate with your brand. If they’d like to continue to learn more about your product or service via the hashtag, they can always do so. If not, they can continue their exposure by way of the print materials the same way they always have.
In essence, you’re giving them choices, which is one of the best ways to grab their attention and refuse to let it go.
Integrating social media and print is also a great, easy way to track the success of a particular campaign over a long-term basis. Consider putting a unique hashtag on the end of each print piece you mail. If messages with that hashtag are then retweeted 200,000 times on Twitter, you know your message is being received loud and clear and that your target audience is more than willing to continue the conversation online.
Digital and print marketing don’t have to be independent of one another. Anyone who tells you it’s a "one or the other" proposition is wrong. Print and digital are both great at accomplishing their own things, or even the same things in different ways. By integrating social media and print together, you’re combining the benefits of both platforms into one environment and are truly creating a "best of both worlds" scenario.