Better Together: Print & Social Media

Why bother combining the power of print and social media in a campaign? Simple: these two channels deepen the engagement of your audience and expand your reach. Consider these two ideas. 

Event Participation

Let’s say your company is going to participate in a conference or trade show, and you want to let your audience know – customers plus ideal prospects. How might a campaign using both print and social media work?

Mail a postcard or other type of marketing collateral well in advance of the event to help attract attendees. The printed piece should (first and foremost) spell out the benefits of attending. To further engage your audience, build a campaign on your company Facebook page, where you regularly post event details and photos. You might hold a contest on Facebook to give away a few complimentary event tickets and/or special prizes.

Your print collateral for the event must reference your Facebook page and the reasons why anyone should visit it. What can they win? What’s the value to them? Or, you could also mail out a second piece just for this purpose – it’s another opportunity to connect with your audience.

Go even further with social media. Plan to tweet live during the event, posting pictures of your team and of people who visit your booth or display table. Again, your print collateral mailed pre-event should include your Twitter handle and spell out why recipients should follow you.

Whether you’re participating as an event sponsor (exhibitor) or a speaker, find out and share the event’s hash tag ahead of time to further extend your reach. No official hash tag? Create your own! Bonus tip: add the event information and hash tag to your corporate email signatures so that every outgoing email carries the information.

Is someone in your company an event speaker? That’s an additional opportunity to combine print and social. Feature the speaker in a postcard pre-event, repeat the announcement in emails to customers, then make sure someone in the audience is live tweeting comments made by your team member as well as photos. If the speaker’s using slides, his or her Twitter handle and the event hash tag should appear discreetly on every slide so that audience members have it handy. You can also post in real-time to Facebook.

Direct Mail and LinkedIn

We learned about a remarkable experiment conducted last year in the UK by a digital marketer. He wanted to see if he could build his LinkedIn audience using a direct mail letter.

Here’s what he did. He bought a mailing list of professionals in his target and deduped this list against his existing LinkedIn connections. He then mailed a personalized letter to the rest, asking these prospects to visit a URL (trackable!) that led them to his LinkedIn profile. If they liked what they read about him, they were invited to connect.

He mailed 2000 letters, which cost him about £1500. At the time he wrote up his experiment, he had received a 9.4% response rate. It resulted in 156 new LinkedIn connections – just from this letter. The quality of his new leads was very high, for he’d chosen his list very carefully.

Could you use direct mail to make a personal introduction to strong prospects via your digital profile?

These are just two ways in which you can combine the power of print with that of social media. Use them in tandem to improve the effectiveness of each channel.

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