“ Whoever owns the ink in an industry is the one who gains an unfair advantage over their competition ”
- Verne Harnish , Founder of Entrepreneurs ’ Organization ( EO ) and Author of Scaling Up
change your business . Call now to hear an important Free Recorded Message from Andy Buyting at
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Create Instant Credibility and Gain an Unfair Advantage Over Your Competition
PRINT MARKETING media pages so they can learn what your business is and what you ’ re about .
Digital marketing is a great way to build an online following , but web content can only take you so far in building and maintaining meaningful relationships with your clients , which is why you need to back your digital marketing efforts up with print .
Modern print marketing has evolved to supplement the fast pace of digital marketing . When you have a captive audience , the best way to nurture that audience is through print . Not only is print more personable for your valued clients , but it also offers a number of other benefits , such as credibility and longevity .
Think about the experience of reading an article in a printed magazine versus reading an article online . In general , magazines have the distinguishing characteristic of being well-researched and edited by a publishing team before going to print . The same process is not generally given to online articles that can be edited an unlimited number of times after publishing or even removed from the internet altogether if and when it suits the publisher .
So , I think you ’ ll agree that the printed article holds greater credibility than the article found online .
Readers are also more likely to revisit an article discovered in a printed magazine than an article they skimmed past online but didn ’ t have the time to read then and there .
For instance , if you give someone a hard copy of an article you ’ d like them to read versus sending a link to their inbox , they are more likely to set it aside and read it at a later time . In contrast , the inbox-linked or social media-shared article tends to be quickly forgotten if not consumed then and there .
This gives print marketing an element of longevity that just can ’ t be achieved in a digital marketing setting .
CAN YOU BACK THIS UP ? We were curious to understand just how print marketing compared to digital marketing specifically in the element of longevity , so we commissioned a professional study to uncover just that . The research firm we worked with contacted over a thousand people and found that the average person kept a custom magazine for 21 days , consuming it periodically throughout this time .
In contrast , when the same people were sent an email newsletter , it was viewed either once on the day it was received or not at all .
With the amount of mass emails and social media posts going out every second , the most uncluttered mailbox that we own today is our physical mailbox . A fully leveraged content marketing strategy recognizes this as an opportunity to engage and capture the attention of its target audience .
The internet is busy and overflowing with content . In print , there ’ s a lot less competition , and that ’ s what makes print marketing such a valuable tool in today ’ s modern marketing world .
After observing this for themselves , modern marketing geniuses are turning to print more and more to convey meaningful messages to their target audience .
Hard copy magazines and newsletters and personally addressed letters have a lot more meaning in an uncluttered inbox . Now recipients have the time and mind to engage with each piece of mail they receive away from the digital noise .
Walking away from this today , give some thought to your overall content marketing strategy . If necessary , take the opportunity to recalibrate your thinking to include print marketing . Consider all three pillars of marketing and assess if you are leveraging each effectively .
Remember to utilize digital marketing for frequency and reach , interactive marketing for culture and conversions
, and print marketing for credibility and longevity .
HOW TO WIN CLIENTS & INFLUENCE PEOPLE ANDY BUYTING
HOW TO WIN CLIENTS & INFLUENCE PEOPLEE
ANDY BUYTING SECOND EDITION
WARNING Reading this book will
Andy Buyting ' s thought leadership journey started when he published his first business book in 2007 and first magazines in 2009 . Since that time , he has leveraged custom magazines and online digital content strategies to establish himself as a leading authority in content marketing and brand positioning . Through his company , Tulip Media , Andy and his team make these content marketing strategies and tools accessible to their Client-Partners .
www . TM . Media
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