Many companies are now immersing themselves in digital content creation (nearly 73% of B2B marketers). With the introduction of various AI and automation tools, businesses should not resist the opportunity to explore this lucrative craft.
However, we must remember the importance of our old friend, print marketing. Print has been a vital means of compelling audience outreach for centuries. So, ask yourself, “Why overlook the fundamentals?”
Creating a print magazine with a compelling cover story is an incredibly effective way to stand out from the crowd, whether in mailboxes or at industry trade shows. In addition to a great feature article, use the rest of the magazine for columns from sales reps and website/blog content to position your company as an educator in the marketplace.
Telling a Story With Print Marketing
Now is a great time to brainstorm and design a printed magazine for your next tradeshow. Gather your team together to compile cover story ideas, partner ads, and editorial content. With effort (and sometimes a bit of strategic insight from outsourced support), you may be surprised at the outstanding results of print media.
1. Start With a Compelling Cover Story
A cover story is the first thing potential customers see in a printed piece. You need this feature to draw them in immediately. Otherwise, you may lose them before they turn past page one.
Focus on finding industry peers to interview about their tips for setting realistic goals, tackling a particular problem, or simply navigating evolving markets. Better yet, ask a successful client to recount their story and how you helped them reach milestones.
You gain credibility and trustworthiness by highlighting the relationships you’ve formed with fellow innovators. Customers see you and think, “Wow, if X company trusts them, then so should I.” Eventually, a consistent print presence builds trust and comfort and shortens the gap between introduction and bringing them on as a customer.
2. Target Print Magazines to the Event or Audience
View print marketing as a physical representation of your business. What do you want prospective customers to feel when they hear your name or see your logo? Cultivate this identity by targeting every printed piece according to the distinct audience.
For example, attending a horticulture trade show brings an entirely different crowd than one geared toward landscaping. Naturally, you wouldn’t want to bring a magazine featuring a greenhouse grower to the latter event.
But, don’t fret. Rewriting and redesigning every print piece is not 1.) realistic, 2.) cost-effective, or 3.) necessary. Instead, segment the piece according to vertical niches. Simply switch the cover story and a few ads or editorial pieces. Keep the general outline and format the same, but adjust certain elements to customize the experience per demographic.
So, while you maintain a consistent brand personality, voice, and mission, you highlight strong adaptability and responsiveness. These characteristics underscore a brand dedicated to audiences, not their own preferences or egos.
3. Always Have a CTA!
Every marketing campaign should have an end in mind. However, avoid being too “sales-y” in your print media. You definitely don’t want to come across as needy, pushy, or desperate for business. Still, you do want customers to follow through with you in some way.
Use the entirety of your printed magazine to spark interest. Touch on frustrating concerns (e.g., low revenue, poor customer retention, etc.), using your CTA to drive readers to seek further education. Lead them to your website with QR codes or links to ebooks, downloadable tutorials, or podcast episodes. Move them along the marketing funnel with glimpses of insider insight.
Below are some stellar examples of CTAs to include in your print advertisement:
- “Contact us for a free consultation.”
- “Check out our online resources.”
- “Want to find out more? Visit our website!”
- “Download our free ebook.”
- “Get behind-the-scenes info with each newsletter subscription.”
- “Come along with us on this project!”
4. Create a Deeper Sensory Experience
Consider this fact—our brains retain 65% of visual information after three days compared to 10% from reading. Based on this picture superiority effect alone, I’m sure you see why print media needs strong graphics.
If you lack the creative gene or are short on time, hire a graphic artist and/or content marketing agency to create a cohesive, engaging sensory experience. Stress the importance of incorporating striking fonts, exciting photos, project shots, and contrasting colors that reflect emphasis and energy. Remember, if you can’t do something internally, look externally.
Perhaps most importantly, the format should be smooth, clean, and simplistic. Create a clear distinction between the cover story, ads, editorial pieces, and promotional material. Lay everything out like a typical magazine so readers can truly enjoy the content without feeling bombarded with sales jargon.
Integrating Print Into a Comprehensive Marketing Strategy
Print was the dominant media in the old days for a reason. You gain this massive opportunity to stand out and develop a powerful stance among peers.
But, print is just one piece of the marketing puzzle. Online media is equally important. These elements interconnect to form a complex outreach system. One caters to the masses, while the other spotlights a small audience. Both efforts work so well together because they serve unique purposes.
When budgeting, view print like any other marketing expense. Incorporate printing and distribution costs into your plan. Consider this fact—magazines offer the one thing digital media can never replicate. They provide a tangible piece of you, something customers can continuously revisit and learn from, regardless of location or wifi connection. This magazine is, quite literally, a walking advertisement. Where readers go, you follow.
In Conclusion
Printed media still and will always deserve a spot in the digital age. Alongside digital content, this marketing approach is a powerful way to ignite new partnerships, gain traction in the industry, and make a name for yourself among competitors.
You never want to simply blend into the background, and print can help you avoid becoming just another face in the throng. In the words of Seth Godin, “In a crowded marketplace, fitting in is a failure. In a busy marketplace, not standing out is the same as being invisible.”