How to Use Online and Print Marketing for Business Success

Nowadays, modern consumers expect convenience. When they want to find information about your business - they expect it to be instant. That's why they prefer to look you up online.

And, while potential customers may be researching products and services online, they also use other sources such as newspapers, magazines, and referrals to inform their decisions.

This article will explore a fictional scenario to illustrate how a business can use both marketing channels effectively. In our example, we will use a hypothetical business called The Wheatless Bakery, specialising in gluten-free bread, cakes and pies.

The bakery’s owner wants to increase local foot traffic to the bakery. He also wants to attract customers from other neighbourhoods. Let’s see how online and print marketing can help him.

The Website: An Online Window Into The Bakery

Various marketing initiatives can spark interest in The Wheatless Bakery and what its baker has to offer. This will lead to customers seeking more information about the bakery's products, often through online channels. Therefore, the savvy baker should ensure that his online presence accurately reflects his bakery and brand. A strong online presence is the same as having a marketing executive available around the clock to answer questions and share information with customers. It’s a robust foundation for any marketing endeavour and raises awareness while enticing potential customers to delve deeper into your business.

Investing in a website or revamping an existing one is a good start.

The website should be easy to use and include stunning visuals of the delectable creations along with mouthwatering descriptions. Although there should be lots of information, the website’s content should be shared in a way that makes it quick and easy to digest - much like the bakery’s decadent chocolate biscuits!

Many local businesses have seen the benefits of using their Xplorio profile as their website.

The thrifty baker who takes pride in his business and wants to serve his customers efficiently can opt for this cost-effective option to grow his online presence.

The Power of Storytelling

Once the bakery’s online presence is created, the choice of marketing strategies depends on what the baker wants to achieve and who his target audience is. The bakery can then pursue digital marketing (Google Ads, Facebook ads) and real-world marketing (print, radio, referrals) to broadcast its story to entice the community.

The bakery can take it a step further, creating short articles featuring behind-the-scenes glimpses of baking processes, easy recipes and happy customer reviews that can be used to meaningfully engage with its potential customers, and differentiate the bakery from its competitors. This content will resonate with gluten-free food enthusiasts. It will also build a sense of community around his brand.

Incorporating Print Marketing Strategies

Recognising the importance of local outreach, the baker can invest in a few print ads in his local newspaper. An advertorial with an interview and ads promoting a special for first-time customers are always a hit. This printed content also shares the bakery's address, trading hours and website address so potential customers can find the business online.

Brochure Distribution

To complement the various ads, the baker can arrange eye-catching brochures showcasing the bakery's product list. The local newspaper has a team that specialises in the design and print of brochures and can whip up a batch to hand out at partner businesses and the upcoming festival on the school field.

Integrating Online and Print Marketing Strategies

By integrating online and print marketing strategies, The Wheat-free Bakery now experiences a surge in brand visibility.

The bakery’s modern website resonates with food enthusiasts far and wide, even driving online orders and inquiries from customers outside the immediate vicinity. The print ads in the local paper and brochures attract the attention of locals, prompting them to visit the bakery and taste its delectable freshly baked offerings in person.

So there you have it. Consistent visibility across online and print platforms reinforces the identity a business wants to promote.

When we make the most of all our available resources - there's no limit to what we can achieve.