Digital vs. Print Marketing — Both Are Winners!
In today’s business climate, with so much innovation happening in a web-based environment, you may think that email marketing is “in” and printed outreach is “out.” But even in today’s digital age, there is something to be said for the look and feel of printed products.
Highly successful financial advisors know that each marketing product has a specific strength, but when used together they are effective in building and maintaining strong relationships with clients.
Digital marketing is a powerful tool to get your message across to a large audience quickly, easily, and at little cost.
Results-oriented. Among the advantages of email marketing is the ability to track the reading habits of prospective and existing clients. This information provides a critical insight to drive your business. By looking at the click-through rate, you can track who opens your emails and which messages generate the greatest interest among clients and prospects. You can thereby measure the success of the marketing campaign and make adjustments for optimal results.
Interactive. Email marketing is also a great relationship builder. A study by the Nielsen Norman Group suggests that readers become emotionally attached to e-newsletters and look forward to receiving them, provided they are timely and informative.
By offering your clients a variety of content, you’ll make your program more interactive and increase the number of reader opt-ins for future messages.
Cost-effective. According to eMarketer, U.S. companies spent $34 billion in 2012 on print ads and $39 billion on Internet advertising. Email marketing costs companies about $1.5 billion, Forrester Research found. Email marketing’s ROI is $40.56 for every $1 invested (2011 figures), according to research by the Direct Marketing Association.
Staying in touch. Financial advisors use e-newsletters as a marketing tool to keep prospects and existing clients informed about the topics they value. Many advisors have found that spending $1.50 on a prospective client for a monthly e-newsletter can be the smartest investment they’ve made to grow their client base. This is also a favorable way to keep their names in front of existing clients with value-added content.
With the explosive growth of the Internet and social media, it’s easy to see how print can be considered a dinosaur. But the physical printed piece is tangible and credible. Consumers are engaged with printed material, whereas websites and email can be skimmed in a matter of seconds.
Portable and easy to read. Even in today’s digital age, print is king in terms of portability. A printed newsletter can be tucked into a briefcase or set on a table to be shared with others. Printed pieces linger in homes and offices for months and don’t vanish into a digital black hole with the click of a button.
Visual control. Print marketing gives you control over the look and feel of the message. Branding should be a component of every campaign.
With the high volume of email messages received each day, print stands out. When a customized mail piece or print ad is packaged in a visually appealing way, clients will take the time to read it.
Branding. When it comes to sending out invitations, thank-you cards, or personalized notes, there is no substitute for a customized print card or brochure. Experts say that individuals take three seconds to decide whether to open a piece of mail or toss it. Understanding your target audience and mailing compelling, high-quality printed material is the key to getting your pieces read and not placed in the recycle bin.
DIGITAL & PRINT SYNERGY
Broadridge Advisor Solutions understands the importance of both print and electronic media and offers high-quality marketing materials to enhance your practice and brand. From educational newsletters, special reports, and topic-specific booklets to direct-mail invitations, we produce materials that speak to and encourage your clients and prospects to call for financial guidance. Our e-marketing tools, such as digital newsletters, automated email drips, and social media content, enable highly successful advisors to set themselves apart on an array of platforms — from mobile to web and email.
The differences between print and electronic media can be significant, but so can their similarities. Depending on your objectives, needs, client demographics, and quantity of material, you will find that using both media together can be a highly effective way to market your services and grow your practice.