Wednesday, August 23, 2017

4 Reasons Why I Chose Social Media Over Print Marketing




Working with professionals in the housing and skilled trades industries, many of my clients and prospects have been using print marketing for decades. They're comfortable with print marketing, even if they feel their results from it are lacking. As business owners, we're required to be flexible and innovative, but just like in personal life, change can be scary! For some, it's just easier to stick with the devil they know, than the one they don't. Here are my reasons for switching to social media marketing, and why I won't go back.


  1. Knowing Exactly What You're Getting - Print marketing agencies will generally give you a number of the people you are going to reach with your campaign, along with the postal code or region those people belong to. That's great to know going in, sure. But how do you know if that many people actually looked at your postcard or flyer? How many kept it on their fridge for future reference? For the people who did look at it and decide to keep it on hand, how old were they? Do they have families? Were they the owners of that home, or are they renting? Without this information, you can't actually know how effective your campaign was in targeting the right consumers. Social media on the other hand, tells you exactly who you're reaching, whether or not they engaged with your campaign and when. This means you know what is effective, what isn't, and how your consumers react to changes you make as they happen.
    • For instance, I can tell you that one of the campaigns I launched on Twitter in May reached almost 3000 people, 89% of which were between 25 - 54 years old, 58% were making $150,000+ per year, and 69% were from BC or the Greater Vancouver region.
  2. It's What Consumers Want - People's lives are busy. If someone receives your flyer, they may have questions about your services. If they do, they may call or e-mail you right away, or they may hang onto your information for "when they have more time." That moment of spare time may come the next day, or not for another 3 weeks. (Hopefully they have held onto your information in that time!) With social media, you are accessible to your consumers through a simple click and a comment. It's convenient. We live in a world of instant gratification and overflowing schedules, and people value convenience and accessibility.
  3. Managing Risk - Most people I speak with find that the business they receive from their print ads comes about 6 months to a year after the campaign was actually launched. With social media, you will generally start seeing consistent LEADs between the 3rd and 12th month, depending on your business's goals and long-term strategy. The good news is that with social media, even prior to starting to receive LEADs, you have access to your consumer reach and patterns of engagement to be able to gauge the likelihood of ROI in the future, and make adjustments accordingly.
  4. Investment - Most of the entrepreneurs I work with spend between $1000 - $3000+ per month on their print marketing. Social media marketing generally costs between $1000 - $5000 per month, depending on the size of your business, your goals, the number of platforms that may be useful to you, and your strategy on each of these platforms. Considering the results are much more measurable on social media, you will at the very least be able to pinpoint what this investment achieved for your business each month at the end of a campaign. Your ability to effectively target certain audiences is also higher, as you can gauge what audiences are reacting to and how, in real time. In other words, your ability to guarantee and interpret your investment is much higher with social media. 
 What are your feelings about social media marketing? Have you considered trying it? What are your concerns? I'd love to chat and hear your thoughts!

1 comment:

  1. It is a nice article, Which you have shared here about Social Media Marketing. Your article is very informative and nicely describes the reasons of using Social Media over Print Marketing. growth marketing agency provides the most convenient marketing plan for businesses.

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