Print media has taken a backseat in the last decade to make room for digital. However, even in this digital age, print isn’t expected to go away any time soon. We’ve seen a large shift in businesses using available technology to transfer print collateral into more meaningful, interactive and engaging material.
Business materials that have traditionally been printed – like brochures, business cards, newsletters, flyers, sell sheets and catalogues (to name a few) – are all considered “Marketing Collateral”.
Business owners frequently ask me if they should go paperless with their marketing collateral and I see the benefits to both, though I’d say a large part depends on the size of your company, your strategy, and whether you’re B2B or B2C. Let’s examine the benefits of going paperless.
Benefits of Going Paperless
Excessive use of paper is bad for our planet, and can also be bad for business by draining your time and money. When thinking about going paperless, here are a couple things to consider.
- Content Marketing is now A “Thing”: Digital collateral is ready to take center stage with marketing moving towards a more content-based approach. Creating digital collateral for your business that has original content and is easily shared means you’ve got original resources on hand!
- Digital is Agile: Easily transferable and shareable, digital collateral and digital publications can be updated quickly and used to share any type of collateral online (including brochures, catalogues, magazines, direct mail, newsletters, reports, postcards, and other business documents).
- Cost Efficient: In short, digital collateral means lower production costs, and increased reach (hello social media!).
- Leverage Your Social Media Presence: A PDF posted on a static page of your website isn’t going to stir up excitement in a potential customer. Digital collateral on the other hand, provides you with original, user-friendly resources, which can also be shared through other platforms to help spread your mission and message.
- It’s Green: You save paper when you use digital collateral. You can also avoid having boxes and boxes of unused and/or out-of-date materials laying around and cluttering up your workspace.
Should You Go Digital?
In my experience, business owners can get a little nervous if they don’t have tangible marketing collateral (because as a business owner you want people to believe and trust you as a real company, not just a virtual one). So why not have both, digital collateral and traditional print collateral?
Digital and print mix well together – it’s all about finding the right balance. Traditional marketing tools have a longer life span, however in some cases (like for smaller businesses) digital collateral, when done right, can save the day!
Refer back to your marketing strategy (if you don’t have one then have one created – it is imperative!) to see what’s appropriate for your business. One thing to remember when making your decision is “paperless” means less paper, not no paper. If you choose to go paperless, like any major change you should start small. Here are tips that can make the transition easier:
- Keep business cards in the traditional printed format: Business cards aren’t going away any time soon! I believe printed business cards are a staple for all key employees, and are necessary for networking.
- Create a digital version of your main piece of collateral: Be it a brochure, postcard, sell sheet, or flyer – it will be beneficial to you and your business to have a digital copy on hand that you can send off or post on the fly!
- Start an E-Newsletter: this is a great way to communicate online with your customers and get the online conversation going!
What do you think about going paperless? What is your biggest concern with going paperless? Do you have a marketing strategy that speaks to having digital collateral?
Share your thoughts and stories with me in the comment section!