Smile Savvy is an internet marketing company specializing in high-ranking websites, engaging social media and effective local search. With our primary services focused on the web, it may be surprising that we also offer a number of print services as well. If marketing trends have transitioned to digital, why would we provide print to our customers? Here are 3 reasons why we continue to promote print media in the internet age:
Print media is “active” marketing.
Marketing involves two major strategies. The first is a passive approach: You want to make sure that people who are looking for your practice can find your practice. This is why we provide tools that help you show up in online search. The second approach is more active in the sense that you are introducing yourself to people who may have never heard of you and may not even currently be looking for your services. Print media helps to meet this active marketing approach. For example, the brochures that Smile Savvy offers are one of our most popular products because dentists are able to use them to reach out to people who may never hear of their practice otherwise. These brochures are often distributed at referring pediatricians’ offices, health fairs, community centers, school events, etc. With print media you can actively market to potential customers where they are, instead of waiting for them to find you on the internet.
Print media drives digital engagement.
When someone reads your brochure or other print media, they will also see that you have a website (because everything your office sends out should include this!) A large percentage of website traffic comes from a direct source, rather than a general search. This means that they entered your web address manually into their browser. How did they know your url? Often its because they saw it in print! This is the same reason we provide review cards with our Review Builder Product. These cards are something physical that a patient can take with them, providing both a reminder and instructions on how to find you. Print media leaves nothing to chance. Your contact information is written down, and your patients are going to go directly to your site.
Print media reinforces a common message.
Many of our customers do a great job of using their staff to encourage patients to visit their website and social media accounts. But simply verbally asking someone to visit you online is usually not enough. Print media helps to reinforce that message, making the call to action more memorable and easier to perform. Instead of just listening to a request (which is a generally passive action on the part of your patients), your patients can have the opportunity to read the request as well (which requires their active participation). This means that they are more likely to follow through on a call to action. This concept is why we provide printed promotional materials to all of our Ultra Savvy social media customers.
Print is not dead. Adding a physical, real-world segment to your overall marketing strategy ensures that your practice will connect with your target audience online and offline. Please contact us if you have any questions about how we can help you develop a comprehensive marketing strategy for your dental practice.