Branding & Marketing
How to Use Print Marketing to Grow your Small Business: A Step-by-Step Guide
Print marketing is one of the most trusted ways to reach your customers, with studies suggesting that most consumers trust print advertising the most when making purchasing decisions.
With digital ads becoming the focus for so many brands, print is where your small business can truly stand out. We’re talking about custom printed materials, from Brochures and Business Cards to Posters.
But how do you ensure they’re going to be effective? For that, you’ll need a strategy!
This guide walks you through planning your strategy, choosing the right printed materials and getting them in front of the right people to help your small business make a big impact.
Table of contents
What is print marketing and how does it work?
How do you plan a print marketing strategy?
Which print marketing materials work best?
How do you distribute print marketing materials?
What is print marketing and how does it work?
Print marketing uses physically printed materials to promote a business, product, or service. It includes things like Flyers, Leaflets, Brochures, and Business Cards.
Unlike digital marketing, print relies on tangible, physical items to engage potential customers or clients. It works in pretty much the same way as any marketing technique, requiring a strategy and budget, an audience to target and a way to measure results. This guide will walk you through all these steps, so you can run a successful print marketing campaign of your own!
How do you plan a print marketing strategy?
As tempting as it may be to start designing and printing Flyers and Business Cards to your heart’s content, you need to begin with a plan.
Setting objectives
It’s not easy to know where to start, so we recommend setting some SMART objectives to help identify some key areas. “Getting more customers” or “making more sales” are too vague, and can feel overwhelming before you even begin.
SMART objectives are specific, measurable, achievable, relevant, and time-bound. Here are some examples:
“Increase new customer sign-ups by 10% over the next three months.”
“Increase sales of shampoo by 15% over the next eight weeks.”
“Boost visits to our website via the QR code on our Leaflets by 20% in Q4.”
Setting SMART objectives will help keep your campaign focused and give it a clear purpose.
Budgeting
Whether your budget is big or small, it’s important to know where it’s going. When planning a print campaign, it’s not just the price of the printed products you’ll need to consider. Some additional costs that might pop-up need to be factored in, such as:
- Design and creative costs, if not doing it yourself
- Packaging and delivery
- Any potential framing or display costs
You can keep costs minimal by using a free design tool like Canva, with our free downloadable artwork guides and templates.
You can find more advice for budgeting in our guide: New Business Budgeting Tips
Which printed marketing materials work best?
The right printed materials depend on where and how you meet your customers. Here’s a quick rundown of the most effective options:
Business Cards: Still as effective as ever – face to face interactions are crucial for building trust and credibility. Business Cards help remind people of the great first impression you made!
Brochures & Booklets: Perfect when you need to share detailed information about your products or services. They shine at trade shows, conferences, or in direct mail marketing. Add a QR code, and your message goes beyond the printed page.
Leaflets & Flyers: Perfect for promoting events or special offers, these are one of the most versatile print products at your disposal. Pop them in the post, hand them out in busy areas, or leave a handful in local shops and cafes (with permission!)
Custom Packaging: A smart way for e-commerce businesses to stand out. Add your logo, fonts and brand colours to Boxes, Product Labels, Packaging Inserts and more.
Loyalty Cards: Brilliant for encouraging repeat purchases. They work a treat for cafés, restaurants, beauty salons and retail spaces.
How do you distribute print marketing materials?
Your printed materials only work when they reach the right people. Here are some different ways to get out there with your print marketing efforts:
Networking events
Networking events are one of the most effective ways to build connections with other small business owners. If larger events feel a bit daunting at first, check around your local area for more laidback networking opportunities – often held in cafes or over lunch. These events are perfect for handing out Business Cards. Always make sure you ask for one back, and try to follow up within a few days.
Community partnerships
Community partnerships multiply your reach without multiplying your costs. Team up with complementary local businesses to cross-promote. A bakery could partner with a coffee shop, or a fitness studio with a health charity. Pop Flyers or Gift Vouchers in each other’s orders, display each other’s products and even co-host events.
Door-to-door distribution
Door-to-door distribution puts your message straight into homes. According to research by Marketreach, door drops have an average engagement rate of 83%, making them a highly effective way to reach potential customers. Door drops are another great use of Leaflets & Flyers, Brochures & Booklets, or even Postcards.
Tracking your results
There are a few different ways to track your results. You could use a unique promo code and track its use, or have a QR code linking to a specific landing page you want to target. And don’t forget the simplest trick of all: ask customers “How did you hear about us?” to find out which channels really work.
Start your print marketing campaign today with Printed.com
You’ve now got everything you need to create print marketing that grows your small business. Start with a clear plan, choose high-quality printed materials, and put them to work to reach your target audience.
Frequently asked questions
What print marketing options would you recommend for UK businesses?
The most effective print marketing options blend physical local outreach with digital integrations like QR codes. This method means customers can find you online quickly, and are more likely to remember you thanks to the physical printed product. Leaflets, Flyers, Brochures and Business Cards are always solid places to start with a print marketing campaign.
How much should a small business budget for print marketing?
Small businesses typically set aside 3-6% of their annual sales for marketing. Spread that budget across different print materials and channels based on your goals.
Which printed marketing materials are most effective for small businesses?
The most effective materials include Business Cards for networking, Brochures for detailed product information, Flyers for promotions, Custom Packaging for e-commerce and Loyalty Cards for repeat custom. Your best choice depends on where and how you connect with your audience.
How can I track the effectiveness of my print marketing?
Track results with unique promo and QR codes linked to dedicated landing pages, and by simply asking customers “How did you hear about us?” These methods show which print channels deliver the best results.
How long does it take to print marketing materials?
If you need your print marketing materials ASAP, we’ve got you! We offer next day delivery on popular options such as Business Cards, Leaflets & Flyers, and Saddle Stitch Booklets. Simply place your order before 12pm. Please note that any products requiring lamination or special finishes aren’t available with next day delivery, so always check your product specs.
About the author
When Ellie's not busy crafting content, you will find her at a gig, knitting or crocheting!
