Small businesses are far too obsessed with social media, search engine advertisements, and other shiny new marketing objects. The problem? It’s oversaturated, and ad blindness is very much a real problem. And because everyone and their dog is at it, it’s expensive.
But there’s still a way to get your hands on valuable leads at a reasonable marketing budget: custom flyers. They’re old school, sure, yet they still work. Tried and tested, they’ve survived the onslaught of online alternatives. Let’s explore how you can leverage the power of flyers to generate business.
Don’t Forget the Call-to-Action
It’s amazing just how many marketers focus on design over function. Yes, the flyer needs to look nice, obviously, but it’s not an either/or situation here. You also have to put an emphasis on the call-to-action.
Flyers are one of the key pieces of print collateral your business can leverage, but only if you put it to good use. Forgetting the call-to-action is a cardinal sin, as it renders even the prettiest flyer useless.
It’s one of the most important parts of the entire flyer. It’s the business end, the entire point of creating it in the first place. Whether you want them to pick up the phone, scan a QR code, or interact with you on social media, nudge your customers in the right direction.
This can look like a big button that you can’t miss. Or a QR code in a prominent spot. Or perhaps a time sensitive coupon, .e.g. ‘use this coupon before November 30th to get 20% off.’ Be creative!
Be Niche Appropriate
We often see flyers that look great, sure, but they do not fit the business. At all. They’re sleek and trendy, dark and mysterious. The company: the no-frills carpet cleaning outfit down the road. Huh?
When you engage a design agency to work on your flyer design, make sure they understand what you’re about. Use colors that speak to your consumers. If cheap and cheerful works best (think the Easyjet branding, for example), go for it.
Remember, it’s what works to get new business. That’s the entire point of the design process. You’re not looking to win any design awards here.
Split Test Your Ads
Custom flyers are not always an exact science. Sometimes, you’ll think you’re down to a guaranteed winner, only for the ad to flop for no discernable reason. Instead of mass printing flyers before knowing whether they’ll work, why not split test your ads first?
Split testing, also known as A/B testing, is an essential part of any successful marketing effort. It’s essentially a method of testing multiple options, e.g. landing pages, email marketing campaigns, or, in this case, custom flyers.
This is how it works: you test your two ideas in a head to head battle of flyers. You implement a tracking mechanism (for instance, a call tracking method) to figure out which ad yields the best result. Continually do this throughout your campaign, as far as your budget reasonably allows.
Ask for Proofs
Your flyer may look absolutely smoking on a screen, but once you print it off, it’s a flop. But you’ve just paid to print boxes of these, so you can’t exactly rewind and start again.
Before you commit to a print job, ask for samples first. You can even try a few designs to test which one you like best when it’s actually in print. Only once you’re completely satisfied should you put in the final order.
Just Be a Human
We’re going to give you the most important piece of advice as our final takeaway: just be a human. Small, local businesses often think that they need to present themselves as the big boys in town.
But the whole reason customers want you is because you’re not a faceless company with a bunch of shareholders and profit maximization as the sole raison d’etre. Instead of trying to go super corporate, just show off your human side.
Add photos of your team, something personal and not oozing ‘staged’. Share your company’s story in an intimate and personal way. If you’re a small family business, don’t hide it, show it off. Show your human side and customers will relate to you, 100%.
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