3 reasons to get rid of printing brochures
Today's advances in marketing communications such as online brochures offer significant benefits to B2B companies. Online brochures can be targeted, measured and easily updated when needed. In contrast, once content is created, designed and printed in physical brochures, it cannot be changed.
Three reasons to get rid of the printed brochure:
Printed brochures are difficult to share and update. In today's digital world, it's much easier to share information instantly with colleagues and customers via digital files. Printed materials quickly become outdated as products and services evolve, requiring regular and expensive reprints which can be very time consuming.
Printed brochures are not effective sales tools. Modern customers expect a more customised, interactive experience. Digital presentations allow sales reps to tailor content to each prospect's needs and interests, something static brochures cannot do. Digital tools also enable tracking of customer engagement.
Printed brochures are costly to produce and distribute. Printing, shipping and managing inventory of brochures requires significant time and budget. Digital materials eliminate these expenses and reduce environmental waste. The money saved can be better invested in other sales and marketing initiatives.
In my previous post on what stops sales teams from selling, I talked about Sales Qualified Leads (SQL). As I mentioned, if you have your brochure online you can track who has downloaded your brochure which shows buyers intent. Your marketing team can also share how long a potential customer spends on each page of your digital brochure. This provides such important insights into what pages and content is most engaging and effective.
By closely monitoring page engagement metrics, you can optimise your digital brochure content to keep readers engaged and drive desired actions, such as filling out a form or clicking through to your website. This level of detailed tracking is simply not achievable with static print brochures.
In summary, the limitations of printed brochures - lack of interactivity, difficulty updating, high costs, don't tell a great sustainability story - make them an inefficient and outdated tool for today's sales teams.
Hanging onto using physical brochures that need to be updated is like trying to drive your old car on modern roads – it keeps you stuck in the past, unable to move forward efficiently.
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