Omnichannel Marketing: Flyers to Your Website (Episode 1: How To)

Omnichannel marketing works when you guide customers through small, connected steps toward becoming brand advocates. But here's the reality: every product is different, every service is unique, and people behave unpredictably across various channels. That means implementing omnichannel marketing is really about testing, refining, and testing again.

For a quick recap, you can read our omnichannel marketing article here. Here's the gist:

To implement an omnichannel marketing approach you need to understand your customer journey and the small steps they take towards making a purchase. Once you have that understanding you must integrate and structure your most effective marketing channels, media and messaging to help your customer easily move from one step to the next. All of this is supported by multidisciplinary teams, in-depth analytics and marketing automation software.

We're implementing this approach ourselves right now. While we're at it, we'll share our journey here so you can learn alongside us. Please share your experiences with us via the comments below.

This is post number 1 in the series. We'll document our omnichannel marketing journey, show you the results we get along the way, and explain the tweaks we make.

Number 1 - Photo by Samuel Zeller on Unsplash

Number 1 – Photo by Samuel Zeller on Unsplash

Our first step on the omnichannel journey is using Flyers to drive a website visit. The main channel is flyers. The main goal is driving website visits. Our objective is generating a 3% visit rate from the number of flyers we send out. That means from 1,000 flyers we're hoping to get 30 website visits.

<AcademyQuote> Print marketing becomes truly powerful when it's the first step in a digital journey, not the final destination. </AcademyQuote>

Why is a website visit so important?#

1. Being an e-commerce site, any visitors can order instantly. A good online conversion rate is 3%, which means of the 30 visitors, at least 1 should order (if we distribute to the right people).
2. Other small steps that can be taken on the website include requesting a quote, opening a customer account and subscribing to the newsletter.
3. Remarketing can only start once someone visits your website. Once they visit the website we can show them relevant products and content that'll get them back to the website.

That means the 29 people who don't order can continue taking small steps toward becoming paying customers.

As you can see, the main channel – Flyers – needs supporting channels like your website, email subscriptions, and online ads. Let's break down the components:

The Flyers#

• 1Target market: Small business owners
• 2Design: Business stationery items starter pack – <a href="https://www.printulu.co.za/product/business-cards?utm_source=blog&utm_medium=content&utm_campaign=internal" class="internal-link text-[#007756] hover:text-[#005d42] underline font-medium">Business card</a>, Folders, Notepads
• 3Call to action: Visit Printulu for a free business package design (using one of our templates)
• 4Giveaway: <a href="https://www.printulu.co.za/product/notepads?utm_source=blog&utm_medium=content&utm_campaign=internal" class="internal-link text-[#007756] hover:text-[#005d42] underline font-medium">Notepad</a>

Why? Our ideal target audience is small to medium business owners who don't want to spend too much time and money on getting their printing done.

One of their printing needs is business stationery that helps them look more professional when meeting with clients and suppliers.

They may be looking to improve their current designs or get a brand new design of their business stationery, hence the incentive.

Getting them to the website will encourage them to use our website. This also allows us to remarket to them with relevant ads.

Website - Photo by rawpixel on Unsplash

Website

The webpage#

• 1Target market: Only people who received the <a href="https://www.printulu.co.za/product/flyers?utm_source=blog&utm_medium=content&utm_campaign=internal" class="internal-link text-[#007756] hover:text-[#005d42] underline font-medium">flyer</a>
• 2Design: Images of our business stationery offering and prices
• 3Call to action: Provide your details and brief for your free design
• 4Tactic: Chatbot to guide them through the process

Why? At this point, they know some of what we offer. The webpage gives them a full view of our offering and the prices. We'll also include a short description or video on what makes Printulu better than other printers.

Getting their contact details will allow us to build a relationship with them and guide them down the other steps involved in the journey.

<AcademyProTip> Always create a unique landing page for your flyer campaigns. This lets you track exactly how many people moved from print to digital, giving you real data to improve your next campaign. </AcademyProTip>

Remarketing#

• 1Target market: People who visited the page
• 2Design: Business stationery content – articles – and business stationery products
• 3Call to action: Get an instant quote
• 4Tactic: Chatbot to guide them through the process

Once they visit our webpage, we can determine that they want business stationery.

From here we can show them content related to business stationery – this will bring them back to the website where we can encourage them to take the next step. Register on the site or request a quote.

This will also be reinforced in the next post.

Measuring - Photo by rawpixel on Unsplash

Measuring

The tracking#

We need to use a unique landing page or URL that lets us know how many people actually visited from the flyer and if we need to tweak the <a href="/blog/flyer-design-guide" class="internal-link text-[#007756] hover:text-[#005d42] underline font-medium">flyer design</a> or distribution. So we'll use Google Analytics to provide some on-page stats.

The briefing form will also let us know how successful we were in getting contact details. We'll use our email platform to track this.

Our remarketing will be done in Facebook and Google AdWords. Both platforms will let us know how successful our ad sets are.

We can use event tracking on the download quote button to track if the remarketing was successful in driving that step.

<AcademyDadJoke> Why did the flyer break up with the website? Because it felt like their relationship was just a one-way street... until remarketing brought them back together! </AcademyDadJoke>

That wraps up the first post on Omnichannel Marketing#

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See you next week with the results from the first leg of our journey and what we'll do for the second leg.

Related Topics#

• 1**Flyers & Leaflets** — Promotional print materials that drive awareness and conversions
• 2**Marketing Materials** — Promotional print materials that drive results for your business
• 3**Business Cards** — Professional business card printing and design tips for South African businesses