8 Simple Strategies to Boost Your B2B Print Advertising ROI

8 Simple Strategies to Boost Your B2B Print Advertising ROI

Most businesses don’t know how to determine ROI on their print advertising. But, if you want to use this media, you’ll have to understand how it works, and how it can work for you. Here are 8 simple strategies to boost your B2B print advertising ROI this year.

 Determining ROI

To determine your return on investment, you need to know how much you spent on your advertising and how much you made from it, directly. Most of the time, this is difficult or impossible to do without tracking software. Fortunately, such software is widespread and easy to get your hands on.

The software that’s out there, integrated into newer POS systems, will also automatically calculate ROI for any marketing campaign you run through the system.

But, basically, what you’re trying to do is divide the amount of money you spend on your campaign by the amount of money you made, and then multiply that by 100 to get the percentage. So, if you spent $1 on an ad, and it made $4 in revenue, you can calculate that as a 400 percent ROI (4/1*100 = 400).

Boosting ROI

There’s a lot of ways to boost ROI using print media:

Use Coupons

Coupons are an excellent way to boost response rates, but they can also increase the ROI on your ad campaign. More sales may mean more revenue, if you price your products properly and use coupons intelligently to hit that “sweet spot” where the discount doesn’t erase the margins.

Offer A Free Gift In Your Advertising

Offering a free gift in your advertising might be enough to entire people to come into your store or to respond to your ad.

Use Lower Cost Ink

If you’re printing your own ads, use lower cost ink. Do not use lower quality ink. Visit the website to get an idea of how some companies are offering low-cost ink refills to dramatically reduce the cost of ink.

Use Direct Response Instead of Image Branding

Direct response focuses on getting a response from your customers whereas image ads focus on the vague notion of “branding.” If you want to make money, and improve your ROI, focus on direct marketing, not branding.

Ask About Remnant Space

Occasionally, a magazine or newspaper will have space that it can’t sell. This is called “remnant advertising space” or just “remnant space.” You have to have an ad ready, and be willing to run on a moment’s notice, but this can save you a substantial amount of money, boosting your ROI through the discounted rate.

Use a Better Call To Action

A better call to action leads to increased sales – a higher ROI. Make sure your ads have them, always.

Capture Email Addresses

Instead of letting people bounce off your landing or product pages, capture their emails so you can follow up with them. This allows you to take advantage of user engagement over time. Build a list, then sell to that list. This improves your ROI over time as you spend less to acquire customers.

Use Remarketing

Remarketing is a tactic where you advertise to someone on the web after they’ve seen your print ad and come to your website. It can boost ROI by giving you a second (or third) opportunity to hit them with your marketing message.

John Sollars is the owner of Stinkyink.com which he started in 2002 and has reigned over since, so he knows a thing or three about printing. Oh and he likes golf, maybe mention golf to him when you see him. Whenever he has some spare time, he enjoys sharing his insights by posting online. Follow John on Twitter.