With the world rapidly going digital, you’re likely seeing many changes to marketing strategies.
Gone are the days of stuffing envelopes with paper brochures.
Now, brochures and catalogs are being distributed online as digital flipbooks with greater accessibility, lower costs and broader audience reach.
When you move your marketing online, customers can easily browse your products or services and download and print your information at their convenience.
Here’s all you need to know about going online to boost your business.
#1 Benefits Of An Online Brochure
An online brochure serves the same purpose as a traditional one, it's an information package for customers to learn about your business.
By going digital, your clients click through rather than flip through, meaning they’re taken to another page of your choosing.
Your information gets out there quickly and succinctly. Anyone can view it without needing anything mailed to them.
Most of all, it can be packaged specifically to accommodate the buyer’s journey.
Benefits also include:
Direct engagement: Going digital means you can engage directly with your audience using entertaining videos, image carousels, animations, explanatory links, forms, and pop-ups.
Easier monitoring: Measuring audience engagement is challenging with traditional print marketing. But when you go online, you can take advantage of widely available analytics to see exactly what catches your audience’s eye. With this valuable information at your fingertips, you can optimize your content for maximum results.
Lower cost: This is one of the more tangible benefits. With online catalogs and brochures, you avoid the cost of paper, printing, and mailing, easing the financial impact on your business.
Greater reach: Traditional paper brochures need to be physically distributed either in person or via mail. This limits your reach. Moving your marketing materials online will make your information available to anyone who finds you via a quick Google search. Add social media shares and email forwarding by colleagues, friends and satisfied customers, and your target audience can expand significantly.
Sharper targets: An added benefit to analytics is the ability to track who’s viewing your brochure so you can determine who to target in the future. With paper leaflets and brochures, you have no way of knowing who opened your mail and read it and who just tossed it in the bin. The ability to track your audience’s behavior will enable you to develop more targeted -- and successful -- marketing campaigns.
More flexibility: You can update your online brochure at any time to keep it up to date. There’s no need to reprint thousands of new copies every time you need to update information.
Improved search functionality: The only way you can search for a product in a print brochure is by skimming through the pages. Online, your audience can take advantage of a search functionality, saving a lot of time and hassle.
More media options: A paper pamphlet is limited to text and photos. While this is sufficient in some markets, you can catch an audience’s eye with animated graphics and videos to keep them engaged.
#2 WHO USES DIGITAL BROCHURES?
Depending on the industry and what benefits a given business is after, different businesses use digital brochures in varying ways.
Informational brochures: All brochures offer information, but some do so more than others. The goal of the informational brochures is to help your client better understand what it is you’re offering them, particularly if you’re in a complicated niche market like Steinsvik who produce solutions for aquaculture, ships and rigs. For them, the digital brochure answered clients’ questions in a convenient and inexpensive manner.
Travel materials: Digital brochures are practically tailor-made for the tourist industry.
Travel involves numerous modes of transportation, multiple locales, and a variety of costs, so an online brochure helps your client best understand what’s being offered.
You can also catch your audience’s eye with eye-catching photos and videos of tropical beaches, architecture, nature, and other destination features.
Medical information: In the health care and medical spaces, the amount of information about medications, procedures, and other need-to-knows can be intimidating. Going online enables you to package essential information such as precautions and benefits into an easy-to-consume format without adding to clients’ desk clutter as they research costs and comparisons.
We as a society are rapidly going digital in all walks of life, so your business needs to keep abreast of that trend.
Even the driest materials, such as annual reports and quarterly reviews, can be jazzed up with some eye-catching visuals and online presentation.
#3 How to Publish Your Online Brochure
Once you've decided to go digital with your brochure, you need to think about publishing.
You can make your brochure a more active and malleable marketing tool by including interactive features such as clickthroughs, hyperlinks, embedded videos and animations, and so on.
#4 The Path To Digital sUCCESS
Going digital can feel like a big step, but the long-term benefits to you are far-reaching even when you're in an industry where printed catalogs have been standard for decades.
"Most of our customers are familiar with our printed catalogs as these have been in the industry for over a hundred years," explains Deron Austin, Director of Marketing & Communications at Mueller Company.
"As such, we didn't want to make a dramatic change to our online catalog but the iPaper flipbook version is very much like a printed catalog, and you get that same feel. When you move into the material, it's easy to navigate, and it's easy to zoom in - notably on a tablet or a smartphone. Moreover, you still have your options for printing, downloading and sharing. The search functionality is also vital for the B2B buyer."
Going digital saves you tons of money in printing and mailing costs and helps you expand your market beyond what you could imagine.
Create your brochure and use a digital publishing software to track your traffic, and you'll see significant gains in your business as you become more in touch with your target market.
Once you’ve got that covered, you’ll see the impact to your bottom line.