Written by: Milana Arambasic
Did you know…“every year, Americans use more than 90 million short tons of paper and paperboard. That’s an average of 700 pounds of paper products per person each year. Every year in America, more than 2 billion books, 350 million magazines and 24 billion newspapers are published. Now, that is a lot of paper”.
At The Sampson House, a lot of our internal processes that require papers are done online. From mockups to calendars and to-do lists, all are accessible online. We do this for two reasons. 1). When we need any information, it is easy to find online. We can access it from the convenience of our phone or computer, and we don’t have to worry about spilling our daily cup of coffee + losing the information. 2). Most everything is digital these days. If someone signs a contract, you eventually upload it online, right? So why double the process? With Earth Day right around the corner on April 22nd, we wanted to share some stats on how going digital with your marketing plan will benefit your business, as well as our world.
1). Reach. According to BufferApp, 70% to 96% of businesses have a Facebook page or Instagram page. In a recent study, MarketingSherpa found that 95% of online users that are aged 18-34 are more inclined to follow a brand online and interact with them. With over 2.872 BILLION users on Facebook and Instagram alone, advanced analytics, targeting tools, running campaigns and showing up in a prospect's view, digital is a very effective way to track and target the people you want to reach. If you aren’t taking time to post and interact with your audiences online, do it now. Unlike mailers or other forms of traditional advertising, you decide how much you spend on marketing. You don’t need to buy addresses for mailers or pay for the paper to print your material. If you want to target a specific demographic, you can do that on any online platform. Plus, you can actually see how many people engaged with your digital ad.
Fun fact: “5.6 million tons of catalogs and other direct mail advertisements end up in US landfills annually.”
2). Engagement. Think about it. If you want a customer to take an action online, how are they going to do this directly off a mailer? On digital platforms, if you want someone to go to your website or make a purchase, all they need to do is click a link. Once someone has interacted with your post by liking, commenting or sharing your content online, you are able to engage with this person as well. From responding to their concern or emailing them product information, you have the chance to engage with them in order to create a sale. Since most businesses have some sort of online presence (inquiry site or shoppable website), you can direct these people there to take action.
Fun fact: “The average American household receives 848 pieces of junk mail per household, equal to 1.5 trees every year—more than 100 million trees for all U.S. households combined.”
3). Optimization. Not everything you do is right the first time around. The great thing about going digital with your marketing strategy is that you can run split testing, analyze your approach and find out how to optimize a campaign for next time. Almost every digital platform provides analytics on the number of impressions and engagements received, as well as the cost associated with generating those stats. Whether you are targeting the wrong audience or if one type of content (for instance, video versus graphic) is performing better, you can use these analytics as a learning tool and apply it to what content you create next time.
Fun fact: “Americans pay $370 million annually to dispose of junk mail that does not get recycled.”
We always recommend having a well-rounded, marketing strategy, with digital being an important part because of the number of people and time spent on digital platforms. Reduce the paper in your marketing plan by starting your digital strategy. Don’t know where to start? Get in touch with us; we’d love to help you create a well-rounded, digital marketing plan. Email us at firstname.lastname@example.org.