Print isn't actually dead. Rather, it remains a necessary part of every modern brand’s marketing toolkit. 

As a professional web designer or developer, you already have a keen understanding of design aesthetics and the marketing messages that move people to action, so non-digital marketing materials and physical products are a natural fit for your service offering. 

The benefits of print marketing

Digital marketing is understandably the priority for many businesses. However, print marketing has several benefits that make it a valuable tactic in any well-rounded marketing strategy. 

• Print materials help increase brand awareness. 

• Print has become less common, which means there is less competition for attention. 

• Brochures, flyers, and business cards can be touched, held, and examined. This tactile quality creates an emotional and physical connection. 

• Direct mail campaigns and print advertising can be targeted to a specific demographic. 

• Longevity is real: a well-designed flyer or postcard can be displayed on a refrigerator or bulletin board for weeks or months.
  

The following are some examples of print marketing materials you can offer to design for your clients.

1. Business cards

Business cards are the most basic form of print material. They contain contact information, a website URL, and, when applicable, business location, and can be handed out during networking events or on-the-spot encounters. 

Pro tip: Encourage your client to place business cards around local businesses in their area for increased visibility.

2. One-sheeters

A one-sheeter is a single-page marketing piece that provides an overview of a product or service. They are commonly used for sales presentations or as handouts at events.

3. Brochures

Brochures are multi-page marketing materials that provide detailed information about a product, service, or company. They can be used as a leave-behind after a meeting or as an informational tool for potential customers.

4. Flyers

Flyers are single-page marketing materials used to promote an event or a special offer. They are usually distributed in public places.

5. Posters

Posters are larger than flyers and are often used to promote a product or service. They can also be used to share details about a big event.

6. Banners

Banners are used for outdoor advertising to promote events or sales. They can be hung on buildings or outdoor structures or displayed at conferences.

7. Direct mail

Direct mail is used to reach a targeted audience directly. The method includes sending letters, postcards, and flyers to people from a specific demographic, interest group, or location.

Print marketing can be a valuable complement to digital marketing, providing a range of benefits that can help to improve brand awareness, credibility, and engagement with your client’s intended audience.

Marketing through merchandise

Using Squarespace’s Custom Merch feature, you can help clients set up their own print-on demand businesses. Print on demand companies such as Printful handle the production, printing, shipping, and fulfillment of products. Each product is created only when an order gets placed, so your client only pays for production when they make a sale.

Custom products merchandise can be a very lucrative revenue stream and is a great way to build brand awareness and establish customer loyalty. Plus, print on demand decreases the risk that your client ends up holding on to boxes full of old t-shirts or other promotional materials. 

Here are some ways your clients can use custom merchandise to promote their brand:

1. T-shirts

Custom t-shirts with your client’s company logo, slogan, or message can create a walking advertisement for their business and a sense of unity and community around their brand.

2. Art prints 

Art prints can be part of a product line or sold in conjunction with an event or collaboration. You can create a custom design that represents your client’s brand, or they can collaborate with a local artist to create something distinct and eye-catching. 

3. Totes

Adorned with your client’s logo, slogan, or message, tote bags can be another walking advertisement for your client’s business, as they are used to carry groceries, books, clothing, personal items, and more. 

4. Mugs 

People drink from mugs every day. Custom mugs are useful for both personal and professional settings and can be a great conversation starter for your client’s brand.

5. Promotional items

You can create a wide range of custom promotional items such as hats, pens, keychains, stickers, magnets, and more. Your client will want to choose items that are useful or unique so that customers are more likely to keep them. 

Custom merchandise can be an effective way for businesses to promote their products or services. By creating compelling designs, you can help your clients create a sense of community and loyalty around their brand.

Using Squarespace’s Custom Merch

With Squarespace’s Custom Merch, you can help clients diversify their revenue streams by creating and selling branded merch on their online store. Business and Commerce plans seamlessly integrate with Custom Merch, meaning clients can sell custom merchandise through their online store. 

Here’s how to start a print on demand business for your clients with Custom Merch: 

1. Choose products 

After connecting Custom Merch to your client’s Squarespace account, you get access to Printful’s catalog of popular print on demand products. Browse and select the types of products.

2. Add your designs

Use Printful’s interface to add your client’s logo or customized designs to the selected products.

3. Set your pricing

When you select a product to sell, Printful shows how much that item will cost your client to produce it. To make a profit, set a product price that is higher than the cost of production. 

4. List your products

Custom Merch automatically syncs selected Printful products directly with your client’s Squarespace store. That means you can add products without any fuss. 

5. Watch Custom Merch do the rest

Once you’ve synced Custom Merch with your client’s Squarespace account, Printful will automatically be notified anytime your client makes a sale through their online store. Printful will automatically produce and ship that order directly to the customer who purchased it. 

Print marketing best practices

Print marketing is a powerful tool that can help businesses reach their target audience in a tangible and memorable way. To maximize the effectiveness of print marketing campaigns, here are a few reminders:

1. Set clearly defined campaign goals

Before starting any print marketing campaign, it's essential to set clear and measurable goals. For example, does your client want to increase brand awareness, generate leads, or drive sales? 

2. Know your target audience

It's essential to know your client’s target audience and their preferences, interests, and behaviors. This will help you create promotional materials that are relevant and appealing to your client’s ideal customers. 

3. Use eye-catching and attention-grabbing visuals

Visuals are a critical component of print marketing, as they can help to grab attention and convey your client’s message effectively. Create eye-catching visuals that are aligned with their online brand identity. 

4. Keep it simple

Avoid cluttering print materials with too much information or design elements. Keep the messaging clear and concise, and use a simple and easy-to-read font. 

5. Include a call to action

Include a clear and compelling call to action in print materials, such as: "Visit our website," "Call us now," or "Get in touch for more information."

6. Measure results

Your clients can create tracking codes or custom URLs to track leads and sales generated by their print materials. The data can then be used to understand which print marketing strategies are working and what can be improved.

By following these best practices, you can help create print marketing campaigns that are engaging, memorable, and effective in achieving your client’s marketing goals.

Want more?

Check out Squarespace Circle, Squarespace’s program for professional web designers, developers, digital entrepreneurs, and creatives. Along with exclusive content, discounts, and other perks, Circle brings professionals together from all across the globe to exchange advice while connecting with new clients and collaborators.