Adapting print ads to digital platforms is a savvy move for small business owners wanting to expand their reach. You've poured time and energy into crafting your brand's print identity—now is the time to leverage those efforts in the digital realm to build your online presence without starting from scratch.
The transition from print to digital marketing presents an exciting opportunity to reach a more extensive and diverse audience while maintaining your brand’s current aesthetic and messaging. The familiarity of your established branding can resonate across digital channels with a few strategic adjustments.
In this post, we’ll share practical insights for small business owners eager to capitalize on their existing print ads in the digital space.
How to Adjust Print Ads into Digital Formats
Print ads are already fully-designed marketing elements and reformatting them lets you re-use or polish your current strategy while expanding your marketing mix.
Let’s look at some of the ways you can do that!
Repurpose Existing Design Elements
Design elements that define your print ads—such as layout, branding, and verbiage—can easily transition into digital formats. Consistency is key; your audience should recognize your brand regardless of the medium. By reformatting these elements, you ensure continuity and build brand recognition in digital spaces.
For example, consider a full-page magazine ad you've previously run. You can extract key titles, taglines, or graphics and reconfigure them into smaller, display ads suitable for digital platforms. This approach saves time and ensures your message remains unified across different mediums.
Adapting for Different Sizes
One advantage of digital advertising is the flexibility to target various platforms and devices. Resize your print ad elements to fit the dimensions required by digital ads—be it banners, leaderboards, or skyscrapers. Use tools like Canva or Adobe Spark, which offer templates specifically for digital ad formats. This strategy allows you to maintain the visual appeal of your print ads while engaging digital audiences.
Integrate Multimedia Elements
Digital platforms offer opportunities to integrate multimedia elements like video, animations, and interactive content. Enhance your existing print design by adding dynamic components that engage users in ways print cannot. Simple animations or video snippets can capture attention and convey your message more effectively than static images alone.
Enhance with Interactive Features
Unlike print, digital ads can actively engage users through interactive features. Consider incorporating clickable elements or call-to-action buttons that drive users to learn more about your products. These features encourage user interaction and can lead to higher conversion rates compared to static print ads.
Leverage Digital Pre-Prints for Display
If your print campaign relies on digital pre-prints, you already have a digital version of your ads. They are online previews of print ads that are used for finalizing designs sustainably and cost-effectively that can be seamlessly converted into digital formats, allowing you to maintain the same look and message as your print ads. This saves time and ensures consistency across platforms.
Digital pre-prints can highlight specific products or services tailored to your key customers. By targeting these ads to your ideal audience segments, you create a more personalized experience that resonates with potential customers. Use analytical tools to track performance and refine your approach based on engagement metrics.
As you do so, think about who benefits most from your products and tailor your digital ads to speak directly to them by highlighting which products or services will resonate with them. Match your demographic information with specific products so they’ll appear online to specifically that group. This targeted approach increases the likelihood of conversion and enhances customer satisfaction.
Work with a Media Partner like McClatchy
Collaborating with a seasoned media partner like McClatchy can simplify your transition from print to digital. They’re helped media and marketing transition from print to digital broadly – giving them a unique perspective to offer invaluable insights into crafting effective digital campaigns.
Furthermore, they have developed McClatchy's Premium Audience Network, which can provide access to a well-defined audience across the nation. This network connects your ads with individuals who are most likely to engage with your brand, maximizing the impact of your digital campaigns.
By leveraging this network, you can refine your targeting strategy and ensure your ads reach the right people at the right time. This strategic alignment increases the effectiveness of your campaigns and boosts your return on investment.
Reach out today to learn more about how McClatchy can help set up your transition from print to digital marketing.