Many business owners try a few different advertising methods only to realize the inevitable: When advertising a business, no single magic technique is successful instantly. Why is it so difficult to track the effectiveness of advertising when we have all this cutting-edge technology at our fingertips at all hours of the day?

Actually, the emergence of technology has only hindered our ability to track the effectiveness of advertising strategies. Gone are the days of getting solid data by simply asking consumers how they heard about your product or service. Various data now spreads across several platforms, rendering accuracy nearly impossible.

When consumers want to learn more about your business, the Internet does the work for them. So your main goal should be increasing visibility to your qualified market in the first place. Here’s how to stay top-of-mind for your target audience:

Print materials convey value; 70% of consumers say that it is mail rather than email that makes them feel appreciated and gives them an overall better impression of the company that sent it. Readers are more likely to see your product or service as valuable when holding a tangible medium (like a magazine) rather than clicking past an ad on the internet.

When compared to email and social media advertising, print content results in the highest brain response. It is 49% more memorable than email and 35% more memorable than social media. By continuing to see your brand associated with educational content is a trustworthy and memorable format (print), you can see the effectiveness of print media thanks to direct communication with prospective clients.

This initiates a conversation with prospective consumers, getting them comfortable with your advice before they even enter your business. By providing them with insight and advice they aren’t getting elsewhere, your brand becomes associated with relevant, accurate knowledge in your area.