Are business cards dead or are they a viable marketing tool?

What do you consider your most important marketing material – your catalogue? your direct mail? your advertisements? your social media accounts? what about your business card – is it still as important as it used to be, or has it been replaced by LinkedIn and other contact apps on your increasingly important smartphone?

Historically, your business card has often been the first impression of you and your company. While it is no longer always the first impression, as many of us meet and interact online, I would argue that it is still an essential part of your marketing arsenal.

A viable marketing tool or are business cards dead? Things change, companies evolve and the world keeps turning. The same goes for business cards. Their presentation and strategy may have changed, but their purpose remains the same. They are no longer always the primary means of exchanging contact information. However, they now have much more potential.

Business cards make a lasting impression

Simply handing out business cards at a networking event can leave a lasting impression, as many people have opted out of this once mandatory networking strategy. Nowadays, however, business cards can be a good way to get noticed. It is also an easy way to make sure that people you meet have your name, correct spelling, company and job title at hand when they search for you on the Internet. This can prevent them from connecting with the wrong Sally Miller on LinkedIn next week.

Considerations for creating your business cards

I have always been an advocate of attractive and accurate business cards. Now it’s even more important that they make a good impression, because they are more than just a card with your phone number on it. They are an extension of your brand. Business cards can be incredibly creative and personalised. And they are more personal than the standard LinkedIn invitation.

That said, make sure your cards reflect the brand you represent everywhere else. Make sure the colours are the same, the look is the same, the wording and taglines match. The last thing to do is to create a mismatch. Your card should be in line with your website, your social media channels and other marketing materials. When creating your card, think about which networks are most important to include.

Where do you want to interact most with your colleagues? LinkedIn? Twitter? Instagram? Your website? These days, most of us have a dozen places where we can be reached, but you don’t want to list them all on your business card. You want to keep it clean and attractive. Sometimes, less is more. So choose the most popular places and mention them only.

Hand out your business cards

Physically presenting your business card to someone is a great opportunity in itself. If you are at a meeting, event or conference, try to make the most of the opportunity. Know your audience and make sure your card is relevant to them. Make sure your card builds on the impression you just made in person. Face-to-face interaction is still important, even for those of us who do most of our business online. And offering a business card in a face-to-face meeting is much more professional and appropriate than typing your details into your smartphone.

Sometimes, I am sure, you will hand out cards without knowing anyone first. In this case, the card can really be the first impression. Obviously, you’ll want to make sure it’s accurate and has no typos. And you’ll want to make sure it grabs attention in some way, but not in an overly obnoxious way. Keep it simple, clean and memorable.

Getting new customers with business cards

One of the most common ways to get new customers is through referrals. Business cards are a fantastic way to enhance this. If you have a regular referral programme, you can give your clients business cards to pass on. On the other hand, if you regularly work with an organisation and want to suggest them to someone, having their business card handy can be very useful to help you pass on the correct contact information.

Refresh your memory

Think about the last time you exchanged business cards with someone – was it recent? Was it memorable? What was the most memorable business card they gave you? Was it practical? Have you kept it? Business cards can be a good way to remember someone, where you met them or what they do. It can help you stand out from the crowd of people most people are ‘friends’ with on the Internet.

Remember that the quality of your business card (and other promotional material) is a direct reflection of the quality of your company. It also reflects your personal style. The design of your card is not something to be taken lightly, but should be carefully planned. What do you want people to imagine when they first see your business card? How can you make it a “magic moment”?