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Author: John Bracamontes

Have you thought to yourself any of these questions:

  • Why is online so complicated?
  • Where do I find the time fit in digital marketing?
  • Does digital marketing even work for the print industry?

It’s likely you have or had a similar question.

And you’re not alone!

 

The biggest problem with digital marketing today (and the digital marketing industry) is that it has created itself into being overly complex.  There are so many options, the platforms are constantly changing and to figure all of this out you have to spend a lot of time reading to stay on top of it and trying things out to see what works.

But it doesn’t have to be that way!

 

The 3 Steps to Succeeding Online for the Print Industry

To make digital marketing easy on yourself just do these 3 things.

  • Focus your effort
  • Keep it Simple
  • Commit

 

I know those sound really generic and doesn’t have the tactical application you might be expecting, BUT I am going to share with you the tactics of doing those three things here.

 

Focusing Your Effort & Keeping It Simple

These two go hand in hand as we focus to keep things simple.

Focus is most applicable to generating a return.

Like most marketers will tell you, segment and target your message!

But what most marketers want you to do is have 6 personas that have 3 different mindsets and now you have 18 customer types you have to create and message for.

FORGET THAT!!!

 

Same thing goes for the tactics of digital marketing.

There are so many things that can be done for each discipline and it’s nearly impossible to stay on top of it all if you aren’t an agency where your business is to stay on top of it.

Think about it… SEO, PPC / SEM, Social Media, Social Ads, Email & Marketing Automation, Conversions, Goals, CRO, etc.

That’s a lot.

 

But again only a fraction of what can be done is best suited for your needs, in your market for your target customers.

So that’s what you want to do.

 

Committing to the Marketing Plan

So you know the audience you’re going to focus on and the tactics suited for you.

The last step is to just DO IT!

 

This is the 2nd most common place where companies in the print industry get hung up.

They will seek some sort of perfection that doesn’t actually exist and never pull the trigger.

That’s a lot of wasted time and money to then do nothing.

 

It’s true that you’ll want to tweak things after they have run to make them work better, but if you commit and see results you’ll feel a lot better about going even harder and getting even BETTER Results.

To move ahead is most important because doing nothing will get you nowhere!

 

In conclusion our recommendation to you is…

Pick a target customer (real estate brokerages, financial advisors, marketing agencies, etc.) and create a campaign that targets them on LinkedIn sends them to a landing page created for them and gives them a PDF created just for them. This will get more sales from your target audience.

 

Optimize your title tags, meta descriptions and h1 tags to include the words people search for when looking for your services.  Add a contact / quote form to every product / service page on your site with a button for them to click to call if they prefer.

 

And ACTUALLY DO IT (the committing part).

 

Then you will get found more often by new and existing customers, generate more leads and close more business.

Guaranteed!!!

 

Call Us at 314-736-4434

Or Submit your information below

If you talk to an agency or “expert” marketing technologist they will tell you about all the Best Practices you should be following when it comes to Marketing Automation for B2B.  And all of those “best practices” are typically highly involved, complicated, time consuming and expensive.

But here’s the TRUTH, B2B Marketing Automation can be EASY.

 

Why would anyone try to make it so difficult?

There are many reasons…

  1. They believe it needs to be (… but it doesn’t)
  2. They don’t know it well enough and are quoting the “expert posts” they’ve read
  3. They aren’t that great at marketing and are a technology enthusiast (leads to overtech marketing)
  4. They have a desire to feel important and the more complicated something is the more important they think they are
  5. They want you to be “Stuck” with them, if it’s too hard for you then they feel you can’t get rid of them
  6. And the list goes on

 

So the question for you should be… “How Can I Make B2B Marketing Automation Easy?”

Read On.

 

How You Can Make B2B Marketing Automation Easy

The simplest and easiest way to get started with marketing automation as a B2B company is to use it in combination with a lead generation campaign by creating a linear, time based, drip nurture email sequence. (I explain below)

 

Here are the 3 things you need to do

  • Choose an Automation Platform (I won’t go into these here, but pick one!) *we love HubSpot
  • Create an Ad Campaign to fill your marketing automation platform
  • Create your automation emails & logic

 

Choose an Automation Platform

This up to you and the choices are many.

To be honest it doesn’t matter a ton which one you pick when you are first starting because it’s more important to just start doing it.

You’ll be looking at price, contact tiers, capabilities and integrations that fit your business best.

 

Again we personally love HubSpot for this (but it can get pricey quick, we get it)

 

Create and Ad Campaign

This is who you’ll actually use your marketing automation platform on.

Basically decide on a target customer, create the ads, set up the campaign and ensure that the leads which come in are integrated into your automation tools database through forms.

You can read in detail on how to set up a High ROI B2B Ad Campaign Here: http://acumenstudio.com/ad-campaigns-for-b2b-how-to-make-them-work-more-leads-and-paying-less/

 

Create Your Automation Emails & Logic

Lastly you’ll need to create the emails that will nurture your leads.

We recommend starting by doing this to start.

 

Create a 4 part email nurture series.

  1. Auto-response email to a form submission
  2. 2 days later – A follow up email asking if they received a link to the download from the form submission and / or if they have any questions
  3. 4 days later – An email giving them a little more detail on the same subject matter they originally requested and an ask to call them to learn more about them and their business need
  4. 5 days later – An email stating you don’t want to be a bother so you’d rather just jump on a call to talk give them more information on your company and what you do as well as learn about what their original interest was when downloading from the form.

 

At this point your sales team should reach out directly a couple days after the last email went out.  What you’ll find is that you get more responses and leads are more responsive to “warm call” outreach once they have gotten all of these emails.

 

I hope this shows you how a B2B company can implement a marketing automation tool and campaign easily without over-complicating the whole thing.

 

Have Questions Call Us at 314-736-4434

Or Submit your information below

 

Have you ever asked the question, “How can I spend less on ads, but still get more leads”?

We assume the answer is YES and it’s likely you’ve asked that numerous times and heard the answer “Of Course I / We Can”, but the results NEVER came.

This is something that we hear over and over again from print companies (and those in the print industry).

 

The problem is that today everyone thinks they are a marketer.

And in theory we are all marketers, but the difference between those who are good and those who can’t deliver results are the marketers that Don’t Know How to Execute.

So we’ve provided the two things you need to do so that you can spend less on ads but still generate high quality leads.  Target a specific customer and create a campaign specifically for them.

 

*Because we DO Know How to Execute!

 

Target A Specific Customer

This sounds simple and it’s likely you’re thinking “duh”, but the fact is the majority of print companies don’t do this often.

We are not advocating abandoning everything else you’re doing and we aren’t saying tailor your business to only focus on a single customer segment, but what we ARE saying is start running a campaign that is targeting one specific customer segment to better connect and convert new business.

 

Here are some ways to best identify a customer segment you can target

  • Is there an industry that you have a lot of example work for? This is helpful in legitimizing your expertise and provides a lot of good content for case studies.
  • Is there an industry you want to do more business in? This is an easy way to break in.
  • Is there something you do that is unique for a specific industry which provides a significant differentiator between you and a competitor? This will help close deals quickly!

 

Whatever industry you choose to go after you’ll need to target them using social media.

This is the most accurate and cost effective way of targeting buyers in specific industries.

LinkedIn is where most of the print companies are seeing success today.

 

So let’s talk about campaigns.

 

Create a Campaign for Your Target Customer

This is the easiest part.  There are just a few things to create so that you have a clear campaign for your target customer that will get the to convert as high quality low cost leads.

Here are the things you’ll need to create

  1. Landing Page with a form
  2. PDF to download
  3. Ad(s)

 

Start by creating the landing page.

This will include copy that describes an issue that customer segment is facing, a description of what a positive outcome looks like for that customer once their issue is solved and a call to action asking them to download the PDF that shows how they can get to that outcome.

 

Next develop the PDF they will download.

This can be a case study, a whitepaper, a catalog, a step by step tutorial, etc.

It must be something interesting to this specific customer segment.

 

Last create an Ad or Ads.

In our experience and research targeting a specific customer segment is most easily deployed on LinkedIn.  So the Ad you will be creating is a sponsored post.

This means you will create a post for your LinkedIn company page and then put ad spend against it to expose it to your target customer.

We typically start with 1 ad and as volume picks up or the ad begins to not produce as much try running another version.

 

The LinkedIn Ads Manager

You will need to have a LinkedIn company page.

You’ll need to create a LinkedIn Ads Account as well to run these ads.

But it produces so well.

Targeting criteria on this platform includes job titles, years of experience, industry, specific companies and more.

 

By doing this you’ll be focusing your ad spend to a finite audience with a message that speaks directly to them, giving that customer segment a deliverable custom tailored to their needs, which will Convert Like Wildfire!

 

Call Us at 314-736-4434

Or Submit your information below

Is it Actually TRUE that Investors don’t spend time online?

 

The short answer is NO it’s not True.

Investors are online just like the rest of us.

And how could they not be?  Just like you they need to stay on top of industry news, finance news and market forecasts.  Where is the best place to get this info…? ONLINE!

Phones, computers / laptops, tablets, social media, etc.  They are there.

 

But the bigger question is what are they doing online and how can you as an investment firm effectively get in front of new investors.

 

Today we’re going to give you one way that works all the time / every time… Promote Your Offering to Generate New Investor Leads.

 

Promote Your Offer to Get New Investor Leads

You want to make sure you get in front of qualified investors so you aren’t wasting time & money, and you also want to ensure that what you have to say is enticing enough to make those qualified investors, High Net Worth Individuals (HNWI), UHNWI, Family Offices, HNW CPA Firms, etc. engage with your offering.

 

To make this happen there are 5 things you MUST do

  • Have a good looking and easy to understand Pitchbook or Prospectus as a PDF
  • Create a landing page on your website that promotes the offering and has a form to download the pitchbook / prospectus (ask for contact info & qualifying details)
  • Create Ad Campaigns that target…
    • High Earning Job Titles, Individual CPA Firms, Family Office employees, etc. in your target market on LinkedIn
    • Target investor publications on the Google Ad Network
    • Retarget visitors of your site on Facebook and the Google Ad Network
  • Use an Automation solution such as HubSpot to track investor engagement

 

As this runs you’ll get new investor leads and identify who’s interested in your offering from existing leads by observing their behavior in the Automation / CRM solution.  Who downloaded, who’s visited your site, who’s opened additional emails, etc.

These are your hottest investor prospects for the deal and when you see them engaging it’s time to prioritize your outreach to those investors.

 

If you want to read more on how we approach marketing for Private Equity Firms check this page out  http://acumenstudio.com/private-equity-marketing/

 

Call Us at 314-736-4434

Or Submit your information below

 

Help us Welcome Manasa Konduri to the Team as our new Associate Account Manager!

Manasa’s background is heavy in PR and Account Management which brings a more diverse perspective the team in our digital marketing and High ROI Content Marketing efforts.

Everyone who joins gets asked a series of questions to let everyone know them a little better.  Enjoy!

 

 

Name: Manasa Konduri

Job Title: Associate Account Manager

Where are you from?
Originally from South India, I moved to the States in 2010. Moved to St. Louis in 2018 and finally found a place like home in this beautiful city😊

What are some things you enjoy doing (besides working)?
I am an avid reader and my interests in books range from drama to psychological/crime thrillers. Love traveling, exploring new restaurants in the city, meeting new people and learning new things. A passion for fitness hits me every 6 months of the year, so you’ll hear me raving about whichever new sport or exercise I’m hooked onto at that time 😊

Favorite Movie Genre:
Romantic Comedies, Drama and Crime/Psychological thrillers

Favorite Type of Music:
I love Indian Carnatic music and I’m also a huge fan of Indian composers- A.R,Rahman and Illayaraja. As for western music, I like Pop music. Favorite bands include Coldplay, Panic at the Disco, Imagine Dragons and Maroon 5.

Place you’d like to visit?
Sound of Music is one of my favorite movies and therefore Salzburg, Austria heads my list of places to visit. Ireland is another country I would love to visit one day.

Drink of Choice?
Water with lime has been my favorite ever since my daughter wanted to share my drink 😊

Is your primary buyer a commercial print company?

If so read on.

 

It isn’t a question of whether or not they need your products and services. They do.

Maybe they need it now, maybe they’ll need it later, but the fact is they’ll still need it.

So the fact is you know you need to be in front of these printers when they are most receptive to seeing your message.

 

But How the heck do you do that?

It’s actually pretty simple…

  1. You have to run ads
  2. Know what they are searching and asking online
  3. Publish!!!

 

Run Ads to Target Print Companies

We know the initial thought of running ads can be tough if you haven’t been running them, have never run them or ran them unsuccessfully in the past.

But the fact is that running ads is critical to ensuring you get seen by the decision makers at these print companies.

 

Here are things that you NEED to do so that ads are successful for you

  • Run LinkedIn ads to get in front of decision makers at print companies by targeting the Print Industry paired with the job titles you want to connect with (CEO, COO, Ops, etc.)
  • Retarget the visitors of your landing pages (built for the LinkedIn ads), visitors to your website, and uploaded leads lists on Facebook and Google.
  • Run highly focused paid search ads targeting very specific keywords (we get it, this one is a little harder to do, but not for us)

 

Know What Printers are Searching for & Asking for Online

This will be the core of your content strategy and it works REALLY Well!

You’ve probably heard of keyword research, but this goes well beyond that.

Initial keyword research is great to get a macro idea of how and what people are searching for but once you pair that with social media research to identify the actual questions being asked about the products, services and solutions that you solve for then it all becomes very clear as to what you need to create.

 

Again, here are the things that you NEED to do so you can create content that converts

  • Do Keyword research using Google, MOZ, SEMRush or whatever tool you can
  • Expand the KW Research to social media and search industry publications, Quora, Reddit and other community sources to find the question being asked that YOU are the answer to
  • Turn those questions and answers into content that can be used across the web

 

Publish Your Content

Take that content you just developed and make sure it includes these elements.

  1. Blog Posts
  2. Updated Webpages
  3. Social Media Posts
  4. Campaigns
  5. Emails

 

By doing this it ensures you stay in front of your target buyer all the time, saying the things you KNOW they need to hear and when they are ready to buy you’ll be the first person they talk with.  Guaranteed!

 

If you want to talk game plan, contact us and we would be glad to tell you more and give tips on how you can dominate the market.

 

Call Us at 314-736-4434

Or Submit your information below

 

Do you know your target customer?  I mean REALLY KNOW who that customer is?

It’s very likely that you actually do, but the issue with ROI for most businesses when running ad campaigns online is that they don’t know how to target those customers online.

85% of B2B Marketers say they know their target buyer, but only 60% are confident in knowing what or how to get in front of them online.

 

Here we’re going to talk about the specifics of how to ensure your B2B Ad Campaigns are successful and a big part of that is your targeting.

 

Let’s explore how to effectively target these customers and how to identify what content to create and use when running these ad campaigns.

 

B2B Ad Campaign Targeting

Ensuring you are getting in front of the right people.

You’ll see higher ROI, eliminate wasted ad spend and have something that actually works!

 

Listed below is our recommended approach for a B2B ads targeting model.

 

LinkedIn

  • Defined Demographics (geo, age, sex, job title, etc.)
  • List(s)
    • Customer Email List
    • Leads Email LIst
  • Retargeted Website Visitors

 

Facebook

  • Defined Demographics (geo, age, sex, job title, etc.)
  • List(s)
    • Customer Email List
    • Leads Email LIst
  • Retargeted Website Visitors
  • 1% Lookalike Audience(s) *after you’ve found a message / offering that works

 

Google Ads

  • List(s)
    • Customer Email List
    • Leads List
  • Retargeted Website Visitors
  • Retargeted Website Visitors
  • Similar Audience(s) *after you’ve found a message / offering that works

 

It’s important to note that using audience expansion targeting is not recommended until you’ve found a message and offering that works.  This will ensure you don’t waste ad spend as you grow outside of the most accurate targeting options.

 

How to Identify What Content to Create for B2B Buyers

This is extremely critical to the success of your campaigns.

In most cases B2B companies know what their customers need and are looking for.

And again most of the time you can just create that content. (you need part X and we have part X, let’s work together)

 

But you can only say that so many times before people start ignoring it.

 

Do this to find new content that will get your customers thinking about you and buying from you more often.

  • Do Keyword research using Google Keyword Planner, SEMRush or the MOZ keyword tool
  • Use that keyword research to look at publications, Quora,Social Media and Reddit to find the questions and answers being asked and given in the marketplace
  • Write posts, articles, white papers or make videos on those keywords, questions and answers

 

Doing these two things will give you exactly what you need to get more traffic, phone calls, leads and more sales!

 

Learn more B2B Content Marketing Strategies & Tactics here: http://acumenstudio.com/b2b-content-marketing-agency/

 

Call Us at 314-736-4434

Or Submit your information below

 

Have you heard this from a potential print buyer at any point in your career… “I’m getting a few quotes before I make my final decision.”?  Of course you have.

And it makes sense for a buyer to want to get quotes if price is a concern, which it always is at some level.  But the question is how many quotes do they typically get? And is there a way to convince them to just use you?

The numbers are in and the short answer is 3 quotes, and Yes you can get them to work with you most of the time.

 

There are a number of reasons why 3 quotes is standard which we’ll discuss here and how you can get them to go with you more often.

 

Why Do Print Buyers Get 3 Quotes?

The reason most people get three quotes is due to our psychology.  It’s natural to go with 3 because 1 is a mandate (your being forced to go with it), 2 is an ultimatum (and to a lesser degree feels forced), but 3 gives the decision maker control.  With three options a buyers feels they are making an informed decision based on their own due diligence which they can justify.

 

There are a number of other factors that bleed into this decision such as…

  • Consumer agencies telling you to have 3 options
  • Leadership requesting 3 options
  • And the scientific method step of experimentation uses at least 3 tests for each variant

 

But consumer agencies and leadership are influenced by the same things, psychology and science.

It makes sense to mix in a little of the science thinking on this because if your primary focus is on price then the 3 quotes can be equated to 3 tests of price and the quote with the lowest is the potential winner, same with other variables such as timing / deadlines, finishing or binding capabilities, etc.

 

These customers are testing the marketplace!

 

In addition to the three quotes there are typically three types of print buyers getting quotes.

Below are the paths they take when getting their quotes.

*We are excluding loyal customers who go nowhere else but you

  1.  The Newbie
  • Search online
  • Search online again
  • Search online a final time

 

  1.  The Less Informed
  • Quote from a company they know / work with
  • Search online
  • Search online again

 

  1.  The Well Informed
  • Quote from a company they know / work with
  • Quote from a company they’ve heard of or gotten a referral to
  • Search online

 

How to Win the Quote Every Time.

AKA How can I close more deals / new customers / print projects

Here’s the really good stuff.

Now that you know the psychology of the buyer wanting to weigh their options it’s easy to use that in conversation.

But there are a few factors you need to deal with as you go in to close every lead that comes your way.

 

  1. Recency (or time to contact)
  2. Knowing what they want
  3. Having the knowledge to educate

 

Recency

Timing is everything.

If a lead comes through your website every minute you don’t contact that potential customer the less likely they are to become your customer.  This is true across all quoted businesses. It’s a Fact!

Same holds true for the phone.  Don’t let a message get taken if you can avoid it.

Pick up the phone by the 3rd ring

 

The sooner you get to them the better.

By doing this you’ll have the chance to close them before anyone else does and you can beat the 3 quote rule.

 

Know What They Want

This is obvious but easier said than done prior to contact.

There is a fine line between how much you ask for on a web form to not scare them off and then how much you ask for on the phone to get an accurate quote.

You don’t want to push too hard in getting information because it will feel like a burden to your prospective customer, but on the other side you don’t want too little so you don’t frustrate them.

 

So how do you do that?

On your quote forms ask for the type of piece they wanted printed and the quantity.

This will give you the perfect starting point and internally you should be able to have a go to range of costs that can be shared with them, but once you connect to get more detail now you can ask the few more questions you need to give them a fairly accurate quote.  Things like paper, finish, binding, etc.

And at this stage you can let them talk, because most customers will talk long enough to get the details you need.

 

Being Able to Educate The Print Customer

Now if you’re new to the industry this will be tougher and require studying on your part to become very knowledgeable, but you have to do it.

For the majority of us who’ve done this for awhile we have the go to knowledge to wing it and give them the answers they need for the most part.

But it’s a fact that you MUST be ready to answer every question the customer has in order to gain their confidence, trust and business.

 

This is where you can close the deal every time!

At this point you are able to tell them how you differentiate, what they’ll experience when getting other quotes in your market, the price differentials they will come across, etc.  Giving them all of this up front allows them to not have to go through the work of getting more quotes. You’re arming them with all they need to know.

 

Having PDF’s or videos explaining process, pricing and production are also HUGE helpers for you in this phase of the closing the deal.

 

The more you have and the more you know will dictate how much more you will close.

This too is a FACT!

 

Now that you know what the print buyer is thinking, how they intend to quote their project and what you’ll need to be their print partner every time it’s time to get back to selling! Go get it and make it happen.

 

If you want to read even more about marketing and sales for the print industry visit this page, it has a ton of other resources you can read, watch and download:

http://acumenstudio.com/print-industry-digital-marketing/

 

Contact us using the info below if you’re interested in hearing more about how we help companies in the Print Industry generate more traffic, more leads and more sales.

 

Call Us at 314-736-4434

Or Submit your information below

 

Last year we decided that we needed to find an organization that was making a Huge Difference in people’s lives that we could give back to by donating our money and our time.

We often get caught up in what we are doing… Increasing Visibility for businesses, Generating Leads, Getting them More Sales… but the fact is that we know the value of what we do at Acumen is really creating opportunities for people to live and enjoy their lives.

In 2018 we partnered with Good Meets World to find a that organization which matched our values and was changing lives.

After identifying a few non-profits that we believed met that criteria we held a vote at our office to choose who we would support for years to come.

The vote was in and our choice was clear… Friends of Kids With Cancer.

This organization makes it possible for families who have children with cancer to keep hope alive and make their time during the most trialing period of their lives a little easier & more enjoyable.  “Helping Kids with Cancer, Be Kids!”

We are honored to Give Back and excited to share with you in hopes of inspiring you to give as well.