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Author: John Bracamontes

Have you every asked the question: Who Should I Be Targeting on Facebook?

This is one of the Most Common questions we hear from print companies when it comes to Facebook.
And it’s actually a really good question!

Why Did We Put This List Together?

To be honest it’s our business to put together content & campaigns for printers like you which in many cases includes running Facebook ads to get you in front of new customers. BUT we know you’ll want to try this out.
And if you do try it using what we’ve shared here and it works (which we know it will), then we’re hoping to get a shout out from you online or at least some feedback on the results you achieved!

Who are the Targets?

We have the exact settings & targeting for you in a PDF for download but to give you a quick glimpse into what the interface and targeting will look like for you we’ve shared a snapshot below.
Facebook-Ad-Targeting-for-Print-Companies

 

Download the Facebook Targeting PDF Below

If You Have Questions on This Call Us at 314-736-4434

 

Have you seen an increase in your organic (SEO) traffic or a jump in Paid Search (Google Ads) traffic?
Over the past 7 months we’ve seen an Enormous spike in searches for manufacturing and professional service terms.
More specifically, these searches have a buying focused intent. Really Good News for you!
In 2019 so far there has been a lot of leadership change across many B2B industries and new decision makers are replacing an older generation of buyers.
What we’ve found is that this has been the primary factor in all of this new demand online for B2B products & services.

Why is this such a good thing? (B2B Buyers searching for products more online)

This is proving to be a good thing for B2B companies who currently have a strong presence online, in the search engines, on social media, are running ads and are using email consistently.
But!!!
The companies who are not doing this shouldn’t feel any increase since they are not being found online.
It’s only been the last 2 months that many of these B2B companies have realized this and those that have are currently working at a feverish pace to build out their content and optimize their online presence to take advantage of this wave of opportunity that is positioned to continue it’s growth for a while.

You Need to Be Creating New Optimized Content for Your B2B Buyers!

It will be important to get in early as more and more companies (your competitors) get in and start to crowd the space.
The longer you wait the further behind you’ll fall and having to climb a mountain of competitors content is so much harder than getting in early and holding a top spot, getting the authority, traffic, leads and sales.

If You Have Questions on This Call Us at 314-736-4434

Or Submit your information below

 

It’s true that most B2B companies aren’t doing any content marketing at all.

And of those that do, most are simply pushing out awareness focused messages that don’t convert.

We know it’s tough out there to make this a priority, but if you are currently running any content marketing or plan to do any in the near future then read on to learn how to make sure what you do gets results.

 

The Top B2B Content Marketing Ideas for 2019

  • Run LinkedIn Ads sponsoring your company page content
  • Run LinkedIn InMail Ads that email your top customer targets
  • Write blogs that are Q&A style
  • Create a price sheet and put it behind an info gate and promote it

 

We explain in more detail below.

 

Run LinkedIn Ads sponsoring your company page content

This is probably the best way to instantly get new leads in 2019.

The targeting LinkedIn provides is unmatched when it comes to B2B.

Now for this to work you’ll need to produce content that will get promoted.

We have content suggestions in our other two ideas on this list, but literally any relevant post about your company that includes a problem, solution and call to action that links back to your website is worthy of sponsoring that content.

 

The customers targeted will see your ad in their feed, click on the call to action button and convert on your website through a form or call to get more information and do business with you.

 

B2B_content_marketing_Linkedin_Sponsored_Content

 

Run LinkedIn InMail Ads that email your top customer targets

Similar to sponsored content you can target your primary customer and get in front of them very easily using LinkedIn InMail ads.

The big difference here is the ad type and how it is presented.

 

With InMail ads you as an individual (or someone on your sales team) will send an email through the LinkedIn messaging system directly to those targeted customers.

So not only does your message get to the target on LinkedIn but it also goes directly to their email address which is usually connected to their phone.

This means you’re getting in front of the buyer immediately!

 

Again you’ll need to craft a message that is compelling to the buyer, speaks to a problem you solve and the solution you have for solving that problem paired with a Call to Action that either moves them to…

  • Message you back
  • Click through to your website where they can convert there
  • Or call you directly by listing your number in the message

 

This works really well and scales your sales team in a very efficient way.

 

B2B_Content_Marketing_Ideas_LinkedIn_Inmail_Ads

 

Write blogs that are Q&A style

Without going into a deep dive on Keyword Research for B2B companies we’ll say that many of your customers are searching on Google asking questions they need answers to. So you’ll want to do keyword research to identify How they ask those questions and what terms they use when asking.

Once you have that craft a post that literally opens by asking that exact question and follow it up with your answer. Preferably the answer is something that you offer as a product or service.

 

Many B2B marketers make the mistake of sharing a lot of 3rd party content or ideas that really are good ideas, but have not compatibility with your business and would never generate new sales. 

So be sure to make it 1st party knowledge tied to what you do as a business.

 

Create a price sheet and put it behind an info gate and promote it

One of the most popular downloadable assets that we see work well for B2B companies is a price sheet.  The reason this is so popular is because so many B2B businesses don’t share their pricing.

While we understand you may not want to share your pricing like most of these companies you can at least give estimates for these customers to take a look at.

To do this you’ll need to create a page (landing page) on your website with a form that when submitted will present them with the price sheet.

 

For example…

If you are a manufacturer and sell a variety of parts upload your price list each month so your prospective customers can see costs and viola you know have a list of leads to contact.

Or if you don’t want to share exact pricing create example statements of work or groupings of products showing the prices for that SOW or the price breaks for volume purchases of a specific product line. This is still valuable as it will give the prospect a better understanding of what they can expect when working with you.

 

Regardless of if you do one or all of those B2B content marketing ideas we can Guarantee you that they will produce new leads for your company.

 

 

If You Have Questions on This Call Us at 314-736-4434

Or Submit your information below

 

While this article is very specific to Banner Printing it actually applies to every term you are looking to rank well for. So let’s set the stage…

You want to rank better in the search engines for terms related to Banner Printing right?

The question is “How do you do that?”.

 

There are two things you have to consider.

  • Traditional Keyword Research vs Strategic Keyword Research for Printing Terms
  • The search engine results mix (or distribution)

 

We explain in more detail below.

 

Traditional Keyword Research VS Strategic Keyword Research for Printing Terms

In traditional KWR the rule of thumb is to enter the name of the product / service you want to rank for into a keyword research tool and capture the term that has the highest volume with the lowest competition. Then optimize your page for that term.  This is not bad advice and does work the majority of the time.

 

BUT…

If you want to get better results you’ll do this.

Strategic Keyword Research.

To do this you have to brainstorm a little to come up with other ways that customers search for your product / service.  This could be that they call the product / service something else or they search the “fix” your product / service solves.

You just may find a term with better volume, a lower competitive saturation and better mix in the search engines. We’ll talk about the mix in a second.

 

The Banner Printing Keyword Example

Let’s say you want to rank for Banner Printing.

We also think you should rank for that.

 

When doing a keyword research task you find that Banner Printing shows up as having 9,900 searches per month with a moderate level of competitiveness.  That’s good news!

 

 

But then you think about the ways customers were asking for that service on calls.

They were saying Custom Banners quite often.

Let’s research that term.

 

You find Custom Banners returns a search volume of 14,800 searches per month and a similarly moderate level of competition.

WOW!

 

 

You do a quick check and see that Google is return similar results.

Companies like yours selling banners.

 

We suggest optimizing for the Custom Banners term!

 

The Search Engine Results Mix

We mentioned this earlier in the article that the search engine results will have a mix of elements.  These are typically ads, maps listings, natural / organic listings, Google My Business information, structured snippets and sometimes Product Listing / Shopping ads.

What we advise looking at as most important (for product / service terms like Custom Banners) is are there maps results and do the organic listings under the maps show massive national competitors or a mix of national and local competitors.

If the organic results have a bunch of big national competitors (Vistaprint, Buildasign, etc.) then you’ll need to focus on optimizing for getting into the maps listings!

If there is a good mix of local companies in the organic results you’ll be optimizing for both the maps and organic results.

 

Example of Search Engine Mix for Custom Banners

Custom_Banners_Printing_google_Search_Results

 

In summary…

If you want to rank for Banner Printing start by optimizing for Custom Banners, but also include the term Banner Printing in your page copy.

AND get yourself claimed, verified and optimized with the Google Business Listing service.

 

 

If You Have Questions on This Call Us at 314-736-4434

Or Submit your information below

 

We know you have questions because we are talking with print companies every day about their marketing and how to make it perform better.

The team wanted to invite you to Send Us Your Questions!

Here are some examples…

  • How can I get more leads from Organic Search?
  • How can I get more leads from Social Media?
  • Why aren’t my Google Ads generating a positive ROI?

 

Submit your questions below and we’ve love to get you answers.

 

Submit Your Questions using the Form Below

Or

Call Us at 314-736-4434

 

We hear this question a lot.

As a Print Company “What should I have on my website?”.

And while the question itself is a little vague the answer is actually pretty specific.

 

First thing is let’s define what your print website is meant to do.

  1. Get You Found
  2. Educate
  3. Convert

Those 3 things are the primary purpose of you site.

You can get found by optimizing your site for search so when customers look for the services & products you offer they will find you.

You obviously can educate in a number of ways such as letting the customer know who you are, what you do, how you do it differently, what you sell, new products, etc.

And most importantly converting the customer can be they submit a form on your site, placing a quote /order, call you while / after viewing the site and turning them into a new customer or additional sale.

 

So What Should Print Website Have On It?

To make this really simple, there are only a handful of things you actually need.

  1. Homepage that tells who you are, what you do, how you do it and what they should do to take the next steps overall
  2. Product / Service Pages
  3. Quote / Order Form
  4. Contact Form
  5. Conversion Points (forms & click to call links)

Obviously the site can be packed with images, video, other pages, etc. but if all you have are the 5 listed items then you’ll be good to go.

Unfortunately many print companies don’t have those 5 things.

 

The Homepage

It needs to list information about who you are as a company, an overview of what you do with clickable sections on the specific products / services and a quote & contact form / CTA (call to action).  This allows the visitor to self segment on the homepage where most traffic originates or orients from.

 

Product / Service Pages

It sounds obvious but this is where many print companies fail.  They in many cases have a single page that lists out all of the products and services, but this won’t cut it.  Have individual pages for what you sell allows you to better explain how you do it best, create a more compelling call to action for higher conversions and it can be used for posting to social media most effectively (a wide format post is linked to the wide format page, get it).

This will also get you ranked better in search.

 

Quote / Order Form

Most companies have a contact form, but fewer have a legitimate independent quote / order form (which you need).

Most understand the order form should live on it’s own when in many cases there is a transaction and payment tied to it, but the order form details are typically more robust than what you would find on a basic contact form which is why it needs to be separate.

This form can live on it’s own page or on every product / service page (we recommend every page!)

 

Contact Form

Almost everyone has one of these, but we come across a good number of print websites that DO NOT.  Those sites in many cases will have a mailto link with a general email address.  This is NOT Good!

The second thing we find that many don’t do is capture those form submissions or in some cases not send them to the right place.

There are a number of reasons why the submissions wouldn’t get to where they should, but just know that there’s a good chance your contact form is messed up.  And you’re likely not capturing the submissions in a way that would allow you to follow up with them easily in the future.

 

Conversion Points

The website needs ways for customers to connect with you, duh right.

But this is one of the most common things we find wrong with websites for printers. They don’t have even basic calls to action asking visitors of the site to do something.

  • Get a Quote
  • Contact Us With Your Question
  • Download This Case Study / Price Sheet / etc.
  • Click to Call

Bonus: Use Google Analytics and you can track all of this to see website performance!

 

Take a second to audit your own website and see if you are or are not doing the things we have listed above!

 

If you have Questions Call Us at 314-736-4434
Or Submit your information below

 

LinkedIn launched a new feature that gives you more control over your LinkedIn Company page by allowing you to add a Custom Call-to-Action Button.

Why is this important?

If you aren’t publishing content to LinkedIn or taking care of your company page then I guess it’s not for you.  BUT for those who are actually trying to generate more business online (which you should be) by using LinkedIn (which you should be!!!) it will get you more clicks through to your website.

Trust us, you Want More Clicks & Visitors to your website.

 

How do you Update the LinkedIn Company Page Button?

First you’ll need to be an Admin of your LinkedIn Company Page to do this.

Start by logging in to LinkedIn and navigate to your Company Page at linkedin.com/company/your-company-name

For example our is linkedin.com/company/Acumen-Studio

If you don’t know your company page URL then simply search for your company using the search box at the top of your screen.

 

Once on your LinkedIn Company Page you’ll need to click the Pencil Icon next to the Custom CTA Button.

Those five new CTA options are: Contact us Learn more Register Sign up Visit website

 

 

On the next screen you’ll be presented with options for placing the buttons settings.

Acumen_Studio_LinkedIn_Company_Page_Profile_Button_Settings

You have a handful of choices to pick from.

  • Contact us
  • Learn more
  • Register
  • Sign up
  • Visit website

Choose the language for the button that best fits the next step for the visitor and add in the URL for the page you’ll be sending them to.

 

Then you’re DONE!

 

If you have Questions Call Us at 314-736-4434
Or Submit your information below

 

A Question we hear quite often is… “What is the Best Social Media Channel for Print Companies?” and in every case it’s really being asked what the best social media platform is to drive more traffic, more leads and more sales.

 

So What is the best social platform for printers?

If you ask any other agency that doesn’t have significant print experience they’ll tell you… “It depends on these factors and what you’re trying to accomplish.” they’ll tell you… “Well social isn’t really for getting leads and sales it’s about engagement.” and blah, blah, blah.

 

These passive answers are why we HAD TO write this post.

 

You want the quick answer? Yep?

LinkedIn is going to be your #1 Social Media platform to use as a tool to get more leads and sales.

 

What about the others like Facebook, Instagram, Twitter?

Those will get you exposure and Facebook can get leads, but at a much lower rate than LinkedIn.  Instagram and Twitter are more for Awareness.

 

All of these channels can be used to engage and nurture a customer base and we do recommend you do that, but only YOU can cost effectively do that internally and if you don’t have the resources to devote to long game awareness activities then YOU NEED to be focused on revenue generating activities.

 

LinkedIn for Print Companies

Let’s talk about Linkedin for a second.

This social platform allows you to connect with anyone who is on the platform and gives you the ability to find and directly engage with decision makers and influencers at every level of a company.

 

This means you can connect with the Print Buyers and Print Buying Influencers directly to talk with them about doing business together.

 

There is a ton of detail we could share here about LinkedIn on what is possible, but that will have to come in a post of it’s own.  So we’ll list some bullets of the important ways to use it for now.

  • Manually connect with print buyers and start buying conversations
  • Manually like and comment on existing customers and prospect LinkedIn posts at least once per week to stay visible
  • Use an automated tool to give congratulatory messages on new jobs, anniversaries and birthdays
  • And MOST IMPORTANTLY run ads promoting your product / service targeting your print buying customer

 

If you have questions about this message us through the site because we could talk ALL DAY on this!

 

Facebook for Print Companies

Facebook is a little simpler because we basically recommend two main things.

  • Promote all posts to your target customer, website visitors and existing customer list
  • Run lead ads to your target customer

 

That’s it!

Doing those things on LinkedIn and Facebook will generate the MOST benefit for you as a print company.

 

Everything else is momentum building over time and incremental.

We only suggest doing more intimate social media management if you have an internal team member who can actively respond to questions and engage on the platform throughout the day.

 

Call Us at 314-736-4434

Or Submit your information below

 

We’re Excited to share with you our newest Digital Strategist Ashley Myers!

When someone joins us we love to ask them questions to find out more about them and things they like.

Let’s here from Ashley:

 

Where are you from?

I’m from Waterloo, IL which is a small town about 30 min outside of St. Louis.

What are some things you enjoy doing (besides working)?

I am always reading. I also like photography, and hiking and exploring local parks with my Siberian Husky, Murphy. (Let’s Go Cardinals/Blues!)

Favorite Movie Genre or Fave Movie?

I am always up for a psychological thriller or scary movie. I can quote all of Shawshank Redemption or Hot Rod, and The Conjuring is still the scariest movie I’ve ever seen.

Favorite Type of Music and/or Band You’re Feeling Right Now?

My favorites are classic or alternative rock. I am currently going through a lengthy Misterwives phase. All-time favorite band is Green Day.

Place you’d like to visit but haven’t yet?

My answer was always Ireland, but now I finally get to go in August! So, my new answer is Italy. All the pasta.

Drink of Choice (doesn’t have to be alcoholic, but can be as well)?

Schnicklefritz from Urban Chestnut. Really, anything from Urban Chestnut.

Check out the rest of the Team here: http://acumenstudio.com/our-team/

We’re Excited to share with you our newest Account Manager Joe Brenner!

When someone joins us we love to ask them questions to find out more about them and things they like.

Let’s here from Joe:

 

Where are you from?

I was born and raised in West County St. Louis.

What are some things you enjoy doing (besides working)?

I enjoy calligraphy, drawing, spending time with my family, and video games.

Favorite Movie Genre or Fave Movie?

My all-time favorite movie is No Country for Old Men. I also really love the Kill Bill’s, the Godfather, and Predator.

Favorite Type of Music and/or Band You’re Feeling Right Now?

My favorite band is Fleetwood Mac, but lately, I have really gotten into VHS Collection, Ryn Weaver, Yuksek, and Cut Copy. 

Place you’d like to visit but haven’t yet?

I’d love to visit the UK, specifically London and all of Scotland.

Drink of Choice (doesn’t have to be alcoholic, but can be as well)?

Drink of choice: non-alcoholic: Dr Pepper. Alcoholic: either Ying Ling or Jameson, neat.

Check out the rest of the Team here: http://acumenstudio.com/our-team/