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Print Company Marketing

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

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Call Us at 314-736-4434

 

Companies in the Print Industry are DOING NOTHING Online. Why?

This is the question everyone should be asking.

We have been asking this question of many printers in the industry and the most common answers we get back always fall into two categories.

  1. Online Marketing Doesn’t Work For Our Print Company / Print Industry Company
  2. It’s Too Expensive and Takes Too Long to Get Results

 

Online / Content Marketing Doesn’t Work for the Print Industry

Not to sound too harsh, but this is just wrong!

We work with a ton of companies in the Print Industry and it works for ALL of them.

It really comes down to doing the marketing activities online that will actually produce results for you.  Yes, this sounds a little vague but below are a few details that ensure it works.

  • As long as you ARE Targeting a specific audience it works
  • As long as you ARE Optimizing your website & Google listing for search engines it works
  • As long as your site IS Optimized for conversions it works

 

Even those details may be a little too vague, but you can read even more detail here: http://acumenstudio.com/print-industry-digital-marketing/

 

It’s Too Expensive to Market Online

I can tell you it’s much more expensive to NOT market online.

You’re missing out on tons of opportunity and the second your competitors figure this out and start doing it you’re dead in the water.  *at least until you start doing it well yourself

 

The problem really is with our Industry (Digital Marketing / Content Marketing).

There are too many marketers and agencies that say they are the “Guru” of this or the “Expert” in that, but the truth is they just know how to market themselves.

You MUST know the industry you are marketing for (Print in this case) and be good at the tactics of what you recommend (SEO, PPC, Social, Email and Analytics).

 

If you’re hiring a marketer in-house or an agency ask them these things…

  • How well do you know SEO?
    • Can you show me an example, tell me how you did it and the results you got?
  • How well do you know PPC?
    • Can you show me an example, tell me how you did it and the results you got?
  • How well do you know Social Media & Paid Social Media (LinkedIn Ads and Facebook Ads)
    • Can you show me an example, tell me how you did it and the results you got?
  • How well do you know Google Analytics?
    • How have you used Analytics to solve a marketing problem?

 

If you do these things then your online content marketing will work AND will cost less AND will get you More Leads & More Sales.

You can read more about Digital Marketing & Content Marketing for Print Companies by Clicking Here.

 

Call Us at 314-736-4434

Or Submit your information below

 

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

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

If you’re asking… “How Do I Switch To A New Project Management Software?” or “My Company Needs to Change Project Management Tools, What’s the Best Way?” then read on to see what we did.

 

Project management tools are supposed to be an organizer’s dream come true, right? So you would think switching from a project management tool that no long fits your needs to one that has all the bells and whistles would be a dream come true.  However, making the switch from one project management tool to the next presents a load of issues you would have never thought possible…one could say this is really an organizer’s worst nightmare?

 

Choosing the Right Project Management Tool

Choosing the right project management tool that will fit all of your wants, needs and desires may seem overwhelming and nearly impossible, but the thing to keep in mind and the best way to approach this question is to write out your top three ‘must-haves’ for your new project management tool.

 

Below are a few features that were important to Acumen when we made the switch to our new project management system.

  • Ability to create task templates
  • Subtasks and sub-folders
  • Ability to send GIFs in a task thread

 

For our needs, it was essential that we found a project management tool that allowed us to create temples we could reuse for our monthly work for all of our clients. This would allow us to cut down the time our team spent creating new tasks every month and assigning them out.

 

It was also important for us to have the ability to create tasks within tasks, sub-tasks or ‘task inception’ if you will 😉 (get it because Inception was a dream within a dream and this is a task within a task…ok cool, just making sure).  Having this ability would allow us to breakdown a larger tasks into smaller ones and for us to know exactly where we were within a project or task.

 

Ok so the last bullet point, “ability to send a GIF” may or may not have been really vital to anyone else but me. I love sending GIFs and use them to communicate roughly 90% of my day.

 

So in Conclusion on Switching to a New Project Management Tool

As long as you have your list of top ‘must-haves’ for a new project management tool and focus on making sure your new tool has those features, your transition from one platform to the next will be less painful than had you never made that list to begin with….keep in mind, keywords there “less painful”.  Believe me, it will still be painful, but it will be one less thing you need to worry about as you do your research.

 

Call Us at 314-736-4434

Or Submit your information below

 

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

 

Are you running a consistent content marketing effort online?
Most companies in the Print Industry answer No.
That’s a good thing!
We’ve talked with Hundreds of companies in the industry and found that literally less than 10% of them are running ANY consistent marketing online.
Why is that a Good Thing?
If you are marketing online then you’re already winning.
If you ARE NOT then it means if you Start Now then you’ll be able to Dominate your competition, gain visibility, new leads and more sales.

Why don’t more companies in the print industry do much marketing online?

There are several main reasons.
1. They feel they are betraying print in some way (Which is so not true, and I’ll explain why)
2. They think it doesn’t generate leads & sales (I’ll explain how if done right it brings High ROI)
3. It’s a change to the way things have been done (Everyone’s biggest fear!)

Feeling Like Your Betraying Print By Pushing Digital?

You’re Not!
Here’s the biggest reason why.
If you consistently do High ROI content marketing activities then you’ll get in front of more businesses and people wanting print projects done, or if you’re a provider to the print industry then it’s more paper sales, ink sales, service calls, etc. which means you’ll sell more print, products and services.  Online marketing = more print production, more industry sales and more services provided.
It’s the Truth!
There are also many other good reasons such as the integration of print and digital, automation, etc.

Do You Think Digital Won’t Return a Profit for You?

It Will!
In nearly every case we find that companies have internal resources managing their social media who are simply posting to the accounts and are typically rarely blogging.
Most haven’t or aren’t doing any SEO and email is nearly non-existent.
This combination of, to be honest, a lack of strategic effort, will surely generate no return.
But imagine for a second you have someone working with you to make sure your website shows up for every search that your customers are searching online, your social content is speaking to the value you deliver and keeping you in front of highly targeted customers, and emails are going out to leads that continue to come in each month which is clearly showing Sales Increase each month year over year.
That’s what happens when you use your assets online positioned for sales.
Unfortunately most marketers don’t know how to sell.
As proven by so many companies having a Marketing Department and a Sales Department.
You Have to Do Both Online!
*If you need this done we know someone who is really good at doing this for companies in the print industry (hint, hint, wink, wink)

Is Marketing Online a Change to the Way Things Have Been Done?

Yes it is.
But just like the print industry has changed, so has marketing and channels for selling.
Yes the old way still works.
And digital marketing done well is still rooted in the fundamentals of marketing and sales.
AND you still need those 1 to 1 conversations to close new business.
So it’s really not that much of a change.
It’s more like, Up Your Online Content Marketing Game and you’ll Up Your Sales Opportunities.
Meaning you get to do more of what you’ll been doing.
You’re just sneaking in a new tool to get more business in the door.
High ROI Content Marketing for the Print Industry is a Simple Solution to Increase Your Sales.
You can learn more about doing this here: http://acumenstudio.com/print-industry-digital-marketing/

If You Want to Speak With Someone About Generating More Visibility, Leads and Sales for Your Company

Call Us at 314-736-4434

Or Submit your information below

 

We love hearing from the Experts!

You’re talking to customers everyday and are hearing their questions, concerns, wants and needs.

We are writing a collaborative article that features You and what you are seeing / hearing in the industry today.

 

OUR QUESTIONS TO YOU ARE

What are current and prospective customers asking for most often of you?

What helps your current and prospective customers better understand your capabilities?

What is the most common way new and prospective customers order from you?

 

Below is a form that if you could fill in these answers below we will feature you and your answers in our upcoming Print Professionals Q&A Article!

 

 




Best Way to clarify your capabilities to customers? (required)
Phone ConversationYour WebsitePhysical Packet or FlyerDigital PDF Sales Sheet



The most common way customers order from you? (required)
Phone ConversationForm on your WebsiteOnline Customer Portal



It amazes us at how little there is out there online specific to the print industry on practically marketing your services digitally.
Obviously SEO works, so does PPC, social media is a must and email is a no-brainer.
But everything we’ve found is so weak!

We are planning to change that.
While the fundamentals are the same, we have learned over years of working with customers in the print industry what works and what doesn’t.

We are starting a new series of posts that will highlight specific tactics that work really well for print companies.

But for now check out this Case Study on Digital Marketing for Print Companies click here: http://acumenstudio.com/help-printing-companies-grow/