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Print Industry Marketing

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

 

I’m going to keep this blog post pretty short so that I can stress how simple and easy this is for you to get found in the search engines more often by your customers.

Google My Business which is the hub for companies to integrate and control their presence within the Googlesphere, Google KnowledgeGraph, Search Engines, Local Search, etc. (whatever you want to call it).

If you’ve ever searched for a service, product or company and Google Maps listings came up and/or information on the right hand side of your search results then you’ve seen the results of a Google My Business Listing.  Creating this, Optimizing it and Verifying the listing will get your more visibility and more business.

 

Google My Business Listings for the Print Industry

Without going into a ton of detail here there are just a few steps to getting your company found more often in the search engines, more phone calls, website visits, leads and revenue using the Google My Business tool.

  • Search for your company in Google / Google Maps
  • Claim Your Listing / Verify Your Listing
  • Optimize Your Listing

 

Why It’s So Important to Create, Verify and Optimize Your Listing

The internet looks to a few providers of data as the authority and Google is one of them.

So ensuring your information is accurate with the King of the Internet if extremely important.

People, Other Listing Services, etc. will use this data to connect with you which will get your more business and visibility.

 

The other Massive benefit is the the majority of print industry related search terms are localized.  This means that nearly every product or service search term you want to be found for is going to show local results including Google Maps listings.

These same maps listings will allow the user to click to…

  • Visit your website
  • Call your company
  • Get directions to your physical location

 

More visibility, More Leads, More Sales!

 

You can learn more about doing this all here  https://www.google.com/business/

 

In closing we actually do this creation, optimization and verification for companies in the print industry, so if you decide to not try and do this yourself then reach out because we are REALLY GOOD at it and can make sure you get a High ROI from your listing.

 

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

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

 

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

 

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