724 N 1st Street, Suite 200 St. Louis, MO 63102


Author: John Bracamontes

2020 is here and it’s time to think about how you’re going to tackle growth online for your company.

In this video I outline our hope for you moving into the new year in finding a solid B2B Digital Marketing agency partner that will help you achieve your goals, get more traffic, more leads and more sales.

You may not be working with anyone now, you may have worked with another company in the past or the currently company who isn’t producing the results you want. Regardless we want you thinking about that plan for the new year and ensuring you’re partnered with someone who is aligned with your goals!

How do you create a Marketing Plan for a Printing Company?

That is the question we here from printers and after doing more research found that a lot of print companies are asking about this online as well.  So we decided to break this down for you better than anyone else has.


Here are the 5 Steps to creating a Marketing Plan for a Printing Company!

  1. Define Your Target Customer (who needs / wants your service)
  2. Determine Your Budget (how much you’ll spend)
  3. Agree on Channels (where you’ll show up)
  4. Define a Theme (what you will talk about)
  5. Build the Assets & Launch! (watch the new business roll in)


Printing Company Marketing Plan Step 1: Define Your Target Customer

This is what everyone says… “Figure out your target customer.”. But how do you actually do that?

Many print companies will tell us, “Everyone who wants to buy print is a prospect”, of course but can you get a little more creative, come on!

Here are a few ways to do define your target customer and then some ideas on who you should / can actually target.

  • Is there an industry you sell a lot of print to? If so then make sure to consider them a primary target customer.
  • Look at the job titles of the people who buy from you. Are is there a pattern or a lot of the same job title? Consider them a customer.
  • Is there a specific product you want to sell? What industry uniquely uses that product? That’s a target customer (if you promote that product)
  • In general your safe targeting anyone in a marketing decision making position. Director of Marketing, Marketing Manager, Marketing Coordinator, etc.
  • And then you have publishers like Printing impressions that puts out a list of the top 25 Markets for print. Focus on one or more of those!  Here is the list if you haven’t seen it: https://www.piworld.com/resource/top-25-hot-markets-for-print-demand-in-2019-20/file/


Once you’ve made a decision here you are ready to move on to the next step.


Printing Company Marketing Plan Step 2: Determine Your Budget

Determining a budget is easy.

Some think it will be a huge effort and tedious, but it doesn’t have to be.

If you have a marketing budget that you’ve created each year, then you’re already done because you already do it.  If you don’t then think of any of the marketing activities you’ve done in the past year and estimate how much you spent. If that number is one you feel good about for the next year then use it, if you feel you could invest a little more then add to it.  This doesn’t have to be rocket science.

If you are planning on attending events, having a booth, traveling, etc. then you’ll probably want to put a little more thought into it, but in general as long as you have a number you’re good because you’ll just work backwards from the channel efforts into that number.


Got a number? Yes?!


Then it’s time to move on the next step, Channels.


Printing Company Marketing Plan Step 3: Agree on Channels

There are a ton of good places for printing companies to market, but let’s break it down to 3 primary areas.

  • Offline
  • Online
  • Email (Existing Customers)

Your offline efforts can include national or local trade shows, local events, and direct mail.

First off we’ll tell you… Don’t Do Sponsorships that only show your name and logo somewhere.  It doesn’t help!

If you are choosing to do trade shows you likely know what you are doing or are getting all the details for it, we won’t go into detail on how to choose and set up for one of those, but they can definitely be effective.

Local events are a very successful place to be.  If you’ve chosen a solid target set up at local events where those customers attend and bring printed samples of the things they will need from you relevant to them.  For example if they are packaging people bring samples of packaging! Pretty simple.

And Direct Mail is obvious and you’re all over that, no need to elaborate on our end.


For Online Efforts you need to optimize your website to show up in the search engines, post blogs, post to social media, run ads and send email.  Period, it’s that simple!

Here’s an article by us on how print companies can create and run successful ad campaigns  AND here is a page that talks about how to market your printing company online successfully.


And Email is again straightforward.  We do recommend using email as a part of your online efforts, but when we separated it out here we mean that you should be marketing to your existing customers past and present by sending emails to them. Literally the more visible you are to them the more they will buy.  The more strategic and creative you are in your email the more they’ll buy.

Here is a page on our site that talks about email marketing for print companies.


On to to your Theme (some call it messaging and positioning)


Printing Company Marketing Plan Step 4: Define a Theme

Defining a theme can be as easy as saying “I am going to market beverage printing to beverage companies” or “I am going to promote 24/7 availability OR Quick turn printing to Marketing Decision Makers”.

Or it can be complicated and focus on “Tell & Show Industry X, companies in Y geography with 100+ employee head count, job titles of Marketing Directors and VPs of Marketing how easy we make their job by doing ABC things”.

Either way you’ll do the same thing. Distribute assets to them saying and showing those things.

But putting it to paper solidifies it and creates a common idea on what your going to say!


Lastly build and launch.


Printing Company Marketing Plan Step 5: Build the Assets & Launch

This says it all.

Now you’ll just build out the assets for each of your decided on channels, targeting the people you chose, saying the the things you defined as a theme within the budget you define.

Then Launch, Go Live, Attend, etc.


This is Guaranteed to get you More New Business.  More Leads & More Sales!



Have Questions? Call Us at 866-357-7422

Or Submit your information below



    When someone new starts at Acumen we ask a handful of questions to start to get to know them better and share that with you because we’re excited to have Awesome people join the team!

    Where are you from?

    I have lived many different places around the United States but I am currently living in St. Charles MO.

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

    I am a wedding photographer and videographer on the side. I also love to run and workout.


    Favorite Movie Genre or Fave Movie?

    I am down to watch any kind of Marvel movie any day of the week!


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

    Right now I am feeling 70’s and 80’s hits, but my favorite band is Panic! at the Disco.


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

    Visiting Bora Bora and staying in one of the water Bungalows is on my bucket list.


    Drink of Choice?

    Any kind of lemonade, strawberry, raspberry, peach, you name it!



    Welcome to the Team Sarah!

    This question “Should I Add My Company Name to the Website Title Tags?” is one that has been asked often.

    And SEO Experts, Specialists and Managers from years ago will undoubtedly give you a different answer than what I am about to give you here.

    The answer is Absolutely Not!

    Why you might ask?

    I’ll tell you!


    Here is why You Should Not add your company name to your website title tags

    1. It wastes valuable character space that could be used to better describe your product / service
    2. Google will add it for you

    Very simple right? It definitely is.


    One of the most valuable assets when it comes to SEO is your Title Tag.  And not wasting the limited amount of characters you have for those title tags adding your company name is of Huge Importance!  Use these instead to be relevant to searchers


    How will Google add your company name to the Title?

    They just do it!

    Well as long as you’ve set yourself up on Google My Business.

    Here’s the proof. Watch this video to see how it works.









    Content Marketing for Print Companies Example






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

    Or Submit your information below


      Day 1 at PRINT 19 was a Success!

      We got to meet with a lot of interested print companies from all over the U.S. and all them had the same things to say…  “How do we get in front of more customers online?”

      Obviously we were excited to talk to everyone about that and set them on a path that will generate those leads and sales online.

      But we also felt even more determined to push harder on making sure that the entire Print Industry knows how to do this well!

      So make sure to check out the resources we have available here on Digital Marketing for Print Companies.

      And for fun, here are a couple shots from our booth with new “Acumen Fans”.


      Every time someone new joins the Acumen Team we get excited to share with you a little about them.

      Mark is joining us as the newest Account Manager and we asked him a few questions that are always good “get to know you” ice-breakers.

      Where are you from?

      I was born and raised in Belleville, IL.

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

      I enjoy watching and playing cricket, hiking, and checking out new places around town with friends and family.

      Favorite Movie Genre?

      My favorite movie genre is comedy. I think it’s so impressive when people can come together and make others laugh.

      Favorite Type of Music?

      My favorite music is alternative/punk rock. Having grown up in the late 90’s I was around for the glory days of that genre. Blink 182 and Taking Back Sunday are two of my favorites.

      Place you’d like to visit?

      I’d love to visit New Zealand. It’s been my number one travel destination for many years now. I love the beauty of it.

      Drink of Choice?

      Drink of choice is water with MiO flavoring. Orange Vanilla is my favorite. I don’t drink coffee, so I’d like to think constantly drinking water throughout the day keeps me energized.

      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.


      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.
        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.




          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.




          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.



            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.




            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



            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