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Print Company Marketing

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”.


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


    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


        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


        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: https://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.



            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