A marketing strategy can either make or break your printing business. As you know, there are many aspects to a good marketing strategy. So which marketing strategy is right for you? How do you know which marketing strategy really works? Obviously, the best strategy is the one that gains profits. In this article, we will discuss some aspects of a great market strategy.
First and foremost, look at your website. Make sure your design is eye catching and easy to maneuver. Make sure that you have attractive pictures or illustrations that get your customers attention. Customers don’t care about your new press or copier, so don’t clutter your homepage with your proud new pictures. People like to see people. Especially people like you. If you can, stay away from stock photography and hire a professional photographer to take pictures of you and your staff. Tell your customers how you can solve their problems, don’t sell them on the fact that you do great stationery. Sell them on the fact that you can solve what ever problem or need they have.
A second marketing strategy is to promote you service. Get yourself noticed. Send out flyers, business cards, post cards, etc. Hey, you sell direct mail, why not use it to promote yourself. Get yourself noticed on the web as well. Become entrenched in various social networks like Facebook, LinkedIn, YouTube, Twitter, Delicious, etc. The more access/touch points you have for your customers and prospects, the better off you will be.
Number three, get set up with a good email marketing program. Web applications like Constant Contact are a great way to send marketing materials as well as track your success. Constant Contact also offers autoresponders. This automated form of a marketing keeps your customers and prospects informed about your services automatically. You literally write the messages and autoresponders send them out on set schedules. Once you set it up the first time, the program does all the work for you. Using an autoresponder to send out advertisements of your product is fast and convenient. Everything is done by email.
Try developing a catchy slogan for your comapny. Think about it, how many slogans can you name, and how many products to you remember because of that slogan. This is a great marketing strategy because it is a way for people to easily remember your business. If they remember or recognize you, they are likely to use you.
Another powerful marketing strategy is the use of SEO (search engine optimization) tactics. I will admit that there is a lot of speculation and false information buzzing around about what is effect SEO. Many place will sell you there SEO services for a couple thousand dollars. I stay away from those people. Buy a book like SEO for Dummies or subscribe to a training service like Lynda.com and do what you can on your own. Effect SEO takes a little work, but most printers are capable of doing the legwork themselves. Using SEO correctly will attract more people to your site. More people on your site means more exposure. More exposure means more leads. More leads can turn into more sales. Get the picture?
Finally, the last marketing strategy is to have great public relations. With good public relations, your business will prosper through word of mouth. Allow customers to submit feedback of your business. Place positive feedback and testimonials on your website. It makes your business look good and customers tend to prefer to use businesses that have positive feedback.
A killer marketing strategy will cost you some time and money, so don’t be fooled by thinking you can do it for next to nothing. But if you look in the right places and follow some good advice, your marketing strategy should leave you coming out on top.
Joe Kern is Vice President of Marketing/Customer Service at PagePath Technologies. PagePath was founded in 1983 and is headquartered in Plano, Illinois. PagePath’s MyOrderDesk is an eCommerce solution that combines, Web-to-Print, automated proofing, pricing, reordering and more. It seamlessly integrates into a printing organization’s existing website or can be used as a standalone site. MyOrderDesk is known throughout the printing industry as the leader in Web-to-Print software.