Some Quick Thoughts on Customer Retention

I firmly believe that if print providers want to grow their sales, the first order of business should be a greater focus on client retention efforts. A marketing strategy that places a greater emphasis on client retention than on new client acquisition will yield the greatest results.

I’ve included my thoughts to accompany some interesting statistics below.

  • Acquiring new clients costs 5 times more than retaining existing ones.
  • 68% of customers leave because they perceive you are indifferent to them1. Customers need constant assurances that their business is appreciated. Your competition is doing all they can to make them feel wanted. How do your retention efforts stack up?
  • 50% of people prefer the convenience of electronic interaction over face-to-face2. Do you have an effective online strategy for staying engaged with existing clients?
  • A 5% increase in customer retention can increase profits by 75%3. Wow, think about the cumulative effect of that.
  • Repeat customers spend 33% more than new customers4. If you’re a printer, think about how much easier it is to promote additional services once you have established trust.
  • If you resolve a complaint quickly, 9 out of 10 customers will do business with you again. See next point.
  • Almost 50% of people are less inhibited about complaining once they get online. How many printers have an online (email, landing page) customer satisfaction process that they utilize for each completed job?
  • 80% of companies believe they deliver a superior customer experience but only 8% of their customers agree.5 This one should floor you. Printers should note that the customer experience often starts with your website.

The most effective way to retain customers to not lose touch with them. Stay engaged electronically, with print and in person. It just requires a plan and a commitment. If you would like discuss customer retention marketing strategies, please reach out to me anytime at,,, 4Laura Lake, 5Bain & Company from Harvard Management Update

If I Were A Printer

Here are some things I would absolutely do.

  1. I would make sure that my website was better than any of my competitors. I’d obsess about this. Plan at least quarterly meetings to discuss and implement improvements. Make sure that new content was being added at least monthly and solicit feedback from clients and others outside company.
  1. I would send out a print newsletter at least every 90 days.
  1. I would send out an email newsletter at least every month.
  1. I would add short videos to my website focusing on recent projects, success stories and tutorials. All under 2 minutes.
  1. I would utilize Facebook, Twitter, LinkedIn and Google+ to engage my audience.
  1. I would learn about and develop a LinkedIn strategy. For my business, it’s the #1 source of traffic to my website. No reason it can’t be for yours, as well.
  1. I would have my website audited for SEO at least once a year by Marcia Morgan. Marcia has a great knowledge of both the print industry and SEO.
  1. I would host quarterly webinars. Short, 30 minute events on relevant topics.
  1. I would network. Joining groups and associations that harbor potential clients.
  1. I would host events, both educational and networking ones.
  1. I would always be learning, and I’d follow Print Firm‘s blog. Katherine Tattersfield is a tremendous source of knowledge.
  1. I would always have a live person answering phones and I would invest in training for this person. As Dave Thomas (Wendy’s founder) used to say, “the first bite and the last bite are what people remember most.”
  1. I would post a letter (Customer Bill of Rights?) from me (President) on the website and provide my contact info. This is very effective for fostering trust.
  1. I would send an email follow-up survey after every completed job.

I am not a printer. I’d like to hear your feedback and additions to this list. I’ll compile them and share with everyone who replies. You can reach me at

You can also download a free copy of my report, 10 Marketing Ideas to Help Printers Prosper in 2014.

Email Newsletters for Printers

white-paper-downloadA well-executed email newsletter can be an easy and inexpensive way to help market your print services. However, eNewsletters present more potential pitfalls than their print counterpart. With email newsletters, getting it right every time is critical because once someone opts out (or tags you as spam) they are gone forever!

  • 79% of people scan content on the web rather than read it. So with email content, consider bulleted or numbered points and short sentences that are well spaced.
  • The reader must be able to grasp the value of your content immediately. Your subject lines, title and subtitle are critical. And if you can supply some great engaging content, it’s ok to slip in your 20% of promotional content as well.
  • Readers love graphics and they make information easier to scan, however, they can also have a negative effect on deliverability rates. In general, the more graphics you have, the greater chances you will end up in a spam folder. Spam filters have a ratio of text to images that they like to see.
  • Click through articles. The more they have to scroll or click, the less likely it is to be seen. Rather than asking the reader to click through to an article, you’re better off putting the complete article right in the email.
  • Keep your articles short. This number keeps shrinking and with bulleted and well-spaced sentences, you have less space to work with. Under 375 words and perhaps less. Try to put your most important take aways up top above the fold (scroll line).
  • Test for browser compatibility. What looks nice in your version of Outlook may look terrible in my version of Apple mail. We use to test our clients (and our own) emails. There are other services as well. It’s easy and critical.
  • Use a reputable email service provider that provides bulk emailing as a service. They have agreements with the ISPs to help increase the chance of your eNewsletter reaching the intended recipient.

Hope this helped. Happy to answer questions regarding this or any other marketing challenges you may be facing!

Newsletters For Printers: Eight Things to Consider

There’s no doubt that an informative company newsletter is one of the best ways a printer can help market their services. If you’re thinking about utilizing a print newsletter to market your company, here are some things to consider.

  1. Print or email? My advice is to utilize both. Cross media. But if you just use one, consider the fact that even the best designed email newsletters fall prey to spam filters. On the other hand, if you have limited financial resources, an email newsletter is much less costly to produce and distribute.
  2. 80/20 rule. Your content should be 80% educational and 20% promotional. If your content is relevant to the services you offer, then it’s promotional without being promotional.
  3. It’s about them, not you. Your content should be more focused on providing your audience with useful information and less about the goings-on at your company. However, some company news can be beneficial to your marketing effort. Community service, milestones, new services launches, etc. are great for engagement and branding. Just try to strike the proper balance.
  4. How relevant is your content? Don’t waste your time and money sending out jokes, recipes, and generic content that has no direct relevance to the services your company provides. You just make it easier for your brand to blend in and become part of the noise. People will tune you out. The key is to stand out from your competition by promoting thought leadership, competency and trust. Your content needs to be better than your competitors.
  5. Frequency. How often can you realistically get a newsletter out the door? If it’s only email, it should be monthly. No less than bi-monthly. However, if you opt for print only or print and email, then consider if you can produce a print piece quarterly, bi-monthly, or monthly. Be realistic. At a minimum, you need to touch your audience every 90 days. Strong marketers tighten that to every 30 days.
  6. Word counts. The trend is towards shorter content. Newsletter articles should be under 500 words (maximum, shoot for 400). Email under 375.
  7. Page counts. The newsletters themselves can be single article (2 page) or multiple articles (8 pages). That’s something to consider when you determine your frequency. If you are only engaging your audience 4 times a year, consider a multiple article format with a magazine look and feel so that it sticks around longer. If it were bi-monthly or monthly, a two page format might be more realistic.
  8. Beware of the committee approach. As a print marketer once said, “the act of trying to create the perfect piece often ends up being the reason for doing nothing.”

I’ve been supplying printers and mailers with customizable, area exclusive newsletter solutions for 20 years. I’m happy to discuss your challenges, review your materials, and offer any advice.

Social Media: The Case For Print Providers to Embrace Google+

If you haven’t already, now is the time to set up a G+ page for your business. It’s not just about social media effectiveness it’s about SEO. As mentioned in several of my previous articles, SEO represents a great opportunity for print providers to extend their marketing reach and cultivate new business.

  • Google search plays favorites. Having a Google+ page will help with your SEO. Google+ is Google and Google is search. Search is what drives traffic to your site. For print providers, it’s about extending your reach and generating leads. Don’t miss this opportunity.
  • Marketing is the top category on Google+ (followed by education and non-profit). Google+ has responded by becoming more marketing oriented. Google+ now allows brands to email their followers without having access to their email address. Google now segregates the emails into Inbox, Social and Promotional. That’s a win for brands and followers.
  • Many companies restrict employee access to social media sites. They either ban it on the browser level or set policy that restricts it. That isn’t the case with Google+. That’s an additional 8 hours available for potential engagement that Google+ offers.
  • Using the Google+ circles, following or un-following a brand allows the Google+ user to control what content they wish to see. They get to create their own experience. This contrasts sharply with the Facebook experience whereby Facebook decides for you what content you will see. And with the latest algorithm change (December), unless you are paying Facebook for promoted posts, your reach rates are continuing to decline.

There are lots of other slick features that Google+ provides (Hangouts) but for now, the best plan of action is to set up an account and begin to utilize it.

I’m happy to discuss this or any other marketing needs or questions you may have. Feel free to reach me at or on the web at

The More Things Change, the More they Stay the Same

Sorting through old files, I recently came across a copy of my January 2004 Marketing Briefs newsletter to printers. I was struck by how different (simpler) things were then. No mention of SEO, social media, content marketing or even email (we launched that in the Spring of 2004). At the same time, I was struck by how much things had not changed. These are the same fundamental ideas that need to be at the core of your marketing strategy today. Planning and commitment to execution have always been the keys to marketing success.

Simple Marketing Ideas that Printers Should Consider

Don’t view marketing as a department.
From receptionist to delivery person, every person plays a pivotal role in your marketing. Good companies are successful at creating a customer-centric culture.

Observe the 90-day rule.
Every client and prospect should hear from your company at least every 90 days. Good marketers shorten this to every 30 days. If you’re not making meaningful contact at least every 90 days, you run a high risk of having your message drowned out by that of your competitors.

Always feed the sales funnel.
Leads become prospects, prospects become customers. The amount of prospects you generate is proportionate to the amount of leads you are able to input into your sales funnel. The amount of customers you generate is proportionate to your ability to promote your value proposition with your prospects. Having a structured, systematic approach to this will yield the greatest results.

Stay committed.
Marketing doesn’t take time off, and it’s not something to be relegated to the “when I have the time” category. You need to structure the time or delegate the tasks to someone else who then needs to structure the responsibility into their time. Marketing works. But to reap the rewards, you first need to commit yourself to the tasks.

Know when to market.
Always! Research showed that companies who maintained or increased their marketing efforts during a recession averaged subsequent growth rates that were14 times greater than those that cut back or eliminated their marketing.

If you’re struggling with your marketing or just have a question or thought you would like to share, feel free to reach me anytime.

Source: “10 Commandments of Marketing” by Jay B. Lipe on

2014: The Outlook and Opportunities for Print Providers

This is a copy of the end-of-year letter I recently sent to all of my clients at Great Reach Communications. I wanted to share this with everyone because I think it contains valuable, actionable advice that can be utilized regardless of whether you are a client or not.

Business growth in the next year won’t come from an improving economy, and it won’t come from finding the next great salesperson.

Client Retention: Overcapacity continues to define the industry. Too many providers and too little work means the competition is trying harder than ever to win over your accounts. Engage your customers frequently. Your newsletter program is perfect for this. If getting it printed is a challenge, talk to us about an e-newsletter.

Lead Generation: New sources for generating prospects are needed. Leverage online marketing and SEO to attract and cultivate prospects previously beyond reach. Google’s new Hummingbird algorithm makes this easier than ever. Add a G+ page, utilize our new blog content, and watch your page rankings improve. We went from page 5 to page 1 in just two weeks. This requires no work on your part. Talk to me about how this works.

Content marketing. Content marketing has exploded in popularity. Marketing is now more about creating conversations than campaigns. The company with the best content wins! Engage your clients a minimum of every 90 days. Ideally, every 30 days.

Social media. Social media is now expected. If you are not fully utilizing it, you are at a disadvantage and your brand’s perception will suffer. If you are struggling with this, have us do it for you.

Thought leadership. Keep promoting your company as a thought leader. Your brand’s perception plays a big role in determining who gets the job.

All this takes is a plan. Let’s talk and create one, then communicate regularly to monitor and keep things on track.

10 Marketing Ideas to Help Printers Prosper in ’14

white-paper-downloadTake the challenge and be the catalyst for change in 2014. Try at least four of these ideas for six months and see what happens. I’d love to hear your results and get your feedback. We can help you implement several of these if you choose.

1. Print newsletter
Your ability to retain customers has the greatest impact on growing sales. An informative company newsletter is one of the best ways to make that happen. It’s long been proven: Skip print, results go down. Use print, results go up. Print is taken seriously and breaks through even where e-media do not. That’s why a company newsletter is critical for customer retention. It is also effective at creating demand for your services through education and, perhaps most importantly, promoting your brand as a thought leader. Content is king. Produce and distribute one at least every 90 days.

2. Email newsletter
If producing a print newsletter isn’t achievable, produce an email version. Opt for less content (375 words max) and follow best practices. Use a third-party secured sender. Add a sign up on your website and post the content to your site as well as social media. Monthly or bi-monthly should be your target distribution frequency. Be mindful, however, that with spam filtering, not all of your emails will reach their intended targets. That’s why print should be part of the mix.

3. Start a blog
Google’s new Hummingbird algorithm is a game changer. Good, fresh content will generate strong SEO for your company website. If you’re looking for new sources of leads, inbound web traffic represents a great opportunity. Blog content doesn’t have to be long, and it doesn’t have to be loaded with key words. Make it relevant to your audience and the SEO will happen organically. Once a week? Perhaps every two weeks? Even a monthly update will generate results. Aside from SEO benefits, good website content has a very positive effect on your brand. Make sure to share your blog out on social media as well.

4. Social media
Very simple—customers now expect this. If you’re not utilizing social media or not updating it consistently, your brand looks bad and you create a competitive disadvantage for your company. Social media allows you to connect with your audience in a more personable manner. This helps foster trust. Your social activities now affect your SEO as well. Don’t ignore this. In addition to the big three (Facebook, Twitter, and LinkedIn), make sure you also have a Google + page for your business. It’s a fact that Google plays favorites. It’s easy to set up.

5. Direct mail
Create a direct mail campaign and distribute it to a targeted list. Use a list source so that you’re reaching out beyond just your in-house lists. Consider rolling this out on a weekly or monthly basis. I have a client that is targeting 200 names per week for two months. The offer is a half-hour lunchtime review of the recipient’s current marketing activities and challenges. The mail package includes a menu from a popular restaurant from which the recipient can select their lunch. A follow-up report is delivered a week later. The company is creating face-to-face interactions with companies and persons they have never had previous contact with. By rolling this out, they have the opportunity to gauge results and refine the offer (A/B testing).

6. Webinars
This is a great way to way to project your company as an expert and thought leader. If you’re talking about it, it is assumed you know about it! Even non-signups will be influenced by the invite and promotion. Limit these to just 30 minutes. They are easier to produce and more enticing to the recipients than longer Webinars. A quarterly basis would be a great interval. Even twice per year. Subject matter is easy to come up with and develop. Stick to ways you can help them grow or manage their business. Promote to your in-house list via social media and consider an outside list source. It’s a great way to help create demand for many of the marketing services that you may offer.

7. Write a letter
Yes, it’s old school and you don’t see this often, which is one reason why you should do it. The other reason is that it’s an easy and personable way to help foster trust and credibility. Talk about recent success stories (mini case studies), community and charitable involvement, and other information that is relevant to the recipient such as USPS rate increases or new regulations.

8. Website resources
Just like I’m doing here, create content that people can either download or request from your website. The key is to collect data. Having the information reside on your site will also help with SEO. The content can be short. One page is just as effective as three. Create short case studies or mini white papers. Consider using content from company newsletters or getting employees involved in helping with content creation. This strategy will drive web traffic, allow you to collect data, and promote thought leadership.

9. Use Twitter
It’s a powerful tool for marketing. It requires little content and it’s very easy to reach a large targeted audience. It can be an effective way to start conversations and is yet another way to reach people you had no access to in the past. #printchat every Wednesday at 4PM ET is a great source of knowledge for this.

10. Have a Plan
Planning is critical. If you want successful results, you will need to create a plan and commit to executing it. I’m happy to discuss any of this. My company also provides some of the above-mentioned tools on an area-exclusive and cost-effective basis. Daily, I see companies doing some or most of these initiatives. Don’t allow your company to be out-marketed.

Regards for a safe and wonderful Holiday Season!

Patrick Whelan

Newsletters for Printers

5 Easy Ways to Differentiate Yourself From Your Competitors

The most important thing you can do to grow your sales is to differentiate yourself from your competitors. Differentiation isn’t just about what you deliver as a product or service. It starts before that and involves positioning your brand as a thought leader and trusted resource. Foster the perception that your company has the most skill and knowledge regarding the products and services you offer.

A few quick things that can help you achieve this:

• Communicate often. Utilize a series of high-value content related to the services you provide and that is directly attributed to your company. Every 90 days minimum. Every 30 days ideal. As Rio Longacre says, “It’s selling without really selling.”

• Be unique. Sending out the same materials or having websites that are similar to your competitors helps to commoditize your services. You’ll end up selling on price.

• Avoid the “old school” image. Talk about and offer services that are perceived as being leading edge. Assure your clients that you are staying abreast of the latest trends and technologies (mobile, personalization, drip and trigger campaigns) .

• Embrace social media. Regardless of what you think about it, utilizing social media properly has a huge impact on how your company is perceived. It also allows you to connect with your audience in a more personable manner. It humanizes your company. Don’t discount that.

• Keep you website up to date. Having old, dated content on your website is a brand killer. It’s the first place prospects go to gather information about your company. First impressions are critical. Updating your website content on a consistent, established basis should be a company policy. If you take the approach of “I’ll get to it when I can get to it”, you will get left behind in 2014 with Googles new algorithms.

If your looking to grow in 2014, contact me directly to discuss what you can do differently to generate new revenues.

Patrick Whelan

Google’s New Algorithm is Good News for Printers

Most printers are seeking additional sources of customers these days and a search optimized website may provide the solution.

A month after implementation, Google announced that it has replaced their search algorithm. “Hummingbird,” as it’s known, is not merely an update to their previous one–it’s a complete replacement. 90% of search results will be affected. Some claim it’s their biggest change in a decade.

While SEO experts and marketers may hate it, most printers are presented with an opportunity. I’m going to avoid a technical discussion and try to explain this as simply as possible.

Google has shifted away from “keyword” search and moved to conversational search, also referred to as “long tail keyword” search. By analyzing all of the words in a search query, Google gets a more accurate feel for the “intent” of the search and seeks to match it up with the true intent of content on websites. Hummingbird levels the playing field by seeking out meaningful content that need not be optimized with lots of keywords and phrases. Content that is relevant to a printer’s services and their clients’ needs will almost always naturally contain the key phrases and words that Hummingbird looks for.

I’m not saying that Google’s intentions are completely altruistic, but for printers it’s accurate to say that the new algorithm will reward those that post genuine content to their site and penalize those that try to “trick” Google by utilizing a host of SEO techniques.  If the intent of your content is to provide your audience with meaningful information relating to your expertise, then it will match you up with people seeking your expertise.

Going forward, having updated, relevant content and sharing them out on your social sites (search is now social) including a G+ page (Google plays favorites) will provide an adequate level of SEO. Posting links to mass distributed, third party attributed articles will not help.

I would strongly encourage all printers to start a blog on their website, add content on a consistent basis, get a G+ page for your business and share your content out on all of your social networks.   Bottom line is that you no longer have to be an SEO expert to get great results. At the same time, if you ignore the need for good SEO, you risk falling behind competitors who, because of its ease, will be quick to take advantage of these changes.

If you are struggling with producing relevant content or trying to implement an effective marketing strategy for 2014, please reach out to me directly or via the form on our soon to be replaced website,

For a more in-depth discussion of this, print industry SEO expert, Katherine Tattersfield recently posted a fantastic article. Email me and I will forward you the link.