5 Thoughts on Marketing Your Print and Mail Services

Be current
Make sure to utilize current trends and technologies. Are your website and email efforts optimized for mobile? Employ a multichannel strategy to engage your target audience including, but not limited to, print, email, website and social media. Ignoring even one of these can hurt your credibility and create a competitive disadvantage. Don’t allow that.

Be conversant
View your website as a conversation, not a presentation. Marketing is about engaging your audience. Avoid generic or keyword stuffed content. Google’s “Hummingbird” algorithm likes fresh, genuine, conversational content.

Be a leader
Promoting thought leadership for both your company and personal brands is the best way to differentiate, establish credibility and foster trust. Customers seek that assurance. Be seen as a leader and engage your customers with top tier, helpful content. You are what your content says you are.

Be consistent
You need to consistently execute your marketing plan. Most print and direct mail companies I see these days have a plan in place yet too many do a poor job executing. Treat your marketing with the same importance you would treat your production workflow.

Be frequent
Touch your target audience at least every 90 days. Smart marketers shorten this to 30 days. At the very least, make sure that you communicate with your customers as often as your competitors do. In the end, it will come down to who’s better at establishing trust and credibility.

If you would like a 5-minute demo of our turn-key, area-exclusive marketing programs, please email me to set up a time.

Patrick Whelan
pat@greatreachinc.com
978-332-5555

Little Mistakes That May Be Costing You Sales

When we focus on business and sales, it’s easy to overlook small issues that seem insignificant. However, these small mistakes may be costing you more sales than you realize. Here are some thoughts based on some of my own recent experiences. I actually realized today that I was guilty of one of these. The good news is that they are easily fixable. Are you making any of these mistakes?

Mistakes/job screw-ups aren’t what kill a customer relationship; it’s really all about the resolution process. I’ve become an even more loyal customer in some cases based on how my complaint was handled. View every customer interaction as an opportunity.

Automated phone routing systems cost you sales, period! Some are worse than others but I’ve yet to find one that was mobile friendly. If I’m driving, I can’t start typing the first few letters in a person’s name. It’s easier to deal with Siri, so I’ll be on to the next 3-5 brands in my memory.

Dave Thomas was fond of saying, “It’s the first and last bite of the burger that the customer remembers most.” Maybe not entirely true in the print and mail business but don’t discount the importance proper training for your reception, delivery and A/R staff.

If I’m going to trust you with my print marketing, I want to feel confident that you are marketing savvy. Your website design, content, and social media efforts are important to me. I will give the job to the company I trust the most. Attention to detail is critical.

Have a marketing issue or challenge you wish to discuss? Shoot me an email and let’s set up a 10 minute phone conversation.

Patrick Whelan
pat@greatreachinc.com
978-332-5555

Marketing Basics to Grow Print Sales

More than ever before, print providers in this day and age have wisely embraced the need to effectively market their services.

• Know Me
• Trust Me
• Like Me

If you are not effectively achieving all of these, then your company is at a competitive disadvantage. How does your company’s efforts compare to your top 3-5 competitors?

Utilize a multi-channel approach to build and maintain mind share, foster trust and credibility, and connect socially. I’m happy to show you how.

Please email me or visit us on the web (greatreachinc.com) if you would like to see samples of our turnkey, exclusive, cost effective marketing solutions for printers and mailers.

 

Now Is the Time to Be Marketing!

We’ve all done it. Summer slowdown arrives, and we join in. But perhaps when you consider the marketing benefits that summertime offers, you may want to reconsider. At the very least, you may want to maintain a steady marketing course and ease back on some of your other efforts.

  • Companies cutting back on their marketing in the summer are simply choosing to ignore their customers. This opens the door for competitors to get noticed. There is a wealth of client retention statistics to support this.
  • The Internet is up 24/7 and is practically everywhere. Customers still seek and see content. Don’t let your branding efforts take a step back just because it’s summer. The same goes for SEO. With algorithms constantly being updated, the consistent sharing of fresh content will pay big SEO dividends.
  • Take the tortoise and the hare approach. Client retention and acquisition as well as branding efforts require consistent engagement with your target audience. It’s all about creating multiple touchpoints.
  • Consumers are capable of recalling 3-5 brands per category. With companies cutting back, it makes it much easier for you to push out one of those brands and replace it with your own.
  • Science supports summertime marketing efforts. “More sun means more endorphins, which, aside from boosting spirits, also helps the brain remember more information.” [1]
  • Position your brand as the consistent thought leader. Paramount to fostering trust is consistency. “Sporadic posts on social media or your business blog will go ignored since consumers have no reason to follow sporadic content.”[2] The same can be said for your outbound marketing efforts such as print and email. Consistent delivery of quality content will absolutely set you apart from your competition.

Looking for an easy, effective, and inexpensive solution for your content marketing needs? We have been providing printers and mailers with customizable and area-exclusive solutions for 20 years. Our content will set you apart. www.greatreachinc.com

Inspiration and quotes [1, 2] taken from this great article:
https://contentequalsmoney.com/7-reasons-why-summer-is-the-best-time-to-invest-in-content-marketing/

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 pat@greatreachinc.com.

1retentionofcustomers.com, 2emarketer.com, 3bain.com, 4Laura Lake, 5Bain & Company from Harvard Management Update

Growing Your Business From the Inside Out

That’s my way of suggesting that print providers focus more on retaining existing customers before looking for the latest and greatest way to acquire new ones.

Here are some stats to consider. I’ve added my thoughts after each one:

80% of companies believe they deliver a superior customer experience but only 8% of their customers agree. (1)

Great customer service requires a customer centric culture. It’s not easy to accomplish but it’s not impossible either.

68% of customers leave because they perceive you are indifferent to them. (2)

Everyone seeks recognition. Do your customers hear from your competitors more often than they hear from you?

50% of people appreciate the convenience of electronic interaction over face-to-face. (3)

How accessible are your email addresses from your website? Do you maintain contact with customers via social media? Are you present in their inbox with timely and relevant communications?

A 5% improvement in customer retention can increase business profits by 25 to 125%. (4)

Imagine how much more business you’d have today if you had retained just 5% more of your customers annually over the last four years!

The easiest way to lose a customer is to lose touch with them. Even a dissatisfied customer can be retained with proper engagement. Sales and retention are similar in that they both rely on strengthening relationships and fostering trust and credibility. The key is to continually engage and communicate.

(1) Bain & Company from Harvard Management Update
(2) http://www.retentionofcustomers.com/Customer_Retention_Ideas_Report_DC_Version.htm
(3) http://www.emarketer.com/Article.aspx?R=1007395
(4) Gartner Group and “Leading on the Edge of Chaos”