3 Quick Thoughts on Marketing Print and Direct Mail Services

I wanted to share a few thoughts on marketing your print and direct mail services:

1. “See Me, Trust Me, Like Me” is your marketing objective. Outbound marketing to stay top of mind, inbound (website) to promote trust, and social media to foster “likeability”.

2. “The customer’s perception is your reality.” 80% of the buying process is complete before a prospect makes contact with you. 67% of the buying process is done online. Do your marketing efforts promote trust and credibility?

3. “What is the biggest opportunity for brands? Website content. Relevant, useful, and complete content serves many important purposes beyond transactions.” -Loyalty360

When it comes to growing sales, these things matter. If you would like to see samples of our area exclusive turn-key solutions that address these needs, simply reply to this email or visit our website. I will also send a copy of our Customer Retention Quick Plan.

Patrick T. Whelan, President
pat@greatreachinc.com
978-332-5555

LinkedIn and 3 Other Marketing Musings for Printers

Do you have a LinkedIn strategy? If not, you should.

To get the most out of your marketing content you can’t stop at mailing, emailing, and posting to your website. Leverage LinkedIn both from a company standpoint and an individual standpoint.

Do you use Slideshare to share content on LinkedIn? I’ve had great success with doing just that. Are you starting or engaging in conversations? Are you discovering potential prospects and generating awareness on at least a weekly basis? It’s easier than you think. I’m happy to discuss this with you.

It’s not just you who should be using LinkedIn. Your employees should be using it, too. Every employee is a promoter of your brand.

It’s all about the Customer Experience. Stop looking at your marketing efforts from a marketing perspective and start looking at them from a customer’s perspective. Do you really think customers are eager to get more ads and promotions? Are they impressed by seeing boilerplate and generic content on your website? Start viewing your marketing (and sales) from the standpoint of the customer.

If you have an “in the can website,” customize it! Add your own content. Generic blog content and business advice that isn’t related to your solutions is a bad for your brand. Stand out rather than just being part of the marketing noise.

Too many printers still view their marketing efforts the same way they do their sales efforts. They want instant results and easy-to-grasp measurability. They confuse marketing campaigns with direct response campaigns. When the marketing fails to generate much response, the efforts become inconsistent and eventually die out all together.

I’m offering free 20-minute consultations during the last week of October.
Feel free to reach out to me if you would like to schedule some time. Pat@greatreachinc.com

How 4 Printers are Growing Their Businesses

In the last 2 weeks, I’ve witnessed and spoken with printers who are reporting fantastic results. Here is a summary of what four of them have done.

Printer in PA hosted an open house featuring educational sessions. They promoted it vigorously using multiple channels and generated lots of attention, noise, and excitement in their marketplace. The payoff was great exposure, brand elevation, and incredible in-person interaction with clients and prospects. The sales staff gets incredibly pumped up by these efforts and exposure.

Printer in IA generated a number of top-level appointments by taking a strategic (segmented) approach to distributing their recent newsletter. They have gotten their salespeople on board with these efforts, and their salespeople feel upbeat about having back-end marketing support.

Printer in CA is generating lots of interaction with clients by adding great content to their website and social media on a consistent basis. Not generic articles or news about themselves, but engaging, thought-leading content specific to the services they offer. They also use the content for their outbound marketing efforts via their email newsletter. They are driving traffic to their website and positioning their brand above their competitors.

Printer in IL has successfully transitioned to selling more programs than jobs. They now have monthly revenues that they can count on in advance. They are having success because they are sincere about advocating for what is best for their clients, helping them grow, and addressing their pain points. They support this approach with customer education efforts such as print and email newsletters, blogs, and social media. They are “practicing what they preach,” and it’s catching on with clients and prospects.

I’m happy to discuss your marketing challenges any time. Just email me to set up a free 20-minute consultation.

Effective Content Marketing Grows Print Sales

At the end of the day, it’s all about trust. Most often, people will give the job to the company they feel has the greatest amount of competency and then come up with ways to justify not giving it to someone else.

The most effective way to influence your brand is to produce content that reflects your expertise. This means content that is better, more relevant and more sophisticated than any of your competitors.  Use this content for both inbound and outbound marketing efforts.

Your website content is critical but so is the need to utilize print to ensure you touch all of your customers and prospects at least every 90 days. Supplement both of these efforts with email and social media content. Try and produce at least 2 webinars per year. High quality content gives your company an edge over your competitors. It’s critical that printers support their sales staff with effective content marketing strategies.

Below are some stats regarding content marketing.

  • B2B companies that blog generate 67% more leads per month than those who don’t. (Social Media B2B)
  • 82% of consumers like reading content from brands when it’s relevant. (The CMA)
  • 62% of companies outsource their content marketing. (Mashable)
  • 79% of B2B marketers use content marketing to achieve brand awareness goals. (Content Marketing Institute and Marketing Profs)
  • Blogs give websites 97% more indexed links. (Content+)
  • 80% of business decision makers prefer to get company information in a series of articles versus an advertisement.

Summertime is a great time to get noticed and impact your brand’s perception. If you need help, we can assist you with all of these efforts at a fraction of the cost of producing in-house. If you would like a no obligation consultation, please reach out to me at pat@greatreachinc.com.

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 pat@greatreachinc.com.

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

Most Often It’s About Trust, Not Price

Brand is simply a mental creation to help people understand one company and its services over another. How aware are people of all your services? If you still hear “I didn’t know you could do that”, chances are your branding efforts are failing.

Position your company as the go-to resource. Strong branding reduces the perception of risk. Ultimately, that will have more influence over who gets the job than anything else. 75% of buying decisions are based on emotion. It’s all about trust. Price is often just an easy excuse.

Building your brand is a journey, not an event. There’s no such thing as a quick branding campaign. If you want to sell solutions rather than transactions, you need to make a long-term commitment to cust­omer engagement, extending your reach, fostering trust and staying top of mind. A simple, straightforward strategy and a commitment to execution is all it takes.

Content is a very powerful branding tool. Create content for humans and not for search engines and the SEO will take care of itself. Quality content that engages the audience generates knowledge and effects emotions. Both are critical for effective branding. Leverage social media as well to help promote your content.

Branding isn’t complicated but it’s also something that can’t be ignored.

Do you have a marketing plan in place for 2014? We offer a suite of customizable, area exclusive direct mail and online marketing tools. To request samples and info, click here. Or email me direct at pat@greatreachinc.com.