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

Google’s 4/21 Deadline and 4 Other Quick Marketing Tips

1. Less than two years ago, Google’s new Hummingbird algorithm shook the SEO world. As usual, there was no advance notice. The next big event will be 4/21. This time, Google has given notice. If your company website is not mobile friendly by this date, it will have an adverse effect on your search rankings.

Not sure if your site is mobile friendly? Google provides this simple tool to let you know if it meets their mobile-friendly standards. Don’t wait. Try it now here. 2. Adobe Slate. It’s free and can be a powerful sales tool. Especially for those trying to sell more complex solutions rather than jobs. Here’s the review from CNET.

3. Google likes fresh, authentic, high-value content. Is your content closely aligned with the benefits you offer your customers? Newsfeeds and sharing stories found online will not help your rankings. They also won’t help your brand stand out as a thought leader.

4. It is perfectly within best practices to share the same content on multiple channels. (I’m asked about this often!) Blog content on your website can also be pushed out as an email newsletter, utilized as a published post on LinkedIn, and shared out to your other social media sites.

5. Don’t discount print. Yes, it takes time and money to create and distribute print communications. Most companies lack the willingness to commit. This makes print communications all that more effective. It’s easier to stand out. My newsletter clients often note that their print newsletters are a very effective “leave behind” for sales calls. How many other printers show that level of commitment to their customers? Very few. Print is tangible. Sales speak is not.

Extending Your Reach: Facebook Changes & Company Pages

With branded Facebook pages, content that your company posts only appears on a percentage of your follower news feeds. On September 20th, Facebook revised the Edgerank algorithm that determines those percentages.

The number of follower feeds your news appears on is considered your “Reach.” Simply put, it’s how many people you reached. Prior to the recent revision, posted content averaged a reach of about 25%. Facebook claims that post-revision content now reaches around 19% of followers. Most people I hear from are reporting lower numbers.

Just like the newer Google algorithms, it comes as no surprise that the new Facebook algorithms reward content that is deemed to be the most engaging, relevant and original. From my own experience, posting our e-newsletter to the Great Reach page garnered a reach of almost 45%. A link to an article from the DMA, however, only had a reach of 17%. Hence, there is a clear emphasis on content.

The new algorithm also takes into account the number of people who click, like, comment on and share your posts. These actions also boost your reach. Conversely, you’re penalized if people hide your posts, opt out of receiving them, or report an issue. This underscores the importance of having relevant, interested followers. I’ve known printers to ask friends (and friends of friends) to like their page just to grow a following. The numbers may seem impressive but a large, disengaged following will impact overall Facebook effectiveness. I see this happen with some of the pages we manage for clients. A company with 70 followers benefits from a greater weekly reach than one with 1,200 followers.

When it comes to Facebook followers, always opt for quality rather than quantity. The same holds true for your content!

I’m happy to answer any questions regarding social media, outbound or inbound marketing. Feel free to reach out anytime at pat@greatreachinc.com.