3 Marketing Ideas for the Fall Season

1. Sell your customers on the role print plays in an effective marketing strategy. This article in Forbes will help: “The Art Of The Leave-Behind.”

2. Print companies that had double-digit growth last year supported their sales efforts with marketing collateral (Infotrends). Content is king. Educational, engaging, thought leadership promotes credibility and sticks around. Sales literature does neither.

3. Sell client retention programs. Why?

  • They o­ffer a truly unique selling proposition.
  • Program selling rather than job selling
  • A wealth of content to support retention over acquisition spend.
  • Scalable program regarding frequency, channels, and media.
  • No learning curve for sales staff.

It’s easier to sell a retention program than other traditional marketing programs. More details in this September Printing News article. I also offer a program to help with this. Happy to provide a free consultation.

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

3 Marketing Ideas for December

Printer Marketing PublicationsHere are the three best things you can do in December to help grow your print and mail business in 2017:

  1. Embrace and become highly proficient with LinkedIn (LI). With almost 500 million users, LI is today’s professional network and the best place to expand your reach, promote your personal brand, stay top of mind and generate traffic to your company website. Think you already have it down? What about LI Showcase or LI Sales Navigator? There are so many tools and strategies to explore. I just did a webinar for PIA on this topic. Reach out if you would like to discuss this.
  2. Develop a customer retention program. All sales growth begins with retention. It’s less costly to keep an existing client than to cultivate a new one. Follow the 90 day rule. Use a multi-channel strategy to engage each of your customers at least 4 times per year (good marketers shorten this to 30 days) in a non-selling manner. A company newsletter or magazine, customer education events such as a webinar or lunch and learn, brief email notifications that present useful, customer focused content, customer appreciation events, etc.
  3. Learn marketing. It’s no longer about learning to be a great closer or prospector. The most important trait a salesperson can have today is to be a good marketer. Smart marketing increases sales reach and effectiveness. Join marketing associations and LI marketing groups. Sign up for various marketing newsletters- there is a wealth of highly relevant information right at your fingertips! Being a smart marketer will also allow you to provide greater value to your customers and prospects.

Thanks to PIA for the opportunity to present to their members and thank you to my many loyal clients who utilize my company’s marketing services. If anyone would like information on our turn-key marketing solutions, please visit us on the web and submit a sample request. Cheers to a safe and joyous holiday season!

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.

 

Marketing for Printers: Avoid These Pitfalls

I’ve spent the last 21 years providing marketing tools to printers and mailers. In that time, I’ve been able to witness the common issues that seem to derail even the best-intentioned marketing efforts. Here are a few of the most common reasons why they fail:

Treating your marketing efforts as something to be done “when you have time”.  Marketing needs to be planned and executed with the same commitment as other critical areas of your business such as estimating, production, billing, etc.  Schedule your print marketing as you would schedule a customer job. It’s critical.

Taking a committee approach. This is a sure recipe for failure. This will eat up a lot of collective time and effort and produce little, if not zero results. As the saying goes,  “the camel was a horse designed by committee”.  A single person needs to be in charge of your marketing committee and there needs to be accountability. For that reason, the person should not be the president, owner or CEO.

Trying to craft the perfect piece/message is often the reason for doing nothing. As a seasoned print executive once told me, “the act of communicating is sometimes more important than the communication itself”.  Not to say you should produce poor materials but keep this in mind.

Failure to differentiate between sales and marketing. They are two very different things and often someone in our industry has both of these in their title. Baloney! You can’t effectively do both. The end result is that they treat marketing efforts as a sales effort. They execute and measure them wrong. Someone told them years ago, “if you can’t measure it, you shouldn’t do it” so they give up after a short time. More baloney! In reality, just because they don’t have the ability to measure it doesn’t mean it can’t be measured. Large corporations understand this. Particularly with regards to their branding (trust) efforts.

Trying to cut costs by forgoing print and relying on online efforts. You need to do both: inbound and outbound, print and digital. Print has staying power. It’s tangible, and since most companies don’t consistently use it, it’s more effective at setting you apart from your competitors. Keep in mind that just about every print provider has a capabilities brochure but they are merely part of the marketing noise. Engaging customer communication pieces are very uncommon and therefore a much more effective tool.

10 Marketing Ideas to Help Printers Prosper in 2015

Take the challenge and be the catalyst for change in 2015. 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 Hummingbird algorithm likes relevant fresh content. If you’re looking for new sources of leads, inbound web traffic represents a great opportunity. Make the content relevant to your audience and the SEO will happen organically. Once a week? Even a monthly update will generate results. Just as important as the SEO benefits, great website content promotes thought leadership which in turn, fosters trust and credibility. Make sure to share your blog out on social media as well. Email me discuss a highly effective LinkedIn idea regarding this.

4. Social media

Very simple—customers now expect this. They seek to work with tech savvy progressive companies rather than “old school” ones.  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

According to Forrester Research, todays buyers would have gone through up to 90% of their buying journey before they make the first contact with the vendor. Simply put, having up to date, relevant, engaging content (blog) gives you a competitive advantage over those that do not. 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. Post  content from company newsletters. Always share your new content out on social media.

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.

Wishing everyone a prosperous 2015!

Patrick Whelan
pat@greatreachinc.com