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!

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

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.

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.

3 Things Every Printer Should Seriously Consider

Every employee is a harbinger of your brand. I see it all the time, and it has even happened in my own business. Employees (and owners) mishandle situations that end up creating opportunities for their competition. It’s not just the sales and customer service people who have to provide a customer-centric experience. Dave Thomas, founder of Wendy’s, in making his case for consistency, always claimed that the first bite and the last bite were what the customer remembered most. So pay attention to how your phones are being answered and how your products are being delivered. Consider having written policies to address this.

Focus on client retention. Printers should forget about trying the latest and greatest marketing methods for finding new customers until they have become proficient at retaining the customers they have. There is a wealth of information (some of which I produced) to support the premise that client retention efforts produce a far greater ROI than new client acquisition efforts. As a shameful plug for my own services, the use of company newsletters was originally developed as a customer-retention tool back in the 1950s. Engage your customers (not just via the sales call), educate them, and promote thought leadership. It’s not hard to do.

Focus on creating a mobile-friendly experience. It’s more than just having a mobile-optimized website. Think about it. If approximately 50% of emails are being read on a mobile device, then there is a tremendous amount of business being done in a mobile environment. How easy is it to engage your company from a mobile phone? Try typing in a person’s last name while you’re driving or even an extension. It’s just too easy to hang up and call the next company that occupies mind share in the prospect’s or customer’s head. The bottom line is that with so many people transacting business from a mobile environment, you need to make the entire experience easy.