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 Hummingbird 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 complete your marketing plan consistently. Most print and direct mail companies I see these days have a plan in place, yet 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.

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