Resources for Printers & Mailers

Brand differentiation starts with an understanding of the customer journey from the customer's point of view, not the printer's. It's all about the customer experience.

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?

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.

We've all done it. Summer slowdown arrives, and we join in. But perhaps when you consider the marketing benefits that summertime offers, you may want to reconsider. At the very least, you may want to maintain a steady marketing course and ease back on some of your other efforts.

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.

Here are some things I would absolutely do. I would make sure that my website was better than any of my competitors. I'd obsess about this, plan quarterly meetings to discuss improvements, and make sure new content was being added at least monthly.