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.[Read more…] about 5 Thoughts on Marketing Your Print and Mail Services
Commit to being the catalyst for growth (and greatness) in 2020. Here’s how:
1. Utilize Content Marketing to build awareness and position your brand as the trusted resource. This perceived value is the foundation for a competitive selling advantage. Provide this for the sales staff.[Read more…] about 3 Things Printers Must Know to Grow in 2020
Don’t rely on business growth to come from an improving economy or from finding the next great salesperson. Print providers need to be the catalysts for growth. They need to utilize marketing to differentiate themselves and give their sales staff a competitive advantage.
Client Retention: Overcapacity continues to define the industry. Engage your customers frequently. Customers seek reassurance of appreciation. Utilize a multichannel approach. Engage your clients a minimum of every 90 days. Ideally, every 30 days.
Lead Generation: New sources for generating prospects are needed. LinkedIn is the second biggest source of incoming traffic to our website. Traffic = requests. Support your sales staff with content for LinkedIn and watch your sales grow.
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.