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.
Content marketing: Marketing is more about creating conversations than campaigns. But if your content isn’t relevant and engaging, you risk just being part of the marketing noise. Dynamic, engaging content goes a long way to helping foster trust and credibility.
Social media: Social media is now expected. If you are not fully utilizing it, you are at a disadvantage, and your brand’s perception will suffer. Be perceived as being progressive and tech-savvy.
Thought leadership: Keep promoting your company as a thought leader. Your brand’s perception plays a significant role in determining who gets the job.