If you think it’s a constant struggle to market your services effectively to print buyers, you’re not alone.
With advancements in technology and changes in print buyer behavior, your regular marketing strategies may not be as effective as they used to be.
Is this you? Below, we’ve outlined 13 marketing fails that might be keeping you from connecting with prospective print buyers and the action steps to fix them.
Print buyers often turn to the internet to search for print services, and if your company is not easily found online, you might be missing out on potential customers.
Solution: Create a professional print website with a clear description of your services, contact information, and portfolio of past projects. Use social media platforms to showcase your work and connect with potential customers.
Online reviews hold much weight in a consumer’s decision-making process.
Print buyers will likely choose a company with positive reviews over those without genuine customer reviews. Why? Because no reviews cause suspicion to today’s online buyers.
Solution: Encourage satisfied customers to leave reviews on Google My Business, Yelp, or Facebook. Respond to any negative reviews professionally and take steps to address the issue. Need help? Learn how you can easily add reviews to your website.
Many printers overlook the potential of email marketing, thinking it is an outdated and ineffective method. However, research shows email marketing has a substantial ROI.
Solution: Build an email list of current and prospective print buyers and regularly send newsletters, promotions, or updates about your services. Consider partnering with an email marketing professional with print experience and support.
Your marketing efforts will be ineffective if they do not reach your intended audience. Avoid casting a wide net and not focusing on your specific niche or target market.
Solution: Identify your ideal print buyer and tailor your marketing strategies towards their needs and preferences. This will help you attract potential customers more likely to be interested in your services.
While digital marketing is essential, you should not overlook the power of traditional methods such as direct mail, trade shows, or print advertisements. These strategies can still be effective in reaching and engaging with print buyers.
Solution: Incorporate a mix of digital and traditional marketing methods in your overall strategy to reach a wider audience and stand out from competitors. Explore easy monthly ready-to-print direct mail options to help you connect with new prospects for an affordable flat-rate fee.
Many print buyers seek experienced and knowledgeable printers who can provide high-quality services. However, they may overlook your company if you do not showcase your expertise.
Solution: Utilize blog posts, case studies, or white papers to showcase your expertise and establish yourself as an industry leader. This tactic will help build trust with potential customers and differentiate your company from competitors.
Inconsistency in branding, messaging, or marketing efforts can confuse potential print buyers and make it difficult for them to understand what sets your company apart.
Solution: Create a consistent brand image across all platforms, including your website, social media, and print materials. Develop a clear brand message that highlights your unique value proposition.
With the rise of online printing services, many consumers have become accustomed to lower prices for print materials. If your company’s pricing is not competitive, you may struggle to attract customers.
Solution: Research the industry standard pricing and adjust your pricing to be more competitive while maintaining a profit. Offer promotions or discounts to entice new customers.
Search engine optimization (SEO) is critical for any print company looking to improve online visibility and attract potential customers. However, many printers do not prioritize SEO in their marketing strategies.
Remember, outstanding websites aren’t great until they can be found.
Solution: Invest in optimizing your website’s content. Utilizing keywords and meta tags will improve your search engine ranking and make it easier for print buyers to find you.
Building customer relationships is vital in any industry, including printing. However, many printers do not actively engage with their customers beyond the initial transaction.
Solution: Utilize social media or email marketing to stay in touch with past customers and build relationships: Institute loyalty programs or referral incentives to encourage repeat business and word-of-mouth recommendations.
The printing industry is constantly evolving, with technological advancements changing how we produce printed materials. Printers who fail to adapt may miss opportunities to improve efficiency and meet customer demands.
Solution: Stay updated on industry advancements and invest in new print technology when necessary to remain competitive and meet the changing needs of print buyers. Consider adding an online portal to your website, making it easier than ever for your print buyers to place orders.
Without tracking your marketing efforts, it can be challenging to determine what is working and what needs improvement. This can result in wasted resources and ineffective strategies.
Solution: Utilize tools such as Google Analytics or social media insights to track website traffic, engagement, and conversions. Use this data to make informed decisions on improving your marketing efforts.
Printers often prioritize marketing efforts for other businesses, dedicating their resources to promoting their clients’ offerings. Unfortunately, this often leads to neglecting their own marketing needs.
Solution: Using a subscription marketing service offers you a comprehensive advertising approach for your print company, helping you reach your target audience, increase brand visibility, and ultimately drive more business.
Ultimately, every business must determine what works best for their needs.
Taking a deep dive into the marketing strategies for your print business is always the first step. By understanding where you are and recognizing potential fixes, you can confidently build a successful marketing plan that resonates with customers and drives growth.
Ready to turn those marketing fails into wins? Whether you go it alone or seek expert help, you’ll be well-equipped to make meaningful improvements and maximize your potential.
This two-minute video will show you how we take you through Our Proven Process. No surprises; no bumps in the road!
It's worked for hundreds of printers just like you; it will work for you, too! Download the MI4P Proven Process PDF below, and follow along.PDF: The MI4P Process