While social media might sometimes appear more on par with the “Island of Misfit Toys,” it does serve a purpose and can be a powerful tool for your print business. Yet many print owners wonder if they’re doing social marketing right, often asking questions such as, “Does social media really have any impact on whether or not someone will buy printing from me?” and “Can I just use my personal social media account to market my printing company?” The short answers? Yes and no. The Impact of Social Media on Your Print Business Social media isn’t just for memes and political rants. It can have a profound impact on helping you sell more printing. According to Sprout Social, it’s 57.5% more likely that a person will buy from a brand they follow on social media and 71% more likely that they’ll buy after a positive social experience. Social media offers your print business an affordable and easy way to enhance your brand awareness, increase your website traffic and lead generation, as well as help improve your overall customer retention. If you’re thinking, “Yeah, but how?” check out the following ways your print business can use social media marketing to prompt
Twenty years ago, it was easy to figure out who your competition was. Why? Because your competition was another locally owned business just like you are. In almost every case, your competition was the printing firm located just down the street, or maybe it was a big commercial printer located over on the other side of town. Back then, it was relatively easy for you to know who your competition was and have a pretty good idea of how big they were, what kind of equipment they had, and how good their print quality was. You could pretty much know everything about them because they were local folks just like you were. Ordering Printing: The Way Things Were Everybody had a lot in common back then. There’s a pretty good chance you all used the same paper suppliers, the same press repairmen, and even had the same utility companies. And, knowing so much about local competitors made it easier to compete against them. Back then, when you wanted to grow sales or increase market share, all of your marketing efforts were locally focused. All you had to do was to try and come up with a better way to tell
Social media is an incredible way to touch the lives of a variety of people and potential buyers that you may never meet in person. Or, as Michael Hyatt says, “Social media is the greatest leadership tool ever invented. It gives you the opportunity to amplify your voice, extend your influence, and create a tribe of passionate followers who want to hear from you.” Just imagine having enough influence on a person through social media that they feel they know you and trust you well enough to then place an order with you online. What an incredible way to have influence! 7 Tips to Help You Spruce Up Your Social Media If you’re looking to garner that kind of influence and spruce up your social media in the new year, check out these X tips below. 1. Embrace a People-First Mindset The heart of social media lies in engaging others, investing in relationships with your followers, and, ultimately, making the human connection with those you have the privilege of connecting with online. While it’s tempting to click and post with no real thought involved, challenge yourself to spend some designated time each day, perhaps as little as ten minutes, giving
“I don’t have a clue what to talk about. I’m not an expert. How can I write about something like that?” These are the common thoughts that surround the idea of blogging. (Can you relate?) Blogging isn’t as scary as it seems though. All it takes is an idea, a question, or a pain point to address. Donald Miller, the author of Building a Story Brand, says it like this: The more we talk about the problems our customers experience, the more interest they will have in our brand. The problems your customers are experiencing reach far outside the scope of their printing needs. Your customers are small business owners or employees themselves, and it’s important you seek to provide content that speaks to that. After all, when you seek to understand the problems of your audience, you can create content that is genuinely useful to them, and once you do that, well, you’re golden as they say. Your Ultimate List of Blog Topic Ideas Here are 45 (yes, 45!) ideas to get you started. 1) Advertising trends What’s working and what’s not. 2) Blogging Seems ironic, don’t you think? A blog on blogging. But yes, it can be done! 3) Books What
Social media marketing allows you to share articles, links, or images on numerous different platforms all for the sole benefit of connecting with your audience and increasing your presence in the minds or your current and future clients. As a printer, it is important that you jump on board in the venture of social media marketing. Why? Because building your social media presence will help your business grow. Online Etiquette Matters Before you fully use social media as a marketing resource, you must learn and understand the etiquette of using it correctly. Keep Your Opinions to Yourself Avoid getting yourself into trouble by not posting your opinions or commenting on potentially controversial topics. When you are quick to speak and slow to listen to your audience, potential customers that have opposing views to your posted content may be deterred from using your services. Keep Yourself Off the Hook Remember, the person or company who is responsible for posting controversial content may receive negative backlash that could be incredibly consequential. You don’t want to put your business at risk by losing customers or creating an uproar online. The Why Behind Building Social Media For Printers Now that you’ve been reminded of
As you look to continue to refine your social media strategy process, there’s one thing you should know before you go any further: There’s no silver bullet or magic formula that will bring instant leads to your business or a million orders overnight. As a print business owner, remember, it’s more important for you to focus on how to BE social, and less on how to DO social media. And that’s hard to do. Here are eight steps for developing (and executing) your social media strategy process: Step 1: Get Everyone In Your Boat and Rowing In The Same Direction While one person may “own” social media from a management perspective, social media impacts all corners of your company. It takes a boat full of people to participate and help make social media successful. Think of social media like air, which is all around us, and not like water, where you have to go somewhere to get it. Action: Create a cross-functional team to help conceive and operate the rest of your strategy. Step 2: Listen It might sound old-school, but listening is still the best wisdom when it comes to letting your prospects and buyers guide you to how
The Pareto principle, also known as the 80/20 rule, says that roughly 80% of the effects come from 20% of the causes. You’re probably more familiar with the business version of that rule which says roughly 80% of your sales come from 20% of your clients. BUT DON’T FORGET THE 80%… The other 80% of your clients that remain are important too. You won’t want to ignore them! Why? Because that 80% of your customers are providing 20% of your sales, and: 20% is still a big number; big enough that you’d miss it if it were gone! Those customers that provide the 20% of your sales may not command the full attention of your marketing budget, but they’re still driving sales your way. What if a high-value customer leaves you? You’d have to scramble to fill the gap, and if you’ve ignored your replacements (or the other 80% of your customers), they may not be too willing to step into that group of 20% for you. Remember, your competitors are focused on the 20% too. That leaves a big, untapped market with the 80% that remain! REVERSING THE 80/20 RULE So, don’t ignore the 80%! Social media marketing is
In part one of “Get Your Social Media Going,” we talked about what types of content to post and how to manage it all when getting started with your social media strategy. (Did we mention that social media is a big factor in your SEO efforts?) Today, we’re going to explore some simple steps you can take to grow your social media presence and move beyond the beginner level. Choose Your Weapon When you’re just getting started with social media marketing, it’s easy to take the shotgun approach, or in other words, fire a giant spray of content and hope it connects to someone in your target audience. While there is real merit in spreading information with the intent to reach as many people as possible, it’s important you learn how (and when) to put away your fire hose and instead, reach for your bow and arrow. So, how do you know which approach will work best for you? When you have a laser-targeted audience and are focused on sales, your return on investment (ROI), and click-through rates (CTR), that’s when you’ll want to pull out the rifle approach. If, however, you’re going for maximum reach and/or brand visibility, the
A strong, social media strategy is vital to your marketing efforts whether you’re a small business or a huge corporation. Why? Because social media is where your print-buyers are at. In this two part series, we’ll explore a high-level overview of some easy things you can do if you’re just getting started with social media. Then, in part two, we’ll take it a step further to help you learn how you can really maximize your success. Are You Missing Out? According to a recent study from Pew Research Center, Seven-in-ten Americans use social media to connect with one another, engage with news content, share information and entertain themselves. That means if you’re putting off your online presence with an “I’ll get to it when I have time” mentality, you are potentially missing out on two-thirds of the American people showing up to your online doorstep. What’s the Hold-Up? If social media marketing is so important, why aren’t more print owners stepping up their game? Usually, it comes down to: Not knowing what to post Wondering how to manage it all Today, we’re going to tackle each one of those head-on with the following tips to get your social media presence off the ground
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