Why Google Reviews Matter for Your Print Shop’s SEO and Sales
Today, your next big client is checking your Google reviews before they ever call. And if you’re not actively collecting reviews, you could be handing business over to a competitor without even realizing it. Keep reading to find out how Google reviews help your business, why a few less-than-perfect ones aren’t a dealbreaker, and what you can do to start collecting and using them with minimal effort. Google Reviews = Better SEO Google loves fresh content, and customer reviews count. When your clients leave reviews, it tells Google your business is active, relevant, and worth showing to more searchers. More reviews also help you appear in the “Local Pack,” those top three map results people see when they search for things like “printing company near me.” That’s digital real estate you don’t want to miss. A steady stream of reviews also helps reinforce keywords naturally. If someone leaves a review that says, “Great banner printing!” or “Fast postcard turnaround,” you’re getting keyword juice without even trying. More Reviews = A Competitive Edge Would you rather choose a printer with 7 reviews or 70? Most people equate review volume with popularity and trust. If your competitors have more reviews than you,
How White Papers Help Printing Companies Sell More Printing and Build Authority
Imagine being the first name that comes to mind (think: “Hey, Siri!”) when your customers are looking for answers, solutions, or guidance. Would you like to be a trusted coach who helps people set the course in their decision-making journeys? That’s the power of sales and marketing white papers. These in-depth, authoritative guides don’t just showcase your expertise—they create a bridge of trust, positioning your business as the partner who understands your customers’ challenges and has the solutions they need. For printing companies, white papers are a marketing cornerstone that can generate high-quality leads, build lasting customer relationships, and drive incredible sales results. What Are White Papers and Why Do Printing Companies Need Them? White papers are comprehensive guides designed to help readers understand an issue, solve a problem, or gain actionable insights for future decisions. For B2B companies like printing businesses, white papers are especially valuable because they cater to print buyers seeking detailed information to guide their purchasing decisions. Modern buyers (including print buyers) are more independent than ever, preferring to research options on their own. In fact: 87% of buyers use white papers during the early stages of their decision-making process. B2B buyers also rely on thought
Marketing Beyond Personal Preference: Reaching Your Print Buyers Where They Are
When it comes to promoting your own print shop, are personal preferences holding you back? Many print shop owners resist certain marketing strategies simply because they don’t like them. Whether it’s email campaigns that feel like spam or social media that seems irrelevant, these personal opinions can prevent you from connecting with your target audience. The reality? Effective marketing isn’t about what you like—it’s about showing up where your buyers already are. Here’s how you can move beyond preferences to adopt strategies that grow your business and create connections. Your Website Is the Party—Marketing Is the Invitation Your website is like a party—it’s where all the value and excitement of your business are showcased. But no one will show up if they don’t know about it. Email marketing, social media, and direct mail are the invitations that guide people to your website. Without these channels, you’re missing countless opportunities to reach new buyers and connect with existing ones. Consider this: Email Marketing: Even if it doesn’t feel personal to you, email remains one of the most effective ways to stay top-of-mind. Social Media: While it may seem casual, platforms like LinkedIn and Instagram are full of business buyers who scroll
Becoming a Marketing Leader: A Journey for You and Your Print Buyers
Getting out of your comfort zone is tough—whether it’s in life or business. But here’s the thing: sticking with the same old, same old, won’t help you grow your print shop. If you want to lead your clients and help them succeed, you’ve got to dive into the world of marketing yourself first. Embrace Change: Your Print Shop Deserves It We get it—learning new marketing strategies can feel overwhelming, especially when printing operations or management is your main focus. But think of it like this: every time you stretch yourself to try something new, like mastering social media or email marketing, you’re not just improving your business—you’re setting an example for your print buyers. They’re watching you, and when they see you succeed, they’ll trust you to guide them too. Show Them How It’s Done: Be the Example Social media might seem like a whole other world, but by embracing it yourself, you can show your clients how powerful it can be. Imagine how confident they’ll feel when you say, “Here’s what worked for me, and it can work for you too.” Whether it’s Instagram, Facebook, or LinkedIn, by sharing your journey, you lead by example. Email Marketing: Don’t Just
Navigating the Challenges of Online Print Services: Competing with and Differentiating from Online Print Giants
Diving into the online print market is no walk in the park. Giants like Vistaprint and Shutterfly dominate the scene with their vast offerings and savvy marketing, setting a towering standard for smaller printing companies aiming to establish their spot in the market. Yet, there’s room for the David’s in this Goliath’s world. Smaller print businesses can carve out their niche by crafting a standout brand identity, offering tailor-made services, and mastering digital marketing that offers a human connection with their audience. Let’s unpack some strategies to transform these challenges into golden opportunities for printing businesses of any size to stand out and excel in the bustling online print market. Taking on the Online Print Giants: What Are You Up Against? Price Wars Smaller printing companies find it challenging to compete on price with giants like Vistaprint and Shutterfly. These titans can afford to slash prices and offer irresistible deals, making it tricky for the little guys to do so. But it’s not just about the price; these big names also have a marketing muscle and brand recognition that can be daunting. Building Trust and Recognition Gaining a foothold against well-known online giants is a steep climb. These established brands
Is Your Print Company’s Branding Stale? 12 Questions to Ask Yourself
As a print company owner, you know the importance of branding. It helps your business stand out in a crowded market and creates a lasting impression on potential customers. However, as time goes by, it’s possible for your branding to become stale or outdated. This can have a negative impact on your business and hinder its growth. If you are starting to question the effectiveness of your print company’s branding, it may be time for a refresh. Here are 12 questions you should ask yourself to determine if your branding needs an update, along with potential solutions: 1. Is my brand message still relevant to my print buyers? Your brand message should resonate with your target audience and reflect your company’s values. If you feel your message is no longer connecting with your target print buyers, it may be time to re-evaluate and update it. This could involve conducting market research, analyzing competitors’ messaging, and seeking feedback from current customers. 2. Does my branding accurately represent my printing company? As a print company owner, your brand should accurately represent your products and services. If you have expanded your offerings or changed your focus, ensuring that your branding still aligns with these
13 Marketing Fails That Are Totally Fixable
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. 1. Lacking a strong online presence 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. 2. Ignoring the power of reviews 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
The 7-Point Marketing Audit Checklist For Printers
Are you struggling to ensure your marketing efforts are on track and optimized for success? Ineffective marketing strategies waste time and resources without yielding desired results. Imagine investing time and money into marketing efforts that fail to generate the desired outcomes. Frustrating, isn’t it? Without a clear understanding of your target market and a cohesive branding strategy, your printing company may struggle to stand out in the competitive printing industry. In addition, an outdated website design, ineffective content marketing, and a lackluster social media presence can hinder your ability to attract and engage potential print buyers. To help you sell more printing and be more effective in your marketing efforts, check out this 7-Point Marketing Audit Checklist for Printers—a valuable tool to evaluate and enhance your marketing strategies. 7-Point Marketing Audit Checklist for Printers 1. Define your target print buyer and the products they use. Understanding the specific industries, businesses, or individuals your printing company aims to serve is essential. Why? Because you can analyze their needs, preferences, and pain points, enabling you to tailor your marketing messages and your website to resonate effectively with your ideal customers. Here’s an example. If your printing company wants to limit walk-in traffic
Using Social Media and Email to Direct Print Buyers to Your Website
If you’re struggling to get the word out that you’re ready, willing, and able to help others with their print marketing needs, here are some must-haves and must-dos to help drive traffic to your website using social media and email marketing. What to Post on Social Media Social media should be a melting pot of engaging content. A good rule of thumb when posting to social media is to follow the 10-4-1 Rule. This concept was made popular by social media gurus Kipp Bodnar and Jeffrey Cohen in their book, The B2B Social Media Book. The 10-4-1 Rule breaks down like this: For every 15 posts you post to social media: 10 – should come from outside sources, or in other words, other people’s content. This would be the type of content that you get delivered to your inbox each morning through the social media subscription through Marketing Ideas For Printers. 4- should be your own content. This could be your own blog content, website content, or fun and unique “behind-the-scenes” types of things. 1 – should be a link to a landing page or a more blatant sales pitch. These are the posts that direct people to “Click here
3 Steps to Crafting A Marketing Message Your Ideal Buyers Will Love (Part 1: Who)
Messaging is everything. It drives your entire business, should be crafted synonymously with your core values, and built around a clear, compelling reason why your prospects should want to do business with you. Yet, the majority of printers have no core messaging, and no relevant message strategy (other than to sell something somebody wants). So, how do you craft content and messaging that’s irresistible to your prospects, and at the same time clearly explains the value you offer your buyers and how you can help them? Over the next four weeks, you’ll learn three steps to help you create a marketing message your ideal buyers will love, plus we’ll walk you through an invaluable exercise called The Empathy Map. The Who Before you can get someone to buy from you, you need to know what to say to them, and how to say it. You’ll never get that right unless you know who you’re talking to. Here at Marketing Ideas For Printers, we call this creating buyer personas. You could call them avatars or even characters if you prefer. It’s All in the Research The main idea is to create a fictional representation of your ideal customer or persona. To create
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