Selling marketing services may seem like one of those “pie in the sky” endeavors at times. There is more of an emotional component to selling services (versus products), because the intangible is involved. And the results desired (after your awesome services have been utilized) may mean different things to different people.

You aren’t selling an item, you are selling the idea of results and what those results mean to your prospects.  Here are the top five practices for selling your marketing services:

1 - If you haven’t already, you need to narrow that target market.

Let’s face it, you can’t be all things to all people. And you don’t want to work with everyone. You want to work with the “right” companies. Companies you can help. Companies that fit your brand and “get” your work. Companies that appreciate your expertise.

2 – Since you don’t have a product to offer as a sample to your prospective clients, you need to show them what you can do, without offering up your services for free.

The best way to do this is to create an in-depth online portfolio of sorts that showcases your abilities. Make everything you put out – blog, white papers, newsletters, etc. do “double duty” in that they should be a promotional item that shows off your marketing capabilities, but also provides some information or tips that can help the prospect.

3 - Use testimonials and case studies to your advantage.

Prospects like to see what others have to say. A great testimonial is good stuff. But don’t just stick with testimonials. Ask your current happy clients for referrals. Obviously they aren’t going to offer up their competition. But, since no business operates inside a bubble, your clients work with companies (perhaps on joint ventures) that likely need your help. And your clients, when happy with your work, may have a few suggestions on who you should contact and market your services to.

4 - Track down the decision maker – don’t get stuck with the gatekeeper.

When you are given referrals, you typically get to go straight to the person who will make the decision whether or not to work with you. But when you acquire leads through other means it’s not unusual to get stuck with someone who doesn’t have the authority to make the decision. You need to determine who is in charge of saying yes to your marketing services and get to that person. Don’t waste your time with the employees who can’t give the green light. Be polite. Be business-like. But push past the keeper of the gate and get to the “right” person.

5 – Since results can be somewhat subjective, you need to pinpoint exactly what your prospective client’s individual needs and wants are.

You may be promising them A, and they really want B. Or they may not understand that A will eventually lead to B. It’s up to you to make the possible results crystal clear. Explain how you can measure the results and what those results will translate into for your client’s business.

In the end the prospect should believe in your abilities, understand what it is that you can do, and believe that you are worth every penny you charge for your services.

To learn more, here is a free White Paper from John! 

Responsive web development and design is the idea that the development of a website should actually respond to the environment that a user is in, and the user’s actions. This involves the platform, orientation and screen size.

Ideally, when a user switches devices, the website itself should switch seamlessly, accommodating for the difference in screen resolution, the sizing of images and other computer script issues. Instead of a business being “forced” to create a new design or develop a website or application for every new little gadget that comes out, responsive web development allows a business to create one, totally branded and awesomely cohesive site.

Think about all the different screen sizes there are out there. We’re not talking desktop screen versus laptop screen versus tablet screen versus smartphone screen. If you think in those terms, you’re thinking “Oh, we’ve got to accommodate about 4 different sized screens that our audience may be checking out our website from.” Wrong. Big time wrong.

Think about all the different desktop monitor sizes. Then think about all the different laptop screen sizes. Then think about all the different tablet screen sizes. And think about all those different brands and models of smartphones out there (and there are a lot of them!).  We’re talking multiple screen sizes and multiple browsers. It’s a bit daunting just to think about. And that’s the reality of what you are dealing with. What business has the time and resources to effectively develop and design for all of those viewing alternatives?

 That’s where responsive web development comes into play.

Traditionally, we developed with constraints. We scaled things down. But we knew it wasn’t perfect. How could it be? How could we provide the exact same experience to everyone? We instead had to pick and choose what information we would provide within those constraints. And at times shooting ourselves in the proverbial foot. Because our audience wasn’t always getting what it wanted or needed. So then we came up with two sites – one for the larger screens and one for mobile devices. And that works. The cons are evident, though.

We have to maintain two different codes bases. We still typically compromise on design and content. And let’s face it, a lot of businesses put their mobile sites on the backburner. So it never gets done, or it becomes the red-headed stepchild. (A good reason why it’s important to partner up with a company like Grow Socially that can handle these things for you and make sure you don’t get behind in these things…because if your audience doesn’t find what they want, how they want it, then you’re losing business.)Having dual websites (mobile enhanced and your “regular” website) also waters down the SEO results since you have to split the search engine optimization juice between two sites. Not the worst thing in the world, but something you want to avoid if possible.

 Responsive web development and design is more than just dealing with screen size. It also deals with audience input such as touches, mouse clicks, etc. It takes into account the resolution of the device the audience is using. And it looks at navigation, hierarchy and typography.

The focus is on flexibility and the creation of a site that adapts. Trying to tailor your design to each and every possible scenario is headache-inducing and just plain scary. So using today’s technology, responsive web development takes the problem and works around it, to make sure that your design adjusts to the needs of your audience. Responsive web development consists of a flexible, grid-based layout, CSS3 media inquiries and the use of flexible images and media. Images are “context aware” in that the images are scaled to change to different resolutions when being viewed on larger screens or smaller screens. The goal being that the images look crisp and clear in any type of view. But don’t get too freaked out by the techie words.

It all really boils down to a fluid, flexible environment. It ensures your audience is getting your content, no matter what device they are using. It is absolutely content driven. It’s not a cheap alternative, but it is definitely cost effective when you realize that you won’t lose your audience by sacrificing content (intentionally or not). It also takes a bit more time to build and design, but is well worth the effort. You need to wrap your head around responsive web development because that is where the future is headed as we keep developing various devices, and we want to truly make it a responsive experience for our individual audience members.

Contact Grow Socially today to learn more about responsive web development.

Note: This is Part 5 of a 9-Part series based on the book “Business Transformation: A New Path to Profit for the Printing Industry”

When you take the plunge into transforming your business, you owe it to yourself to give it your all. The transformation to a marketing services provider is not always easy. There have been a lot of printers who have started going down the path, but then changed course when things did not go as smoothly as they may have hoped.

In chapter 5 of my book, Business Transformation: A New Path to Profit for the Printing Industry, I have outlined five simple steps to help you successfully make the transformation into a marketing services provider.

1. Stay well-read and educated. 

There is a lot of material out there. New technologies are constantly being rolled out. The world of marketing is being changed every day by mobile platforms, social networks, and more — look at how quickly the tablet is changing our daily activities! While you may not feel that easy an every new technology will have an impact on your business, it is worth it to at least have a handle on these things. For example, your customers will perhaps think of you as more than a printer when they start discussing those channels and technologies with you. Being able to have a knowledgeable conversation across a variety of marketing and technology topics with your customers will bring benefits.

2. Be forward-thinking.

It’s one thing to read about the latest trends. It’s another to apply what you learn. We should all constantly be thinking about how we can incorporate your new findings into our business. When consuming new information, aggressively take notes. Mark down what you think is interesting or potentially useful. Mark down topics that you do not understand! Having an open mind can lead to the spark of innovation that will lead your company to greater success.

3. Be aggressive.

Once you have made the transformation, your natural ambition has to take over. Always be actively thinking about how you can further your business. Constantly find ways to attract new clients. Be determined to continually find new ways to impress customers with your service. By getting your entire staff on board with putting in the work, the transformation will certainly go a lot smoother.

4. Be prepared.

I mention in the book that “you need to prepare for the day when you truly become a one-stop marketing services shop.” In order for this to happen, you need to be prepared. As time goes on, you will need to offer more services. You cannot exist on providing personalized URLs  alone or QR Codes for that matter. In a sense, you are preparing for a necessary expansion.

5. “Walk the talk.”

You will need to certainly be willing to bring your very best Sales skills to get clients on board with your new venture. Promising quality service and helpful products is part of the game, but you need to make sure that your service and products really are as good as you say. Also, you should be able to prove that the marketing channels you are selling have worked for you and your company.  Not only will that help you to sell your expanded services, but it should also make it easier for your staff to implement them for clients.

Next week, we will be examining how to promote the heck out of your new business.

To learn more about my book, “Business Transformation: A New Path to Profit for the Printing Industry”, visit  my book’s website.

Note: This is Part 4 of a 9-Part series based on the book “Business Transformation: A New Path to Profit for the Printing Industry“

We have gone over the strategy you need to make your transformation to a marketing services provider work. There are steps in place, a marketing and a business plan, now you need to fill in the puzzle. And the only way to do that is with the right people. The most well thought out plan will not succeed if it is not executed by capable and eager employees.  When transitioning your business, it is very important to pick people who can fill in your roster and get the job done.

The Marketing Pro

It has already been mentioned, but it is worth repetition.  Having a bona fide marketing professional on your team is completely necessary. Having someone who understands the ins and outs of your new industry is just too valuable to neglect.

Your Sales Team

Next, your sales team needs to be attended to. Selling your new product is an animal you have never really dealt with. Selling a solution is entirely different from any product or service you have ever sold. However, it is also wise to keep your print salesman on board. They have valuable contacts that will certainly be mined. Sustainability cannot be overlooked. But a new solutions salesman will be tasked with calling marketing personnel at new accounts. There is a certain level of expertise required by these salesmen, and you may need to bring in new blood for this.

The Folks in IT

Also, with the increasing speed of technology and software, your new company will need an IT department. IT professionals are highly important, on numerous fronts. They can be very helpful on sales calls, offering a quick solution to a problem that a traditional salesman may not be able to answer. And in this business, almost every customer will have unique needs and issues they need fixed. A savvy, experienced information technology pro can navigate these problems. And just as a rule, you will have plenty of networks and systems that you need to have maintained and tuned up. All of this falls under the umbrella of IT.

And Do Not Forget These

Then we come more to normal business functions, such as HR, accounting, and others. Finally, there are a group of folks I call “bench people.” Much like in sports, you need a strong bench to round out your team. I consider these people to be talented, and able to be groomed for future positions. Normally, these people will probably be in the form of interns, or recent graduates.

Finding the right people to bring your company into its new role is crucial for the success of your transformation into a marketing services provider.

To learn more about my book, “Business Transformation: A New Path to Profit for the Printing Industry”, visit my book’s website.

In this crucial section of the book, we really jump into the nuts and bolts of how to change a printer into a marketing service provider. And we start with a thorough business plan. A business plan is important for a couple of reasons. Primarily, it offers direction and guidance, something that is of the utmost importance when you are essentially creating a new business entirely. It is easy to get lost in your own shuffle, having a structured plan on paper will keep you on the right track. Additionally, having a professional, thoughtful business plan can be useful when trying to acquire funding from a bank or venture capitalists.

After it’s written down, you need to do some soul searching. Are you the right one to lead the transformation? Understand your strengths and weaknesses. Maybe you would be better suited staying on the printing side of the business while some new blood spearheads the marketing efforts. As long as you are comfortable in your role and confident that you are the best at what you do, then you are doing the right thing.

In my time in this industry, I have seen some businesses with no business plan. Many printers have been family run shops passed down through generations. And many printers are inherently local. There was no need for a business plan. The market was small, and people understood what they offered. Marketing was a simple task. Of course, this is no longer a functional method. The times have changed. A business plan is now essential to survival.

In the chapter, I offer a step-by-step breakdown on the transformation. Here is a brief outline.

1. Make the decision.
2. Evaluate the current clientele.
3. Determine exactly what services you plan to offer.
4. Write your business plan.
5. Look for integration.
6. Look for accessibility and support.
7. Hop on board the learning train!
8. Practice what you preach.

You can receive more information on these topics at my website, www.NewPathToProfit.com.

There are a wide range of services you can now provide as a marketing services provider. You can offer consulting services, creative services, campaign deployment, personalized URL’s, QR codes, and much more. And then you need to price all of these out.

All of this needs to have a home in your business plan. A market analysis is very important. Find out what vertical markets or specific industries you will pursue with your marketing services. You also need a section on marketing goals and strategies as well as a competitive analysis.

There is much more that needs to be in your business plan, but you have a good start and you are on the right path. It is tiresome, hard work and can be frustrating. And that’s okay. But staying focused here is absolutely fundamental if you want to have a successful metamorphosis.

Next week, we will take a look into your corporate infrastructure. You will be like the general manager of a baseball team, assembling your roster to create a winning team.

To learn more about my book, “Business Transformation: A New Path to Profit for the Printing Industry”, visit my book’s website.

No matter how you dress it up, a printer is a printer. Most printers would say that it is their price and customer service that will set them apart. If everyone has the same recipe for setting themselves apart, how much difference is there?

Becoming a marketing services provider takes some time, and there are some non-negotiable steps along the way to make the transformation complete. First, it is necessary for the online presence of the printer to be inviting, friendly, easy to use, interactive, and functional. The ability for your customers to order online is an important facet of the printer’s transformation. Customers should be able to upload mailing lists using the printer as an email service provider. They should also be able to access and download information to be distributed or printed in small quantities.

But having an online store does not automatically make you a marketing services provider. The printer has to examine cross-media marketing. As I state in the book, cross-media marketing is, “a form of cross-promotion in which promotional companies commit to surpassing the traditional advertisements and decide to include extra appeals for their offered products. The material can be communicated by any type of mass media such as e-mails, letters, web pages, or other recruiting sources.”

So you have become cross-promotional and web-friendly. Now you need to execute some campaigns. You are looking to drive traffic to a retail store, whether that store is brick and mortar or digital, and increase sales. There are steps that can be taken to ensure a successful campaign. Create postcards with personalized URL’s or QR codes to attract the attention of potential customers. 80% of all printed material ends up in the mail, and who knows how much of that immediately ends up in the trash. So personalizing gives your efforts a much higher chance to be received than a standardized mailer. Once the recipient accesses the URL, have them confirm some information to expand and provide accuracy to your database. Then drive them to either take a survey or claim their special offer that you advertised on the mailer. After a couple weeks, follow up with non-responders. When customers do come into the store in response to a direct marketing campaign, track that information to measure the effectiveness. If it’s not effective, go back to the drawing board. This should hopefully all lead to increased profits, data on marketing campaign strategies, and customer contact information. All of this lends itself to one of the most important ideas in marketing: return on investment (ROI).

Data is everything. Make sure you aggregate a solid database to help you in your marketing efforts. The best database is one you create yourself. The most relevant information to your business is only known by your business. A list provider can only be so specific to your target audience.

One more big aspect of this chapter is about making print interactive. I mentioned QR codes earlier; they are the best way to integrate new media into your printed efforts. They are two-dimensional barcodes that can be scanned by a smartphone, such as an iPhone or Android. Once scanned, they bring the user to a mobile website or landing page, creating an interactive experience for the customer. This mobile page will be stored in the phone for additional access later on, which means the proper information that you want read will be in the palm of the target audience’s hand.

The groundwork is being laid for the printer to become a full-fledged marketing services provider. In the next installment, we will talk about getting down to fundamentals to really complete the transformation.

To learn more about my book, “Business Transformation: A New Path to Profit for the Printing Industry”, visit my book’s website.

As MSPs (marketing services providers), printers need to encourage their customers to move into social media and must be prepared to help them implement it, too. But social media isn’t a one-way street to success. There can be surprises and drawbacks, too. Do you know what they are?

At its most basic, social media marketing costs nothing but your time. When handled well, you and your clients can reap tremendous results, especially if the campaign goes viral. I think of The Ace Group’s Calvin Klein QR code campaign in which 28% of the seven-figure hits to the mobisite were from Facebook and Twitter. I also think of a Dunkin’ Donuts SMS campaign in which 17% of recipients forwarded the offer to a friend.

In social media, viral is king. But viral isn’t always a good thing. Recently, I came upon something interesting on SunChips’ Facebook page that reminded me of one of the risks.

As you may know, SunChips introduced a 100% compostable bag last year. It was a huge hit and got national media attention, but the bag was so noisy that it was deafening. In fact, social media ultimately caused the demise of the bag: an explosion in the blogosphere, ubiquitous YouTube videos with ear-ringing audio, and mass Twitter and Facebook wall postings (so much for concern about the environment being greater than personal convenience!). The bag was pulled from the market.

A new, quieter bag introduced earlier this year. I decided to go to SunChips’ Facebook page to see what people were posting about it. There I found something else SunChips probably isn’t very happy about — several discussions (right on SunChips’ own Facebook site) about whether the SunChips bags were biodegradable at all. What I discovered was that many people been attempting to compost the bags to no avail. There were quite a few angry SunChips fans who had attempted to compost their bags for months. Turns out, the “right” composting environment isn’t something nearly any household can do at all, and when these enthusiastic SunChips customers found this out, they were not happy. SunChips had likely set up these forums to be able to monitor consumer reaction to its products and serve as informal focus groups, but in the end, it exposed itself to charges of greenwashing and misleading the public.

So much for a happy social media ending.

As you encourage your customers to move into a multi-channel marketing environment that includes social media, remember that social media has both pros and cons. It offers tremendous opportunities and significant risks, too.  Helping your customers understand and balance those risks is what being an MSP is all about.

I just returned from the PODi 2011 AppForum in Las Vegas.  It was a great event and my colleagues and I had an opportunity to meet with many of our customers in addition to many Print Service Providers (PSP’s) trying to find the “silver bullet” for new revenue growth. During my flight home I was thinking about the many attendees that regularly attend events like AppForum and get all fired up about exciting new opportunities for growth and then go back to their business and continue to do the same things, day in and day out.  By doing so they miss out on the success that others enjoy.

I thought about this and I identified a possible reason that Print Service Providers (PSPs) don’t “embrace change” and continue to use the same approach for their business.

I call it – The Fear Factor!

Let me explain.  During this year’s PODI AppForum there were many excellent presentations where PSPs demonstrated how they had embraced new solutions and were growing their business in many new, exciting areas of opportunity.  Several Print Service Providers (now Marketing Service Providers) introduced example after example where they had generated millions of new printed pages (higher value pages with new services) as a result of embracing change in their business and building new capabilities.

Was it easy – NO!  But is it possible – absolutely!

Why is it so difficult to embrace change?

Here’s a short list of PSP Fear Factors that have been shared with me over the years:

• The FEAR of failure
• The FEAR of change on their business
• The FEAR of change on their customer
• The FEAR of their competition
• The FEAR of change on their employees
• The FEAR of a new technology impact in their organization
• The FEAR of commitment to something new and the learning curve
• The FEAR of “can the sales team sell new offerings”
• The FEAR of any change on core offerings

Every one of these concerns is valid and worthy of further analysis.  Rather than viewing these concerns as threats what if we viewed them as opportunities? As executives continue to face the fear of the unknown they will just as quickly tell you that they are working hard for business improvement. The executives I have spoken with will typically tell you that they would like to achieve improvement in the following areas

• Grow top line revenue
• Secure new customer wins in new areas of opportunity
• Improve shop floor efficiencies
• Lower production costs
• Grow bottom-line profit
• Grow the business with new capabilities

If executives seek business improvement, but at the same time, fear the changes that drive it, what should they do?

Here’s a short list that might help answer that question.

• Identify market opportunities that complement your business capabilities
• Identify services that are an extension of your business
• Build capabilities that your customers are investing in
• Seek market opportunities that are generating significant growth
• Invest in the necessary resources for success
• Make the time to meet with others that have made the journey successfully – learn from them
• Identify partners that have the means to help you achieve success
• Do the research, embrace the change and develop a plan for success

There are just too many examples of new growth in our industry to not pay attention to how this is being accomplished and to learn from it!

In closing, there are a number of significant growth arenas available to every Print Service Provider in the industry.  The growing number of successful companies achieving business transformation is a reality!  Fear is good as a guide to what you need to plan for but not if it leads to paralysis.  Embrace the growth opportunities in front of you, learn from others and find the right partners for success!