Note: This is Part 7 of a 9-Part series based on the book “Business Transformation: A New Path to Profit for the Printing Industry”
Transforming from a printing company printer into a marketing service provider certainly may require a lot of internal work. But once those steps have been completed, a crucial step in the process is to let the world know about the new services that you can offer.
How will you promote your new business? It is important that you don’t abandon the tried and true marketing methods that you have always fallen back on. However, it is just as important that you are willing to embrace new technologies and strategies that you may not have utilized in the past.
In chapter 6 of my book Business Transformation: A New Path to Profit for the Printing Industry, I constructed a list of questions related to key marketing efforts that may help.
# 1 – Your Website
Do you have a website? Many of you will say “yes” to this question… but it doesn’t end there. Does your website represent your marketing services provider business in the best way possible? Is it interactive, engaging, and frequently updated? Heck, is it ugly?
It may be worth investing in resources to ensure that “working on the company website” is high on your company’s priority list. Don’t run the risk of your website being lost in the shuffle.
#2 – Your Blog
Are you wondering why company would want a blog? Here are a few reasons: A blog drives traffic to your site, encourages visitors to keep coming back, and it also increases Search Engine Optimization.
#3 – Sales Collateral and Lead-Generation Forms
When transforming into a marketing services provider, it’s important to update your sales collateral to reflect the appropriate messaging and branding. Once this is done, incorporate downloadable versions of that information on your website. People are always researching and looking for tips and facts when looking at businesses. Studies have shown that about 70% of people use a company website to research a product or service before they make a decision. Thus, do not be shy about re-purposing information from your brochures and slicks onto your website.
Of course, you don’t need to give it all away for a free! Put up lead generation forms that require interested parties to give you some bits of data (perhaps their email address) before they can download certain pieces of collateral.
# 4 – Online Video
Do you have any video or audio on your site? If not, you absolutely should. Quick videos are great ways to disseminate important information, and it is a nice change up from the written word.
Speaking of video, do you have a YouTube channel? Keep all of your videos in one place, and embed them on your website.
We all want people to find us on Google, right? Well do not forget that Google owns YouTube… and YouTube videos often rank high in search engine results. So, get the camera rolling!
#5 – Social Networks
Now that we’ve mentioned YouTube, we have to discuss the rest other social networks; namely Facebook, Twitter and LinkedIn. All of these are very important to keep in mind when you are crafting your online marketing plan. Build your networks, connect with professionals and potential clients, and involve your company in pertinent conversations about your industry. You can do all of these things in social media. Just like your website, make sure you have a strategy in place when you are setting these networks up. Do not let them fall by the wayside. Consistency is the key to a successful social media campaign.
What else can you do?
There are other ways to promote your news services as well. You should use email marketing to reach your audience.. You should aggressively create and launch direct marketing campaigns, including direct mail (of course!), print advertisements, radio ads or television ads. Don’t forget to create personalized URLs or QR codes to get the attention of your audience when appropriate.
And there is also mobile marketing. Create a mobile website for your company that can be viewed by the rapidly expanding audience of people carrying smartphones everywhere they go .
I hope that these ideas help you to promote the many services that you can now offer customers and prospect.
Next week, I will give you a guide to help your sales team sell marketing services.