Improving Productivity
Cover story
through social media ? Direct traffic on your website ? Inbound marketing campaigns ? Direct mail ?
Based on what you find , your sales and marketing teams can act accordingly . The last thing you want to do is spend time , energy and money on a Twitter campaign if none of your prospects are on Twitter . By understanding how inbound and content marketing can drive leads , you won ’ t waste time marketing in the wrong places .
Automate your marketing efforts Why ? It is the easiest way to turn interested prospects into solid leads and it ’ s possible for shops of any size . Marketing automation maintains consistent communications with your prospects , leads , and customers even when you ’ re out of the office .
Imagine you want to run a big printing campaign this year . From email blasts and social media postings , to delivering all sorts of content and follow-ups based on responses , a full campaign can be extremely time consuming and a prospect could get lost along the way . However , if these efforts are automated , you don ’ t have to worry . You can set it all up , sit back and relax and watch the leads come in .
Joanne Gore
President Joanne Gore Communications joannegorecommunications . com
Data is king Managing not just your own , but your customer ’ s data has taken on a whole new meaning with customers ’ demand for an omnichannel experience . The customer communications industry has been laser focused on data and data mining before many printers implemented a CRM . Not only do they literally speak the language , but they are also well versed in matters such as compliance , security and data management and quality control .
Foster your community Clearly the role of the community , and the voice that it carries , will continue to be more and more of a driving force in every industry . As the shift to a more comprehensive marketing and services-provider landscape continues to grow , so will your network of vendors . From hardware to software , creative services to IT , you will have access to a vast network of subject-matter experts eager to help you grow your business . If you haven ’ t yet tested the social waters , it ’ s time to take a dive into the deep end . Start with LinkedIn , still one of the top sources for business and industry information . Read the comments , not just the articles . Hop onto # Printchat Wednesdays at 4 and join the conversations ( but remember , no selling !) It ’ s not too late … yet .
Dave Hultin
President Marketing Ideas for Printers marketingideasforprinters . com
Make sure your online presence supports your sales A common saying for all industries that ’ s been around for ages is , “ If you want to sell more printing go where your customers are .” They ' re online , and they have been for years now . Most printers are online , too , but make sure your online presence supports your sales process . Does your website give your prospects and customers a reason to visit ? Does it have a strong call to action to prompt your visitors to buy printing ? Does it have a shopping cart that supports the order process ? Try placing an order on your own website . Is it as easy to order from you online as it is face-to-face ? If not , make fixing your online sales process a priority in 2018 .
Institute a monthly direct mail marketing campaign Everyone ' s mailboxes are emptier these days , yet the mail still gets delivered and people still check their mailboxes . Those empty mailboxes are opportunities for you to show that print can make a difference . There ' s less competition in your customers ' and prospects ' mailboxes , and that means it ' s easier than ever to rise above the noise and get noticed . What better way to showcase printing than with a campaign that delivers your product right into your customers ' and prospects ' hands .
Improving Productivity
David Zwang
President Zwang & Co zwang . com
Workflow automation is individual Transforming and automating business processes in a way that meets today ’ s needs and positions you for future demands , increasingly means investing in systems that are tailored for your own particular shop . Workflow is definitely not one size fits all . In my travels and research , most printers said they were interested in a solution that was flexible enough to fit into their general workflow , and less interested in having to change their operations to fit into a predesigned model . This is a reflection of the cultural shift toward getting what you want , when you want it , and in exactly the form you want it – the Amazon model .
16 | February 2018 | GRAPHIC ARTS MAGAZINE graphicartsmag . com