By Patrick Whelan, Great Reach Communications, Inc.
Even if you dismiss what marketers such as myself say about the need to market your print services, it's hard to ignore what other printers are reporting for results. Note this email I just received:
"I wanted to share that I have had 2 separate experiences in the past week where I received unsolicited commentary on our Marketing program. In both cases the clients commented on how they enjoy receiving our literature and how they have learned from our marketing efforts. To me there is no higher compliment than to say they are "learning" from us. This is evidence that our marketing program is creating a strategic advantage over our competition."
Just wanted everyone to know that the money spent on marketing is paying dividends!"
The key takeaway here is "strategic advantage". It may be hard to measure, but how your brand is perceived, relative to your competitors, is the most critical influencer of determining which company gets the sale. People give their business to the company they trust the most. Promoting thought leadership is paramount to fostering this trust and credibility. Ignore at your own peril.
There's no easy way or silver bullet. But marketing need not be an overwhelming task either. Engage your clients, prospects and potential prospects utilizing engaging, educational (80/20 rule), high value content that promotes your leadership position and also keeps you top of mind. Deliver these touch points utilizing a combination of direct mail, email, website content, LinkedIn published posts (like this one) and social media.
If you struggle with content creation and marketing execution, my company provides turnkey, comprehensive and area exclusive marketing solutions to printers and direct mailers. Reach out to me at email@example.com.