According to Forbes, a third of all the time people spend online is dedicated to watching videos.
In case you missed it, a previous post talked about how videos can be the “secret sauce” in your marketing campaign. Using videos in your marketing efforts can increase engagement, benefits your SEO, is more personal, can increase the chance of going viral and can strengthen your brand message. But, with so many different platforms out there, how can you go about deciding which platforms and videos to capitalize on?
Start With The Basics
Consider the different social media platforms you are already on and the video opportunities each one offers. Does your company have a strong Instagram presence? Instagram live is a recent feature that incorporates live “stories” with the touch of a button. You already know your way around the app, so incorporating live is a no brainer. Similar to Snapchat, these stories do disappear, but if your looking for a quick and easy way to promote a certain event or new product, Instagram is the way to go.
Facebook continues to be the most popular social media platform on the Internet. Again, if you are already using Facebook, then you have a strong following. Like Instagram, there is no need to waste time creating a new profile on a new platform and work endless hours to gain a following. Your audience is there—waiting. Facebook live is great to interact with your audience, answer questions, complete a demo, or demonstrate a new product.
Consider social video platforms that work on multiple platforms. Periscope, for example, is a live video platform that syncs directly to your twitter account. Any time you begin a new periscope, your entire twitter following can watch. This is great to promote certain events or gain traction on a specific hashtag. While Twitter is mostly seen as words, or 140 characters, images, GIFs, and videos seem to be popping up more and more. I don’t know about you, but I would much rather watch a short video then read articles or blogs.
YouTube is another extremely versatile option. A YouTube link can easily be posted, embedded or shared on any social media platform. Including videos in your emails can increase click through rates 200-300%. YouTube is the perfect platform to have all of your company’s videos in one spot. Imagine you send an email to a prospect, who then clicks on the video. After they watch that video, they will immediately see related videos that you have posted.
With social media, the possibilities with video marketing are endless. By now, you are sure to have a strong social media presence. Why not use that already built up following to increase overall engagement and sharpen your brand image? Start utilizing video marketing and give your audience the content it deserves and wants!
How can you create a marketing campaign that will help you beat your toughest competitors? If you need to market in a competitive industry, you might consider using videos as a way to help your company stand out in a crowd. Even short and simple marketing videos help you improve visibility and conversions. Video content can serve your company as a sort of secret sauce that can improve all aspects of your marketing funnel. In addition, a modest investment in one video can give you content that you can use in many different ways.
Videos Deliver for Marketers
You already know that consumers spend a lot of time accessing the internet. As a marketer, you might want to consider how most people spend their time when they go online. According to recent studies, internet users spend about three-quarters of their internet time watching videos. Sure, lots of people watch clips from TV shows or amateur videos of funny pet tricks. However, people also watch content in order to learn more about companies and research purchases.
If you’re going to invest in some extra marketing content to help engage internet users, you might consider delivering the kind of content that is likely to appeal to your audience. Consider some video marketing statistics:
– Cisco predicts that people will spend 90% of their time online watching videos by 2019.
– Over three-quarters of surveyed marketers reported a positive impact on their company after using video marketing.
– Almost half of consumers said that they would prefer more video marketing content in a recent HubSpot survey.
– Emails that use “video” in their subject line get opened more and enjoy better CTRs.
How Videos Make an Emotional Connection
In fact, people watch online videos so often that scientists have actually conducted research projects to learn why. They found that the main reason that people gravitate to this kind of visual and audio content is because they want to improve their mood. In other words, they might select content that can entertain, educate, or inform them; however, they are mostly interested in relaxing, cheering up, or getting excited about something.
The researchers also found that people tend to react to this kind of content in a very similar way to how they might react when they actually have the experience themselves. In other words, videos offer marketers a way to connect with their audience in a very personal and effective way. Good salespeople already know that they need to reach customers on an emotional level in order to close sales. This probably explains why video marketers enjoy such high conversion rates when they employ video ads on social sites, video platforms, business websites, and even in search engines.
Videos Can Even Help Your Company Improve Customer Service
Smart marketers know they can help their companies by improving customer retention and brand loyalty. Businesses almost always need to invest less to keep a customer than to reach out and engage new ones. Consider some ways that you can combine marketing and customer service content:
– You might also consider using videos as a way to provide answers to frequent questions or demonstrate ways to use your products in ways that your customers might not have considered.
– If you can use your content to help satisfy your customers you should be able to increase the number of people who come back to buy again.
– In addition, you might be able to cut down on the number of calls or emails to your company’s customer service department.
How Videos Improve Reach and Conversions
Most companies hope to expand their audience. At the same time, they want to convert people who view their ads into leads and customers. Video content tends to excel in both of these areas.
Video content tends to rank very well on the major search engines, and it can provide a way to compete with other strong websites and social platforms. YouTube’s search engine is actually the second-ranked search engine, behind only Google in the number of searches. Lastly, numerous studies have found that video offers the best engagement and conversion rates on social sites and in emails.
Why Consider Spicing Up Marketing With Videos?
You may not have to invest that much to produce quality videos that you can use to improve all aspects of your marketing plan. Since you can upload videos to your social networks, website, and video sites, you can benefit from your investment in many ways. If they can provide you with that secret sauce that you need to help your marketing rise above the competition, you are likely to enjoy great returns upon your investment in video marketing.
Your mailing list is your most valuable digital marketing asset. While other marketing strategies can be useful, email beats them all with a potential ROI of 4,400 percent. You won’t get that kind of result with any other form of marketing.
The path to email marketing success starts with a good web presence. You can use social media to pique initial interest in your brand, generating traffic for your landing page. Your success then depends on how well that page performs. If you can convert a large percentage of web traffic into email signups, your mailing list will reach new heights.
The Paradox of Choice
Your landing page must be laser-focused on collecting emails. If you offer other options on this page, you will ruin your conversion rate.
Don’t link to your blog, social media pages, or online shop from your landing page. Resist the urge to wax poetic about your company’s mission or your recent press coverage. None of that is the key to email signups. Instead, create a single choice for the visitor who lands on your page. The only action available should be to sign up for the list.
Convince, Then Ask
You need to teach people about your brand on the landing page. Visitors might have no idea what you do. Worse yet, they could already be skeptical about your brand. Don’t lead with the sign-up box. Take advantage of the top half of your landing page to convince the visitor that your email list is worth signing up for. Explain your value proposition, which outlines what makes your email list valuable for them.
When a visitor considers your email list, they have two main questions:
– How often will this brand email me?
– What kind of content can I expect from them?
Answer those two questions as succinctly as you can, then move on to the sign-up form. The goal is to eliminate any uncertainty in the visitor’s mind within the first 15 seconds of their arrival on your page.
Your landing page needs to be beautiful. The emotional impression that you make with your design will be a huge part of the user’s decision to sign up or not. The best designs are usually simple. Use a high-fidelity image from a graphic designer. It’s important to get vector graphics, not pixel-based graphics, because only the former will scale to any size screen.
In the case of photography, you need very high resolution. Aim for 4000×4000 pixels at the smallest. This avoids any blurriness on larger screens. Beyond the imagery, pay attention to color. You want your color scheme to be simple and easy on the eyes. Your sign-up form should pop out with contrasting colors that make it impossible to miss.
Iterating Your Way To Success
Your goal should be to blow people away with the quality of your landing page. You can test this with friends and current mailing list subscribers. Invite them to visit your landing page. Ask them a single question: Is this beautiful? You need the answer to be a simple, unequivocal yes. If your visitors offer negative feedback or vague neutral comments, go back to the drawing board.
You probably won’t nail your landing page on the first try. It’s okay, nobody does. Get user feedback as soon as you can to iterate and improve upon your initial design. The more objective you can be and the faster you can iterate on new designs, the sooner you’ll build a powerful email conversion page for your brand.
These tactics will breathe new life into your email list. Take action today and your brand will benefit for a lifetime.
Do you find yourself wanting to send out emails your customers will actually want to read but not sure how? Everyone knows what a “sales” email looks like. Everyone also knows that those emails almost always end up in the trash bin.
Here are five “non-sales” emails you need to be sending every month:
Now, I do not simply mean any type of content is good content. Consider sending relevant content within your industry. When you share information about your industry or material that can help your clients you become a thought leader in your industry. People will begin to search for you when considering certain ideas and latest news.
2. Company Update
It’s always good to keep your clients or prospects updated on the direction of your company. Put the sales pitch aside and just let your customers know what the company has been up to. Have you gone to a conference lately? Do you have an event coming up in the near future? Are you developing new products or services? Let them know!
Understanding what your clients or prospects want to see is important when engaging with them. Send customer surveys and ask for their feedback. If they see you are trying to stay relevant and providing personalized information, your value to them can only increase. The “customer’s first” motto does not change when it comes to email marketing. Think of what your customers want, and if you don’t know, ask!
4. Product/Software Update
Overall company updates are nice, but sometimes it pays off to take it even a step further. Without “selling” the product or service, let your clients and prospects know what is going on with the products and services they are invested in. Is there a new product coming soon? Did you just launch new software? Consider these updates before simply attempting to sell.
5. Social Media
By now, your marketing team should have adopted social media into its marketing efforts. But, is your social media embedded into your emails? By simply linking your social profiles to emails, your clients and prospects have the opportunity to follow you and gain information in more than one way. Also, if you are highly engaged on social and have campaigns going through different platforms, notifying customers through emails can increase the amount of people engaging on social media.
If you want your emails read and answered, you need to be valued. Before sending out your next email, consider these different types of messages and effectively reach your clients and prospects.
The right leads keep your business thriving. A steady stream of well qualified leads means a regular income stream, and new avenues of income. Qualified leads are those who have a need for your product or service, the budget to purchase and the purchasing authority (if they work for an organization).
Finding the right leads is a must. It means that your effort and budget are being spent on the right people – those most likely to buy. Imagine there was an easy and effective way to find those qualified leads. Your number of qualified leads would jump up, and so would your sales.
That’s where marketing automation comes in. Check out these 7 ways you can use marketing automation to build sales leads:
1. Lead Scoring
When you choose a marketing automation tool, choose one that offers lead scoring. Lead scoring means you can rank leads by how likely they are to purchase, which in turn lets you laser-focus your efforts on the most profitable leads.
With lead scoring you can assign scores based on a wide variety of criteria such as:
- Purchasing power
- Attendance at live or online events (if they’re willing to give you their time, that’s a good sign!)
- Interest in your organization (did they request a call? Download an offer? Sign up for emails?)
- Buying signals
- Demographics such as location or industry
When you score your leads, you give yourself an insider’s guide to which leads are the most likely to become profitable clients.
2. Stay With Customers Throughout The Purchase Cycle
Making a purchase is not a one-time event. From the moment a customer first shows interest in your products to the moment they decide to purchase, you have multiple opportunities to get in touch and guide them towards buying. Marketing automation makes sure you never miss one of those opportunities.
Pre-set your marketing campaign based on the actions your leads take, and make sure you keep in touch. Send out a drip campaign that builds your authority and answers their questions. The cycle doesn’t end with clicking the buy button, either. A fantastic post-purchase campaign will make your customers feel cared about. Following up two, six or twelve months down the line will keep you in touch and open the way for repeat purchases or upselling.
With marketing automation you can pre-load all your content for each trigger point and make sure you are in touch with your customers throughout the purchase cycle.
3. Nurture The Most Promising Leads
Marketing automation helps you keep in touch with the most promising leads. Say for example you have a lead who:
- Scores highly in your lead scoring system
- Shows active interest in your organization
- Downloads an opt in offer or signs up for emails
- Requests a call back about your services
- Repeatedly visits your sales page
With marketing automation, you can set trigger points that match promising lead behavior, When a trigger point is reached, your software will automatically send an email, invite them to schedule a call, or whatever action you input. The result is that you’ll never miss out on the most qualified leads again. Marketing automation helps you identify and reach out to the best leads so your effort isn’t wasted on those that are unlikely to convert.
4. Offer Targeted Information
Your customers like targeted information. In fact, they need it. Information that isn’t useful or specific to them will quickly be discarded – and your organization along with it. Thankfully with marketing automation you don’t have to worry about that.
With marketing automation, you can segment your customer list by any number of factors including purchase history, behavior on your website, downloads, social media engagement, demographics, and much more. That means you can carefully build a marketing campaign for each segment, making sure your customers only see the information that matters the most to them. The result? You position yourself as an organization that truly gets them, thus building trust and guiding them towards the sale.
5. Offer Webinars
Marketing automation makes it easy to collect sign-ups for webinars, and then send out information that builds excitement, answers questions, and of course reminds your leads to attend.
Why is this such a good use of marketing automation? It’s simple: Leads who sign up for a webinar and then take time to attend it are demonstrating interest and investment in your business. They’ve made their interest clear. With marketing automation you can build on that interest and maximize the chances of webinar attendance turning into a sale.
6. Reach The Right People On Social Media
Social media is the ideal place to meet new leads and start good conversations with them. Marketing automation helps you make the most of social media. With marketing automation you can set up timed social media posts that are designed to land in front of the right leads at just the right moment. No more hours spent sending out social media posts: With marketing automation you can design your schedule, pre-populate your posts, and relax knowing it’s taken care of.
Use marketing automation to send out timed social media posts that encourage your leads to further interaction, such as links to downloads or online events, special offers and more.
7. Dig Deep Into Lead behavior
Marketing automation makes it easy to dig deep into your leads’ behavior and glean valuable information that you can use to further hone your marketing efforts. You can learn a lot from lead behavior such as:
- Click patterns
- Time spent browsing
- Post engagement
- Pages visited
- Sign ups and downloads
Once you have the information to hand, you can use marketing automation to set a track for each kind of behavior. With marketing automation you can send out information that is perfectly suited to each behavior and designed to nurture those customers.
Building sales leads is vital for the growth and future of your business. Marketing automation takes the hassle out of finding and cultivating the most profitable leads, helping you build a stronger customer base.
Missed part I of this mini series? Please click here to read my previous post!
Earlier this month, we discussed 7 things you can do with marketing automation to enhance your organization’s marketing efforts. Now, as promised, we have 8 more ways marketing automation can be used to help your organization!
Do you have a service that you know some of your customers will love based on their purchase history? Is their favorite product about to get an upgrade? Do you have something new in the pipeline that perfectly complements their current service? Let them know! With marketing automation you can segment your customer list based on purchase history so you can hone your upselling to only the most relevant products. That way you’re only sending truly useful messages, and keeping your brand fresh in your customers’ minds to boot.
9. Always Keep On Top Of Opportunities
When you’re marketing your business, you want to take advantage of every opportunity to build stronger customer relationships and keep your business fresh in their minds. With marketing automation you never have to worry about missing opportunities again. From post purchase emails to subscription renewals, and from drip campaigns to upselling, marketing automation keeps you on top of all the best opportunities. Simply pre-program your marketing automation software to take action when trigger points are reached, and you can relax knowing every opportunity is covered.
10. Cut Down On Human Error
Even the best people make mistakes sometimes. Thankfully, marketing automation can help cut down on human error and keep your marketing in ship shape. Because marketing automation means releasing content on a schedule, there’s no more risk of off the cuff spelling slip-ups or deviations from your brand voice. You can check out each content piece before entering it into the system to make sure it’s pristine. Marketing automation does away with scheduling errors too – you can set the schedule and double check it.
11. Stay In Touch Even When You’re Out Of Office
When customers get in touch with you, a timely response is a must. Whether a customer had just placed an order or reached out with a query, you need to get in touch straight away. You can’t be at your desk twenty four hours a day – but marketing automation can. Use it to send a message in response to an action such as ordering or filing out an enquiry form. That way you can stay in touch even if you’re asleep! A friendly, helpful automated message is the difference between a customer feeling reassured and cared about, or not.
12. Encourage Customers To Come Back
Has it been a while since one of your customers made a purchase? With marketing automation you can set up emails or drip campaigns to go out after a set amount of time post purchase. Use automated messages to send out special offers to entice customers back, or let them know about new products that fit their interests. Sometimes a timely reminder is all it takes to bring a customer back. With marketing automation you don’t need to worry about customers drifting – simply set a schedule for keeping in touch and the software will do the rest.
13. Build Excitement For Events
If you have an event coming up you can use marketing automation to build anticipation. For customers who haven’t booked yet, send a series of emails or social media posts to let them know why they can’t afford to miss your event. Link out to blog posts by guest speakers, itineraries and more to generate some buzz. For customers who have booked, send out reminders, venue information, exclusive content and schedules to keep the event fresh in their minds and keep them excited to attend.
14. Reward Loyal Customers
Your most loyal customers provide you with regular income, and in the age of social media their recommendations are gold. Rewarding them for their loyalty sweetens the deal for both of you. Marketing automation makes it easy to reward your most loyal customers with no risk of overlooking someone or forgetting to send out rewards. You can set triggers based on purchase amount or frequency and craft content to go out when those triggers are pressed. Send some exclusive content or special offers their way and your most loyal customers will love you even more.
15. Keep Customers Engaged
Don’t let a purchase become a one time event. Use marketing automation to stay in touch with your customers post purchase. Your customers see a whole lot of marketing messages every single day. It’s all too easy to forget about a business, even one that gave great customer service.
Marketing automation makes it easy to stay in touch with your customers and encourage them to keep engaging with your brand. Regularly scheduled content that’s interesting, useful and shareable will keep you at the forefront of their minds. Carefully planned and sustained marketing campaigns keep your customers interested and entice them back to buy from you again and again. Marketing automation makes it easy to plan and keep on top of those campaigns, boosting your marketing ROI and profits and giving your marketing efforts a powerful upgrade.
I hope you enjoyed this two-part mini series on ways marketing automation can enhance your organization’s marketing efforts. Feel free to tweet at us at @MarketWithMAX if you have any additional questions on marketing automation!
Marketing takes time, focus and effort. That’s why your organization needs to make the most of every minute and dollar spent on marketing. How can you do that? With marketing automation.
Here are the first 7 things you can do with marketing automation that will make you wonder how you ever got by without it:
1. Create Marketing Campaigns As Individual As Your Customers
With marketing automation, you can build your marketing campaigns based on your customers’ needs and behavior, taking into account everything from demographics to purchase history. Instead of one marketing campaign, you can run several, each perfectly tailored to its recipients. For example:
- A series of autoresponders for new members of your mailing list
- A “we’d love to welcome you back” campaign for customers who’ve drifted out of touch
- An information series about a new product just for customers who perfectly fit the target demographic
- A drip campaign for customers who’ve shown an interest in buying
When you craft campaigns with your unique customers in mind, you let them know that your organization understands and can answer their needs.
2. Deliver The Most Relevant Content All The Time
We talk about relevancy a lot these days, but what does it mean? Essentially, it means content that really matters to your customers. Relevant content answers a question, fills a need, is directly related to their life or business or is worth spending time consuming.
Content that isn’t relevant will be overlooked at best, and could damage your reputation with your customers at worst. Of course what is relevant to each customer will differ, and that’s where marketing automation comes in. You can set content schedules based on a wide range of demographics. Whether they’re loyal customers or new prospects, looking for a new product or have just completed a purchase, automation makes sure your customers only see what really matters to them.
3. Save Time
No more paper trails or chasing marketing tasks to make sure they got done at the right time. Instead, get automated and you can pre-program your marketing tasks to make sure everything happens in the right order and to the right time scale. From sending out emails to scheduling a customer service call or sending out an event reminder, get it done with marketing automation and free up your time for other tasks.
4. Build Your Brand Voice
Your brand voice is vital when it comes to attracting new customers and building loyalty with existing ones. Your brand voice lets your customers know who you are and what you stand for. Keeping your brand voice consistent can be a challenge, especially when different team members are producing marketing content. That’s where marketing automation comes in. Because content is pre-loaded and ready for publication, each piece can be reviewed before it goes live to be sure it enhances your brand voice. You can also check that different content pieces play well together and build on each other’s message before hitting “send”.
5. Make Social Media Easier
Social media is an instant and cost effective marketing tool that puts your content right in front of your customers. And if your customers are mobile, social media is a great way to get your brand front and center. But like all marketing, social media takes time and effort. Take some of the pressure off with marketing automation. By pre scheduling posts you can make sure your social media channels are always fresh and active. You can also send out posts that are tailored to your audience. For extra oomph, use your social media stats to figure out when posts are most likely to get clicks, likes, views and shares, and use marketing automation to build a schedule based around those times.
6. Build Relationships With Customers Old and New
Building good customer relationships goes beyond providing quality products and services. Building relationships means staying in touch post purchase – this keeps your business fresh in your customers’ minds and makes you stand out from the competition. Use marketing automation to set drip campaigns that are triggered at different times post-purchase. For example,
- A “how was your experience?” campaign immediately post purchase.
- A “handy tips and tricks” campaign for a recently bought product or service.
- A “do you need anything else?” campaign for a couple of weeks post purchase.
- A “hey, how are you, here’s something we think you’ll like” campaign to highlight new products.
- A “haven’t heard from you in a while, what do you need help with?” campaign for customers who haven’t been in touch for some time.
When you automate, your marketing messages will always match where your customer is in their relationship with your business.
7. Talk To Your Customers About Their Experience
Do some customers order once then never return? Have you noticed that some customers aren’t taking advantage of all the features your product offers? With marketing automation you can set trigger points such as a recent purchase, a certain amount of time elapsed from last contact, the way they use your products or services, or most recent upgrades. And then send out messages based on those trigger points to ask your customers if they need any further help and support, and check in with them about their experience. Gathering customer feedback gives you valuable information that you can use to boost customer retention in the future.
But wait, there’s more! Check out Part II here for 8 more ways marketing automation will enhance your organization’s marketing efforts!
Missed part I of this mini series? Please click here to read my previous post!
How Marketing Automation Benefits Your Print Business
Marketing automation offers big benefits to your business:
- Time saving. Once you’ve set up your initial workflows and triggers, marketing automation takes care of the rest. No more time spent carrying out each task manually.
- Never miss an opportunity. It’s all too easy to forget to send a follow up email or put in a call. With marketing automation everything is scheduled so you’ll never miss an opportunity for client contact again.
- More relevant marketing messages. With marketing automation you can make sure your print customers only see information that’s relevant to them. That means you’ll stand out as truly understanding their current needs.
- Better lead nurturing. From an initial website visit, email or phone call, you can nurture each lead towards ordering print materials from you.
- Build customer loyalty. More relevant messages and better segmentation means better customer loyalty. You can nurture long term relationships and encourage your customers to come back to you for their printing needs again and again.
- Improve your reputation. As well as making sure information is sent in a timely fashion and contacts are always followed up, marketing automation also cuts down on human error such as spelling mistakes. The overall effect? Your print business looks professional at all times.
- Save money. Marketing automation cuts down the amount of time your staff needs to spend on marketing tasks. Instead, they can spend more of their time on core business tasks, which is more cost effective for your print business.
Marketing automation means you can stay in touch with customers and boost sales while saving time and effort.
How to Use Marketing Automation to Grow Your Print Business
Marketing automation can grow your print business, getting you more sales and more customers, and encouraging existing customers to come back.
There are many ways to use marketing automation to grow your print business. However, they all start with two vital things:
First, know how you’re going to segment your audience. You might segment your audience by:
- Length of time as a customer
- Industry they work in
- Previous orders
- Actions such as ordering online or downloading content
Second, make a plan for each audience segment. Ask yourself:
- What do you want marketing automation to achieve with each segment?
- What can you offer them that is truly useful?
- What can you do at every stage of their relationship with you to move them closer to a purchase or build their loyalty?
Once you’ve identified your audience and your aims there are many ways to use marketing automation:
- Schedule social media posts to keep you in your customers’ minds
- Reach out to new clients to find out what their experience with you was like and if there’s anything else they need from you
- Alert returning customers to a special offer just for them
- Send out SMS alerts to customers to remind them of your most relevant services
- Invite customers to schedule a call with you to discuss their printing needs
- Send qualified leads useful content that establishes you as an authority
- Use emails (and other content such as blog posts and white papers) to guide customers towards purchasing printing services by showing them what your services can do for their business
- Send out follow up emails after a purchase or download
- Ask customers to fill out a survey or let you know what they need from you next
Marketing automation is a game changer for any printing business. You’ll be able to laser focus your content to speak directly to your customers and build long lasting and profitable relationships, while saving time and effort.
I hope you enjoyed this two-part mini series on how marketing automation can help printers grow their business. Feel free to tweet us at @MarketWithMAX if you have any additional questions on marketing automation!
Are you looking for ways to keep your print business thriving? Marketing is vital to the survival of any business. Without marketing, your customers don’t know where you are, what you do, or what your business can do for them.
Marketing keeps your print business strong by bringing in new customers, and strengthening connections with old ones.
Digital marketing is especially vital these days. Your customers are online consuming content and marketing information all the time. You need to be there to meet them and let them know that print is very much alive and well and ready to meet their needs.
There’s just one problem: Marketing takes a lot of time and effort. That’s where marketing automation comes in. But before we get to that, let’s take a look at why your print business needs to embrace digital marketing.
Why Your Print Business Needs Digital Marketing
Your product might be physical, but your marketing still needs to have digital elements. When customers look for a print shop, they don’t go out and search for a brochure. Most of them will fire up Google or Facebook and starting looking for a print business.
Your customers are out there on the web. They’re not just looking for print services, either. They’re talking about problems they have and issues they’re facing – issues you can help them solve. Maybe they’re talking about digital marketing and whether print still has a place. You know it does; marketing gives you a way to make sure your customers know it, too.
In short, digital marketing:
- Connects you with customers
- Is a path to building long term loyal customer relationships
- Encompasses your customers’ favorite mediums such as email and social media
- Gives you the chance to join conversations
- Is an opportunity to tell your customers what problems you can solve for them
Why One Size Marketing Doesn’t Fit All
Your customers aren’t the same. Each one is at a different stage in their relationship with your print business. Each one has specific needs and pain points.
One size fits all marketing is a dangerous business. Sending the same marketing messages to all your customers means that many of them will get deleted or ignored. Even worse, one size fits all marketing can lead to your print business being seen as spammy – which won’t help you build strong client relationships!
Instead, segment your customer base so each client only sees the content that really matters to them:
- If you have customers who are especially interested in cross channel marketing, create content just for them and make sure they know about it
- Send out a “how did we do?” email for new customers and listen to their feedback
- Create special offers for repeat customers and send them a coupon
- Let customers who always come into the print shop know they can order more quickly online
When you segment your marketing, you ensure each customer only sees the content that really matters to them. And the easiest way to segment your marketing? Marketing automation.
What is Marketing Automation?
Marketing automation means using software to automate marketing tasks. These might include:
- Sending out emails
- Making posts to social media
- Scoring leads
- Tracking what leads do on your website
- Inviting customers to schedule a call with you
- Sending out SMS texts
- Sending personalized messages
Marketing automation lets you set up a series of workflows to help you connect with your customers in the best way. You set different trigger points which then initiate a specific action:
- A customer’s order is completed, triggering an email seven days later asking for their feedback
- Someone downloads a specific piece of content, triggering a staggered series of emails expanding on the content
- A repeat customer hasn’t ordered in six months, triggering a “can we do anything for you?” email
- A customer signs up to receive SMS messages from you, triggering an introductory message
It’s all about crafting different pathways to fit different circumstances, and setting out milestones (or triggers) along those pathways.
So, how exactly does marketing automation benefit printers, and how can you use it specifically to grow your print business? Part II here!