Home / Web to Print / Video: Inbound Marketing – Great Opportunity for Printers
Inbound marketing is an interesting concept, you can see it is becoming increasingly important as even Google has started leaning more towards content with the latest Hummingbird changes. I think the challenge when we are talking about printers marketing themselves, is typically the simple things like coming up with the creative content.
Content that people will want or want to share is where most “printers” are currently struggling.
Great post. In response to AlphaGraphics Bountiful, yes, content is where many printers struggle but it’s often easier and less costly to get your content from a content provider. My company as well as a few other resources provide content specifically for printer.
Where does content, ideas for content, come from? Very good question because there has been so much focus on the tools for distribution and not enough focus on the actual content. We have democratized the distribution channels for content but you have to have something interesting to say. Here’s the way to think about content. Its not about you, its content that is meaningful, relevant, and helpful to your target customers. I think this is critical for you to learn yourself (maybe get some outside help) but fundamentally this is part of the world order – marketing is now a conversation between you and your customers.
Lets assume your customers are small to medium size businesses. I’m assuming you are a small to medium size business too. What are you struggling with when it comes to marketing your products and services to other businesses today? You are having the same struggles your customers are having. The content you need is sharing your process of learning and mastering the modern marketing arena. Tell stories: not about you but about your customers and how you helped them promote, communicate, attract, or whatever else they are trying to do with their printed communication. Tell stories. We used to write boring case studies, now you should write informal blog posts about everyday successes. Write in your customer’s terms, write about the problems you want to solve. Write in the language you think customers will find relevant.
I believe printers can learn how to do this – I didn’t say it would be easy but I do believe that you have to learn this to compete because you can’t afford to buy new leads (the way VistaPrint) buys their customers (paying Google lots of money and then giving away the first order). Your acquisition costs have to be more realistic.
Great question, I could go on and on about this one. I believe you can do it with a little guidance and support.
This is so true. By getting social media account does not mean you become a social media guru.
Changing to a marketing service provider as printer is quite challenging (MSP).
It is like: driving in a cool sports car to the bar en telling how cool you are, but you forgot to take of your moped helmet…It takes more to change your business and start selling marketing and being present on social media instead of print.
Interesting. Thanks Patrick.
Dharminder – the worst pattern I see is printers rushing out to be “active” on all the channels (Twitter, Facebook, LinkedIn, and blog) without first thinking about what story they are going to tell or what content is worth sharing.
So many small businesses just start talking on the channels and the problem is they talk about themselves! Guess what – that’s using the channels to interrupt, promote, and do outbound marketing! The channels have been democratized so you can have a conversation with your prospects and customers. The conversation has to be about the customer – not about you and your business. The goal of content marketing is to provide valuable insights that ATTRACT customers and prospects to you, and give you permission to market directly to them.