You don't need a huge marketing department and a billion dollar budget to market like a maniac. Big businesses seem like they're EVERYWHERE. They're on every medium! But there's actually a way to market like a maniac for your print shop...even if you don't have a pile of cash to burn trying things out.
Here's how to market your screen printing like a maniac: https://www.printavo.com/blog/marketi...
Here's the action items to tackle TODAY to jumpstart your marketing and start generating more and more interest:
Action item #1: Start focusing on the exact type of customer you're trying to target. Casting a broad net means you'll spend a lot of time rejecting jobs (or worse, taking on jobs that don't really move your business forward).
Action item #2: Go where your customers go. Trade shows, online communities, events, concerts, festivals...find their niche and join it. You have to be right there with them!
Action item #3: Write down your ideal customer. Writing a detailed, specific customer profile will keep you accountable and let you define your exact niche.
Action item #4: Ask for referrals. You HAVE to ask your customers for referrals. Here's how: "Thanks for working with us! I was curious, is there anyone you could refer us to that would be a good fit? Do you have any friends that are looking for custom apparel, too?" This is much less effort than direct marketing, as referred customers are less skeptical and more interested in your services than completely new leads. Referrals are truly valuable, cost you virtually nothing and leverage human psychology for easier sales...but you have to ask!
Action item #5: Get reviews from your customers. Reviews are the BIGGEST way to use social proof to boost your brand. and show your expertise. Examples of social proof beyond reviews? A video of a customer testimonial, features in the local press, logos from clients you've worked with. An easy way to get social proof working for you is to prominently display the logos of the brands you print on!
Action item #6: Set up retargeted advertising. People have to see your brand at least 5 times before they make a decision to go with you. You want to stay at the top of your customer's mind. How does this work? You can specifically target customers by selecting specific pages on your website that indicate interest. For example, target people that look at your pricing or quote page. You can spend a few dollars a day on AdRoll to get really specific with your advertising.
Action item #7: Collect email addresses. You MUST build an email list. An email newsletter is a reliable tool for staying in contact. Ideally, you're sending several messages a month with updates about your shop and your brand that are focused on telling your story (with very limited promotion of your latest event, sale, or product). Pique peoples' interest, give them something valuable and don't just be another spammy email in their inbox!
Action item #8: Be the Mayor. What's this mean? Lead your community. Be the center. Can you host a marathon? Have a cookout? What about an open house at your shop, or a free print day? How about sponsoring a local event? Think like a leader, then go out and lead. This isn't just great for your business, it's personally fulfilling.
STATIC versus DYNAMIC marketing:
Static marketing occurs with a single input. It's "set-and-forget" marketing that you put into the world, such as business cards, flyers, postcards, billboards, etc. But don't stop there! Content marketing is the most valuable tool you have in your toolkit – a great form of static marketing. It leaves a long trail for customers to follow that shows your expertise. This could be a guide to running successful fundraisers, an interview about running a successful clothing brand, or even a simple infographic about selecting garments and inks.
Dynamic marketing is personalized, relevant, long-term marketing that leans on a multitude of channels. For example, if someone visits a certain page on your website – but doesn't finish their order – you may nudge them with a targeted discount, special offer, or simple email. This relies on retargeting technology (we recommend AdRoll to start: https://www.adroll.com) but is a very effective way to break through the noise your customers face.
!!! REMEMBER !!! This won't happen overnight! Take the long-term view, be consistent, and keep fighting hard during your worst times. Marketing only works when you invest serious time into it. So start marketing like a maniac if you want to grow!
Try Printavo: https://www.printavo.com
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