Marketing

Top 4 Print Marketing Strategies for Small and Midsize Business'

When it comes to presenting your brand in front of your customers, there is no better avenue than print marketing. There are many different ways to use this channel but there are 4 specific strategies which have stood the test of time and continue to convert prospects into customers.

I have been in the print industry for over 40 years and have weathered the ebbs and flows of the market. Throughout my career, I have identified 4 key strategies which all companies should be utilizing; small/medium business as well as large corporations.

#4 Stationery

Letterheads, Envelopes and Business Cards are 3 essential products to invest in early. Have a graphic designer create your "brand" and stay with a consistent look to help build your brand. Basic information (address, phone, social identity, etc) should be on all items. If you have a logo - use it. A LOT. Get your clients used to seeing your logo or color scheme on everything you do.

 

#3 Postcards

Direct mail postcards are a very easy and affordable way to get you message out to your clients and/or the general public. Get creative with your message, but never forget to include the basics:

- Key contact info (name, address, phone, URL, etc.).

- A testimonial.

- A reply deadline.

- An offer of some kind.

You can also get very specific and target-market any segment of the population you want to reach (example - young professional men aged 25-40 earning $150k+ and living in a specific zip code). The possibilities are endless!

 

#2 Newsletters or Magazines

This is a great way to reach out to an existing membership, client base or constituency with a lot of information at one time. Staying with a consistent format (4 or 8 pages are the most common) and timeframe (monthly, quarterly, etc) will keep your clients up-to-date on your latest trends and what you are doing and/or offering them currently. Consistency is key here, as your clients will learn to "expect" your newsletter on a regular basis!

 

 

#1 Brochures

The simplest and easiest way to reach out to someone in a concise, small format. Keep the information as simple and easy as possible. Standard information should include a company name, at least two types of contact information, a logo and a tagline. It should also include a headline on the front and two or three brief items outlining benefits your organization can provide. You typically hand these out or mail them. Go a step further and create a "series" of 3 or 4 different brochures (each one highlighting a particular topic)!

 

 

If you struggle with converting your prospects to paying customers or even struggle with getting PRINT in your marketing mix, I'd be happy to chat about any one of these four or anything else on your mind. Just reach out!

 

For more information, you can reach me at:

John@JBsPrintServices.com, 713.504.2033

Yes! Blogging is absolutely still relevant in 2022. In fact, roughly 450 million internet users read about 22 billion blog pages monthly. This is why 55% of marketers prioritize blogging as their primary content marketing strategy

Here are some crucial tips for your Blogging

1. Identify Your Content Target
Before starting your blog , determine what subject matter your audience would find imporant, relevant and interesting.  Before you begin, don't forget these 3 questions. Make certain you answer “sure” to all 3:

  • Will my blog content benefit my target audience? (Your article needs to have a good takeaways for the reader.)
  • Do I have some thing new or intersting to share on this topic? (“new” can be your very own experience. Tell a story about your experince or how you helped someone to provide them a better experience. 
  • Do I have a clear understanding of who my audience is? (Keep the profile of your target market in mind. Write as if you were talking to a member of your target audience one on one and in person.)

2. Write a Capivating Headline
How do you get people to begin reading your article?  Pull them into your article with an effective headline.
The headline is where the journey begins. Your intention is to get the reader to travel down your article to the closing statement and Call to Action.  Remember that your  published blog headline is the primary hook people will see and make a decesion to read further.  It will be the breadcrumb that will be seen in:

  • Your website blog archives
  • Social media
  • Search Engine Results
  • Emails sent out to promote the blog.

A capivating headline works in any channel in which on your potential targeted readers discover them. There are a few specific techniques to help craft the best headline. You won`t need to use all of those with each headline. 

Here are some successful headline writing strategies:

Benefits Focused headline - When a person discovers your headline via a website browser search or social media share.  If they see that the information can provide them some benfit or advantage, there`s a very good chance they will click on in your hyperlink to discover ans read your blog.
Dog lovers are going to click on headlines like “Airline Travel Tips for Traveling with Your Dog” Another headline used in popular bolgs about dogs may be "People Foods That are Healthy Choices to Supplement Your Dog's Diet"

Question Focused headline -
Using a question like “What Should You Do if Your Dog Has Eaten Chocolate?" sparks interest and curiosity. Questions are even more powerful when they are written as if talking to one individual. I’m a big proponent of using the word “you” in blog copy. 

Choose Power Words -
There are certain  words which have been used to capture people`s interest for many years.  Free remains a powerful word in a headline, due to the fact getting some thing for nothing creates an automated reaction in many humans.

Here are some more Power Words to make your headlines more capivating:

  • Secrets –always alluring to people. We want to know what others don’t know.
  • Easy – people are obviously attracted to the path of least resistance. “3 Easy Steps” attracts readers` in. 
  • Discover – Who doesn`t like to “discover” things? Whether it`s a buried treasure or a brand new life hack you didn`t know that will  make your life easier, this phrase works.

These Power Words can be used to create a a detailed phrase of controversy or debate. In reality a controversy  can pull in readers. You might not consider this at first, however bloggers that try and please every body  get less readers. Many successful bloggers will take a controversial stance on a subject but making sure to back-up their position with good examples and facts.

3. Creating the Opener
Your headline has captured your target audience and they are beginning to read your blog. There are strategies you can use to insure they read the entire article. 

One is to again write a compelling question….same approach as using a question in your headline. Just don’t use this one if you already have a question in the headline. That feels redundant.

Sales professionals, both in-person reps and copywriters, use a method recognized as “Getting your prospect to YES ”.  What I mean by a YES question is asking the reader something that pretty much guarantees the reader will say yes—“Do you want to make more money next month?” or “Are you ready to find the success you deserve?” These are two examples.
Yes questions grow enagemnt of the reader to the contnet of your article, encouraging readers to continue.If you plant numerous YES questions via your copy, the reader may be a great deal greater receptive on your CTA.

Another approach to kicking off your article is by springing a surprise on them—say something unusual or share a story about a topic you don’t discuss much—“We found the greatest dod when we heard our neighbor's dog had puppies" grabs the reader with a personal story. As long as your opener relates to the topic of the article, your reader will read on.

You could also start with a benefit that your reader will want to know. Finding the right benefit requires an understanding of your blog audience. The more you research your target audience, the quicker you will know their needs.

At some point you will want to test opening your article with a statistic or two. If I started out a blog post with “3 out of 4 Bloggers Succeed Using this Little Known Tool,” you would likely want to read more.

Of course, there’s a reason why most blogs include a eye-catching image at the beginning…photos and illustrations grab attention. If you find a photo that compliment the topic and is interesting your article will be a winner.

4. The Close: Finish Strong

Getting your article off to a great start is important….and so is how you finish.  Hooking your reader into a post and then losing them half way hurts the success of the blog. 

Know Your Article's Goals - Do you know what you want to achieve before you start writing? This really helps your writing process if you begin with the end in mind. 

Ask yourself these questions to help pinpoint the goal of the article:

  • What’s the main point to communicate?
  • What do you want the reader to do after they finish reading?
  • What emotions do you want the reader to feel?
  • What’s the take away your reader gains from this post?

Close with a Call to Action - CTA

Thing of CTAs as  friendly reminders and helpful encouragements. Some  bloggers don’t understand how a call to action works and how to put them into their blog article. When the blogger learns  the skill of treating readers with respect and friendliness, they discover many of their readers are happy to respond to their requests…

  • More comments on your blog post? Ask readers to comment.
  • Taking an informal survey about something blog related? Ask readers to participate in the survey.
  • More email subscribers? Encourage readers to opt-in.
  • Have something to sell? Share with them the benefit to buying now. Include a deadline to create urgency or make a special offer of some kind to get more interest.

Your call-to-action should has these traits:

  • Stays on target with your blog post goals
  • One or maybe two calls to action.  Don't use more then two!
  • Keep the CTA simple. A complicated call to action gets few results.
  • Make your CTA have impact. Use a larger font. Even bold it.  Treat it like a subhead of headline.
  • Try different locations in your artile for your CTA.  Many times the call to action works well at the end. But occasionally place it in the middle or even up front so it doesn’t become predictable and easily ignored.

Once your CTA is finished and then you have edited and proofed your article to satisfaction… Publish it. Share it every where you have potential readers, colleagues and influencers who may share it with their networks.  Then get planning on your next blog.

 

  • Are you a business owner or sales professional who needs more referrals?
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  • Do you hate making cold calls?

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713.387.9273 | Toni@NetworkinAction.com

THE WOODLANDS, TX - Podcasting is a trend moving upward with alternative platforms and enlarged audiences. Individuals listen to podcasts to learn techniques to grow their business, improve their marketing skills, or hear their favorite authors and motivators. It is so easy to start up your own podcast with the right equipment and platforms for listeners.

Read more: Position yourself as an Industry Expert with Podcasts
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