Short of a direct search for “printing” in your local area, a specific product or service you offer or an investment in Google ad words, more than likely your site isn’t getting the organic traffic it could be. Yes, SEO has a lot to do with this, but I am guessing most of you reading this are not responsible for that. So, let’s keep it real.
As a Print BuyerologistTM a.k.a one who understands and studies the elusive print customer in their natural habitat, I know first-hand of a few ways you can attract my people and establish some thought leadership along the way. Here are three.
The Envelope, Please. I would say at least 2x per month I find myself searching for envelope sizes on the internet. I do this at an online envelope store. They have a handy reference where I can search by actual size, or by A7, #10, etc if I happen to know that info. My suggestion – put this info on your site! Create an envelope size reference chart, turn it into a PDF and send it to your customers. Let them know you have an online version on your site as well, and invite them to share the envelope love with their connections. I would also suggest you leave the PDF download on your site free from any contact information exchange, but that is up to you.
Size Matters. Also falling into the handy reference category: fraction to decimal, fraction/decimal to metrics size conversions for files, and pounds to grams conversions for paper weight are things designers and buyers are always looking at, or looking for. Most likely, some generic conversion charts are printed out and hanging on the wall by their computers. Create your own, brand it, send it out and let your customers know your site has other information like this, to help them do their jobs.
The “B” Word. Blog. I know. You are overhearing about this, and you don’t have control of what goes on your site, or creating content. Here are a few facts you can send up your proverbial food chain to help rectify your sans-blog situation:
- Millennials make up about 1/4 of the US population – approximately 77 million (Source: Nielsen 2016)
- Millennials in the US wield about $1.3 trillion in annual buying power (Source: 2016 Boston Consulting Group)
- 81% of B2B decision makers use online communities and blogs to help make purchasing decisions. (Source: 2016 Marketing Think)
To be the most effective, your blog should be a mixture of thought leadership, community (celebrating your customers and employees, sharing your pro-bono endeavors). Yes, you can even discuss your services as long as it comes in a case-studyish format (We helped Client X achieve +20% response on their Direct Mail campaign with our new finishing capabilities).
I am taking a little break to make room for all the fabulous bloggers Domtar Blueline has lined up for you. I will be back in the fall. In the meantime… Avoid the hard sell in content and provide free reference and resources on your site to help customers. You may just find more site traffic, more time spent by visitors exploring other info on your site, and more link shares/referrals to your site from visitors to their connections as a few immediate results.
Good luck, and have a great summer!