Printers develop new business in lots of ways, including direct mail and cold calling. But I’m very vocal about printers using digital marketing to grow their businesses, too, especially through great content. One key reason? Great content that’s valuable to the reader gets shared.

Here are 4 simple ideas for marketing your company using digital means.

1. Maintain a decent website.

Your site shouldn’t be neglected: it’s where people go to check you out. Make sure it articulates what you do and who you serve. It should reflect your company’s personality and make it very clear just what makes you different.

Your website needn’t be deep, but the content must be well written and interesting. Some site content should be refreshed often. There should also be some content that serves as a resource to your market. And the site should be contemporary in design.

2. Have an email marketing campaign.

A regular email (monthly is fine for most printers) sent to customers and prospects will keep you in touch with your market. It’s a communications channel that keeps your audience close and engaged. The key is this: delivering valuable and relevant content. It can’t be a promotional email. People will unsubscribe.

Your email campaign helps you build your database of prospects. It’s also a way to learn more about the people you serve (and want to serve). Naturally, you want to find a way to post this content on your website – and this means your site will be refreshed with every newly sent campaign (taking care of having fresh content on the site).

3. Get social.

Social media is truly about sharing interesting information. It’s easy. It doesn’t require any special skills. And it can drive enormous amounts of traffic to your website. Anton Koekemoer called social media a “social instrument of communication” in his slide presentation about digital marketing. Check it out.

Pick a few platforms that are naturals for your target audience as well as for your company. Is it YouTube? Instagram? Pinterest? Facebook? Twitter? Remember: social media, unlike any other channels, can go viral. If you don’t participate, you’re missing opportunities to grow your reach.

4. Pay attention to your LinkedIn profile.

I’m surprised by how many weak profiles I find on LinkedIn. It’s where I go to check out a business professional, so assume your prospects or potential partners will, too. Keep your profile in tip-top shape. Fill it out with background information on your career and education. Add impressive recommendations. Build your LinkedIn community. All direct connections will have access to your contact information, which I find incredibly useful. Finally, add a good, professional-looking headshot. This means no selfies.

Your digital presence is important, especially to prospects who haven’t met you yet. Establish your reputation through digital marketing. It will help grow your business.

if I can be of service. Developing great content is my specialty. No charge for a phone consult!

© 2015 Margie Dana