If you think it’s a constant struggle to market your services effectively to print buyers, you’re not alone.

With advancements in technology and changes in print buyer behavior, your regular marketing strategies may not be as effective as they used to be.

Is this you? Below, we’ve outlined 13 marketing fails that might be keeping you from connecting with prospective print buyers and the action steps to fix them.

1. Lacking a strong online presence

Print buyers often turn to the internet to search for print services, and if your company is not easily found online, you might be missing out on potential customers.

Solution: Create a professional print website with a clear description of your services, contact information, and portfolio of past projects. Use social media platforms to showcase your work and connect with potential customers.

2. Ignoring the power of reviews

Online reviews hold much weight in a consumer’s decision-making process.

Print buyers will likely choose a company with positive reviews over those without genuine customer reviews. Why? Because no reviews cause suspicion to today’s online buyers.

Solution: Encourage satisfied customers to leave reviews on Google My Business, Yelp, or Facebook. Respond to any negative reviews professionally and take steps to address the issue. Need help? Learn how you can easily add reviews to your website.

3. Not utilizing email marketing

Many printers overlook the potential of email marketing, thinking it is an outdated and ineffective method. However, research shows email marketing has a substantial ROI.

Solution: Build an email list of current and prospective print buyers and regularly send newsletters, promotions, or updates about your services. Consider partnering with an email marketing professional with print experience and support.

4. Failing to target the right audience

Your marketing efforts will be ineffective if they do not reach your intended audience. Avoid casting a wide net and not focusing on your specific niche or target market.

Solution: Identify your ideal print buyer and tailor your marketing strategies towards their needs and preferences. This will help you attract potential customers more likely to be interested in your services.

5. Neglecting traditional marketing methods

While digital marketing is essential, you should not overlook the power of traditional methods such as direct mail, trade shows, or print advertisements. These strategies can still be effective in reaching and engaging with print buyers.

Solution: Incorporate a mix of digital and traditional marketing methods in your overall strategy to reach a wider audience and stand out from competitors. Explore easy monthly ready-to-print direct mail options to help you connect with new prospects for an affordable flat-rate fee.

6. Not showcasing your expertise 

Many print buyers seek experienced and knowledgeable printers who can provide high-quality services. However, they may overlook your company if you do not showcase your expertise.

Solution: Utilize blog posts, case studies, or white papers to showcase your expertise and establish yourself as an industry leader. This tactic will help build trust with potential customers and differentiate your company from competitors.

7. Lack of consistency

Inconsistency in branding, messaging, or marketing efforts can confuse potential print buyers and make it difficult for them to understand what sets your company apart.

Solution: Create a consistent brand image across all platforms, including your website, social media, and print materials. Develop a clear brand message that highlights your unique value proposition.

8. Not offering competitive pricing

With the rise of online printing services, many consumers have become accustomed to lower prices for print materials. If your company’s pricing is not competitive, you may struggle to attract customers.

Solution: Research the industry standard pricing and adjust your pricing to be more competitive while maintaining a profit. Offer promotions or discounts to entice new customers.

 9. Ignoring the importance of SEO

Search engine optimization (SEO) is critical for any print company looking to improve online visibility and attract potential customers. However, many printers do not prioritize SEO in their marketing strategies.

Remember, outstanding websites aren’t great until they can be found.

Solution: Invest in optimizing your website’s content. Utilizing keywords and meta tags will improve your search engine ranking and make it easier for print buyers to find you.

10. Not engaging with customers

Building customer relationships is vital in any industry, including printing. However, many printers do not actively engage with their customers beyond the initial transaction.

Solution: Utilize social media or email marketing to stay in touch with past customers and build relationships: Institute loyalty programs or referral incentives to encourage repeat business and word-of-mouth recommendations.

11. Failure to adapt to new technology

The printing industry is constantly evolving, with technological advancements changing how we produce printed materials. Printers who fail to adapt may miss opportunities to improve efficiency and meet customer demands.

Solution: Stay updated on industry advancements and invest in new print technology when necessary to remain competitive and meet the changing needs of print buyers. Consider adding an online portal to your website, making it easier than ever for your print buyers to place orders.

12. Not tracking marketing efforts

Without tracking your marketing efforts, it can be challenging to determine what is working and what needs improvement. This can result in wasted resources and ineffective strategies.

Solution: Utilize tools such as Google Analytics or social media insights to track website traffic, engagement, and conversions. Use this data to make informed decisions on improving your marketing efforts.

13. Neglecting your own marketing efforts

Printers often prioritize marketing efforts for other businesses, dedicating their resources to promoting their clients’ offerings. Unfortunately, this often leads to neglecting their own marketing needs.

Solution: Using a subscription marketing service offers you a comprehensive advertising approach for your print company, helping you reach your target audience, increase brand visibility, and ultimately drive more business.

Failing Forward

Ultimately, every business must determine what works best for their needs.

Taking a deep dive into the marketing strategies for your print business is always the first step. By understanding where you are and recognizing potential fixes, you can confidently build a successful marketing plan that resonates with customers and drives growth.

Ready to turn those marketing fails into wins? Whether you go it alone or seek expert help, you’ll be well-equipped to make meaningful improvements and maximize your potential.