Print providers are talking about Web-to-print, workflow, integration, social media, and search engine optimization to ramp up customer service. At the core of the challenge is how to keep up with the fire hose of information and change.
Website and Web-to-print
It’s not enough to simply have a web presence. Your website must be functional, relevant and user friendly. Make it easy for your customers to re-order and place new orders. Utilize tools such as Adobe PDF JobReady that make it easy for clients to send you files. Be diligent about getting clients to utilize FTP instead of email.
Integration and workflow
Stop looking for the perfect solution to integrate your Web-to-print, MIS, and production system. Focus instead on how you’re taking care of your customer today. There are tools that can help your production, sales, and creative teams do things more efficiently. Ideally, you want everything to have seamless integration and talk to each other, from Web-to-print orders into your production management system. It isn’t always feasible.
Social media marketing
Many printers have found success by using LinkedIn to leverage client relationships get new prospects. LinkedIn is the best tool available to connect with professionals who need the services you sell. Create groups for discussion with print buyers in your community and join groups where the conversation is active.
Facebook is another customer service tool. Decide who will be posting content and what the content will be. You should never use Facebook to sell your products and services; instead, be interesting and engaging and you’ll be successful.
Set your sights on the local market. Update the content on your website to include keywords to describe your products and services. Your primary objective with SEO is to be found locally. Don’t worry about competing with Vistaprint and other low-margin printers. It’s not worth competing against these behemoths. Instead, optimize your content to stand out in your city or region.
Don’t get too starry-eyed by the perceived benefits of these hot issues as you walk the floor of GRAPH EXPO. Remember, there is no silver bullet. At the end of the day, it’s all about focusing on the fundamentals. Take care of your customers, leverage your strengths and use the tools that give you the highest return on investment.