These days, social media are sort of like websites: Just about every company seems to be engaging customers and prospects online. The vast majority are posting on Facebook (a substantial amount for business purposes), tweeting on Twitter, networking on LinkedIn, sharing photos on Pinterest (see...
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“I recently saw an example of this from the folks at Mojave Copy and Printing in [Victorville] California,” he added. “In order to sell their service of providing very well-designed Window Signs that can be made interactive with QR Codes, they posted a video of an installation. By posting this video, they’ve not only made it possible to demonstrate their services online, but they’re also giving their consumer a tool to demo why they’d want to invest money in an interactive window sign for their company. For example, the marketer could easily show that video to his or her management team … to justify the expense and potential benefits.”
Humanize Your Brand by Featuring Employees
“Video can be very beneficial in the fact that it helps to put a face to your company’s name,” Foley continued. “It also can demonstrate your personality. In years past, this may not have always been necessary. Perhaps a lot of your printing business came through face-to-face interactions. Today, that percentage has certainly changed a bit. If someone is ordering print from you through your online storefront, they may never actually get to know the human-side to your business. In order to generate loyalty and repeat business, it’s important to find ways to reach those folks.
“The folks behind Rescigno’s Marketing Connections [Bridgeview, IL] do a great job of this. Now, I have had the privilege of working with them in the past in the vendor/customer relationship. But trust me on this, they are rock stars! I’d say that even if we had never worked together.
“In this video, they featured the two owners of the business, Ron and Sue. In just over three minutes, they accomplished a number of great things. They provided helpful tips to their customers & prospects about direct mail, they exposed one of the services that they can offer (variable data printing), and they also helped to demonstrate their great personalities and spirit to their target audience.”
Provide Though Leadership
“Video can also be a great way to educate your customers and prospects, and to position yourself as a thought leader,” Foley concluded. “In fact, it can help your company to get found! Since Google owns YouTube, you certainly shouldn’t be surprised when you see videos from that channel appear on Page 1 of many Google searches.
“One subject that is certainly very hot in the marketing world is QR Codes. To capitalize on that, Jasper Casey of Casey Connect [Casey Marketing Services, King City, CA] has launched a video series called ‘QR Codes Studs and Duds.’ Throughout the videos, he provides examples and best practices for marketers that want to make their printed materials interactive and reach the mobile audience.
“When marketers have questions about have to do that effectively, these videos should certainly help to increase the chances that people will turn to Jasper and Casey Connect for answers.”
How Print Firms Can Utilize Pinterest
So, what is this Pinterest thing anyway, you may be asking yourselves. The virtual “pinboard” is a content-sharing service that allows members to “pin” images, videos, and other objects to their boards on their computers. Boards range from food, music, fashion, quotes, landscapes, and home decor. Pretty much anything can be turned into a board. Pinterest also includes standard social networking features. Consumers are using it to engage with retailers more than Facebook or Twitter, according to a recent survey released by Shop.org, comScore, and The Partnering Group.
The whole basis of Pinterest is the visual representation of people’s interests, and what is more visual than print? If used correctly, Pinterest can be one of the best ways to showcase your printing company’s great design skills, recommended Printing Hub, a printing-focused project of the 501(c)3 Digital Community Foundation, whose mission is to educate and empower people on issues related to technology. Here’s how Pinterest can be used to benefit your printing company, according to Printing Hub:
Display Your Work
What works really well for graphic designers on Pinterest is that the more visually appealing a picture is, the more “repins” it’s going to get. It’s a lot like Instagram (now owned by Facebook) in the way that people tend to follow others who post eye-catching photos.
But depending on how much business your printing company does and how much original work your graphic designers do, using Pinterest is a good way to display that work. If those pins spread to the right people, it could bring in sales leads, thus potentially increasing your printing company’s revenue.