Any customer involved in buying print for their marketing needs is going to be involved in using digital media as well. Almost 70% of print buyers integrate print within multi-channel marketing communications according to research from Canon*.
But where do print buyers go for guidance and support for this? Canon’s 2014 Insight Report provides us with some vital insight:
- 71% say they search via Google for ideas and best practice.
- 67% read case studies and examples in magazines and the Internet.
Yet only 47% say they search online for suppliers. What does this mean? Simply that the best way to lead potential customers to you is to put your ideas, best practice and case studies online. People will find you – not because of who you are, but because of what you do.
50% of print buyers say they want more advice from their printer*. So give it to them!
This is what marketers call Content Marketing. The point is to educate, inform and guide prospective clients with useful, relevant and interesting content that will prompt them to consider your company. You can do this using your website, printed and emailed newsletters, customer magazines, blog posts, case studies, white papers, eBooks, videos and social media.
Get on the Case and Have a Plan!
77% of B2B marketers say that they use case studies as part of their content marketing strategy**. It’s one of the most popular tactics and it’s on the rise. A good case study describes how you solved a customer’s business problem, the results you achieved and the benefits they gained. Case studies are effective because they tell real customer stories that prospects can relate to.
Case studies are an excellent way for digital printers and marketing services providers to show what they can do. But many do not even have a marketing strategy, let alone a documented plan for it. If you want to grow your business it’s no longer enough to be one of the 11% who rely on word of mouth alone*. But if you have a website, write a blog or an e-newsletter and use social media then you can double** the effectiveness of your marketing activity if you have a documented marketing plan and review it regularly.
You can learn how to do all this on the new PODi Institute online course, Using Content Marketing to Grow Your Business.
You will find out what Content Marketing is, why it works, how to create content, how to write case studies the easy way, how to use social media to distribute it, how to sell using marketing content and how to create a content marketing plan that you can implement and measure your success by.
Don’t miss out, find out more and register now. Places are limited.
* Building your Future with Print, Canon Insight Report 2014
** B2B Content Marketing Benchmarks, Budgets, and Trends, Content Marketing Institute, 2015