Marketing for Screen Printers (Maniac Style)

Marketing for Screen Printers (Maniac Style)


– What up, print houses. Bruce, from Printavo here. Today, we’re talking
about marketing, and, specifically,
as we talk about in the Print House Owner’s Guide to Growing Successful
Screen Printing Business, book’s available on Amazon. We’re talking about
marketing like a maniac, a complete maniac. And that’s the way you
really need to think about it because marketing, as you’ll
notice with larger companies, they’re everywhere. They do every single channel. Now, you may think, wow, they
have marketing departments. They have a lot of people. They have a lot of
things going on. They have a lot
of money to spend. But, you can actually do this, and automate a lot of it, so it kind of runs itself. I’m going to show
you how to do that. Now, we don’t have a marketing
department at Printavo. We have a network of
different contractors, and tools that we use to be able to help
automate a lot of it. On top of us just
being in person at trade shows, and
working with the customers, and this and that. Now I’m gonna dive
a little bit deeper into how you guys can be able to apply a lot of these
principles to your business. This is probably most helpful for companies that
are around 200, up to about a million,
$2 million in business. You really need to start though by focusing on what
type of customer you want to target. It’s so, so crucial because
if you cast a wide net, and you’re not
looking for every type of customer possible to
come in, that’s awesome. You can totally niche,
and be able to grow out, and start spreading from there. If you do wanna do that, absolutely focus on where
those customers are. Are they at trade shows? Do they hang out in
certain online communities? Where are they? Are they churches,
are they schools? And go direct to them. Build that relationship
from there. This video here, particularly, is a little bit more
about casting a wide net to be able to grow, especially, if
you focus on a lot of local,
direct-to-customer sells. Now, when you’re
trying to define that ideal customer
that you’re looking for, it’s really helpful
to write it all down. Pen and paper, exactly
the type of customer, the size, if they’re running
a certain type of business, if they’re in a certain
type of industry, ’cause that’s truly gonna guide this shotgun type
approach of marketing that’s gonna help you guys. We talk about two different
types of marketing in the book. One is called static,
and one’s dynamic. Static types of
marketing is where you put something out there, let the customers absorb it, let them get a grasp of it, and then allow
them to come to you because you are viewed
as the industry expert. The best way of doing
this is content marketing. Being the knowledge
source for your industry. Content marketing is a little
bit confusing of a word, but the goal is
for you to focus, so that you are the king and know exactly what
you’re talking about in your exact space. Now, this could be
on fund raising. This could be on
clothing brands. All of that content is
gonna be focused there to make it so that
your customers view you, again, as the expert. So, we talked about
content marketing, and you can check the link below of a little bit
more info about that and how to do that. That’s gonna dive in
into how, exactly, are you gonna do
this in your shop without spending a
ton of money and time. Now there’s a lot of basics
here around static marketing. Obvious ones are
printing business cards, always having post cards, always leaving them around. If you have a customer
service or assistant, install live chat on
your website, too, to start creating that
conversation with people. You can also have it pop
up and ask a question, like, hey looking for a quote for your new job or
something like that. One of the easy
ones is to be able to ask for a referral. Now a lot of people
have referral programs, but I don’t think
they really do it to the best of their ability. The way that this works
very well, generally, is, and you don’t
even have to pay them, by the way, you can just ask for a referral to someone
who may need your services. Something like, thanks
for working with us. I was curious, is there somebody that you could refer us to that you feel like
would be a good fit, or is looking for custom
shirts in the near future? Something like that
will help generate inbound traffic
from there, right? So, they’ll, then, warm
intro you right in, and so, a referral
is way more valuable than somebody clicking on an ad, and you having to convince them that you’re the right partner. Reviews, I can’t
emphasize enough how positive reviews
affect your social proof in the web and
the internet here. Now, what social proof is is when somebody
comes to your website, they want to know that
you’re legitimate. They want to know that you know exactly what you’re
talking about, and you’re the expert
and can help them. Social proof helps
to boost that. Examples of social
proof are a video of a customer testimonial, or five star reviews
on these website, or we’ve been
featured in this press for different things
that we’ve done. Those types of things can help boost your social proof. And, yet, another easy way is just include the
clothing brand logos that you can print on. Put those on the website. Super simple, again,
a way to boost your legitimate level there. Now, in Printavo, you
can actually automate a lot of the asking for reviews. So you can set up a
status change notification that will send to a customer, on completion of the job, that asks them, hey, if you
enjoyed your experience, could you review
us on this website? And include a link. We, personally, do this, and then, what we’ll do
is we’ll change that link to a different website
every couple of months so that it spreads out and gets positive reviews
on different websites. At the end of that email, you can also say something like, if you didn’t, though,
please email us back. We’d love to be able to help. This way, this helps filter a little bit more of
the positive reviews to the websites, and more
of the negative reviews to you so you can help mend and create a better
relationship. Now, dynamic marketing
is a lot more, it’s got a lot more umph to it. You’re putting yourself
a lot more out there. And I think this is
really, really important, especially in the long-term. And this is where
you start to get into a lot of the different channels. Now the first thing to do, and this is very easy to set up, and you don’t have
to maintain it, is to set up a
retargeting ad campaign. You’ll sign up for a website, something like AdRoll, A-D-R-O-L-L,.com, and then from there,
you’ll be able to set up ad on people that go to your website, and then see ads on Facebook, or Google, all over the web after they go to your website. The reason that
this works so well is because people
have to see your brand multiple times before
they make a decision. They have to see
your company logo and what you do at
least five or so times before they make that decision and come back to you. So you’ll stay top of mind with the retargeting ads. You’ll be able to
very specifically determine who views the
retargeting ads, though. This is important to set up. You just don’t want to
display retargeting ads to people who view any
page on your website. You really wanna
focus on the people who go to specific pages
that indicate interest. Example, only show
retargeting ads to people who go, maybe, to a pricing sheet page, if you list those publicly, or a contact us page, or a specific blog article. Those that, again,
indicating interest, then you can deploy
retargeting ads. And you can, say,
spend five, 10, 15, $20 a day on those
different ads around. Then you can deploy 5, 10, 15, $20 a day of ads to those people to retarget
them through AdRoll. The next really easy
thing you have to be doing is collecting email addresses. For every single customer
that comes into the door, you need an email address, and you need to compile these, and have them sitting in
something like MailChimp. MailChimp.com allows you to send an email
newsletters to people, and you’ll wanna
do these regularly. If you’re really busy, the first of the month, you need to take an hour out, and be able to send an email. Ideally, you’re
sending something like every other week, more of updates
about the company. But, again, focus on being the industry expert
in this email. So it’s not as much, hey
this is a really cool shirt that we printed on. It’s more of, hey
check out how we fund-raised and raised $1,000 for this local church this year. And how you can do that, too. Something like that, that
peaks people’s interest, and they want to learn
more and reach out. The last piece of
dynamic marketing advice that I would absolutely suggest is you need to be
the city mayor. What that means is you do things that a mayor would do for a city to establish themselves as
the leader of that community, the center of the community. This could be hosting
a marathon every year. This could be a family cookout. This could even be,
on the easier end, an open house at the shop. Invite everybody to come in, be able to take their kids,
and print a free shirt. Something again, that
a mayor, for example, would set up, and
that you guys can run. The open house is very low cost. It takes some of your
time on the weekend, but, then, draws more attention. Not only do you show
people how to print, and show people that it’s
not just super simple, so they understand
what the cost is of it but also, again, it
brings in new business. It brings awareness. They see your brand a couple
of times throughout that, and you create that
really great experience. Tons of really great
live events you could do, and you could even take that and be the official
t-shirt sponsor of any type of local
event, as well. So anything that you sponsor, ask to put a banner,
or your logo around, or a sign that’s
stuck in the grass that says official
t-shirt sponsor and your company’s name
and contact information. So, again, don’t forget, think about this like a maniac. You want to market like a maniac and continue to do
it more and more, through every channel, so people can people can
repetitively see your brand. You become the industry expert. Don’t forget too,
this is not something that happens overnight. This is something that happens over years of time, putting
in work consistently to get the benefits
back from it. Good luck. If you have any other
tips or questions, absolutely, as always, leave ’em in the comments below. (upbeat music)