How Can I Improve Our Marketing
Marketing a Printing and Publishing Business
The value and earning capacity of a printing and publishing business largely depends on the quality of its marketing efforts. But great marketing takes a lot more than hanging a shingle and hoping for the best.
As a business owner, it's imperative to understand that your financial metrics are inextricably linked to your marketing capacity.
A lack of marketing experience can sometimes be overcome through persistence and innovation, two key features of printing and publishing business marketing success.
Market Segmentation
In today's environment, it's impossible to market a printing and publishing business to the entire marketplace. Market segmentation has been around for decades and it has enabled many smaller companies to dominate parts of the market, even when they face competition from larger firms.
For segmented mailing lists, we recommend using a proven partner with the experience to assist in the execution of your segmented printing and publishing business market agenda.
Staffing Expertise
An effective marketing strategy meticulously delegates tasks to capable stakeholders. A dedicated, in-house marketing division is a possibility, but in small businesses, it's more likely that owners or managers will pick up marketing as a secondary job responsibility. That can be problematic because marketing can't afford to be pushed to the backburner. As a way to improve performance and time management, owners of printing and publishing businesses outsource marketing to a professional firm. In addition to delivering a better overall outcome, marketing firms bring an objective perspective to your strategy and key messaging.
Newsletters
Despite the unrelenting demands of generating content on a monthly or quarterly basis, a company newsletter has promising potential as a marketing device. Unlike flyers and other advertising mediums, newsletters have an informational focus. In fact, the best newsletters encourage customers to take the next step without ever asking for a sale. These days, printing and publishing businesses to distribute newsletters through online channels (e.g. in email campaigns and as PDFs on the company website).
Share this article
Additional Resources for Entrepreneurs