61 Issue 249 - October / November 2023 email: news@signlink.co.uk BUSINESS OPPORTUNITIES / MARKETING YOUR BUSINESS freedom to sell and not be tied up with administration. “There are many routes to market and some work better than others but the success of each depends on your understanding, your confidence, and your ability to market.” As the majority of businesses are now found online instead of through older forms of communication like directories and business listings, many companies may feel overwhelmed by the prospect of navigating outlets like Google. Marsh comments: “Google AdWords is a very competitive space with high value keywords increasing the barriers to entry for most printers who don't understand how this works and would therefore need to work with an agency to optimise their success. “It is still seen by many as black magic and print companies are nervous about spending big money on what they don’t understand.” Very Displays a trade-only supplier of products for exhibition, event, retail, POS, textile, and outdoor use is another company that has helped clients achieve their marketing, while also collaborating to in-turn market themselves. Jacob Higgins, marketing assistant at Very Displays, says: “The increasing reliance on digital technology and online platforms have compelled print and sign businesses to adopt innovative approaches to stay competitive. The likes of social platforms, e-commerce web-to-print services and email marketing all play a vital role in the marketing plans of print businesses. “This being said, traditional techniques, such as exhibitions, printed collateral, or internal showrooms are still proving to be successful and part of a wider marketing plan. In fact, we have recently built our brand-new showroom, which is segmented into our four categories and we also attended The Print Show in September. Higgins adds: “We truly believe faceto-face interactions still provide great opportunities to market your business and products in the right environment with the right target audience.” In contrast, Marsh comments: “I'm a big advocate of digital marketing over networking, trade shows, or telephone leads. This is most likely based on my experience, knowledge, and understanding but is what I find works for me.” As previously discussed, it is this contrast that pinpoints why understanding yourself, your business, and most importantly your customers, is crucial in how you market yourself and your business. Creating online content, attending networking events, and making connections on LinkedIn is all hugely important, but unless these options are capturing your intended audience, they will all be fruitless endeavours. Higgins says: “At Very Displays, we are often thinking of innovative ways to help our customers market to theirs. A proven successful method is our free unbranded product reseller guides. They make selling portable display solutions easy for our customers with product details and imagery all in one place. Our customers have the option to have the guides overbranded with their company details for a total cost of £0. We count them as the one-stop shop for reseller information. “Utilising data analytics and customer insights will help businesses understand preferences and behaviours, enabling them to deliver targeted and relevant digital marketing campaigns.” As highlighted by Higgins, using your tools and assets is an important part of marketing your business effectively, so that nothing goes to waste. A milestone, celebration, or funny moment can be an ideal opportunity to share with customers and followers. Regarding The Sign Group’s recent use of TikTok, Hoole adds: “We plan to use TikTok to showcase our work visually in a variety of ways. We'll post timelapse videos, short snippets of machines running, and funny "shorts" with our team being goofy. We want our content to be fun and engaging, but we also have to be careful not to break any non-disclosure agreements with our clients. So, our videos will mostly focus on the people at our company, rather than the products we make. “We don't expect to achieve a huge following on TikTok, but we like the idea of building up a bank of videos so existing and new visitors to our site can get a quick insight into what we are about and what we do.” While marketing your business is certainly a big job to undertake, the advice and solutions here should be testament that the time and effort are all worth it considering the rewards. Copp concludes: “A lack of consistency is a major pitfall. Companies put so much work into marketing and communications, only to trail off instead of keeping the momentum going. Being too busy to focus on outreach is a good problem to have, but it’s important to plan ahead for quieter periods. If it’s not getting done, this is where an external agency partner or the creation of a new internal role are really worth considering. “I would also avoid focusing too much on product and price, again, craft the right story, concentrate on end-results and the power of emotion. Finally, failing to measure. How will you know if your marketing is working without properly analysing your success and identifying what needs to change? Get a great handle on your numbers and your life will be a whole lot easier.” ► Showcasing your business in print and online can make your company seem personable and approachable
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