Running a small business demands expertise in many, many divergent fields. You must excel at finance, employee relations, marketing, sales, and of course the specifics of the type of business you went into in the first place. In a large corporation, each duty or specialty is handled by an expert in that profession – or an entire heirarchy of experts: production, sales, marketing, human resources, R & D. As a small business owner, that’s all on you. Technology is only making that landscape even more challenging, daily.
To bring in help or advice on any of these areas is costly and risky. When it comes to marketing, however, your best resource is right at hand. And – this is by far the best part – it is FREE! If you have the right printer, you already have a highly trained marketing consultant who knows print, branding, direct mail, web strategies, social media and has years of experience in both high and low tech marketing approaches that work for businesses just like yours. The most assuring part of this partnership for you is that the print/communications company only succeeds when your marketing succeeds! Start taking advantage of this asset – the print industry itself has had to reinvent itself in this new high tech economy. They know what works.
Even if you have a background in marketing, the rules of the game over the past 10 years have changed DRASTICALLY. (Check out this amazing and exhaustive infographic on the History of Marketing.) The marketing success that got you and your small business to where it is today will most likely not take you to future success in the emerging economy and IT world. Do you have the time and resources to become an expert in web design, SEO (search engine optimization), interactive online marketing, web metrics or analytics, to position your operation to embrace the new and as yet unknown technoligies that are right over the horizon? In most cases, the answer is no – and unless your business IS marketing, you should not have to. Turn to your printer for help.
The term “printer” is misleading. Today, printers do far more than put ink on paper. They have become marketing and communications specialists, and they are your closest and most knowledgeable sources for consulting with you on your overall marketing strategy. A good printer will understand your budget, your marketing goals and be able to suggest many options for creating results: integrated marketing strategies, direct mail, targeted variable data printing, promotional products, signage, branding, website development and e-commerce, social media marketing techniques, and unique design ideas. Discuss with them your target audience, who your consumer is, what your mission and specific goals are for the year. These are the facts your sales rep needs to recommend specific marketing strategies that you can use to translate into profit and customer recognition of your brand and your work. So the question is: why drain your energy trying to learn the new world of marketing on TOP of running your business when you already have a marketing consultant waiting to talk with you?