Published June 17, 2015
Inbound marketing is the strategy of choice for online marketing, content is the main ingredient to any successful inbound marketing strategy. Your content has to be optimized for two audiences; your target customers and the search engines.
Published June 3, 2015
Web-to-print is our term for moving customer engagement online. This represents a big change for most traditional business-to-business printers. This article describes the top five mistakes I see when working with printers through this transition from an offline business to an online / self-service customer interaction model.
Published May 27, 2015
When you need a custom software solution, think about assembling a puzzle rather than building from scratch. The software landscape is full of integrate-able pieces that can give you ‘expected’ functionality so you can focus your custom development on what makes you ‘unique’.
Published May 13, 2015
Looking backwards won’t help you navigate the uncharted waters of the future. The print businesses of the future will adapt to remain relevant in a digital, online, and data-driven world.
Published May 6, 2015
Your marketing should talk more about your customers than about you. Compelling marketing content is about telling customer success stories to teach and attract more customers who find your content relevant to their current challenges.
Published April 24, 2015
What’s more costly, opening up a new successful retail location or a new successful online brand/store? The answer is “it depends”. Just because making a new e-commerce site is “cheap” doesn’t take into consideration all the costs of driving traffic and getting conversions.
Published April 15, 2015
Self-service is a growing preference among customers, pricing transparency is a feature of our online world, and speed is a growing differentiator in all aspects of our business. arifiQ has focused on a pivotal function of print – estimating/quoting; enabling printers to adapt to the new realities of our increasingly digital, online, and fast-paced business environment.
Published April 14, 2015
MarTech – the Marketing Technology Conference took place March 31, 2015 in San Francisco. I attended to see how print is being represented within the modern marketing mix.
Published April 10, 2015
You haven’t updated your website in over two years. You don’t remember if you have a LinkedIn page, you thought someone once tweeted something, and you recently had a customer complain about not being able to find you online.
Published April 6, 2015
A data-driven print business starts with a trusted system of record and then as selected meaningful metrics that influence your business decisions and your staff’s daily behavior.
Published March 30, 2015
The online channel is in the language of the customer and you have to compete to be found. These fundamental characteristics of this channel should drive your online presence at every level.
Published March 23, 2015
Expand your thinking in many directions, beyond the four walls of your manufacturing operations, beyond your business into your customer’s business, and beyond print to the other communication methods that are complimentary to print.
Published March 16, 2015
Marketing is about delivering qualified leads to your sales team. The online world has converted marketing into a role that can be precisely measured. Start thinking of marketing as a role with a quote (# of qualified leads delivered), stop thinking of marketing as your brand colors or business card design.
Published March 9, 2015
If your focus is all internal, you are missing the broader context of how your products and services are utilized within your customer’s business. Loyal customers are created when you help them achieve their business results, that means engaging with customers in the broader context of their business.
Published March 2, 2015
The first impressions of your business will be online. How does your online presence compare to you offline presence? Can prospects understand your business and what you can do for them from your website, your blog, and your social media channels? Your online presence sets up your sales team for success.
Published February 16, 2015
Do you approach change as an incremental, keep everyone comfortable manner? Or do you see how much the external conditions have changed while your company has stayed still? Is your print software able to support your current and future business needs?
Published February 9, 2015
Let’s get one thing perfectly clear, you DO NOT invest in print software to run your business as it is today. The whole point of software is to enable you to run your business differently - creating more efficiency.
Published February 4, 2015
Twenty years ago when we described the function of marketing we would have started with terms like “creative” and “messaging.” Then we would have talked about distribution channels for getting these creative assets and messages out to the target audiences, primarily consisting of print, TV, and radio.
Published February 4, 2015
When local businesses moved from “getting found” via the yellow pages to internet search so much changed.
Published February 2, 2015
Every business owner has ideas, plans, and a vision for what they want their company to become. There is never a shortage of ideas; there is a severe lack of execution. Good project management can convert more of your ideas to reality through a disciplined execution process that annoys most people involved (especially impatient, attention deficit prone business owners).
Published January 28, 2015
The dining experience at fast food restaurants isn’t about the dining experience at all. It’s about the price, the availability, and the consistency no matter where you are in the world. The value proposition is clear, you serve yourself, you’re encouraged to clean up after yourself, and clearly by the comfort of the seats, you aren’t encouraged to linger.
Published January 26, 2015
Frustration happens, especially with print software projects like Print MIS and web-to-print. When frustration happens do you flex, adjust, look for a solution or do you stay in that frustrated state? Find evidence of the behavior you want more of and reward that behavior, in your people, in your vendors, in your partners – that will accomplish more than yelling, escalating, and threatening will ever do.
Published January 19, 2015
EFI Connect, Dscoop X, AMPS Executive Leadership, NPOA, and PODI, the upcoming industry events where you have an excellent opportunity to connect and collaborate with peers. Do you want to do everything in your power to assure your next print software decision is a good one? Get the whole story from a peer who has already implemented the solution.
Published January 12, 2015
The checklist RFP (Request For Proposal) fails to deliver the best purchasing decision. Your peers (the voice of current customers) are your most trusted source of information about how print software products perform in live environments and how print software companies support their customers after the sales process.
Published January 7, 2015
The PrintVis MIS solution has a phenomenal product span, meaning the ability to “flex” in both directions, respond to growth and decline. In this Product Spotlight, Jen Matt reviews the PrintVis MIS solution.