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Peter Renton talks social media strategy for printers

Published on July 6, 2010

Peter Renton:  Hi, My name is Peter Renton, I’m the Founder and Director of Business Development for Lightening Labels we’re a label converter in Denver, Colorado.  And we’ve been using social media as one of our main marketing strategies now for many years.  We actually started, probably in 2006.  We started with a blog.  We were the first label printer to have a blog and it’s still – it’s a continuously running blog, we’re still updating it regularly.  And we found that that piece in itself has been a really great tool for us to not jus to reach our customers, but to have people come to our website, go to our blog, see that we really are an authority, we really are a company that knows what they’re talking about.  So, we’ve used the blog really successfully.  

In more recent years, we started to do more on Twitter and Facebook.  We find Twitter has actually been really great for us. 

What we do there; I have a specific strategy with Twitter.  I don’t believe in just going on there and telling people what you had for lunch or anything like that. What we do is we have a lot of our customers on Twitter.  So I follow all of the customers I can find.  And what’s really useful is you’ve got a window into what they’re talking about. 

They’re tweeting about their business problems or what issues they’re having.  So you can just watch in the background and read what they’re – what is going on, or you can interject when they talk about something specific.  Like for instance, we had a customer earlier; what is it, last year?  They had a problem with a material we – that we printed.  And the posted it on Twitter.  I found out about it immediately, I responded immediately.  We were able to address the problem and the customer came away satisfied, ended up posting another Tweet about how she was really happy with the problem that had got addressed. 

So we discovered that on Twitter first before we actually found out that they were having problems.  So we were able to address it directly and in a very fast fashion. 

And we also use Twitter in a way to, again, place ourselves as an authority and I share different interesting items of information.  Just little articles.  I send – I usually do a tweet every day, like once a day, of something of interest that I think our customers will find – will find interesting.  So, that’s how we’ve been using Twitter. 

Facebook.  We have a page set up there.  We’ve had it set up for probably 18 months now we’ve had a Facebook page.  And we’re probably not quite as active on that.  We maybe spend maybe; I don’t know maybe half an hour every couple of weeks doing something, updating our Facebook page.  We’ve had like little contests and we’ve done things like we’ve pointed people to other things on Facebook that other companies are doing, typically like product companies doing some fun things with labels.  Anything that we find that might be relevant to our customers and prospects. 

So, that’s the main thing that we’ve been using social media for and we’ve found it to be a really successful tool for us.  

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