Possibly the most important reason that print service providers need to have an active Internet marketing strategy is because of the transformation that has occurred in how print buyers seek information. Yes, customers and prospects still talk to sales representatives, look through magazines, and talk to business associates to gather product information, but print service providers need to understand that customers and prospects are turning en masse to the Internet as their primary knowledge source. More than three-quarters (78%) of adult online consumers in the U.S. made some type of purchase via the Web in the previous six months. According to a survey from Nielsen Online, the top transaction categories are travel, credit card management, and online banking.

Regardless of company size, the Internet is a choice information source for both B2C and B2B customers. Your Web site must quickly and concisely communicate so that a prospect or customer can develop a clear understanding of its capabilities in about 30 seconds. Graphic communications firms frequently forget the importance of their Web sites, and many sites are poorly thought out or ineffectively designed. In InfoTrends’ December 2009 study entitled Capturing the SMB Communications Services Opportunity, more than 2200 SMB (small and medium-sized business) owners were interviewed. The Internet was the third-highest ranked technique for identifying a new provider. The message is that it is time to pay attention to both what and how you are communicating online.

Figure 1: How did your company find its print service provider(s)?