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Online Print Marketing: Optimizing for Two Audiences

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.


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About Jennifer Matt

Jennifer Matt is the managing editor of WhatTheyThink’s Print Software section as well as President of Web2Print Experts, Inc. a technology-independent print software consulting firm helping printers with web-to-print and print MIS solutions.


By Joe Fedor on Jun 17, 2015

Hey, really good article Jen, as per usual with you. Not just for print, either - you could go through and replace "printers" with "businesses" and it all still applies.

And with content - a lot of people I talk to about their marketing have a problem getting and staying in the habit of regular, consistent posting of new content. A lot of times, they feel like they've run out of ideas and are reluctant to take a new swing at topics they've covered before, for fear of repeating themselves, but I don't think you help doing that occasionally.

What are your current thoughts on how often you need to put something out there?


By Robert Godwin on Jun 17, 2015

"they feel like they've run out of ideas "
I am offended that someone in business has run out of ideas. If a business owner is so timid that they cannot express the value they add, then what is the point of engaging? Successful entities perceive themselves as partners to their customers. So value should be at the forefront of the relationship.
Certainly it would be easy, as Jennifer delicately infers with her preamble on the "yesteryears of marketing", that many print owners are simply too fossilized to effectively navigate the search world. While true to a degree, there are many of the GenXers and Millennials that do not effectively use the "find me" tools that exist. Indeed, many who search simply accept what is tossed up on the first page, or worse, in the ad column to the right.
Hard to say which is more distressing, ineffective SEO, or lazy searchers; one informs the other, adding to a downward spiral.
Content is king. New content is attractive and (hopefully) of value. So few printers take this seriously; perhaps only a handful...


By Jennifer Matt on Jun 23, 2015


My recommendation has been very consistent as far as content goes. The minimum (where you start) is:

Write one unique blog post per week.
Post that blog post on your blog (has to be on your primary domain so your primary domain keeps growing, Google gets asked to re-index, you are building authority on that domain. Use your keywords in everything you write online.

Amplify that original blog post through your social media channels (LinkedIn, Twitter, etc.). Link back to your blog post.

Once per week.



By Naresh Bordia on Jun 27, 2015

Agreed Jen, Very simple but absolutely effective, consistency is key



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