How Printers Should Make Their Websites ‘Social’

Printers shouldn’t get bullied into thinking they have to give their websites an Extreme Makeover in order to be contemporary. Should you participate in the leading social media platforms, such as LinkedIn and Twitter? Yes.

Setting up accounts in both places is easy and free, and incorporating your accounts into your website is simple. When I see those little buttons on a home page, I think to myself, “Cool. This company gets it.”

But before worrying about integrating social media buttons and activity into their websites, printers need to make their sites more social by taking four simple steps:

1. Replace equipment photos with people photos. If you must include shots of your presses, confine them to the section of the site where you keep your Equipment List. Better yet, use mini videos (emphasis on “mini”) to show press capabilities—if they are unusual or special in any way. Add photos of the people who work at your company and who manage the company. Tell us a bit about them.

2. Put your personality on parade. Every company has a personality, so why is it that 99 percent of printing company websites “feel” the same? It’s unnatural! You should let your firm’s personality shine through the site’s design, color, and, certainly, through well-written copy. Strip out the mumbo-jumbo jargon. Replace it with short sentences that are well crafted.

3. Bring the outside in. You know how we all use Facebook and other social media to let our hair down a bit and connect with friends and family who share our sensibilities? Make that happen on your website. Show a little of your human-ness.

How about running a weekly blog on your home page from the CEO or from department heads—or even featured employees? How about the theme, “What we’ve been up to” or the like? That way, every week visitors get a little bit of insight about people working at your company.

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Long regarded as a print buyer expert and trade writer, Margie Dana launched her new business in 2013 as a marketing communications strategist with a specialty in printing and print buying. Now she’s on a mission to help clients build customer communities through carefully crafted content.

You may know Margie as the producer of the annual Print & Media Conference. Although she’s exited the event production business, she’s still publishing her Print Tips newsletter. She looks forward to helping companies create and style all of their content so their potential customers sit up and take notice. For details and to sign up for her Print Tips and new marketing blog, visit www.margiedana.com or e-mail Margie at margie@margiedana.com.
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Comments
  • Kelly Mallozzi

    Fantastic post, Margie – I talk to all my clients and prospects about their social media and messaging strategy – We all have creativity inside of us just dying to get out – this is TOTALLY the time to let your personality and that of your company shine through. Thanks!

  • JR Shooter

    Hi Margie,

    Thanks so much for that little bit of information. I have been trying to figure out how and what needs to be done to change our website. Although we are brokers, it is still difficult to make a printers website iteresting and interactive.

    I was thinking of a blog, maybe trying to help people with possible difficulties they could encounter in the printing process.

    You’ve given me something to think about. Thanks!

  • aspireforbill

    Couldn’t agree more, Margie, and when a printer does it right, the results are astonishing. This is a video put together by a Michigan client of mine and I think it’s one of the best YouTube promos I’ve seen. It’s worth the 55 seconds it takes to watch: ­http://www.youtube.com/user/TemptShare?­blend=21&ob=5

  • minutemanmktg

    This is a very helpful blog especially for me with a printing service company. Thanks.