Baby Steps, Giant Results –Dana
2) Be curious about what your top customers are doing with social media. How are their firms using it? If their strategy includes using social media to promote their products and services, how does this relate to their print materials? What if you could help strengthen the connection between their print and social media campaigns—wouldn't that service be valuable to them?
3) Pay attention to your own corporate Twitter account, assuming there is one. What's being tweeted about your firm, by your firm—and maybe by others? What do posts on this microblogging site say about your firm? Are you more informational or promotional? Find out what your competition is doing on Twitter.
4) LinkedIn is the top social networking channel for print customers, so strengthen your LinkedIn profile and participate in "Groups" there. Go to your home page on LinkedIn. Search under Groups for key phrases like "print buyers" and "print production." There are dozens! You can join 50 Groups on LinkedIn, but I don't recommend it. Be judicious. Choose a few Groups that are relevant. Start participating. Don't sell: inform.
5) Take a hard look at the message on your Website. Why do your customers come to your Website (or do they)? How about your prospects or other visitors who search on your keywords? Is the content they find about you—or about them?
6) Ask your customers what kind of information and education they need from you. Simple online surveys (i.e., Surveymonkey) are affordable, effective tools for eliciting customer feedback.
7) Consider the educational needs of first-time print customers vs. more savvy ones. Identify how you're addressing these unique needs via your promotional materials, Website, sales pitches and customer service. By not acknowledging how different these two market segments are, you risk overwhelming one (new clients) or insulting the other (savvy customers).