Branding Your Brand for New Web Services
This blog was adapted from “Position Web Design Service in Your Print Shop” by Brent Weaver, CEO, uGurus. You can read the full article in the April, 2014 issues of Printing Industries of America: The Magazine. Brent is a featured speaker at the 2014 Print Leadership Summit, June 2–3, in Dallas.
Did you know that between 2008 and 2013, global print revenue shrunk by 5.2%? The rapid growth of digital is giving printers many more options. If contracting print margins are hurting your profits, it’s time to take action.
If you’ve considered diversifying your business by adding digital services to your existing portfolio, you could be on the track to recurring revenue and greater profits. Some of the digital services you may want to offer initially for your clients are:
- Web development for company websites and e-commerce sites
- Supporting services like SEO and social media
- Marketing automation, including managed email marketing
But, unfortunately, you can’t just add this new service and expect your customers to beat down your door for them. To avoid confusing customers when integrating digital, one of the important things to considerer first is your brand: How are you going to position these services externally to your customer base?
That’s where we looked to the expertise of Web design pro Brent Weaver. The CEO of uGurus, Brent helps Web professionals build their business and consults with Web entrepreneurs. You’ll have the opportunity to meet him at the 2014 Print Leadership Summit when he presents “Selling the Online Business Ecosystem.” But for now, here are two smart branding options and his tips for how to position Web services without deterring or confusing your customers.
Option 1: Add to your existing offerings
Bundle print and Web services and advertise new services under your existing brand.