How High Is Your Profile?
The higher your profile, the more prospects you reach. It’s that simple. Today, that means you need to be active in social media if you want to be a high-profile printing company.
Before you jump into Twitter, LinkedIn or Facebook (corporate-wise, not your personal page), you need a decent, professional, accurate and current Website. The emphasis is on current, because I see far too many printers’ Websites that are stale and, quite frankly, sad. Better to have no site than a sad, old site.
But let’s focus on your social media profile. Get in there and start connecting! I have “met” thousands of people over the past few years that I half believe I already know.
Case in point: I am producing a one-day Print & Media Midwest Conference in Chicago in May, and days ago I called a content marketing expert to be a potential speaker. Why him? I’ve been following him on Twitter for years, reading his posts, learning from his blog, and find myself nodding in agreement with him at every new 140-character Tweet.
Oh, I also turned to my Tweeps to get suggestions for a venue for the conference.
When you establish your own credible, social media personality—and continue to build your base day by day—you are making business relationships. When the time comes for some of your followers to need your type of service, they’ll get in touch.
Become the expert in your field via social media. It’s happening all around you, in every segment of the printing industry. Show off your chops in social media a little at a time— but every day. Tone down the “promo” and ratchet up the “info.” It is so easy once you get the hang of it, you’ll find yourself making room for it in the early mornings and/or late evenings.
Then there’s this: if you engage in the right ways (share, enlighten, be yourself), you’ll get more than you give.
• You’ll learn what your customers’ companies and industries are up to.
• You’ll learn what problems your market is facing.
• You’ll learn what your competitors are doing.
• You’ll identify leaders that can help you grow your business—or help your customers grow theirs.
• You could find your next employee.
• You’ll get your creative juices flowing again.
Are there other ways to grow your profile? Of course—direct mail campaigns, ads, events, sponsorships, articles, awards, e-mail newsletters, printed newsletters and PR campaigns, to name a few.
Just don’t ignore your social media profile. More and more, it’s where the action is.
Long regarded as a print buyer expert and trade writer, Margie Dana launched a new business as a marketing communications strategist with a specialty in printing and print buying. She is as comfortable working in social media as she is in traditional media, and now she’s on a mission to help clients build customer communities through carefully crafted content. Dana was the producer of the annual Print & Media Conference.
Although she has exited the event business, Dana is still publishing her Print Tips newsletter each week. For more details and to sign up for her newsletter and marketing blog, visit www.margiedana.com