3 Ways Printers Can Grow Revenue While You Sleep

3 Ways Printers:
Can Grow Revenue
While You Sleep
Presented By
Eric Bonenberger
© Cultro Group LLC dba Litho Marketers 1

Our Journey
Who is this webinar for?
Printers that want to utilize automation and technology to
increase inquiries, get better leads and grow their sales
funnel—so they can grow revenue while they sleep!
Why is this of interest to printers?
As an industry, we have been slow to embrace online
marketing and other best marketing practices in general.
If you want to separate yourself from the pack or gain a
competitive advantage, stay tuned!
What will I learn from this webinar?
© Cultro Group LLC dba Litho Marketers
Photo by Ricardo Esquivel from Pexels
2

Introduction
3 Ways
Printers Can
Grow
Revenue
While
Sleeping
#1
Why Printers Must Improve Their Website Traffic
& the FREE Way to do it!
#2
How to Build a Strong Online Presence and Key
Elements Printers Should Focus On
#3
Using Marketing Automation to make Your Sales
Team more Effective and Increase Revenue
3

Eric Bonenberger
• Been in commercial printing space for 25+ years
• Worked alongside marketing teams to execute
multi-channel programs across a variety of
industries
• Sold my printing company in 2018
• Started Litho Marketers to help commercial
printers use digital marketing to grow their
business

What is
Litho Marketers?
• Help Printers Grow Using Digital
Marketing
• More content at
LithoMarketers.com
• Download FREE 20pg e-Book: 8
Strategies to Increase Revenue
and Grow Your Printing
Company
Put Link in chat…

If you need help implementing these ideas, let’s chat.
6

Printers &
Marketing
MOST PRINTERS AREN’T MARKETING!
• Rely on clique of experienced print buyers and brokers
• Not taking advantage of online search
• Not optimizing their website for sales conversion
• Don’t have a digital marketing strategy
Photo by Sarah Kilian on Unsplash

Marketing vs Sales
MARKETING
• Communicate Your Unique
Selling Proposition
• Bring Qualified Leads to Sales
Team
• Develop & Execute Marketing
Campaigns
SALES
• Convert Leads to Customers
• Communicate Specs to
Estimating
• Coordinate with Customer
Service
• Customer Retention
Photo by Alex Padurariu on Unsplash

WHY PRINTERS NEED
DIGITAL MARKETING
Better Leads
Amplify Sales
Effort
Greater Market
Presence
Enhance Brand
Value
Maximize ROI
Leverage Your
Core Strengths

DIGITAL MARKETING
STRATEGY
Like quality printing, a successful
digital marketing strategy requires
specific skills:
Marketing Orientation
Google Analytics
Optimize for Conversion
Technical SEO
Ongoing Citation Development
Social Media Strategy
3rd Party Links Links
Photo by Museums Victoria on Unsplash
10

Why Help Printers?
• We Know Printing!
• Create a Strategy based on Your
Printing Niche
• Make Complex Simple
• Choose from our Proven Packages
for Printers
• Schedule a FREE Lead Flow
Acceleration Session with me now
Photo by Brett
Jordan from Pexels
11

#1
WHY PRINTERS NEED
TO BE ON GOOGLE
• Professional Print Buyers Gone
• Majority of purchasing decisions
today start with online search
• GenX (‘65 – ’80), Millennials (‘81
– ’96) and GenZ (‘97 – 2010) are
going to start with online search
• Google dominates online search
with 90+% of searches
Photo by Benjamin Dada on Unsplash

Why You Need a
Google My Business Page…
Google My Business is more than a
tool for finding the nearest coffee
bar or restaurant. Its foundational
to your SEO effort!
ONE. Google My Business is free.
Your commercial printing company
gets free targeted exposure on the
world’s most used search engine.
Photo by PhotoMIX
Company from Pexels
13

Why You Need a
TWO. Setting up a Google My Business
page is also easy and takes less time to
optimize your profile than to initiate a
paid search campaign.
THREE. Your Google My Business
listing is an additional opportunity to
differentiate your printing operation
online. List essential info so your ideal
clients can find you. Work you do?
Organizations you serve?
Photo by PhotoMIX
Company from Pexels

Why You Need a
FOUR. A Google My Business page will enable customers
to complete online reviews. Accumulating reviews gives
you online credibility. Printing is a high trust business.
Google ranks pages based on number and quality of
reviews.
Bonus: You get to respond to reviews!
FIVE. Having a Google My Business means more traffic
and more leads. A larger funnel can net more business.
Potential clients can access your website or call with a
single click. Increased visibility and a greater market
presence should be part of long term strategy to curb
peaks and valleys in your business.
Photo by PhotoMIX Company from Pexels

Any questions
on GMB?
Share your thoughts
in the chat.
Unmute and ask
questions before
starting Topic #2…
Photo by Brett Jordan on Unsplash
16

Photo by Monstera from Pexels
#2
How to Build a Strong
Online Presence
Key
Digital Marketing
Elements for Printers
17

Why Printers Need
Online Marketing
1. Generate awareness—so you are a choice
in the marketplace;
2. Communicate your specialization or
niche—to generate the right leads;
3. Demonstrate your authority—so you are
a trusted source; and
4. Explain your unique buying proposition—
why people should buy from you.
This necessitates an integrated digital
marketing strategy. Do you have one?
Photo by Laura Rivera on Unsplash
18

Online Marketing:
Don’t Leave Money
on the Table…
• Online Digital Marketing is more than a website and
occasional social media post
• Online activities—website, SEO, social media, etc.—
need to be coordinated in an integrated strategy.
• Digital Marketing—delivering qualified leads to the
Sales Team—is too important to be relegated as a
part-time effort for Prepress or a or an intern.
• Sales Reps have other responsibilities and do not
have time to do marketing, let alone become digital
marketing experts.
Photo by Karolina Grabowska from Pexels
19

How to Printers Build a
Strong Online Presence
1. Google My Business Page
2. Authoritative Website
3. Search Engine Optimization
4. Active Social Media
5. Pay Per Click Advertising
Photo by Marina Leonova from Pexels
20

Do you have an “Authoritative Website”?
TYPICAL PRINTERS’ WEBSITE AUTHORITATIVE WEBSITE
Gives Credibility
in Your Niche
Current
Material
Optimised for
SEO
Setup for
Google
Analytics
Includes Google
Search Console
and XML
Sitemap
• Another Website
• Out of Date
• Not Optimized for SEO
• No Google Analytics
• No GSC or Sitemap to Help
Google Find Important Pages
21

Search Engine Optimization
• What good is a website that nobody can see?
• Good SEO is making certain search users that are
looking for your service or product find you.
• Keyword Optimization
• Good SEO requires sustained effort
Photo by Hal Gatewood on Unsplash
22

Active Social Media
• Should I be on Facebook? Go where your target
audience is…
• Increase traffic and leads
• Foster Greater Clients Interaction
• Research Market Concerns
• Increase Your Business Profile in the Community
• Avoid the Direct Sales Pitch and instead Share
Information Only
Photo by Tracy Le Blanc from Pexels
23

Pay-Per-Click Advertising
WHY
Pay Each Time
Someone Clicks
1
Drive Traffic to
Your Website
2
Short Term
Results
3
Leverage Outside
Expertise
4
CONDITIONS
Can be Costly Long
Term
Is Website Optimised
to Convert
Need Integrated
Strategy
Can be Complex

KEY ELEMENTS FOR DIGITAL MARKETING
RECAP – 5
Authoritative Website
Google My Business Page
SEO
Social Media
Pay-Per-Click Advertising
See our proven pre-built packages
at
LithoMarketers.com
Photo by Afif Kusuma on Unsplash
25

Any questions on
building a strong
online presence?
Share your thoughts
in the chat.
Unmute and ask
questions before
starting Topic #3…
Photo by Brett Jordan on Unsplash
26

#3
Putting It All Together with
Marketing Automation
Marketing is bringing qualified leads to
the Sales Team. Marketing Automation
lets you do more with less.
6 Reasons Every Printer Needs
Photo by Digital Buggu from Pexels
27

What is Marketing
Automation?
Marketing automation is
technology that manages
marketing processes and
multifunctional campaigns, across
multiple channels, automatically.
Ex: Salesforce, ActiveCampaign,
Hubspot
Photo by Nothing
Ahead from Pexels

Marketing Automation = Lead Nurturing
ONE. Nurture leads not ready to purchase yet.
Marketing Automation can be used for many other tasks
but the best lead nurturing campaigns utilize marketing
automation.
Lead nurturing is the process of facilitating a contact’s
buyer journey. In other words, you are helping them go
from stranger to customer by assisting, educating, and
prompting them toward the buying decision.
Hubspot, 2018
Photo by Akil Mazumder from Pexels

Printers Need
TWO. Time Saving. Reduce time to
create campaigns. Most marketing
automation tolls have a “drag and
drop” interface so you don’t need a
technical or design background to
build out and execute a campaign.
Repurpose content and give it a
second life across multiple
channels—blog, social media,
email, etc.
Photo by Jordan
Benton from Pexels

Printers Need
THREE. Sales Team’s productivity
and efficiency. Doing more with
less. Free up your Sales Team for
more creative tasks.
EXAMPLE:
Categorize leads as “Marketing
Qualified Leads” (MQLs) and “Sales
Qualified Leads” (SQLs) so you can
score and prioritize accordingly.
Photo by Luz Saldaña on Unsplash

Printers Need
FOUR. Personalization. Target
potential customers across multiple
channels—email, print & direct
mail, text message and phone calls.
EXAMPLE:
Offer your most loyal customers a
rewards program. Tag customers
by interest and share focused
content.
Photo by Christian Lue on Unsplash

Printers Need
FIVE. Refining your marketing
process. Revaluate your process
and visualize your customer
journey.
What are your customer’s pain
points? How can you address?
Photo by NEW DATA SERVICES on Unsplash

Printers Need
SIX. Cross sell other printing services. How much are
you leaving on the table by failing to offer up-sells and
cross sells? Marketing automation makes it easy to up
sell customers on coating, finishes and other
embellishments or cross sell services like wide format
signage or promotional products.
EXAMPLE:
Many commercial printers now offer additional services
beyond traditional offset and digital printing—like wide
format graphics shown here!
Photo by Tim Mossholder from Pexels
34

Today’s Destination
Wrapping up…
Printers have an opportunity to use
automation and technology to separate
from the pack and grow their business.
Simplicity is the ultimate sophistication.
—Leonardo da Vinci
Photo by Erik Mclean from Pexels

Calendar
FREE
Lead Flow
Acceleration
Session
©
Cultro
Group
LLC
dba
Litho
Marketers
• Checkout the chat
for the link to my
calendar
• Can also visit
LithoMarketers.com
to calendar a call
Questions About
Today’s Webinar?
36

Q & A and Reach Out
LithoMarketers.com
Webinar Questions?
Calendar A Call
37

Need Help
Implementing
These Ideas?
Visit LithoMarketers.com today to
schedule FREE Lead Flow
Acceleration Session
Photo by Neil
Thomas on Unsplash 38

If you need help implementing these ideas, let’s chat.
39

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