Web Sites that WOW - Which Printers Made It?

Building a Printer’s Web Site that WOWs!Margie DanaMargiedana.com

September 10, 2013Print 2013

@margiedana

STEEPED IN CONTENT Weekly Print Tips enewsletter (since 1999)

Marketing column for Printing Impressions

Blog for PIWorld.com

3 books about print buying & print selling

Ghost-tweet for Fortune 100 client

Blog for industry clients

Write direct mail campaigns

Write promotional materials

Write web site content, enewsletters, articles

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Forgive me. Let’s make PowerPoint more

social.

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MY POV?

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Your site visitors

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THIS SESSION’S ROADMAP

1. Putting your site in perspective

2. What every print prospect looks for

3. The sections every site must have

4. Hallmarks of a GREAT web site

5. Wringing value from site content

6. Painting your site with personality

7. Sites in the Printers’ Hall of Fame

8. Q & A

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TOPICS FOR ANOTHER DAY

o Easy ways to integrate your site with other company content

o Site design do’s and don’tso SEOo Google analyticso System for updating site content

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1. PUTTING YOUR SITE IN PERSPECTIVE

Surveyed 162 print buyers

Focus on prospects Think like a print buyer Home is where it’s at Critique other sites Aim for quality rather

than quantity Build it for the kids

Forget Your Customers

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WHAT KIDS?Millennials AKA Gen Y

Roughly 1982 – 2001

Marked increase in use and familiarity with communication, media, and digital technologies.

Gen C – overlap with Y, born after 1990

C for Connected or for Content

Digital natives

Social animals

Constantly connected

91% sleep next to their smartphone (Engaging Generation C, Nov. 2012)

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Their ownership & use of connected

devices makes them incredibly unique

customers…both a challenge & an opportunity for

marketers & content providers.*

*Forget Generation Y, 2/12, Zoe Fox

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New customerswill source all print online

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HOW WILL THEY INTERACT WITH YOU?

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Make way for the new workforce

“…technology has had a profound influence on the youthful cohort that will begin to dominate the global workforce by 2020.”

- Cisco White Paper, Transitioning to Workforce 2020, 2011

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Incoming class of print

customers is attracted to

printers with shared values

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Some defining traits, Gen Y & Co Relationship-oriented purchasing. High values on

friends’/peers’ recommendations. This will erode the value of traditional marketing and bricks-and-mortar businesses.

o Instant communication – speedy delivery of everything

o Crave innovation – buying the latest models of every tech toy and tool.

o Playful mentality – bred on video games and interactive experiences

o Visuals matter more

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PRINT SOURCING BY THE NEXT DECADEo 100% online engagement?

o No door-to-door sales reps?

o Mobile devices are preferred tools

o Virtual events & videos for education

o Personalized‘lesson plans’online

o Peer reviews count mightily

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“The challenge for the communication &

technology industries will be to abandon

successful but outlived business models &

refocus on what it takes to thrive in the Gen C

environment.”

The Rise of Generation C: Implications for the World of 2020

Booz & Company, 2010

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This must influence your web

site.

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2. WHAT PRINT PROSPECTS LOOK FOR

Surveyed 162 print buyers

Signs you have what they need

Clarity: appearance & information

Contemporary, not crusty

Real people to contact Signs of life!

Be Mindful:

Levels of Print Savvy

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3. SECTIONS EVERY PRINTER’S SITE NEEDS

Shining home page

Equipment list Capabilities People (team) News Blog Contact forms

Markets served Who we are/why us Resources Social buttons

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GHDEAN.COM– EQUIPMENT LIST

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THEGOODECO.COM– CAPABILITIES/SERVICES

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CONCORDLITHO.COM – TEAM (WHO)

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ALLIEDPRINTING.COM – TEAM (WHO)

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HBP.COM – TEAM (VIDEO) http://www.hbp.com/our-people.html

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BURDGECOOPER.COM – BLOG

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WHY US? WHY WE’RE DIFFERENT

“ HBP is building on its legacy business to respond to customers’ evolving needs. Unlike competitive offerings, we focus on developing intelligent solutions that drive results throughout the communications lifecycle. We accomplish this by identifying new and innovative opportunities for engaging audiences, while streamlining production processes to realize greater cost efficiencies and achieve better outcomes.

That’s the HBP difference – driven by knowledge, expertise and results.” www.hbp.com

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4. HALLMARKS OF A GREAT PRINTER’S SITE

Surveyed 162 print buyers

1. Refreshing, not trite or boilerplate

2. Conversational

3. Strong visuals

4. Contemporary/current

5. Resources

6. Evidence of social

7. Values evident

8. Strong personality

Margie’s 8

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5. WRINGING VALUE FROM SITE CONTENT

Surveyed 162 print buyers

Blog as crown jewel Glossary? Fuel SM Aggregate blog posts

into e-book, giveaway Site updates yield

new posts on Twitter, FB, LinkedIn

Manage SM posts on socialoomph.com

Mine it for content gold

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6. PAINTING YOUR SITE W/PERSONALITY

w

People, not machines Personalize with

language Blog Good citizen, social

values, care about environment, love your employees = bonus points!

Humanize your site

www.texasprintingcompany.net

www.tcprinting.net

www.orangeprintmedia.com

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7. PRINTERS’ HALL OF FAME SITES1. www.HBP.com

2. www.universalwilde.com

3. www.penmor.com

4. www.pazazz.com

5. www.reynoldsdewalt.com

6. www.burdgecooper.com

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Questions?

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THANK YOU!

Margie Dana [email protected]

I can help with your site, blog, SM & other content!

617.730.5951