5 Cost Effective Digital Marketing Tips for Print and Design Companies

Digital marketing is an effective way for print and design companies to get their products and services in front of new customers and increase their revenues. But is there a way to do this on a budget, and to maximise the value of every pound you spend? Read on to find out more.

1. Create compelling incentives and offers

The print and design industry is a ‘tangible’ market, dealing with physical products that people like to see, touch, and smell. Craft your incentives around this need, even when marketing through digital channels. A classic example is to run a giveaway draw on your Instagram or Facebook account in which the winner receives a small sample order, such as 50 business cards or posters tailored to their business. Contacts enter the giveaway by signing up for your marketing email list, or brochure DM list, or by filling out a poll or survey to give you more information about your customers’ needs.

However, there are other ways you can do this without giving away physical collateral. For example, you could create a series of gated design templates exclusive to your website (e.g. table menus, window graphics etc) that leads could download in exchange for their contact details – allowing you to nurture them into full customers. Another suggestion is to offer a free phone or Zoom print consultation in which you provide tailored advice on print strategy, allowing you to showcase the value you bring.

2. Look for affordable and cost-effective digital advertising channels

There are costs associated with digital marketing, especially if you decide to invest in paid adverts. However, platforms such as Google Ads and Facebook Ads give you a range of advanced targeting options that allow you to set a budget that works for your company while delivering the results you need. Important ways to make digital advertising more affordable include geo-targeting your adverts to focus solely on your service areas, cutting costs and avoiding irrelevant leads. Another way to extend your advertising budget is to invest in ‘retargeting adverts’. These aim to draw back website visitors who may have visited your site without finalising an order. This is a good way to increase conversions and reduce abandoned carts. Visual-first advertising campaigns also work well for print and design businesses. In particular, Instagram Stories is a good social media tool to showcase your design creativity and allow your customers to see the type of work you can produce for them.

3. Optimise your website for local searches

Local markets are extremely important for many print and design businesses, so a good way of allocating your digital marketing budget is to optimise your website for local SEO (search engine optimisation). Over time, this will help your website become a digital shopfront for online customers, increasing your visibility for individuals and businesses looking for local print services. The best way to do this is to optimise your content with location-specific keywords such as ‘graphic design and print agency in Derby’, or ‘bespoke printing services near me’, throughout your web content and blog articles. This will increase your visibility on Google and other search engines for important search phrases. You should also encourage satisfied customers to leave reviews on Google – these build trust while also boosting your local search rankings.

4. Showcase your work for free on social media

Pinterest, Instagram, LinkedIn, and Facebook are goldmines for visual industries, allowing businesses to highlight their portfolio and engage directly with their target market. Use your platforms to showcase examples of current and past projects, demonstrating a broad cross-section of your work. This will get your work out there to a large audience without you having to spend a penny, and can also drive traffic back to your company website. To increase your reach, add relevant hashtags to your posts such as #LondonPrintDesign, #20%Off, #BespokeGraphics, and so on.

5. Increase customer lifetime value through email marketing

Retaining customers is more cost-effective than acquiring new ones, and so a core part of any cost-conscious digital marketing strategy should be maximising your average customer lifetime value. Retain them for longer, encourage them to buy more, and keep them happy. You can do this through email marketing, for example, by sending monthly newsletters with offers, upsell opportunities, and examples of recent design and print projects. You can also give your customers exclusive discounts to keep them coming back for more, such as ‘order now for 25% off your next direct-mail run this May’. Use your CRM to segment your subscribers into specific buyer groups. This allows you to tailor your email campaigns and content to your customers’ needs and achieve a higher open and click-through rate.

Find out more

There are dozens of ways that print and design businesses can maximise their reach and make new sales using digital marketing. To find out more and to discuss the benefits for your business, please contact the team at JDR today by clicking here.