Marketing an Online Printing Service – Top 3 Challenges and How to Overcome Them
Online printing has seen an increase in demand over the recent years. This is due to the ease of use and the benefits of cost and time savings that businesses and consumers enjoy. However, online printing companies still face certain challenges when it comes to marketing their printing Melbourne.
Here are the top 3 challenges and suggestions on how to overcome them.
1) Document printing is not a top-of-mind problem
People only print documents when there is a need. Just like you won’t buy aspirin unless you have a headache, you won’t think of engaging an online printing company till you have an urgent need to print. Therefore, you can spend a lot of money on marketing your online printing service but people will most likely not use the printing service till the need arises.
Therefore, when your customers have a printing issue at hand, you better be ready and be “there” so they can print with you. This means that SEO and AdWords is very important because they will use Google to find an online printing company.
You also have to be in your customers’ top-of-mind consideration such that when they realize the need to print, they will think of you first. You can achieve this through effective copywriting- by painting the problem (the pain of printing at a local print shop, bad quality print and having to reprint etc) and establishing yourself as the best solution. Also, maintain consistent branding and think of ways to stand out.
Finally, keep a list of customers and constantly keep in touch with them. This way, they will remember you when they need to print.
2) Educating the customers on the different types of printing services available
Customers don’t understand offset and digital printing. Customers just want to get their stuff printed. Requests might be made which could be difficult or would consume time and resources on your end.
You will need to provide information on your website and educate your customers. Consider a rollover that provides more information on the technical terms. Let your customers proof read themselves before printing and remind them that “what you see is what you get”. You can even share articles on your website to educate the customers.
You need to constantly educate your customers and over time, your customers will be able to understand your printing service better.
3) Changing people’s behavior from offline printing to online printing
Most people’s instinct when they need to print is to go visit a print shop. Or they could have partners that they are working with for printing needs. Though online printing can help them save costs and effort, they might not have the incentive or motivation to switch or to look for new information when it comes to printing services.
Cost of switching is involved as they might not be familiar with you and would rather stick with their current partners. They might not see the need to change.
You need to convince your customers of the cost savings. You can do this by having a price-by-price comparison on your website so the benefits is obvious.