Over the recent years online printing has recognize a major increase in demand. Custumers prefer this kind of service because of its ease of use and the benefits of cost and time savings. However, online printing companies still face certain challenges when it comes to marketing their printing service.
Here are the top 3 challenges and solutions on how to overcome them.
1/ Document printing isn’t everyone’s first option
People won’t buy aspirin unless they have a headache, same with the situation that you won’t think of engaging an online printing company till you has an urgent need to print. So you might have spent a lot of money on marketing your online printing service while most people will likely not use the printing service till the need arises.
To deal with this, you have to be all-time-ready when your customers have a printing issue at hand. This means that SEO and AdWords are very important because your customers 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. 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 whenever they need to print.
2) Make sure customers understand about different types of printing services available
Because printing isn’t their filed so obviously they don’t understand offset and digital printing. They just simply want to get their stuff done. Requests might be made which could be difficult or would consume time and resources on your end.
In this situation, you will need to provide information on your website and educate your customers. Take into account a rollover that can give more information on the technical terms. Make sure your customers read it all 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.
3) Changing people’s behavior from offline printing to online printing
In real life, whenever people need to print they will instinctively go visit a print shop. Or they could have friends or colleague that they are working with for printing needs. It’s true that online printing can help them save costs and effort, but they might not have the incentive or motivation to switch or to look for new information when it comes to printing services.
As the wheel turns, they wolud stick with their current partners rather than with you. They might not see the need to change.
If you want convince your customers, show them the cost savings that they can keep for themselve. Doing this by having a price-by-price comparison on your website so the benefits are obvious.
Emphasize and provide the services that the print shops don’t have such as delivery service, 24 hour printing etc… To differentiate your service.
The lack in your online printing service is that the face-to-face interaction from a physical print shop. So you what you can do to make up for it is provide a hotline and email to make it easy for customers to be in contact with you.
Give people trial via discounts and promotions so that once they use the online printing service and they like it, they will continue using it.
Now aday, more and more businesses tend to choose online printing for their printing needs. Being an online printing company, you will have to think about how to do better than their competition in order to get a bigger slice of the market.