Online printing business owners are often heard saying things like "I rarely get any business from my website." Or "Why should I start a web-to-print business if it is not serving me any purpose?" The answer to above questions is yet another question. And that is, "Where do you get new business from?" Your might say networking, referrals and sales activities. However, when it comes to making your online printing business thrive, lead generation is of utmost importance.
Most of the B2B print business owners do not see their website as a marketing tool. It is important to understand that as your prospects are online, the lead generation also has to be done online. Salespeople at most of the print companies have to do everything right from generating leads and nurturing them to managing customer's current deals and closing them. But they are not the only ones who are responsible for making your print business flourish. Several other professionals including web developers, designers, accountants as well as SEO experts have to play a significant role. So what should be your priorities like when you want your online printing business to be successful? Take a look at some pointers given below.
1. Making your presence felt
Getting found should be the first priority for any online printing business. The online presence of your website should be developed and managed in such a way that your prospects and customers can find your website. Being one of the top ten companies on the first page of Google is a dream come true for most of the companies.
In order to make sure that customers find your presence, you must learn the art of SEO.
And needless to say, it starts with making a keyword strategy. Everything that you do online must be targeted around these keywords. Apart from keywords, several other search factors are considered to be important including the freshness of your website, design responsiveness, meta tag optimization, conversion ratio etc. If you haven't strategized the above mentioned SEO aspects, do not start with any website project.
2. Converting prospects to customers
Some websites look great, narrate inspiring stories and have their SEO optimization right in place. But they tend to forget the most important aspect of their business, which is – conversion. If you are a B2C website, you would just want the visitors to buy your product. But if you have a B2B e-commerce website, you have to strike a chord with your qualified leads, provide the quote and offer them with compelling reasons to do business with you. Also, check out the home page of your website. Does it include a powerful call to action? Is the content appealing enough to convert leads? If the answer to these questions is "Yes" you are heading in the right direction.
3. Narrate your stories through customers
No customer decides to invest in a product without understanding who you are or knowing if your offerings match with their requirements. Hence, your web-to-print store must tell a story. Not about the products you offer but the problems you have solved and the challenges you have overcome for your customers. Through testimonials and reviews, display the needs and demands of your customers and how you solved them. This makes it easy for your prospects to relate with your business.
4. Have a dynamic Website
The nature of every online printing business is dynamic and keeps changing with the market demands. Same stands true for websites. For your print commerce website to succeed and work smoothly, you must have the best possible ecommerce platform. A good ecommerce system will enable you to update your products and change your website content on your own through the dashboard. The best way to have fresh content on your website is to maintain a blog and share it on social media channels like Facebook, Twitter, Linkedin etc.
5. Keep your print commerce website secure
For your print commerce website to work seamlessly, it is important to keep it secure. Conduct regular checks and have a security review from time to time so that you can monitor the signs of attack. If you outsource, make sure you choose a provider who understands the ins and outs of your platform and monitor it well. Also, in order to lower the chances of your website getting hacked, you should turn on the two step authentication process. So if your website is accessed from some other device, you would get a notification about the same.
We hope the above mentioned tips will help you to achieve success with your online printing business. If you want your online printing business to go a long way, you must make your website interesting and engaging apart from using a world class web-to-print product design software. Also, B2B sales team must work hard to find qualified leads and retain them.