Web Sites that WOW - Which Printers Made It?

Building a Printer’s Web
Site that WOWs!
Margie Dana
Margiedana.com
September 10, 2013
Print 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

@margiedana
Forgive me. Let’s make
PowerPoint more
social.

@margiedana
Your site
visitors

@margiedana
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

@margiedana
TOPICS FOR ANOTHER DAY
o Easy ways to integrate your site with
other company content
o Site design do’s and don’ts
o SEO
o Google analytics
o System for updating site content

@margiedana
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

@margiedana
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)

@margiedana
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

@margiedana
New customers
will source all print
online

@margiedana
HOW WILL THEY INTERACT WITH YOU?

@margiedana
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

@margiedana
Incoming class
of print
customers is
attracted to
printers with
shared values

@margiedana
Some defining traits, Gen Y & C
o 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

@margiedana
PRINT SOURCING BY THE NEXT DECADE
o 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

@margiedana
“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

@margiedana
This must
influence
your web
site.

@margiedana
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

@margiedana
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

@margiedana
GHDEAN.COM– EQUIPMENT LIST

@margiedana
THEGOODECO.COM– CAPABILITIES/SERVICES

@margiedana
CONCORDLITHO.COM – TEAM (WHO)

@margiedana
ALLIEDPRINTING.COM – TEAM (WHO)

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

@margiedana
BURDGECOOPER.COM – BLOG

@margiedana
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

@margiedana
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

@margiedana
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

@margiedana
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

@margiedana
7. PRINTERS’ HALL OF FAME SITES
1. www.HBP.com
2. www.universalwilde.com
3. www.penmor.com
4. www.pazazz.com
5. www.reynoldsdewalt.com
6. www.burdgecooper.com

@margiedana
THANK YOU!
Margie Dana margie@margiedana.com
I can help with your site, blog,
SM & other content!
617.730.5951

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