This is probably the #1 question people ask when getting into screen printing: Where do I find customers and how do I reach them?
First, let’s go back to your niche. What are you, or, at what can you be the best in the world? If you haven’t found your screen printing business niche or identified at least a few to start exploring, I would highly recommend going to this blog post to determine that first. Knowing your niche will help you to define your customer, understand what they want, how they buy, and how they consume information. Once you have this, you can start building a screen printing marketing strategy to reach the right customers.
While it is important to have a diverse reach, it is also important to ensure that you know who your target customers are and understand how they interact with you.
Your primary screen printing marketing strategy will consist of:
- Market Segment
- Target Customer
- Value Proposition (what makes you special)
- Differentiation Statements (strong marketing statements that prove your value proposition)
- Marketing Channels (where you advertise your products/find customers)
- Sales Channels (where / how you sell your products)
- Campaign Support (short term or long term campaigns that reach your customer and move them through the buying process)
How To Find Your Market Segment:
By going through this exercise, you can start to organize your understanding of your target customer and build a solid foundation to form your screen printing marketing strategy.
Who is your target customer and how do you describe them?
What is your niche?
Details about your target customer:
- Stores they shop at
- Other products they buy
- The reason for their product loyalty
What value do your services provide your customer?
Can you prove that value in a differentiation statement?
(A differentiation statement combines your value proposition with a statement of truth that makes your company and/or product stand out from the completion. This statement should use words that set you apart: the first, the one, chosen by, won, voted best, most used, etc.)
What products or services do you offer that cater these customer’s needs?
Discovering Your Marketing Channels:
Identifying your marketing channels is 100% dependent on where your customers spend their time. Many screen printers that I know don’t take the time to understand their target customer well enough to really dial in how they should connect or interact with them.
Simply starting a Facebook page or Instagram feed or building an online designer website doesn’t guarantee anything. Find out how your customers would like to interact with you by asking them!
The areas below that make the most sense for your target customer will become your primary marketing channels. Identifying these will help you to build your sales and marketing strategy and help you to market yourself to the right customers. It is good to start with one to two primary channels that you can excel at, and add more channels as you and your team grow.
- Customer visits
- Sponsorship in events
- Niche magazines
- Banner sign
- Mail Flyer
- Mail Catalog
- Ecommerce store
- Printer Directory
- Marketing Blasts
For Ryonet, our top two channels are our website and YouTube. Our number one source for driving action is our email list. It is where we have most of our information, and information is what our target customers are looking for.
When thinking about which marketing channel to use, here are some determining factors to consider:
- Can you track its effectiveness? If you cannot figure out how to track the return on investment (ROI) in one of your channels, you might be better off not spending money or effort using it.
- Do your customers frequent that channel? Seems like a no brainer right? However, you must ask yourself: do your customers actually interact with the channel that you want to engage with them in?
- Does the cost to market yourself in that channel leave you with leftover money in your budget for other marketing activities?
- How competitive is the channel? If everyone else is already marketing on the channel and it is very crowded, it might be better to start on a channel with less competition first. It is better to be a big fish in a small pond than a small fish in a big pond. Make money in the small ponds first so you can be the big fish in the big ones next.
Answering these questions for each of the channels you are thinking will help you align your marketing channels to your customers and maximize their effectiveness.
Once you choose your niche, find your market segment, define your target customer and discover your marketing channels, you have all of the building blocks necessary to create a killer strategic screen printing marketing strategy.
The post How To Create A Killer Screen Printing Marketing Strategy appeared first on Ryonet Blog.