LPC BLOG |
LPC Sr. Principal, Jackie Kuehlmann, spent 16 years directing marketing at Inland Packaging. She knows how to market to label buyers and brands and she knows how label converters can turn prospects into clients. Flexo. Digital. Sheetfed litho. Shrink. She’s created new business opportunities for salespeople across all print technologies and all labeling formats.
We asked Jackie to share the three most important things small to mid-size label converters can do to up their marketing game and speak more effectively to their prospects and existing customer base:
Content Marketing and Lead Generation: To differentiate yourself from the label-converting pack, develop high-quality content that showcases your expertise and company culture. Informative blog posts, guides, infographics, case studies, whitepapers; these can address common challenges and/or trends in our industry. Up your lead-generation strategy by offering this content as gated resources on your website where visitors can provide their contact information in exchange for access. This will help you capture leads and expand your prospect database.
Databasing: Most companies aren’t overly confident about the quality of their database. Building a strong prospect database takes time and consistency and many small to mid-sized label converters don’t have the internal resources to dedicate to database development. Many companies can find it overwhelming and leave it up to their salespeople to make sure new prospect details are entered into the company’s CRM system (and in many cases that “CRM system’ is just a spreadsheet). LPC works with small converters and often the onboarding process involves bringing data from salespeople into one central database and helping our clients build their databases over time. Our advice to smaller converters is to start where you are, even if it’s with a very small number of prospects. If someone internally can dedicate two to three hours every week to building the prospect database it will make a significant difference. If you don’t have the internal resources currently for prospect database development, let us know and we can help you put together a lead generation strategy.
Email Marketing and Nurture Campaigns: Email marketing campaigns allow you to nurture prospects over time. They let your company stay connected and remain front-of-mind for when a need arises and they want to either work with a new label converter, or to reach out to companies who might be able to provide a solution to a label challenge they have. Once you have a good working prospect database, you can segment your lists based on industry niche and tailor your email content to ensure you’re cutting through the clutter and speaking directly to their requirements and pain points. One of our mantras at LPC, Inc. is ‘Teach. Don’t Preach’ and with these types of email campaigns you can provide valuable information about industry trend updates and new technologies to keep your prospects engaged and convert them into customers over time.
Would you like to transform your approach and elevate your marketing efforts to drive growth? Contact jackie@lpcprint.com to discuss your business goals, challenges and ways that our expertise can help fuel your success.