How a strong Web presence can give print providers a competitive edge.
By Paula Yoho
Zentx Media Group (zentx.com) of Freeland, Michigan, takes a more sedate approach to its personal branding, while still capitalizing on the interactivity of popular social networks to position itself as a market leader. From its home page, users can link to the company’s YouTube, Twitter, and Facebook pages. It also hosts a separate blog (zentx.wordpress.com) that serves as a repository of information for current and potential customers. From company news and advice on topics such as creating effective tradeshow graphics, to feedback on frequently asked car-wrap questions, how to care for your vinyl banners, and much more, Zentx delivers useful content while branding itself as an expert in the wide-format digital printing field (read more about using your website as an education tool below). Supplementing the blog is the company’s YouTube channel, which allows viewers to put a face with the name of members of the Zentx team, while they watch videos on myriad topics, including a four-minute clip, “All About Substrates.”
Go the extra mile
Your company’s website is first and foremost a sales and marketing tool, but that does not mean it can’t also be a source of information for your customers. By supplementing self-promotional content with general insight into topics such as the print-production process, tips for developing marketing strategies, how-to images, and videos of graphic installations, you not only educate visitors about how their design concept becomes a tangible banner, sign, or vehicle wrap, you also position your company as an expert in digitally produced graphics.
The folks at Cranky Creative (crankycreative.com) finesse quite a bit of useful data into the “Products” section of their website, while still promoting their production capabilities. For example, under the “Vehicle Wraps” tab, the reader learns, naturally, that this is just one of many services the company offers. What’s more, the shop underscores the value of a vehicle wrap as a marketing tool by providing statistics from the Outdoor Advertising Association, such as, “One vehicle wrap can generate between 30,000 - 70,000 impressions daily.”
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