How to use social media to market your print business

Want to know how to drive sales and business awareness through social media? We take a look at how to stay relevant, find your audience and grow sales through social channels.

Social media has become a vital tool for businesses aiming to enhance their visibility and find a larger audience through marketing. For print providers, mastering social media can lead to increased customer engagement and sales. However, merely having a dormant profile with outdated content and lazy, irregular posts won't suffice. It’s essential to understand the value of social media marketing, identify your target audience, set clear goals and implement tailored strategies for both B2C and B2B markets.

The value of social media for marketing

Social media platforms offer businesses a cost-effective avenue to showcase their products and services. Numerous surveys indicate that a growing number of UK consumers plan to shop via social media platforms like TikTok or Instagram this year. Despite this trend, not all online print retailers currently allow direct purchases through social media, suggesting a significant opportunity for businesses to tap into this growing market. 

Neglecting social media can result in missed opportunities and diminished brand presence. In contrast, businesses that actively engage on these platforms often see increased consumer interaction and sales. TikTok has driven food sales through ‘FoodTok’ trends, and there’s no reason why other sectors can’t benefit from a joined-up approach to marketing on social media. 

Understanding your audience and setting targets

Before diving into social media marketing, it’s absolutely essential to identify your target audience. Are you catering to individual consumers seeking custom prints, or are your clients businesses in need of large-scale printing services? Understanding your audience’s demographics, preferences and behaviours will inform your content strategy and platform selection, because one size doesn’t fit all.

Ensure your posts are engaging, informative and relevant

It’s just as important to set clear, measurable goals. Whether it's increasing website traffic, generating leads or boosting sales, having defined objectives will guide your content creation and help in evaluating the effectiveness of your social media efforts. Like any marketing, you’ll need to think about your sales funnel – whereabouts in that funnel your social media followers or ad viewers are, and how you get them closer to conversion.

Strategies for B2C print providers

For B2C print providers, platforms such as Instagram, Facebook and TikTok are particularly effective due to their visual nature and large user bases. While some may dismiss TikTok as a platform for younger audiences, its rapid growth and diverse user demographics make it a valuable tool for showcasing a wide range of products.

Selecting the appropriate platform is vital. Instagram and Facebook are excellent for sharing high-quality images of your print projects, while TikTok's short-form video format can be used to create engaging content that highlights your products and processes.

Begin by determining what you want to achieve with your social media presence and use those clear goals to shape your content strategy and help measure success. It’s important to examine what similar businesses are doing on social media. What has worked for them and what hasn’t? Identifying their successful strategies and areas where they may be lacking can, again, help you decide what you’re going to do and think of ways to differentiate your brand.

Video content has become increasingly dominant on social media. Short, engaging videos can capture attention and effectively convey your brand's message in a way that feels fresh and isn’t heavy handed. For print providers, this could mean showcasing the printing process, highlighting unique designs or presenting positive customer testimonials in a new way. Time-lapse video of a project in progress or followed from start to finish is a great way to engage people.

There are some pitfalls to avoid as well. Overly promotional content that doesn’t provide value to your audience can not only be ineffective, but it can also turn people off your brand. Ensure your posts are engaging, informative and relevant. Additionally, inconsistent posting can lead to decreased engagement, so maintain a regular posting schedule.

Strategies for B2B print providers

Many of the core principles of social media marketing are the same for B2B as for B2C, but the former often involves targeting decision-makers within organisations rather than members of the public. Platforms like LinkedIn are particularly effective for B2B marketing due to their professional user base but bear in mind that professionals also use other forms of social media and are often keen to see what is trending or viral when making purchasing decisions.

Incorporating social media into your marketing strategy is no longer optional for print providers aiming to stay competitive

For B2B marketing, you’ll need to engage with industry leaders, join relevant groups and participate in discussions to establish your presence. Sharing informative content, such as case studies or industry insights, can further position your business as a thought leader.
While B2C content often focuses on quick engagement, B2B content can be more in-depth. Consider sharing white papers, detailed project analyses or even informative articles that showcase your expertise and the value you can provide to other businesses.

Use social media to drive traffic to your website or landing pages where potential clients can learn more about your services. Offering free consultations or samples can drive
businesses to initiate contact.

Incorporating social media into your marketing strategy is no longer optional for print providers aiming to stay competitive. By having a clear view of your audience, setting benchmarks and creating engaging content tailored to your market, you can harness the power of social media to grow your business. Remember that consistency and authenticity are key – regularly update your profiles with high-quality content that reflects your brand's values and expertise. Last of all, stay agile – social media trends move fast, and it’s easy to get left behind if you’re still doing what worked last year.