Start a Blog. The cool thing about a blog is that you don’t need to be a Pulitzer Prize-winning author to start one. Blog speak is YOU speak. In other words, blogs tend to be the most successful when they’re written in an easy-to-understand, conversational tone. The more authentic, the better. Of course, don’t get too sloppy with your grammar and punctuation—use your own good judgment, and maybe bounce your first few posts off of some trusted confidantes. Remember, the more you write as you speak, the more people will trust you. Blogs are a great way to provide in-depth information on your print products. They build trust in you and your brand, they help your product stand out in the marketplace, and they provide an emotional benefit over the competition. Not to mention, a good blog post will never expire, unlike posts on other social media channels. It lives on. Also, make sure to use tags and keywords related to your brand for SEO purposes. For more details on how to start a wildly successful blog, check out this fab Forbes article, 14 Ways to Make Your Blog Get Real Attention.
Use Social Media. Yes, we did just mention that good blog posts outlive other social media posts, but that doesn’t mean you shouldn’t take full advantage of other social media channels. Find the ones that you feel comfortable with, and that the folks you’re marketing to tend to utilize the most. Then post away! Post as much as you can! There are general rules of thumb for every channel in terms of length of posts, times of day that are best to post—things like that. Do a little research, then get crackin’. Oh, and that blog post that outlives other social media posts? Well, you can tweet and retweet that post, you can promote it on Facebook periodically, and you can even leave a link up in your Instagram bio leading to a post that you deem worthy of featuring. Used effectively and strategically, social media can be a real game-changer when it comes to grabbing the attention of retailers and others. It’s also a great way to connect with influencers. Here’s a great Resource Guide to getting started with social media, found on Michael Stelzner’s Social Media Examiner. The entire Social Media Examiner website is a great resource, as a matter of fact. It’s filled with incredibly valuable information to help you use all social media channels effectively.
Position your Product. More specifically, position your product so that it aligns with specific retailers’ values—the retailers who you want to be seen by. Just because your print product is awesome doesn’t mean that every company is going to view it as the right product for them and their brand. There’s a whole sea of competition out there, and until you’ve gotten your product into the hands of the right retailers, you need to figure out how to make it appealing through your messaging. For example, let’s say that you’re promoting your products to retailers in the fashion industry. Perhaps you can utilize your blog to provide them with useful posts that will appeal to them. Like how to use Catalogs to create seasonal lookbooks, how to design eye-catching Hang Tags, etc. If you’re marketing to retailers who sell small gift items, computer parts, or other small bits—a good angle could be to post well-staged photos of Custom Packaging in the proper verticals. There are just so many ways that you can accomplish an ultra-effective brand positioning strategy using various platforms. You can even leave physical samples of your products with retailers, along with promotional materials. For more details on this kinda stuff, here’s an awesome piece on How to Create Strong Brand Positioning in your Market from The Cult Branding Company.
Write a Press Release. Press Releases are great ways to raise the awareness of potential retailers about your product or brand. Make sure you’re using tags and keywords related to your brand, just like you would for a blog pos—this will help search engines find you so that folks surfing the web for your specific product can be directed to you. Again, it helps with SEO. A good press release will allow potential buyers to learn about what you stand for as a company and precisely how your product can benefit them. It’s an opportunity to formally introduce yourself to the market. Having a well-drafted, finely articulated press release is a marked statement of professionalism. For more tips on how to write one that gets noticed, check out this Entrepreneur article which really breaks down the basics of a quality press release.
Taking advantage of these methods is a great way to gain traction for your brand, and when all is said and done, being persistent and professional will go a very long way.
