Marketing for Printers – Blogging

WordPress Logo

Content Marketing has grown to immense proportions, due in part to the growth of WordPress. Gone are the days of creating a piece of content for your webmaster to upload to your website, now we use WordPress to access our websites and blogs and publish content instantly.

WordPress originated as an open-source (software for which the original source code is made freely available and may be redistributed and modified) blogging platform, and it developed quickly to become the number one website platform, all the while upgrading their blog capabilities.

Learn to Blog

But how do you blog?

Blogging is an oxymoron, it’s simply complex. It’s an activity of creating content to promote your business or service that is simple because you can just start typing and click post, the complex part is how to write to be effective.

How to write blog posts.

Research your topic: Don’t start writing and hope you are right, do the research to make certain you’re right. In today’s digital world of artificial intelligence and machine learning, there is no room for error, you will be caught and possibly punished somehow. Make sure you understand the topic before you type.

Write blogs for Humans

Write for humans: I know that sounds dumb, but too many people write to try and get rankings on a search engine and forego the human aspect. There is a way to write for humans and get rankings ~ keep reading ~ Search engines have advanced to focusing on visitor satisfaction, writing for humans is more important than writing for search.

Write for search engine rankings: ~ told you I’d cover this ~ Prepare by researching the appropriate phrases and semantic (words related to another word like: book – printer) phrases that people use to search for what you are writing about. Take this data and write for humans and you accomplish both tasks.

Don’t keyword stuff: Old school SEO was putting the target term in your content numerous times to rank. The search engines quickly labeled this as “Spam” and began demoting pages, yes, your blog post is a web page. The number of times you can reference a phrase is a matter of opinion, I believe that longer articles (800+ words) can use the same phrase more often, while shorter posts (300- words) should avoid using the same phrase more than three times.

Post a Blog

Images and typography: Use quality imagery to support your topic, screen prints can be very effective, depending on your subject. Break the text up with the images to create white space on the page, this helps the reader stay in place and keeps them reading more than they may initially want to (that’s typography).

Blogging can be fun if you enjoy writing, if not it can be a chore that is despised, your feelings will come through your writing. If you are feeling bad or irritated, choose another time to write a blog post. Having an open mind and enjoying writing posts helps me write a more engaging article. Many times, I have started an article, only to walk away because my heart was not in my writing that day. Feel good about what you do, and it will show!

PS: Use snippets of your posts in your social media accounts with links to your blog.

Kevin Smith
Marketing Manager
Heritage Printing

2018 Paper 4 Teachers Paper Drive

We distributed 6990 lbs of paper
to 233 teachers at our 2018 Paper Drive!

Thank you to all the SoMD teachers that attended the paper drive, it was a success because of you.

We ask, if possible, that you take pictures of your students using the paper and share with us via email and put on your social media feeds with the hash tag #Paper4Teachers.

Marketing for Printers – Social Media

Social media is the new Internet, are you prepared?

Access to the information highway has never been easier, anyone with a smartphone can quickly add their opinions online to a variety of social media platforms.



Here’s my TOP 5 Social Media sites for us, as printers:

  1. Facebook – the social media giant remains atop the mountain, especially for adults. As the millenniums have favored other platforms, FB continues to attract the baby boomer generation.

  2. Twitter – made for mobile, Twitter is the easiest to use and has a definitive second position. The doubling of the character count to 280 was a nice upgrade.

  3. Instagram – the video/photo sharing platform launched in 2010 and has become immensely popular to the millenniums.

  4. LinkedIn – the business/employment site is stable in the top social group. The ability to connect with “like-minded” business professionals has many advantages.

  5. YouTube – the video platform has over 1 billion viewers a month!



How to effectively use social.

  • I believe that a top priority is to capture, create and occupy your business on all platforms, not just the top 5, all of them. Even if you do not use a social account, your business should still be in control of all its social presence.

  • Define your audience, understanding what social media your target audience is using will offer the best opportunity to be seen.

  • Create quality content and post regularly. Facebook allows scheduled posts, but Twitter and LinkedIn do not. I have folders/templates for creating content 2 weeks in advance. I take this data and copy/paste into our other social sites.

  • Always stay positive, promote your brand, services and products with upbeat information including photos and videos.

  • Respond to questions, reviews and feedback, without attacking or “trolling” anyone, in some timely manner, I believe responding within 36 hours, during your business hours, will suffice.



How to gain an audience.

Getting your messages seen, heard, liked and shared is important to your campaign. Here’s some tips on acquiring viewers.

  • Start with your family, friends and coworkers, ask them to follow your company page and share the data with their friends.

  • Search for your customers, starting with the most recent and then past customers.

  • Like, Follow and Share posts from campaigns you would like to do the same for you.

  • Create positive content about customers, if there is a story to tell, use it to help promote your client, they may reciprocate.

  • Paid content works for some, but not everyone, start with a small budget and monitor it for 6 to 8 weeks, tweaking the settings during the campaign. Measure the results and make a definitive decision if “Paid” is good for your business.



How to address being “Trolled”.

Bad PR will always find its way to social, here’s some ideas on how to minimize the damage.

  • Respond promptly, hiding from a mistake usually entices the “Trolls” to continue their attack.

  • Admit mistakes and show remorse, even if your company was not at fault, being transparent and remorseful will open people’s hearts faster.

  • Never be confrontational, that’s fuel to a fire and the “Trolls” will grow immensely and increase their fervor.

  • Offer remittance if possible, depending on the issue and other variables, refunds can go a long way to quieting the negativity.



Most social platforms offer notifications to help you stay atop of your activity. There are software programs designed specifically to manage numerous social campaigns through a single dashboard, Hootsuite is very popular.

Social is a moving target, we know it must be managed, it’s a part of your marketing effort. Having a dedicated person or department to manage your campaigns helps most printers improve. Consistency is important, so strive to stay active on the accounts you advertise.

Kevin Smith
Marketing Manager
Heritage Printing