In today’s print world, marketing isn’t optional—it’s essential. If your strategy is “hope someone calls,” it’s time to rethink things. The shops that are growing right now are the ones actively reaching out, building relationships, and staying top-of-mind with the people they want to serve.
Marketing is what brings in new business. It keeps your existing clients coming back. It positions you as the go-to shop for certain services. And when it’s done right, it doesn’t feel like selling—it feels like helping.
But here’s where many print businesses get stuck: they either don’t have a plan or they try too many things at once without any clear direction. Maybe you’ve tried a few Google ads, posted on Instagram for a week, or sent an email blast here and there. Then nothing really happens, and it feels like marketing doesn’t work.
What usually goes wrong? One of three things: no clear goals, no defined audience, or no compelling message. Let’s break down how to fix that.
1. Set Clear, Measurable Goals
Saying “we want more customers” is a wish, not a strategy. To make progress, you need specific targets you can measure and track.
For example:
- “Generate 15 new leads per month from our local market.”
- “Increase our quote requests by 25% in Q3.”
- “Rank #1 on Google for ‘trade show banner printing Boise.’”
These are SMART goals—Specific, Measurable, Achievable, Relevant, and Time-bound. They give your marketing team (or even just you) something to aim for and evaluate.
Here’s the other piece: your marketing goals need to align with your business goals. If your goal is to grow by 10% this year, your marketing should be designed to deliver enough leads to hit that number. Don’t just market for marketing’s sake—market with a purpose.
2. Define Your Ideal Customer
This one’s a game-changer. If you’re trying to market to everyone, you’ll end up connecting with no one.
Get laser-focused on who your ideal customers are:
- What industries are they in? (Healthcare? Education? Real estate?)
- How big are their companies?
- What pain points do they deal with?
- What would make their lives easier?
- What kind of printing do they rely on regularly?
When you know these things, you can tailor your messaging to speak directly to their needs. For example, that’s way more effective than saying, “We print flyers and banners for anyone who needs them.”
Bonus tip: You can (and probably should) have more than one ideal customer profile, depending on your services. Just make sure each one has its own messaging.
3. Craft a Core Message That Resonates
This is where a lot of printers get stuck. You know what you do, but how do you say it in a way that connects?
Use this simple formula:
“We help [WHO] achieve [RESULT] with [WHAT].”
Examples:
“We help creative agencies deliver stunning visual campaigns with high-impact wide-format printing and fast turnaround.”
OR:
“We help local manufacturers simplify their trade show prep with bundled printing and kitted fulfillment.”
The key here is focusing on outcomes—not just listing products. People buy results, not processes.
Once you’ve nailed your core message, use it everywhere: on your website, in your emails, on social posts, even in your sales conversations.
Bonus Tip: Consistency Is What Separates the Pros from the Dabblers
One postcard doesn’t build a brand. One blog post doesn’t fill a pipeline. But consistent, intentional marketing will.
Whether you market weekly or monthly, the goal is rhythm. Stay present in the places your customers are—LinkedIn, email, trade associations, local networking events—and your print shop stays top-of-mind.
Final Thought
You don’t need a fancy agency or a six-figure marketing budget to grow your print business. You need a strong foundation:
✅ Clear goals
✅ A defined audience
✅ A compelling message
When you’ve got those three in place, everything else—your website, ads, social media, content—starts working together like a well-oiled machine.
Start with the basics. Keep it focused. And remember: the best time to market your business is before you need the work.
To learn more, check out our other blogs.
