There are over 30,000 sign companies in the United States alone, making it one of the most stable industries. For a business to thrive in this highly competitive industry, it must have impeccable customer service, best-quality signs, and the most effective sign solutions. Although only experts can tell the true value of a company, the general idea is that 40-60% of your Annual Sales plus Inventory is your company’s worth. With this in mind, there are a few ways to increase your sign company’s value through sign and banner marketing.
Sign company marketing is a bit similar to B2B marketing because you have to target business-owners most of the time. Aside from them, you also need to market to professionals, organizations, groups, institutions, and the like because they often use vinyl signs for certain events, milestones, and activities. While some traditional marketing strategies are still effective these days, more sign companies are shifting to online marketing to expand their reach and bring in more benefits to the business with less effort. Here are five steps you can implement for your signage business.
Not many sign companies have well designed and functional websites that add value to their business. In fact, most of them have the opposite effect and drive customers away. Therefore, if you want to set your sign company above your competitors, you need to partner up with a reliable marketing firm with the expertise and years of experience in helping sign companies boost their online presence and digital marketing efforts.
Aside from looking professional and organized, your website should also be user-friendly and easy to navigate on whatever device, browser model, and screen size your customers are accessing them from. You can also track your customers’ behavior while they’re on your website, allowing you to understand your customers’ motivation and persona better. With an engaging and attractive, your sign company has a better chance to generate higher conversion rates.
No matter how well designed your website is, it is useless if nobody doesn’t even find it. Search engine optimization can help your website rank higher on Google, preferably on the first page of the results. The higher you rank organically, the easier it is to introduce your company to your target market, and the more likely it is that they check out your website. More importantly, your sign company will appear more reliable because people tend to prefer sites that rank high organically than those that had to pay to advertise at the very top of the page. One way this is achieved is by integrating important keywords you want your business to be associated with on your website’s content. Some examples are “best-rated sign company in Orlando”, “signage manufacturer near me”, and “high-quality business signs in Toronto”.
Amplify Your Content Marketing Efforts
On your website, you need to add high-quality content that are related to your company and that your target audience finds relevant. For blogs and web pages, talk about the difference between channel letters and dimensional letters, best outdoor signs for retail stores, importance of investing in ADA signs, benefits of different fleet wraps and decals, among others. Moreover, you can create videos showcasing sneak peeks of your custom signage process, how signs are made, how to install small vinyl decals on windows, product demos seamlessly, and so much more.
Utilizing social media marketing can greatly benefit sign companies. By uploading photos and videos of the latest sign projects you’re working on, customers have a better idea of what the final output looks like and feel more confident with your capabilities to provide quality products and services to other companies.
Engage with potential and existing customers by posting updates, relevant news, facts, contests, and other content that would excite and inform them. LinkedIn is a fantastic avenue to hold professional discussions and foster relationships with entrepreneurs. Conduct webinars to establish authority in the industry, improve brand visibility, get your customers’ trust, and add value to their lives as well. You can even tap on certain influencers that complement your company and brand image to help advertise your products to their vast followers. These include architects, marketers, and business owners that use social media to educate the public about their expertise in their profession.
Social media platforms also serve as extensions of your website. These get your target audience’s attention during their free time, pique their interest through quality content and consistent engagement, and then eventually lead them to your official site where to learn more about your business. Don’t forget to take advantage of targeted ads on Facebook, Instagram, and YouTube to capture more leads.
Use Email Marketing and Automation
Email marketing is the most effective digital marketing tactic to connect with prospects, convert leads, foster lasting relationships with existing customers. In fact, email marketing even has a higher return on investment than pay per click advertising and social media. Therefore, it’s crucial that your emails are professional-looking and sent often but not to the point that it becomes spam. These need to be personalized so that your customers and leads don’t feel that they’re only talking to robots and that their specific inquiries or needs are not catered to.
However, one big obstacle is keeping track of all the email engagements and not losing your all-important customers and leads. Therefore, it’s essential to work with a professional marketing team to help your business with automation. In doing so, the chances of having profitable relationships with your target audience and having higher conversion rates increase exponentially.
Although not a marketing strategy, having a lot of patience will help your sign business in the long run. If you truly want to add more value to your company through marketing, you need to be patient in implementing all the aforementioned tactics. Although results don’t happen overnight, Measure Marketing can help achieve your business goals faster through our results-based strategies.