4 Steps to Generating Leads from LinkedIn

For businesses, LinkedIn can be a goldmine for those who know how to use it. Here are four ways your business might benefit from using LinkedIn for generating leads:

Participation.  Encourage your staff to participate with LinkedIn.  Your business will have more visibility when staff creates an account so more professionals will associate with  your business.

Presence within LinkedIn.   Make an effort to spread the word about your availability in LinkedIn.  Promote your profile on your blog and Twitter feeds.  Add a QR code to the back of your business card that drives traffic to your LinkedIn profile.  Include the LinkedIn link on your email signature.  Add clients as connections to see their contacts (aka, new potential prospects).

Group Think.  Contribute to active group discussions and position yourself as an expert in your field.  Don't waste time on groups that have low member counts and little or no participation.   Give thoughtful and expert responses to questions.   Don't pitch your services on LinkedIn, there will be other opportunities for that.

Follow Up.  Track who is viewing your company website and your profile.    These people may be potential leads researching your company.  Follow up leads with an email, LinkedIn's InMail or phone call.

Lead generation within LinkedIn does require some investment of your time.  But by engaging with professionals from relevant industries on social media sites, your list of prospects will grow.

Streamline all your Marketing Channels

Streamline  all your marketing channels campaigns to help your customers identify your brand.
If your customers are familiar and can identify your business based on your branding, it is a better chance your customers will feel comfortable with your business.

Design all your business materials such as letterhead, envelopes, business cards  to be consistent with your branding.   Before you create your next marketing material, ensure they all match with your brand’s color scheme.   

Take a look at your  in-store signage and other promotional pieces.   Do they have the same look and feel?  Does the in-store signage match what your website or social media accounts are saying?  Point of purchase should match your email marketing too.

When creating your direct mail flyers,  remember to keep these pieces  should connect with the rest of your marketing materials.    When you send out direct mail flyers, you want  your flyer to jog a prospect’s memory of seeing your branding before. 

The two most important elements that need to be streamlined is email and website. The  color scheme in your email message ought to complement your website’s colors.   If you catch a customer’s attention from your website, expect an in person visit.  Thus the in-store theme should match the website.

Streamlining all your marketing channels is important for customer retention and closing a sale.  Link  every element to keep them hooked.

Visit our website for more information, www.austinmmp.com

Back to the Business Basics

Many business owners have wisely spent time and money to keep their business name out there for the buying public.  With everyone working on their SEO program, having a presence with LinkedIn, Twitter, Facebook, attending networking events and happy hours, you may find yourself saying "Am I doing all I can?" 

Remember the basics of running a business.  Do not overlook how your staff is answering incoming phone calls, email responses and greeting customers.

Answering the phone by saying "ABC Company" isn't the way to answer the phone.  Saying "Good morning, this is ABC Company" is a more professional way to answer.  It is up to the office manager or business owner to ensure your staff is properly trained on answering phone calls. 

Review your companies email policy.  Does the staff respond to emails within a reasonable time?  Is the reply email worded in a professional manner?  Keep in mind the written words should be written as if the person is in front of you. 

How does your staff greet customers?  As soon as a customer walks into your business, greet them with at least a "Hello" to acknowledge you know they are there.  Your staff may not be able to assist them right away so have a policy for these situations.  If a customer is not greeted professionally they could walk right out your door, therefore, you probably lost a sale and potential customer.

Customers come to your business for your expertise.    Each business and profession has different terminology.   Do not assume your customers know all about your business terminology and processes. Remind your staff that they may need to talk in more basic terms when explaining a project with customers.   People in nature are sometimes afraid to admit they are not familiar with a process.      Customers will appreciate your staff taking to time to explain your business terminology or  showing them the process.

Generating Leads on LinkedIn

LinkedIn is a professional networking site businesses need to know how to use.  We came across a few ways businesses can use LinkedIn to generate leads.

Create a company page as we did for MarketMailPrint and fill out your profile as much as you can.  Have the staff participate by creating an account to help get more visibility to your company page and name.    Remind the staff to maintain a professional image of their profile.  LinkedIn should not be used to post party pictures or silly personal information.  

Once you have a company page created, do not let it go dominate.  Promote your company page profile on your blog or twitter accounts.  Do you have a blank side on your business cards?    Since you are handing out your business cards, have your business cards have a dual purpose.   On the blank side, print  a QR code that drives traffic to your LinkedIn profile.  Another idea is to include a link to your LinkedIn profile on your email signature.  

Be active with LinkedIn profile by joining groups and participate in some discussions. Select your groups wisely.   Look for groups that have a lot of participation.   Stay away from groups that have lots of members but little activity.  

Use Google analytics to track who is viewing your LinkedIn profile.  Track those people who have viewed your profile, these may be potential leads that are researching your company.   Follow up with an email or phone call to see if they may be a viable lead.

Generating leads from LinkedIn will need some investment of your time but it will help introduce potential customers.

Do you need a new Marketing Plan?

Has your company been doing the same marketing strategy for years?   If so, it may be time for you the change.  Social media  and QR Codes have introduced several  new marketing strategies.  See which ones may work best for you to help grow your business.

You will need to figure out  what marketing activity worked from your marketing plan last year.  There is a simple way to find out, just  ask how you are doing.  Publish an online survey, phone calls or ask customers in-person.    Feedback may be difficult to hear sometimes but listen to everything your customers are saying.  They will give you a different view of which promotions worked and which ones did not work as well as you had planned.  

When considering changing your marketing plan, remember to consider your Return on Investment.   Look at each marketing activity and evaluate if it was worth the Return of Investment instead of evaluating your marketing budget.   Make changes to marketing activities that were lacking.   Keep the marketing activities that had a good Return on Investment, you may want to think of ways to improve them.

How to Handle Charitable Donation Requests

Donating your services or products to a charitable organization is a good way to give back to the community and effective way to build your company's relationships.   As you would like to say yes to all request, it is just not possible.   Here are a some ways your company can handle these request:

Create a dedicated page on your website to handle charitable contribution request.   You can direct visitors to a specific page to submit a form request.  This form allows you to setup an automated response email for every submitted form request. 

This dedicated page can also contain your step-by-step procedures for handling charitable donation requests.   For example, once a form is submitted, it goes to a committee for review and then the organization will be notified whether or not their request can be fulfilled.

This page is a good place to highlight all the charitable organizations and events you have already sponsored.   Include testimonials from the organizations you have supported on this page.   Showcasing your contributions will show the community how supportive and involved you are which will strengthen your brand and reputation. 

Customer Stock

Customer Stock might sound familiar if you have ever bobbed around a print shop briefly. Customer Stock is material (paper, envelopes, etc) that a customer brings in to have printed on, instead of ordering through the shop. This happens a lot when someone wants to use specialty papers, if someone has a rush order and doesn't want to wait on paper delivery, or if by some odd chance it would be cheaper to bring their own paper.

The number one important thing to consider when bringing in 'customer stock' is always bring extras. It can take anywhere from 1 sheet to 25 sheets just to set up a job... especially if it's being printed on the press. So, if someone is having 500 envelopes printed the smart thing to do would be to bring in at LEAST 525 envelopes... or 550 if they wanted to play it safe!

When paper is delivered to us, or any other print shop, the boxes that the paper come in have all the specific details we need in order to send it through the printer without jamming (size, paper weight, textures, etc). But when a customer brings in a different kind of paper, a majority of the time the package doesn't give the necessary details in order to get the prints going. We pretty much play a guessing game until we get all the right settings. If the settings are wrong, the printer will inevitably jam.

This extra paper is not only for setting up the printer... it's also used for any other special requirements that may have been requested (scoring, booklets, numbering, stapling, drill holes, etc). Depending on what specifically the job entails depends on how much extra paper will be used. For example, setting up the scorer takes more extra paper than setting up for drill holes. Or a job that requires being printed on the offset presses, is scored, and stapled will obviously use more set up paper than a job printed on a digital printer and is only cut down.

Unless you are the person printing, there's really no worry in HOW MUCH extra paper is being used, just as long as there IS extra available. It's all trial and error when setting up, so it's really hard to peg an exact number of extra sheets, that's why (like earlier) we suggest to have at least 25-50 extras.

Margins & Bleeds

What are Margins and Bleeds and how do I set up and export my files with them?

A couple things about printing and design that not a lot of people know or sometimes understand is margins and bleeds. As a Graphic Designer, I've spent years developing this useful habit, so I don't (nor any other person working in a print shop) expect everybody to know what they are and how to set up their files with them.

A margin is the area in between your text/artwork and the edge of the page. In the example below, the black lines are the edge of the page (where the business card will be cut) and the red line is the designated margin space. It is suggested to leave at least an eighth (.125) to a quarter (.25) inch of space from the edge of the page (depending on the size of your piece). This business card has an eighth of an inch margin space, because it is fairly small.

Margins (red line) on a business card (3.5in x 2in)

All the text and artwork is inside the margin space, so if this business card were to be printed it would not lose any important information after it was cut down. Good margin spacing is highly suggested because even if something is being printed on a big expensive printer, the pages do move ever-so slightly (some more than others). In the image below, this stack of trimmed paper shows how the papers shift as they go through the printer. It is not drastic enough to be extremely noticeable in the end, but it moves just enough to easily lose a chunk of text if you are too close to the cutting area.

A block of paper showing the movement of the paper when it goes through the printer.

Also, often times when a piece of paper is going through a printer, the printer needs an area to grab onto to pull the it through the machine. Therefore, if an image is supposed to print on the area where the printer has a hold of it, it will obviously not print.

A bleed, on the other hand, is the part of the artwork or background that goes beyond the cutting area so when the piece is trimmed down to it's finished size there are no white borders around the edge. The reason for bleeds is that it is extremely difficult to print color all the way to the edge of the page, so in order to achieve a full bleed a document is set up on a larger sheet of paper and trimmed down. For example, if a standard 8.5 x 11in flyer is set up for bleeds, it will be printed on an 11 x 17in piece of paper and trimmed down to it's finished 8.5 x 11in size so the color can go to the edge of the flyer.

In the example below, this business card is set up with a full bleed. The black lines are where the business card would be cut, and the red line is the edge of the bleed. Much like margin spacing, it is suggested to give the bleed an eighth (.125) of an inch to account for the movement of the paper. Because the blue color bleeds across the edge of the business card, there will be no white borders!

Bleeds (red line) on a business card (3.5in x 2in)

It is fairly simple to set up a document for bleeds. In Adobe InDesign and Illustrator, when creating a new document it gives you the option in the initial 'New Document' window (In InDesign, it is under 'More Options'). Just type in your desired bleed width in each of the four boxes.

The InDesign 'New Document' window, where to find the bleed and margin settings. (Note: Not all 'New Document' windows are the same, this image shows a general location of the settings and what to look for.)

In programs that do not give you the option to set up bleeds (like Photoshop) the easiest way to account for the bleed is to set up your document with an eighth of an inch extra on each side. For example, if the 8.5 x 11in flyer needs bleeds, set it up as 8.75 x 11.25in. Don't forget that each side will get an eigth of an inch, making the document a quarter of the inch bigger all together.

A lot of times it is simple to make up for a document not having bleeds when printing, but if your file is set up right it makes it easier for printers to set up and print your job quickly.

Just remember to stay away from the edge of the page. 

Now that you've gone through ALL this trouble setting up your document with proper bleeds, InDesign doesn't automatically export your document with your bleeds. So in order to export your document with your bleed setting AND crop marks simply go to File and Export. A window will pop up, type in your desired File Name and by 'Save As Type' click the drop down menu and select 'Adobe PDF (Print)'. Make sure 'Adobe PDF (Interactive)' is not selected. Click 'Export' and a new window (Export Adobe PDF) will pop up, this is where you will adjust your settings for crop marks and bleeds

The InDesign 'Export Adobe PDF' window, where to set up for bleed settings and crop marks

In the panel on the left, select 'Marks and Bleeds'. In this window, make sure to click the check boxes for 'Crop Marks', 'Bleed Marks', and 'Use Document Bleed Settings', this expands your document to show the bleed as well as give the necessary lines to show where it will be trimmed. After you have selected the proper check boxes, click 'Export' to finish exporting your document as a .pdf file.

Never hesitate to talk to your Printer or Designer, and ask questions. We're here to help!