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Most organisations approach marketing in a formulaic manner. They run a few online ads, post content on social media, send out a few promotional emails and call it a day. However, in order to succeed in the signage industry, you need to go beyond the basics. After all, your own company signage showcases what you’re capable of.
So, how can you make sure your own branded campaign materials make the strongest first impression for your signage business? Today, we’ll go over some creative marketing campaign ideas your business can implement to set itself apart from the competition. Keep reading to discover all of our out-of-the-box strategies.
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Reinvest in your own Branded Signage
The first thing you’ll want to do is make sure your own branded signs boast the most impressive designs possible. If you’re happy with your designs, it could also still be worth investing in new signage if your existing signs could be updated.
For small businesses, we recommend working with local laser cutting services to create eye-catching signage that you can pick up and install locally. Your local laser cutter may also benefit from establishing a referral program with you. For instance, you could refer some of your small business clients to your laser cutter so they can provide custom lasered merchandise or products for them, and they can refer some of their existing clients to you for eye-catching signage services.
Advertise in Unusual Physical Spaces
Now that you’ve got your signs, it’s time to display them proudly – but where? As a printing company, the best way to gain new clients is to give them a glimpse of the quality of your work. An out-of-the-box way to do this is to place your signs in unusual places in order to grab as much attention as possible.
The practice of putting up ads where your customers least expect them is a form of guerilla marketing. The sky’s the limit if you want to go down this route: some creative places to display your signage include in the middle of fields, outside museums and along walls in alleyways.
There’s likely to be less competition for these placements, so they likely won’t cost as much as advertising in the city centre. Advertising in less conventional spaces helps attract attention while also keeping your spend down.
Invest in Backlinks for your Website
A quick Google search will likely reveal countless printing companies in your area. If you’re looking to rise above the competition, strong SEO is critical. When most people think about SEO, the first things that come to mind are typically keyword research and content creation. While these are certainly important elements, you need to go above and beyond if you want to lock down a spot on the first page of Google.
Backlink building is a crucial SEO strategy if you want to build your overall domain authority or get specific pages to rank. It involves getting other sites and online publications to link to your website. This signals to Google and other search engines that your site is authoritative.
Unfortunately, there are plenty of providers who will try to sell you low-quality backlinks on the cheap. However, this doesn’t mean that you can’t practice ethical link-building. The easiest way to do so is by working with a reputable digital marketing agency that offers link-building and blog outreach services. You can also get in touch with online publications yourself.
Personalise Your Sales Strategy
As a signage company, most of your clients will be other businesses. This means that direct selling is bound to be a massive part of your customer acquisition strategy. While it’s helpful to come up with a general outline of a pitch that you and your sales personnel can use, it’s important to tailor your strategy to the specific customer you’re speaking with.
A personalised sales pitch begins with understanding your potential client. Before meeting up with them, do plenty of research on what they do and what their needs might be. Then, when you’re face-to-face with them, ask plenty of questions in order to discover their pain points and identify ways your signage business can address these problems.
Once you’ve understood your potential client, you can begin talking about the virtues of your signage business and why you’re different from your competitors. Don’t simply follow a script: always think outside the box and treat each pitch on its own merits. If a specific business has needs outside of your usual services, see if there’s a way you can accommodate them.
Get Featured in Local Publications
Many business owners view public relations as a promotional avenue that’s only available to large corporations. However, there are many ways to use PR to your advantage as a signage business, whether you’re a startup or an established company. Among these is getting featured in local publications, both online and offline.
While publications will sometimes take the first step and feature a particular business without having been contacted first, this isn’t a strategy you can rely on on a consistent basis. More often than not, you have to make the first move and reach out to these publications and ask to be featured. You may have to offer something in return, such as an exclusive interview with your founders or free merch. It also helps to have contacts within the publications you’re looking to be featured in.
Having your business featured in various publications has countless benefits. For one thing, it allows you to get your brand in front of more eyeballs and can generate potential leads among readers of these publications. Being featured is also a great brand-building tool: having a high-authority magazine, newspaper or blog showcase your business adds plenty of legitimacy to your brand and helps you stand out from other signage companies in your area.
Boost your Branding with these Outside the Box Campaign Ideas
As is the case for all marketing industry figures, flexing your creative muscles is essential if you want to remain competitive in the signage industry. If you want to leave a lasting impression, then simply running the same campaigns as your competitors isn’t going to cut it. The only way to grab a significant share of the market is to think outside the box.
Final Thoughts
In this guide, we’ve gone over some out-of-the-box marketing campaign ideas that your signage business can use to attract attention from your audience and boost conversions. Stand out from the crowd today by applying what you’ve learned.
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