Why digital marketing is crucial for commercial printers

For many in the printing industry, the idea of social media campaigns and digital marketing might seem like a world away from their day-to-day operations. However, as Roz Regan, Senior Manager, Go To Market and Sales Enablement at Ricoh, highlighted in a recent Streamline Series episode, the landscape is changing. “The marketing landscape has changed a great deal,” she explained. “When I first started working in print, social media didn’t exist.” Now, she points out, a strong online presence is non-negotiable for commercial printers.

The evolving landscape: From offset to online

For decades, the commercial printing industry had a familiar model. Printers invested heavily in offset printing presses— ideal for producing large volumes of identical pieces, whether brochures, magazines, or business cards. These printers thrived on high-volume orders, often requiring in-person meetings or phone calls to hammer out the specifics of a job. Their reach, both geographically and in terms of target audiences, remained largely confined to their local area and existing client networks.

However, the digital age has brought about a seismic shift in the printing landscape. The advent of digital printing technologies offered a more agile and cost-effective solution for smaller print runs and personalized products. Suddenly, businesses could cater to individual customers seeking unique items alongside their traditional corporate clientele.

Moreover, the internet shattered geographical barriers, opening up a world of possibilities for reaching new customers online. Today’s print buyers, whether they’re businesses or individual consumers, expect to be able to find what they need online, customize their orders with ease, and receive their products quickly. Simply having an online presence isn’t enough—printers need to be able to offer a seamless and engaging digital ordering experience to stay competitive.

Roz has witnessed this transformation firsthand. “We’ve had a few [clients] that have made the transition from like a mailing company to a marketing company, which I think is very interesting,” she observed. These companies recognized that their traditional, offset-centric business models were no longer sufficient in a digitally driven world. By adapting and embracing digital printing and marketing solutions, they were able to expand their offerings, attract new customers, and position themselves for continued success in a rapidly evolving industry.

Why digital marketing matters: Tools for success

One of the most significant advantages of digital marketing for commercial printers is its ability to level the playing field. In the past, smaller print shops often struggled to compete with larger printers with greater resources and wider reach. But now digital marketing empowers these smaller printers to break free from geographical limitations and connect with a global audience.

Through targeted social media campaigns, engaging email marketing, and strategic online advertising, printers can reach specific customer segments, whether it’s printers looking for high-quality marketing collateral or individuals seeking unique, personalized print products.

Digital tools also provide the means to build stronger, lasting customer relationships:

• Personalized email campaigns: Sending targeted emails about new products, promotions, or industry trends keeps customers engaged and informed and gives printers an avenue for communication during busy periods like Christmas card season.

• Social media engagement: Sharing recent finished products, behind-the-scenes glimpses of the printing process, or customer testimonials on platforms like Instagram and Facebook can build brand personality and trust.

• Automated follow-ups: Using digital tools to send automated thank-you notes after a purchase, reminders about upcoming deadlines, or surveys to gather feedback helps demonstrate commitment to customer satisfaction.

Roz points to a popular online printing service as an example of a company effectively using these tactics. They consistently engage with customers through various touchpoints, ensuring their brand remains top-of-mind. These personalized communications, informed by customer data and purchase history, allow printers to demonstrate an understanding of their customer’s needs and offer relevant products and services that drive sales.

The power of the right tech stack

To truly harness the power of digital marketing, however, commercial printers need to invest in the right technology stack. Implementing Customer Communications Management (CCM) tools is crucial for automating marketing efforts, improving customer service, and streamlining order processing. By integrating CCM systems with print workflow automation software, businesses can create a seamless end-to-end experience from the moment a customer places an order online to the final product delivery. This integration not only increases efficiency and reduces errors but also frees up valuable time for staff to focus on higher-value tasks, ultimately boosting productivity and profitability.

Attracting the next generation workforce

Like many industries with long-established ways of doing business, the printing industry is grappling with the challenge of an aging workforce. As experienced professionals retire, attracting a new generation of skilled workers is crucial for continued growth and innovation.

This is where the adoption of digital marketing and automation technologies plays a key role in appealing to younger generations—digital natives who have grown up surrounded by technology. These individuals are tech-savvy, comfortable with digital tools, and often seek out work environments that embrace innovation and efficiency. By showcasing a commitment to digital transformation, printers can attract and retain talented young professionals who can help shape the industry’s future.

Measurable benefits and getting started

The benefits of embracing digital marketing and automation extend beyond attracting a new generation of workers. Printing businesses that make this shift experience tangible returns on their investment. Cost-effectiveness is a major advantage, as digital tools help reduce waste, streamline processes, and automate tasks that once required significant manual effort. This efficiency translates into increased profitability, with printers able to handle a higher volume of jobs, improve customer retention through personalized experiences, and unlock new upselling opportunities.

Ready to embark on your digital transformation journey? Ricoh takes a holistic approach, working closely with commercial printers to understand their unique needs and challenges. Solutions like MarcomCentral® and FusionPro® offer powerful tools to optimize marketing efforts, streamline workflows, and enhance customer communications.