October 27, 2020  
 
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Marketing a Desktop Publishing Printing Business

Marketing plays a central role in any company. But when it comes to a desktop publishing business, your ability to market your brand can be the deciding factor between barely making it and achieving stellar industry success.

It's a misconception that small businesses can't compete with larger companies when it comes to marketing.

In a growth-oriented business, marketing has to be seen as a core business activity. On the upside, great marketing is a real possibility for a desktop publishing business willing to adapt its strategy to the demands of the marketplace.

Viral Marketing

Viral marketing is one of the most elusive marketing techniques in a small business owner's arsenal. Viral marketing takes guts and if it is incorporated in the marketing strategy of a desktop publishing business, you ultimately have to cross your fingers and hope for the best. But despite the risk, viral marketers can influence the likelihood of success. Social media and other online vehicles can seed a viral marketing campaign, but you'll need to nurture their development through direct customer interaction as well as other techniques.

Multichannel Marketing Strategies

Multichannel is an important buzzword in today's marketing circles. The time when brands could depend on monolithic marketing strategies are over. Now, growth-minded businesses need to populate multiple marketing channels with brand messaging.

In today's marketplace, it simply isn't possible for desktop publishing and printing businesses that funnel the bulk of their resources toward a single marketing channel to maintain a noticeable presence in the marketplace. For many companies, multichannel can mean completely revamping their marketing strategy to include a broader mix of media and information venues. If direct mail is an area that needs to be added to your mix, professional mailing lists from third-party providers are a no-brainer. We recommend contacting a few select list vendors to learn how you can intelligently incorporate mailing lists into a more diverse marketing strategy.

When It's Time to Rebrand

Rebranding can be the cornerstone of a successful marketing strategy. But unfortunately, many business owners choose to rebrand simply because they aren't sure what else to do. The most successful rebranding initiatives are the culmination of a deliberate process. For a desktop publishing business, the time to rebrand is when your current brand is outdated or no longer in sync with the needs of the marketplace. All businesses change over time and rebranding can bring your business profile in line with your current core competencies. If rebranding is unavoidable, it's important to update the brand while maintaining the elements that make it recognizable to consumers.

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It's hard to cover all there is to know about marketing desktop publishing and printing businesses in a single article. If you have any additional comments or questions, please let us know. We'd also appreciate if you let others know what you've tried as far as marketing goes and how it worked out for you.


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