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In a previous blog, we discussed how to reach out to new customers using content, in particular blogs but also things like how-to pieces, newsletters, and opinion articles on industry trends. Thoughtful articles like these can demonstrate your expertise, and serve to alert prospects that you have a solution that can help them address a concern or take their marketing to the next level. But let’s face it, all the content you can produce won’t help much if your prospects never see or read it. Getting your expertise in front of the right eyeballs is what this post is about, and focusing on social media as a prime way to do it. First, determine your target audience for social media, which may include the following potential customers and industry groups, among many: Sales and marketing executives, because of their need for sales collateral and marketing direct mail.   Financial institutions, because they also rely on direct mail as well as flyers, brochures, wide-format bank branch …

Selling inkjet printing would be so much easier if applications came with little red flags on them. Unfortunately, it’s more like a game of Where’s Waldo?   Back in the day, no one had to think much about which press to run the job on. It was rather like Henry Ford’s theory on cars: You can have any color you want, so long as it’s black. Printers had one press. If they had more than that, it was likely to be a duplicate (pun intended).   Then came the high-speed black and white copier.   And then the high-speed color copier.   And then digital black and white.   Followed by digital color.   And now, inkjet.   Decisions, decisions. How we match up the job with the production device?   The answer requires you to not just improve your ability to identify inkjet print applications, but to also improve your overall selling skills by learning the story behind the printed piece. By understanding what the client is trying to accomplish or perhaps the problem they need to overcome with this …

Now that the world has gone from in-person to on-line, we’re suddenly finding ourselves interacting in a whole new way with our clients and co-workers. Virtual meetings may not require pants, but they do require a brand-new set of skills. So what does it take to reign on remote calls? Here are 6 tips to help you nail your next virtual meeting.   1.) Always share your camera: Leaving your camera off on virtual meetings may mean less time getting ready, but you’ll spend more time trying to effectively engage. Without your camera on you’re at a huge disadvantage, relying solely on your voice to capture and earn attention. There are already a ton of distractions on virtual calls, so do whatever you can to keep the focus on you when you’re talking. That means having your camera on so you can use body language and eye contact to help connect with others on the call.  Take the time to look presentable (even if it’s from the waist up) and turn your camera on to help you successfully …

thINK, an independent community of Canon inkjet customers, today announced Alex Honnold as thINK Ahead 2020 keynote speaker. In addition, thINK reported that its new Executive Director is Eric Hawkinson. …

Attracting prospects to help them become aware of your company is not about trying to “sell” anything, but rather to let prospects know that you exist as a possible solution to their needs, and to draw them to your website. This is the Customer Consideration phase at the top of your sales funnel. One of the most effective ways to attract prospects is with content marketing, communicating with potential customers in ways that establish you as an industry expert. Using blog posts, how-to pieces, newsletters, and opinion articles on industry trends can demonstrate your expertise and establish credibility with potential customers. I recommend starting simple, with a regularly scheduled blog series. Blogs are written posts that appear on your website and related sites, that provide thoughtful, helpful ideas to the people you want to reach. They don’t have to be long, but they should be compelling and offer ideas that your audience might not be aware of. You (or an eager employee) might …