Are copiers still a thing in the digital era?
You bet. And they're not just a thing — they're a necessity for a lot of companies. Copiers offer an array of benefits for businesses, and their technology is far from obsolete.
If you're in the business of selling copiers, you might be wondering how to generate sales qualified leads — and we have the answer. Effective copier marketing increases website traffic, drives new leads, establishes brand reputation, and creates connections with customers.
Let's take a look at some of the most powerful copier marketing strategies:
Identify Your Target Audience
Before putting a copier marketing plan in place, you need to know who you're marketing to. Engaging content is rendered useless if it's not put in front of the right audience.
To get started, it's helpful to ask yourself a few essential questions — who needs your product, what issues do they face, and how can you help? Are you aiming to tap into small businesses? Or are you targeting a specific industry, like healthcare or education?
A blanket statement such as, "anyone who needs a copier" won't work. You don't just want leads — you want viable leads. Dialing in your target market is the first step in successful sales lead generation.
Optimize Your Website for SEO
One of the top priorities for any marketing strategy is a heavy focus on Search Engine Optimization (SEO). In today's digital era, customers know exactly what they want, and they're using specific terms to search for it.
Let's say someone uses Google to find copiers in their area. They will likely enter a search query for "best copiers in Orlando, Florida," for example. If they are looking for a specific feature, they will search something like, "best copiers with a scanner."
So, how do you ensure your website ranks at the top of the search engine results page (SERP)? Here are a couple of tips:
Choose the Right Homepage Title
Start with your homepage title — if it's "Home," your chances of standing out in search results are pretty slim. It's helpful to think about how you want to highlight your company.
Is your focus on affordability? Multifunction? Commercial printing? Your title should reflect that. For example, "[Company Name]: Multifunction Copiers in [Location]" is a much more effective homepage title since users are likely searching those specific keywords.
Write an SEO-Friendly Description
The goal is to encourage users to explore your website instead of leaving it — and your homepage description is the key. This is a chance to get creative, engaging, and (most importantly) address any questions they might have.
Your homepage is the most visited page of your website, so the content needs to resonate with the reader.
Take the time to craft effective marketing copy and include relevant keywords that help your business stand out — your location, brand name, and any aspects of your product that users are likely searching for ("top-quality," "affordable," "commercial," "scanner," etc.).
Harness the Power of Inbound Marketing
Traditional outbound marketing methods (cold-calling, door-to-door soliciting, telemarketing, etc.) are becoming outdated in the digital era.
Why? To put it directly, consumers are tired of being bombarded with information. They want to make buying decisions on their own terms, not because they were worn down by aggressive persuasion. The goal of inbound marketing is to allow prospects to come to you — not the other way around.
So, how do you bring customers to your business? Two words: engaging content.
Content marketing is one of the main components of inbound marketing. Today's consumers crave substance that both entertains and informs. If they are drawn to your online content, they're more likely to take a closer look at your company and website.
Here are a few ways to master the art of digital content creation:
Social Media
As of 2019, 72% of Americans were using some form of social media. Moreover, 71% of consumers who have a positive experience with a brand on social media are more likely to recommend it to others.
The bottom line? If you're not on social media, you need to be. Platforms like Facebook, Instagram, and LinkedIn are perfect for building brand recognition and reputation. To attract prospects' attention, keep your posts creative, interesting, and relatable (and include a lot of images).
Blogs
Adding blog content to your website is a great way to provide fresh, relevant content while boosting SEO. Some of the most popular blogs include industry news, how-to articles, lists, success stories, checklists, and tutorials.
Don't have time to write consistently? Blog writing services will take care of it for you.
Videos
Wondering whether or not to implement video marketing into your business strategy? One statistic should help you decide — 90% of consumers claim that videos help them make buying decisions. On top of that, 74% of people who see a product in action via video will buy it.
Those numbers are hard to argue with, right?
Videos provide what many consumers need before making a purchase — an inside look into your company and its products. Behind-the-scenes, how-to, or product demonstration videos play a key role in lead conversion and SERP rankings (since Google loves a good video).
Build Consumer Trust
At the end of the day, customers need to trust that your company is the right choice. Establishing a positive brand reputation is necessary to build consumer trust and loyalty, and there are a few ways to make it happen:
- Provide excellent customer service that exceeds expectations
- Exude transparency — be open and honest about your products and services
- Publish and respond to customer reviews and testimonials
- Engage in positive interactions with customers on social media
- Provide security — customers should feel their information is protected while shopping
Trust is a critical component of any healthy relationship, whether it's personal or for business. While building it takes time, losing it takes seconds, making it an essential part of maintaining brand integrity.
Boost Your Brand With Copier Marketing
The world of office technology may be complex, but your copier marketing strategy doesn't have to be.
Here is a brief summary to jumpstart your marketing plan: identify your target market, craft your website around SEO-optimized content, implement a strong content marketing strategy, and build trust with consumers.
Of course, effective marketing methods don't stop there, and that's where we come in. We work specifically with the IT and copier industries to create the strategy best-suited for your business. If you're ready to generate more traffic and increase sales, we're ready to help.
Take a look at our services and send us a message to see how we can bring your copier marketing plan to the next level!
