TORONTO—Hosting a Graphics Canada seminar last week, Margie Dana discussed easy and effective marketing ideas for printers in an online world.

Dana has over 15 years of experience in the world of print buying, notably as the founder of Print Buyers International, and has since launched a marketing communications business. For those who didn't make it out last Thursday, here are seven takeaways from her talk.


Margie Dana speaks at Graphics Canada, Nov. 21, 2013

1. THE HOMEPAGE IS WHERE THE HEART IS

"Spend more time on the homepage than any other page," advised Dana. Make sure it reflects the personality of the company, and use language that is accurate and specific. "Copy is so generic and loosey-goosey, you can't tell what companies do," Dana said. Don't paint your page with industry jargon.

2. SHOW YOUR FACE

It's true that 96% of customers are interested in your equipment list, but that doesn't mean you should avoid adding a personal touch as well. Dana says to feature people more heavily than machines. Include photos of your CSRs so buyers can put a face to a name. "Don't make it anonymous," she said.

3. LINK TO YOUR SOCIAL MEDIA PROFILES

If you aren't using social media, or if you are but don't link from your website to your profiles, it will make you seem dated. Feature customer reviews, which Dana said are important to the new generation of print buyers raised on Yelp critiques and Amazon ratings.

4. PAT YOURSELF ON THE BACK

Speaking of reviews, don't be afraid to toot your own horn. Highlight any awards you've won, and dedicate a separate section to your green initiatives. As Dana notes, "sustainability is becoming more important."

5. YOU'RE VISUAL, SO BE VISUAL

As a printer, you are an expert in visual communication, so choose accordingly when it comes to developing a social media strategy. Dana recommends image-heavy platforms like Facebook, Pinterest and Youtube. For video content, she says clips should be short but have personality.

6. DON'T EXPECT INSTANT SUCCESS

It takes time to cultivate a presence on social media. To ensure a smooth road to success, Dana warns to respect the laws of etiquette, to re-tweet and engage, and to refrain from spamming. "Post links to news, articles and blogs; don't overtly sell," she warns.

7. REPURPOSE AND INTEGRATE

"Repurposing is the mantra." That means content on your blog can and should be repurposed for your email newsletter and vice versa, and each can be shared via social media to start conversations. Don't think of your various marketing efforts in isolation, said Dana.

For more from Margie Dana, visit her website margiedana.com and follow her on Twitter.