social media

Effective Digital Marketing for Your Wraps Business

Aaron Mills

Aaron Mills is digital marketing manager for 3M Commercial Solutions Division.

When building profitable businesses, graphics manufacturers and shop owners must wear two hats: cutting-edge artist and savvy business owner. Not only must you possess the skills to create a great wrap, you must also understand how to balance the books and bring in new customers. By promoting your brand through digital marketing strategies, you can expand your reach to a much larger playing field. Fortunately, the age of technology offers inexpensive, yet effective, DIY marketing opportunities.

Using digital marketing will allow your shop to connect and engage with current and potential customers on a personal level. When you can develop relationships with your customers, they will likely keep coming back to you with business. Fostering a little brand loyalty goes a very long way when it comes to staying ahead of the competition.

Digital marketing can also work as a tool for recruiting top talent to bolster your team. When you position your business as an industry leader, and establish a consistent online presence, potential employees will take notice.

The following are five steps to help you get started with your digital marketing strategy:

I) Understand Your Target Audience

Your customers—both new and existing—are your target audience. In order to get their attention and engage with them in the digital space, you must first understand them.

  • What motivates them?
  • What interests them?
  • What do they want to learn?
  • Where do they go to find it?

If you can answer these questions, you have a better chance of strategically placing yourself in their line of sight, giving them the content they’re hungry for and ultimately sparking their interest in your business.

II) Craft Your Content

A good place to start to connect with your target audience is by simply telling your personal story.

  • What made you want to be a graphics installer or manufacturer?
  • When did you start your business?
  • What were the challenges?
  • What do you love about your job?

Offering your audience a glimpse into your life creates a personal connection between you and potential customers, and that matters because emotion influences purchase behavior. In fact, studies show buyers who see a personal value will pay a higher price for a service.

III) Maximize Your Content

There are simple tips and tricks you can use when writing your content to help it get optimal exposure.

Strategically placing keywords throughout your content will improve Search Engine Optimization (SEO). SEO basically helps Google weed you out from the competition and improves your position on the page when someone is looking for services you provide. The majority of searchers do not go past the first page of Google to find what they’re looking for, so ensuring your content lands on page one is critical.

In order to determine those keywords, do your research. Ask yourself:  what is your target audience searching for? What are the words and phrases they use? These are key insights to help you better understand who your customers are and how to market to them with your digital strategy.

IV) Share Your Content

There are three basic channels through which to send your message.

—Owned media is original content you create. This can include a story about your business, as well as all other materials published in the online channels you own and manage, such as your website, social media channels, blogs and emails.

Earned media is exposure your content garners when it is shared by readers or influencers. Trade publications and news outlets also fall into this category. You do not pay for earned content, however, you often must spend time working to secure earned media opportunities.

—Paid media, as its name would indicate, is purchased. Paid media consists of advertising space that is purchased in publication channels, such as Facebook Ads, Google AdWords, print ads and paid email lists.

V) Measure Performance

After you’ve published your content, it’s important to watch how it performs by monitoring how many people click on it, read it, share it and like it. Over time you can determine what sparks engagement and what doesn’t—and that will help guide your decisions on what kind of content to create in the future.

There are a number of ways to measure performance. Your social media channels, for instance, offer metrics right there on the page. Google Analytics is another tool that allows you to watch what your customers are doing on your site, understand where traffic is coming from and much more.

Keep in mind that the data from your analytics reports will only tell you what happened, not why it happened. If you’re not sure why one piece of content performed better than another, try to look for patterns where you can, and as you get to know your audience, you’ll gain a better understanding of which types of content to pursue and which types to avoid.

Taking The Next Steps

Marketing in today’s digital world is complex, but it’s a proven method when it comes to growing a business. Getting started can often feel like an overwhelming task, so start small and don’t be afraid to try new things. For a comprehensive guide to establishing and refining your digital marketing strategy to help you sell more wraps, visit www.3M.com/graphics.