LMI BLOG

Root Causes of Underperforming Reseller Websites

Posted by LMI Dealer Content Team on Fri, Mar 11, 2016 @ 10:08 AM

describe the image

1. THE “SET IT AND FORGET IT” MENTALITY 

In the olden days we’ll call the early 2000s, it may have been fine to set up a website and move on to the next business priority – no longer! You probably used some fancy flash motion or videos and were pleased with how your digital storefront looked. Today’s top performing websites are a living and breathing extension of a business that should offer ongoing updates and insights on topics that matter most to your customers or those you want to attract. An outdated website is easy to spot with tired information, outdated social channels, lack of mobile readiness and a heavy focus on pushing products instead of providing answers to business problems.

2. WE HIRED A "KID" TO DO OUR SOCIAL MEDIA

Social media management can be confusing for middle-aged business people who grew up before the Internet. Often it’s easy to hand the social reigns of your business to a Millennial that is up to speed on the latest social outlets to showcase your brand. Be sure that your Millennial has a firm understanding of the business challenges and relevant content that would be of interest to your target audience. Posting pictures of the recent corporate luncheon is fine, but there is an 80/20 rule that most social strategists follow. Eighty percent of the social posts should be knowledge sharing (not a product push or company promo) and the remaining twenty percent of your social posts can be more about you! Maintaining the right balance will grow your social circles and position your company as the “thought leader” you want to be!

 3. NOT "KEEPING UP WITH THE JONES'S" 

Have you checked your competitors’ websites lately? If you haven’t, this should be a staple exercise each quarter. In today’s online world, it’s estimated that 9 out of 10 of your prospects will be looking at your website before buying from you. And if they’re shopping around, they will likely be comparing your site against your competition as well. Maybe it’s time to see what the Jones’s are up to?

4. THE "CONTACT US" FORM IS YOUR ONLY FISHING LURE

If a customer was interested in what you sell, would the only form on your website be a “Contact Us” form? If the answer is yes, think about how many contact forms you have filled out on vendor websites. Top performing websites have a strategic content offer strategy that presents an eBook or a report that would be of interest to their target audience behind a form. In other words, if you want that information from us, we will need you to tell us who you are. This gives salespeople the opportunity to follow up on “leads” generated from the content offers on their website.

5. NOT RIDING THE "YOUTUBE"

Video can be shot and uploaded for free with a smartphone these days. In fact, some of the most viewed videos on the Internet are “how to” videos people searched to find an answer to a question. Of course there is a definite difference between raw and professional video, but the cost of video has come down and the appetite for video continues to soar over text. YouTube continues to explode in appeal and if you’re trying to catch the attention of today’s busy, short attention-spanned decision maker, a short video may be your best chance!

6. YOU CAN'T MANAGE WHAT YOU CAN'T MEASURE

Are you able to track who is coming to your website, how many visitors you are getting each month, or what pages people are viewing most? These types of stats are readily available with today’s website analytics software. Some are free, such as Google Analytics and others, like HubSpot, cost a little bit but provide tremendous insight on specific prospect activities and metrics to help you determine what’s working and what isn’t driving ROI on your marketing spend.

7. PRODUCT PUSH VS. KNOWLEDGE SHARING

There’s a saying in the online marketing space – “jab jab jab, then punch”. This refers to the ration of what you communicate. The “jab” refers to providing your audience with knowledge sharing information to draw them in, and then the “punch” refers to asking them to take action on your product or service. If you look at your company’s social streams or the content you provide customers, how much of the content is creating a pull (the jabs) versus the push (the punch)? Maybe you need to recalibrate your content formula. Most companies are the inverse; the worst ones never stop punching their points in to the customers they are hoping to attract! 

8. MOBILE READINESS

A recent survey showed that roughly 70% of people now sleep within reach of their smartphone. This alone should be a good indication of where your site visitors are coming from. Most websites see approximately 50% of their traffic coming from cell phones and the trend is rising. If you haven’t looked at your website on your cell phone, try it now. See what at least half of your customers and prospects are seeing when they arrive at your website.

 If you don’t like your current website as much as you did when you started reading this article, maybe now is the time to review your website strategy before the Jones’s get too far ahead!

Jumpstart MPS sales

 

Tags: Sales strategies, LMI Solutions, how to grow MPS business, sales tips for MPS, website optimization, managed print marketing

7 Quick Ways to Grow MPS Sales Results

Posted by LMI Dealer Content Team on Mon, Dec 28, 2015 @ 02:09 PM

lmi 7 quick ways

At LMI Solutions, we enjoy the opportunity to see what hundreds of Managed Print providers are doing to grow their recurring revenues with more pages under contract.

Here are 7 ways you can make an immediate impact on your MPS business results!

  1. Focus on Color Pages – The typical page printed in color is worth roughly 8 – 10 times the amount of a black and white impression. Color profits are much bigger too; especially with new extended yield aftermarket color toner. If you’re looking to grow your top and bottom line fast, color is the place to be.
  2. Showcase MPS on Your Website – Most dealers get 2,000 – 6,000 visits to their website per month. That’s between 100 and 300 hits per working day! When people come to your website to place a service call or read your blog, is it obvious that you’re in the Managed Print business? Is there a compelling reason to engage you? Do you have online lead generation offers?
  3. Refocus Your Salespeople – Sometimes we all get scrambled trying to keep up with customer demands and the latest “top priority” in the office. Whether you provide extra Managed Print sales training, or you review your competitor’s websites, focus really does drive results.
  4. Target Specific Accounts – Rather than trying to sell Managed Print Services to any account, determine where your most obvious opportunities are and target those accounts with a specific MPS marketing campaign.
  5. Financial Incentives – Most salespeople are motivated by money. If you put additional money on the line for them to go after the specific market or customer profile you want, you may be surprised at how money can buy happiness.
  6. Get an Outside Opinion – If they change the coach every few years in professional sports, maybe it’s time to bring in an outside opinion to sense check if the plays you’re running are working; from sales, to service, to infrastructure.
  7. Certified Pre-Owned Printers – The beautiful part about installing a CPO printer is that you can save money on the hardware and immediately quote and sell the customer aftermarket color toner. When you sell a brand new printer your customer is forced to use OEM parts and toner for at least 6 – 12 months which can eat into your profits.

See something you like in this list? Ask your teammates at LMI Solutions for help if you need it – we’re ready when you are!

proposal cover


Tags: how to grow MPS business, sales tips for MPS, color printing, website optimization, managed print marketing, Managed Print sales training, managed print services, aftermarket printer

Managed Print Marketing: Part B

Posted by LMI Dealer Content Team on Thu, Dec 10, 2015 @ 03:30 PM

Managed Print Marketing: 6 Questions You’ve Always Wanted To Ask - Part B

 lmi marketing questions ptB

We are sharing the remaining three questions that were asked during our webinar with ENX Magazine on November 19, 2015. Haven’t read part A yet? Don’t fret, at the end of this blog post, you’ll find a link to part A so you too can learn about social media management, marketing and general missed opportunities Managed Print Service dealers face.

4)  “There is a lot of buzz in the industry around vertical markets and industry-specific marketing. Do you see an opportunity in vertical markets?’’

We absolutely see the opportunity here. In fact, a little while ago, here at LMI we produced videos speaking to the eight top verticals that buy Managed Print Services. They’re very popular amongst our partnering dealers because they provide industry-specific content that help them promote a more relevant message to the vertical they’re prospecting.

5)  “What about email? Are dealers having success with it?’’

Yes, email is still an integral component of the MPS marketing mix. Sometimes dealers have a difficult time leveraging email because it takes time to set up a distribution list, create content, follow up, etc. This is something we have helped our dealers with in the past and they have seen real results with email after working with us on it.

6)  “Where can we go to see an example of LMI’s website services?’’

We don’t normally disclose the dealers we’re working with, but the Ray Morgan Company was shown in the webinar as an example of how LMI Solutions has helped a dealer elevate their brand awareness and sales leads, so feel free to use them as an example. You can visit raymorgan.com for an example of our website design and content services.

And with that, we open the floor once again for more questions about MPS marketing. If you have a question that isn’t addressed above, please leave a comment for us and we will give you our perspective on it!  Want to read part A? Click Here.

Tags: LMI Solutions, managed print sales, ENX webinar, how to grow MPS business, managed print marketing, managed print services, social media strategy

Managed Print Marketing: 6 Questions You’ve Always Wanted To Ask - Part A

Posted by LMI Dealer Content Team on Thu, Nov 26, 2015 @ 08:43 PM

lmi marketing questions ptA 2

Many Managed Print Service dealers have the same concerns about their marketing efforts:

  • How can I use social media more effectively?”
  • “Am I connecting with my prospects through their preferred channels?”
  • “How can I focus on marketing when I’m so busy focusing on selling?”
     

These concerns, among others, were addressed during our webinar with ENX Magazine on Nov 19, 2015.  Christian Pepper, LMI’s Director of Marketing & Business Intelligence, spent close to an hour educating our audience about how to make the most of their MPS marketing efforts. His tactics brought about some great conversation amongst our audience and, before we knew it, we had questions coming in one right after the other! 

We wanted to share some of those questions and answers with those who missed the webinar. In this two-part series, we discuss the questions about MPS marketing that you’ve always wanted the answers to:

1)  “What’s the biggest mistake you see dealers making in their marketing efforts?”

Although many dealers are doing a great job with their current marketing efforts, there is always room for improvement. The opportunity that has yet to be recognized is the full power of the dealers’ websites; the link between site visitors and sales leads is being overlooked. 

This is a key area that we are currently working on with our dealers – ensuring that they see their website as the center of all of their marketing initiatives, and that they understand it’s worth spending the time optimizing it for online conversions.

2)  “We don’t have the time or expertise to market effectively because we’re focused on selling; do you suggest we hire a full-time marketing person?’’

This is really a matter of opinion. Marketing personnel can be expensive and results can be slow in coming while you’re initially educating them on the document imaging industry. Luckily, our ever-evolving world has produced a solution for those who want the benefits of marketing personnel without the heavy investment. In 2015 LMI introduced the vCMO – a virtual Chief Marketing Officer – for select dealers, that works alongside them to market their businesses. vCMOs are already industry educated and competent in different media platforms which makes their marketing efforts more effective. Their expertise can generate quicker, better quality leads for the dealer than traditional marketing personnel could.

3)  “Our social media accounts are hard to keep up to date, and it’s even harder to write blogs – what are your suggestions for maintaining our social presence?’’

For the time-crunched dealer who struggles to keep their social media up to date, LMI offers social media management services to alleviate this stress. Dealers are better off working with a social media manager than haphazardly publishing blogs and social content. It requires some finesse to create valuable, unique content that won’t be considered a duplicate of someone else’s work. Duplicating content online is one of the most damaging things you can do to your online presence in terms of SEO. If you can’t dedicate the time to it, that’s okay, but let someone else do it for you instead.

Stay tuned for the second part in this blog series. In the meantime, feel free to leave us any comments you might have about the first three questions we encountered during our ENX webinar last week!

Tags: LMI Solutions, managed print sales, ENX webinar, how to grow MPS business, managed print marketing, managed print services, social media strategy