PrintingNews.com

Using Google Advertising

Sizemore explained that there are two ways to get noticed on the Internet: paid advertisements and organic listings. Paid ads involve paying Google, Yahoo, or Microsoft to display an ad. A company owner must develop a set of keywords that he or she thinks describe the business (digital, printing, offset, brochures, etc.). Once the keywords are developed, the created keywords list creates text ads displayed each time any of those keywords are searched. Influence Graphics currently has more than 3,500 keywords working within its advertising.

Organic listings (or sometimes called natural listings) are Google's ranking of a Web site based on a very complex algorithm which tries to find the Web site that best matches what the person is searching. Google will search (or spider) the site and make a record of the wording used in the Web site. It will also look at who is linking to the Web site and other data within the coding of the site (meta tags).

"The trick is to build your site in such a way that it is search engine optimized (SEO) to be ranked high for the keywords that you think will drive the type of customers you are looking for to your Web site. For example, the keyword 'printer' is actually not a great keyword. Think about it, 'printer' could include people looking to purchase an inkjet printer for their home or someone looking to get T-shirts printed. A much better keyword would be 'professional printer' or 'brochure printer.'

Remember, you are paying money every time someone clicks on your ads, so you want to weed out people who are not your potential customers. This is where hiring an expert can actually save you money," he advised.

While Influence Graphics Web site has improved, Sizemore is constantly refining it. "We've had to struggle with the look and feel of it. Too 'corporate' and we turn off the small customers and too 'flashy' and we turn off the corporate customers. We are also getting ready to launch another new Web site that will feed our large-format department by allowing customers to customize banners and signs online. Bottom line is that when the world around you changes, you must change with it and that is what we have tried to do," Sizemore continued.

Looking Ahead and Beyond

Influence Graphics has certainly made progress from years ago, when Sizemore would attend Graph Expo each year and sit in the Heidelberg booth, hoping to learn as much as he can about printing. In fact, Influence Graphics is now competing with offset printers.

"We recently printed a book for Marvel Comics and we're inviting people to take our challenge: I hand the book to people and ask them whether it's printed digital or offset. Most people don't know the difference, but as you can see, the Indigo produces offset quality," he explained.

Sizemore pointed out that Internet advertising plays a major role in the company's current success despite the economy.

Influence Graphics also offers wide-format printing and a live customer chat on its Web site, where potential customers and clients can speak to customer service via the Web.

One way to prosper in a declining economy is to find a niche and focus on it. There is demand for just photo books, calendars, or personalized wrapping paper, and if printers focus on printing even just one of those, there is money to be made.

"It's all about finding a niche. I suggest reading the book, The Long Tail, by Chris Anderson. The book illustrates some pretty important concepts. For instance, think back 10-15 years ago. You would buy music at a music store. A small band who sold roughly 1,000 copies wouldn't be in a NYC music store, but now if you go onto Amazon or iTunes, you can find just about anything on demand. Years ago, companies made a lot of money by selling limited copies, but now there is an unlimited amount online," he said.

For 2009, Sizemore is looking to add more finishing equipment and possibly another Indigo. The company recently added a third shift and purchased a Duplo saddle stitcher.

Many of its competitors moved out of New York City, creating an advantage for Influence Graphics. But through it all, Sizemore feels that printing will remain strong.

"This is the city that never sleeps: People always need something printed," he concluded.