June 20, 2022
Top Tips for Increasing B2B Clients with Web To Print
By Xan Poulsen, Marketing and Steven O'Brien, CEO
If you run a print company that is looking to expand its list of B2B clients, there may be some outside-of-the-box tactics that can help build your business. As a partner of Infigo Software, Devia manages over 40 eCommerce platforms with 20 years of combined experience. Over the years, we've seen our clients' businesses take off, and we've noticed the patterns in each company's growth that lead to their success.
Before we get into our list of tips, let's cover the most important choice that your Web To Print business can make: the platform. This goes without saying, but the platform you choose is the main determining factor of what types of solutions you offer your clients. Find the platform that fits well with your business's goals, and this will make it easier to balance more clients and orders, scale your business, and increase profit. Once you have the platform, you can use these next few tips to further your investment.
Convert your existing clients to W2P.
If you already license a Web To Print platform, why would you continue to conduct business via email, the old-fashioned way? Listing your clients frequently ordered products on an eCommerce website will free up your time, streamline the process, and look much more professional and innovative. Most importantly, if done correctly, it creates value for your clients that typically leads to long term relationships. Continuing to conduct business in a way that takes longer and has more margin for error is essentially throwing money away.
Advertise your printing portals on your company website.
When a prospective client visits your company's marketing website, they likely already know about your print and fulfillment services, but do they know you offer eCommerce solutions? If you aren't advertising this, businesses have no way of knowing that you offer it. Take a high-visibility section of your website to pitch your solutions in detail, and consider sharing or posting blogs and articles relating to Web To Print on your company's social media.
Create a demo storefront and products.
If your client is interested in your solution, they'll want to test drive the website before they buy. You obviously can't show them another client's private storefront, but if you have an example storefront, you can use this as a powerful demonstration tool that walks a client through their potential eCommerce solution. Make sure to fill the store with different types of templated products relevant to your typical B2B clients (labels, business cards, brochures, etc.)
Make your clients' storefronts intuitive.
When creating an eCommerce website, your goal is to make it intuitive. Our culture operates based on the mentality of “what is the least energy I can exert to get what I want?” and in turn, this has become the baseline for good user interface design. Good UI means shifting the users attention to what you want them to do, and in this case, it's adding items to their cart. Minimize the buttons and “stuff” crowding up the page. You want to keep your user on this path: open website, find product, order product, checkout. If they get lost on different rabbit trails straying from the main path, who knows if they'll ever place the order.
And lastly, every step needs to be spelled out. Assume users will not be able to find things that aren't right in front of their faces.
Resist having one storefront for multiple clients.
If your B2B clients place frequent orders, give them their own eCommerce website to log onto, rather than grouping them under one storefront with other clients' products. Check out our latest blog posts about how this helps build a relationship with customers and how you can set this up.
Don't underestimate the power of good web design.
There are a few things that are important for the feng-shui of an Infigo store. One is to have a consistent header and footer across all pages. Another is to use a primary and secondary color across the website. These colors should come from the branding of the storefront. If you really want something spectacular, hire a web designer.
We've seen our clients before and after they've started placing more value on the visual aspect of their websites, and the difference is night and day. Their clients are stoked about these sites, rather than just using them as a tool to order products.
Outsource your tech team.
Outsourcing a tech team with experience in Web To Print gives your business the lowest cost solution with the highest output in return. There's no need for a training period, so results happen faster. An outsourced team has been around the block; they've done the leg work and have streamlined the most optimal workflow for setting up and managing Web To Print platforms.
Cost wise, working with an outsourced team can be up to 80% cheaper than hiring an internal team of 3. It can even cost less than half the price of a typical web-developers' salary.
Oftentimes, printers will add one person to their team to manage all their internal platforms. While this may work out short term, they are putting all their eggs in one basket. If that employee were to ever leave, the company would be taking a critical loss.
Running things solo is a ticking time bomb for burnout. At the end of the day, those in the workforce will prefer to do less for more money. Hiring one specialist to handle an entire department's worth of work is an appealing solution for the employer, but a nightmare for the employee. Retention of talent is a priority for successful business planning; and with an outsourced team, this is a guarantee.
Similar to diversifying a financial portfolio, the best practice in Web To Print is to hire an expansive team that offers unique contributions. In our next blog post, we'll take a deep dive into the three most common types of Web To Print teams and how they stack up as far as efficiency, cost, and reliability.
Your printing service needs an online platform that will connect your clients to the products they need to order. Printing clients need a simple, easy to navigate webpage that lets them upload a PDF or a photo and order marketing materials and custom products, including business cards, stationery, letterhead, envelopes, flyers, pocket folders, brochures, signage, calendars, sell sheets, buckslips, note pads, and more.
Devia provides support to your team of printing professionals by helping manage and create individual eCommerce stores for each of your clients, tailored specifically to their brand. Using Infigo's software, Devia will develop and manage these branded storefronts for you, so that you can get back to what's truly important: running a fantastic printing service.
Devia's partnership with Infigo lets us provide unmatched support for Infigo users. Our direct collaboration with Infigo's team gives us insider information on new updates and features of their software. Devia also specializes in the management and development of online stores hosted by other various eCommerce platforms, such as Shopify, Pageflex, Squarespace, and Magento.
Devia's years of experience building customized storefront solutions allows us to create the best solutions for connecting commercial printers and their clients. Schedule a meeting with our team using the button below to start a conversation with Devia. Our team is always happy to give your business a free demo of our software and provide consultation as to the best possible solution for your printing business.