Digital Marketing Checklist for Print Companies That Win Sales
Print companies operate in a place where buyers have endless options and short attention spans. The difference between steady growth and stalled revenue often comes down to how well a print business shows up online, communicates value, and converts interest into sales. Many print companies invest in digital marketing, but results fall short because the basics are incomplete or disconnected.
This checklist exists to solve that problem. It is designed to help print companies evaluate what is working, identify gaps, and prioritize improvements that directly impact leads and revenue. This is not about chasing trends or adding tools for the sake of it. It is about building a focused digital marketing system that supports sales, reinforces credibility, and scales with the business. Use this checklist as a working document, not a one time exercise.
Website Foundation and Conversion Readiness
Your website is the center of every digital marketing effort. Ads, email, SEO, and social media all drive traffic back to it. If the site does not convert, everything else underperforms.
Core website checklist
- Clear positioning that explains who you serve and what you print within seconds
- Dedicated pages for key services like banners, signage, direct mail, apparel, and wide format
- Simple navigation that avoids clutter and internal jargon
- Mobile friendly design with fast load times
Conversion essentials
- Strong calls to action on every major page
- Short, focused contact forms that ask only for necessary information
- Click to call functionality for mobile users
- Trust signals such as certifications, equipment highlights, and customer logos
“If visitors cannot quickly understand what you do and how to take the next step, traffic volume will never fix the problem.”
Search Engine Optimization Built for Print Buyers
SEO for print companies is not about ranking for broad marketing terms. It is about capturing buyers who are actively searching for print solutions.
On page SEO essentials
- One primary keyword focus per service page
- Descriptive page titles and meta descriptions written for humans
- Clear headings that include print specific language
- Optimized images with descriptive file names and alt text
Local SEO priorities
- Fully optimized Google Business profile
- Consistent name, address, and phone number across directories
- Location specific service pages when serving multiple regions
Content opportunities
- Answer common buying questions about materials, turnaround times, and use cases
- Comparison content such as product differences or format options
- Educational resources that position your company as an expert
Paid Advertising With a Sales Focus
Paid advertising works best for print companies when it is tightly aligned with intent. The goal is not traffic, it is qualified leads.
Search advertising checklist
- Campaigns built around high intent print keywords
- Separate campaigns for different product categories
- Landing pages matched to each ad group
- Clear pricing signals or qualification language when appropriate
Display and remarketing
- Remarketing ads to website visitors who did not convert
- Simple creative that highlights a single service or benefit
- Consistent messaging across ads and landing pages
Budget control
- Track cost per lead, not just clicks
- Pause keywords that generate unqualified inquiries
- Reinvest in campaigns tied directly to closed sales
“If your sales team is not involved in feedback on lead quality, paid ads will slowly become a cost center instead of a growth lever.”
Email Marketing That Supports Sales
Email remains one of the most effective channels for print companies, but only when it goes beyond generic promotions.
Email list fundamentals
- Segmented lists based on customer type and buying behavior
- Clear opt in opportunities on the website
- Ongoing list hygiene to remove inactive contacts
Effective email types
- Follow up sequences for quote requests
- Educational emails that explain print options and applications
- Reorder reminders for repeat print products
- Sales enablement emails that support reps during long buying cycles
Automation opportunities
- New lead nurture sequences
- Post purchase follow ups
- Reactivation campaigns for dormant customers
Social Media With a Purpose
Social media should support credibility, visibility, and sales conversations. It should not exist just to fill a feed.
Platform selection
- Focus on platforms where business buyers spend time
- Avoid trying to be everywhere at once
Content mix
- Real project examples and finished work
- Behind the scenes production content
- Short educational posts explaining print decisions
- Customer success stories
Engagement practices
- Respond quickly to comments and messages
- Use social proof to reinforce trust
- Drive traffic back to relevant website pages
“Social media rarely closes deals directly for print companies, but it often validates the buying decision before contact is made.”
Marketing and Sales Alignment
Digital marketing fails most often when it operates separately from sales. Alignment is not optional.
Alignment checklist
- Shared definitions of a qualified lead
- Clear handoff process from marketing to sales
- Feedback loop on lead quality and close rates
- Visibility into which channels generate revenue
Technology considerations
- CRM system that tracks inquiries and follow ups
- Integration between forms, email, and sales tools
- Reporting that focuses on outcomes, not vanity metrics
Measurement, Optimization, and Accountability
What gets measured gets improved. Print companies that win digitally treat marketing as an ongoing system, not a set of one off tactics.
Core metrics to track
- Cost per lead by channel
- Conversion rate by service page
- Lead to customer close rate
- Revenue influenced by marketing
Optimization habits
- Quarterly reviews of top performing pages
- Continuous testing of calls to action
- Regular updates to outdated content
- Adjustment of budgets based on results
Digital marketing for print companies does not require complexity to be effective. It requires clarity, consistency, and discipline. This checklist provides a framework to evaluate where your marketing stands today and where it needs to go next. When each part works together, website, SEO, ads, email, and sales alignment, digital marketing becomes a predictable growth engine instead of a guessing game.