Today print companies need to diversify and expand their service offerings to remain competitive and grow. One of the most effective ways to pull this off is by partnering with smaller independent firms that specialize in services such as web design, development, digital marketing, and brand development. Outsourcing these services enables print companies to offer a wider range of solutions to their customers, without the need for in-house expertise.
This article will explore the benefits of each service, how to find and partner with service providers, key considerations when setting up contracts, managing customer service for outsourced services, and crafting a marketing strategy to promote your new service offerings.
1. The Benefits of Expanding Service Offerings
Expanding your service offerings by outsourcing allows print companies to transition into full-service providers, addressing more of their customers' needs. Here’s how each outsourced service can add value:Web Design & Development
As the world becomes increasingly digital, every business needs an online presence. Offering web design and development services can help your customers build modern, responsive websites that promote their brands and products. Web design and development are essential for customers who want to integrate their print collateral with online marketing efforts, such as using QR codes, or driving traffic to a landing page. By outsourcing to a small firm or freelancer who specializes in web design and development, you can offer custom website packages without investing in additional staff or resources. Moreover, print materials can be integrated with digital assets, creating a seamless cross-channel experience for customers. Benefits…- Customers can consolidate their print and digital needs with one provider.
- Your company is positioned as a more complete marketing solutions provider.
- No need to invest in training or hiring web developers in-house.
Digital Marketing
Print companies often have a wealth of experience in helping customers with physical marketing materials, but digital marketing has become a critical component of any successful marketing strategy. Partnering with digital marketing experts allows you to offer services such as SEO (search engine optimization), pay-per-click (PPC) advertising, social media management, email marketing, and content marketing. By outsourcing these services, print companies can provide clients with comprehensive marketing strategies that combine the power of print and digital, resulting in more effective and cohesive campaigns. Benefits…- Expand your offerings to include digital channels, increasing customer loyalty.
- Drive more traffic to print promotions through targeted digital marketing efforts.
- Broaden your customer base by attracting businesses looking for both print and digital solutions.
Brand Development
Branding is the foundation of any company’s marketing efforts. While print companies excel at creating physical branded materials like business cards, brochures, and signage, partnering with a branding agency or consultant allows you to offer more strategic branding services, such as logo design, brand messaging, and brand identity development. This partnership helps your clients establish a strong and consistent brand presence, both in print and online. Outsourcing brand development can position your company as a go-to provider for clients who need a full branding overhaul or refresh. Benefits…- Customers can rely on you for both brand strategy and execution.
- Deepen client relationships by being involved in their brand journey from concept to delivery.
- Capture more high-value clients who are looking for comprehensive branding services.
2. Finding and Partnering with Independent Service Providers
To successfully expand your service offerings through outsourcing, it’s essential to find the right partners. Here’s how to approach the process:A. Identify Your Needs
Before seeking partners, assess which services are most in demand among your current and potential clients. If many clients have asked for web design, digital marketing, or brand strategy services, prioritize those. Consider the types of clients you want to attract and which outsourced services would help you appeal to them.B. Research Potential Partners
Look for smaller independent firms or freelancers who specialize in the services you need. Use platforms like Upwork, LinkedIn, and Clutch to find experienced professionals. Networking at industry events or joining relevant online communities can also help you discover potential partners. When evaluating potential partners, consider:- Experience: Review their portfolio and testimonials to ensure they have a proven track record.
- Niche Fit: Choose partners who understand your industry and the needs of your clients.
- Scalability: Ensure they can handle the volume of work you plan to offer them.
- Communication: Clear and efficient communication is key when working with external providers.
C. Establish Clear Contracts
Once you’ve found suitable partners, it’s crucial to set up clear, mutually beneficial contracts. The contract should define the scope of work, pricing structure, deadlines, intellectual property rights, and confidentiality agreements. Some key aspects to cover include:- Scope of Work: Detail the services being provided, including what is and isn’t included in the partnership.
- Pricing: Agree on a pricing model that works for both parties. This could be project-based, hourly, or retainer-based.
- Non-Compete and Exclusivity: Decide whether the service provider will work exclusively with your print company or with other clients as well.
- Quality Control: Define expectations for the quality of work delivered and how revisions will be handled.
3. Managing Customer Service for Outsourced Services
One of the key challenges in outsourcing is ensuring high-quality customer service. Since you’ll be offering services delivered by third-party providers, it’s crucial to maintain consistency and ensure that your customers are satisfied. Here’s how to manage it:Stay Involved in the Process
Even though you are outsourcing, you should still remain the primary point of contact for your clients. This allows you to maintain control over the relationship and ensures that your customers associate the quality of the service with your company, not with the third party.
Set Expectations with Clients
Be transparent with your clients about which services are being outsourced and how they will be delivered. Clients will appreciate the honesty and will be more understanding if any issues arise. Provide them with clear timelines and manage their expectations regarding turnaround times.
Monitor Performance
Regularly check in with your service providers to ensure they are delivering quality work. Schedule periodic reviews of their performance and gather feedback from your clients about their experience with the outsourced services. This will help you address any issues early on and maintain high standards.
Offer a Seamless Customer Experience
Integrate the outsourced services into your overall customer service system so that clients experience a seamless journey. For example, if a client is getting both print and digital services, they should have one account manager who oversees all their needs, rather than dealing with multiple points of contact.
4. Marketing Your Expanded Service Offering
Once you’ve established partnerships and outsourced service offerings, the next step is to market these new services effectively to attract both existing and new clients.Update Your Website
Your website is likely the first place potential customers will go to learn about your new offerings. Create a dedicated section that highlights your expanded service offering and emphasizes the benefits of these services. Include case studies or testimonials from clients who have used the combined print and outsourced services. Ensure your website is optimized for search engines by using relevant keywords such as:- “Full-service print and digital marketing provider”
- “Comprehensive brand development services for businesses”
- “Print and web design solutions for small businesses”
- “Outsource digital marketing services for print companies”
