Mission Possible: Marketing Automation Helps PrinterBees Build a Colony of Loyal Customers [Part 1]

PrinterBees is a full-service online printing company. The company’s Queen Bee, Nadine Larder, founded PrinterBees because she wanted to provide small businesses with affordable, high quality printing services.

As part of Infusionsoft’s latest blog series, Marketing Automation: Mission Possible, I’ll be taking a close look at how small businesses like PrinterBees use Infusionsoft to increase the productivity of their sales and customer service processes. Larder recently shared with me how her team of five employees uses Infusionsoft to wow prospects so they become loyal customers.

“PrinterBees didn’t become a successful business by collecting money on one-time print jobs, explains Larder. “We provide personalized customer service that people remember. The experience starts from the moment they land on our website and it’s carried through all of our follow up. Because of this our customers buy from us again and again.”

But, it wasn’t always like this.

Fixing the Black Holes in PrinterBees’ Marketing

Small businesses like PrinterBees invest time and money driving traffic to their websites using tactics like SEO, PPC, email marketing, social media and customer referrals, but what kind of ROI do they get if they don’t have a follow-up system in place to convert these prospects into customers? Think of it as a catch-and-release scenario. They’re leaving money on the table.

“Previously, we offered our website visitors a lot of valuable information about how to grow their business using our services, but we weren’t getting anything in return,” explains Larder. “We quickly learned people who want information are willing to pay for it with their email addresses and if they aren’t, they probably aren’t the right fit for us.”

For PrinterBees, if someone requests a print sample it means they are in the market for printing services and should receive personalized follow up right away. If they don’t get a prompt response from the PrinterBees’ team, they will likely go to another printing company to purchase.

“Before Infusionsoft, potential customers would request print samples online, we would send them out and follow up maybe once via email,” explains Larder. “That was it. It wasn’t because we didn’t want their business, it was because we were busy dealing with day-to-day requests. Plus, there was nothing special about our follow-up marketing. It wasn’t targeted to the ‘right customer’ at the ‘right time.’”

Once PrinterBees identified the holes in its lead capture and nurture process it was time to map out the follow-up plan they’d use to drive prospects to purchase. Check the blog later this week because I’m going to share with you exactly how PrinterBees uses Infusionsoft’s powerful segmentation and automation capabilities to make sure every prospect receives personalized and prompt follow-up.