The 11th Annual Dscoop (Digital Solutions Cooperative) Conference will be held in San Antonio, Texas on April 14-16. Dscoop is made up of HP graphic technology customers. This year’s conference will provide digital printers with many learning opportunities – from conference sessions to peer networking to the exhibit floor. A key topic of discussion will be innovative ways to promote print and marketing services businesses in today’s omni-channel world.
“Conventional marketing approaches have limited effectiveness these days,” said Mike Duggal, Conference Chair and CEO of Duggal Visual Solutions. “Companies achieve the best results when they use multiple communications channels in a strategic and integrated manner. Dscoop Diamond Partner MindFireInc will be at the conference to share some unique ways it’s promoting their business leveraging social media. While many companies struggle with how to monetize their social media presence, MindFireInc has some interesting answers that can be applied to any business for immediate effect.” MindFireInc uses social media in conjunction with email, direct mail and other outbound channels to generate leads and nurture customers and prospects.
“Buying decisions don’t happen in isolation,” explained Dave Rosendahl, MindFireInc Co-founder. “Buyers are influenced by or getting buy-in from others, and they’re also influenced by the frequency with which they come across your name. To leverage that, we create a halo effect around our direct marketing efforts by presenting content to prospects as well finding other people in those organizations and putting impressions in front of them.”
Rosendahl points out that this is easier than it may sound. The company has found its biggest success using email addresses to find relevant prospects on Facebook and LinkedIn. “Some people scoff at Facebook as a B2B lead generator,” he said. “But business people – even senior executives – commonly browse Facebook as well as LinkedIn. By exporting our contacts database out of Salesforce into the Facebook and LinkedIn advertising platforms, we’re able to identify and target prospects, primarily based on email address. It narrows the audience for Facebook or LinkedIn ads, keeping costs in line, and puts our relevant content in front of not only contacts from our lists, but also others in the same company who may be influencing buying decisions.”
