In an increasingly competitive digital ecosystem, signage companies face a growing challenge to stand out from the crowd. While sign and graphics professionals are integral to the wider marketing mix, many struggle with knowing how to effectively market themselves. It is no longer enough to simply provide a good service and build yourself through word of mouth – having a strong company identity built through various marketing channels is vital. Understanding how to promote your business on these channels and build a robust marketing plan is therefore more important than ever. In this feature, we speak to a range of professionals in print and signage with strong marketing expertise, exploring how professionals can leverage strategies to promote their services with impact and precision. Plan of Action For Colin Sinclair McDermott, aka The Online Print Coach, having a strong marketing plan in place is not merely recommended, but “absolutely vital.” “Without a marketing plan,” Sinclair McDermott explains, “most print and signage businesses are just reacting, chasing jobs, and relying too heavily on word of mouth. “A proper plan gives structure, direction, and consistency. It ensures you’re building awareness, educating buyers, and staying top of mind long before they’re ready to order. In today’s market, where 70% of the buying decision happens before the customer even contacts you, that’s not optional – it’s survival.” Having been in the print industry since the mid-90s, including running his own company, Sinclair McDermott has experienced a number of highs and lows that have informed the lessons he passes on as The Online Print Coach. In this role, he provides a wide range of professionals in print and signage access to a robust online training platform, Print Mastermind, as well as private one-to-one coaching and a range of member events and meetups. Sinclair McDermott emphasises the importance of creating marketing that focuses clearly on the customer, saying: “Whether it’s SEO, social, email, or paid ads, every tactic should support a bigger system built around your customer journey.” This customer focus, as Sinclair McDermott asserts, can only come from a clear understanding of who your customer actually is, and building an avatar based on those assumptions. “You’ve got to know who you’re targeting, and who you’re not,” he explains. “Once you know this you can create a content strategy with blog posts, emails, videos, and social media that educate and inspire, not just sell.” The Online Print Coach has a number of top tips for signage and graphics professionals that want to stand out in a crowded online world, built both from his own experience as well as years of coaching within the print and signage sectors. Firstly, he asserts: “Narrow your focus – speak directly to one niche, like events, property, or hospitality and become known in that space.” He continues with a number of other clear suggestions, saying: “Educate instead of sell – make helpful content like checklists, behind-the-scenes videos, or ‘how-to’ print tips, to build trust and credibility. Also, try to Jonathan Pert speaks to a number of marketing experts to discover how signage companies can promote their businesses in a competitive market HOW TO MARKET YOUR SIGNAGE BUSINESS IN 2025 MARKETING YOUR BUSINESS | JONATHAN PERT 64 email: editor@signlink.co.uk Issue 260 - August / September 2025
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