31 www.signlink.co.uk Issue 261 - October / November 2025 INDUSTRY TIPS | THE ONLINE PRINT COACH schools, salons, or construction firms, at the exact moment they’re looking. The key is not to rush straight to “buy from us” messages. That’s like proposing on the first date. Instead, think in terms of a customer journey: • Awareness: Ads that showcase your best signage installs • Engagement: Tips, FAQs, or customer stories that build trust • Conversion: Offers like free consultations, planning guides, or rapid quotes Pick the right platform for your audience. Google search works brilliantly for high-intent leads (“sign-maker near me”), Instagram is perfect for visual storytelling, and LinkedIn lets you reach facilities managers and procurement teams. Start small, £5–10 a day is enough, and focus on three core campaigns: awareness, retargeting, and lead magnet/offer. Measure, test, and scale what works. 4. Building Long-Term Loyalty Winning the job is just the beginning. The most profitable signage companies know that the best client is the one who comes back again and again. That means consistency, treating a £100 roller banner with the same care Sales is a numbers game, but it’s also an attitude. Don’t take slumps personally, and don’t compare yourself to competitors who may have had a ten-year head start. Instead, become the hardest-working and most visible signage company in your patch. That means networking locally, posting consistently on LinkedIn, calling prospects, and staying active. Visibility creates momentum, and momentum creates sales. 3. Don’t Ignore Paid Advertising For years, signage companies relied on word-of-mouth, referrals, and the occasional Google search lead. But in 2025, those aren’t enough if you want consistent, scalable growth. Paid ads give you control, and they let you put your best work in front of your ideal clients, whether that’s estate agents, as a £5,000 wayfinding project. It means proactive communication during installs, honesty about delays, and taking the time to educate clients about better substrates, finishes, or installation methods. Don’t just be a supplier, be a trusted advisor. Practical ways to cement loyalty include: • Priority production slots for regular clients • Personal touches like handwritten thank-you notes or video updates • Aftercare ads that follow up with a thank-you, request reviews, or encourage referrals • Regular feedback loops (surveys or quick check-ins) Stay visible even when you’re not selling. Share case studies, project highlights, and updates through email or social media. When you show up consistently with value, you become the go-to partner when the next signage need arises. The signage businesses that will thrive over the next decade won’t rely on luck or short-term fixes. They’ll take control of their numbers, maintain disciplined sales habits, invest in smart advertising, and build loyalty that compounds year after year. That’s how you create stability in a turbulent market. That’s how you future-proof your signage business. ▲ Colin Sinclair McDermott at this year's Print Show and Sign Show For years, signage companies relied on word-ofmouth, referrals, and the occasional Google search lead. But in 2025, those aren’t enough
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