MARKETING STRATEGY IN MANUFACTURING LINE

Marketing is not a new practice.

In fact – if you can believe it – it has been around for centuries.

And while many manufacturing and industrial companies successfully implement aspects of marketing such as email campaigns, social media engagement and modern websites, there is always room for improvement (or to start if you haven't already).

A well-executed strategy will have a place in every area of ​​business, especially pricing, product and sales, so it's important to get it right if you want to:

• Get more customers
• Get more high quality leads
• Increase revenue
• Expand your business to new markets

Sound like a plan? Great!

In this blog, we'll break down everything you need to know about starting and/or optimising your own strategy—and include additional marketing resources for deeper dives.

Do we need marketing strategy for manufacturing unit?

Many manufacturers rely on a marketing strategy of using resellers or distributors to sell their products.This eliminates the need for you to sell individual products from your facility or open multiple stores to make the product available.

Audience Analysis:

Deciding which marketing strategies to use starts with thinking like the people who actually use your product. Learn the end user’s demographics, including their interests, the reasons why they buy your product and who is most likely to make purchase decisions. Share this valuable information with your resellers and distributors to give them the tools and motivation to sell. In addition, learn everything you can about what makes your resellers want to sell your product, as this gives you additional ways to encourage them to sell more.

MARKETING STRATEGIES

1.Publish written content.

You might have heard that content is king. It’s a saying that’s been around for years, and it still rings true for online marketers today. Your content — the information you publish on your site — is the main contributor to all of the following efforts:

Search engine optimisation, which ensures you show up when potential clients search online.Positions you as a manufacturer that can be trusted. Close to 50% of people read three to five pieces of content from a business before reaching out for more information or a quote.It helps push people further down the funnel. A business contact in the awareness state may find something in your content to help convert them to the consideration state.

2. Email Marketing 

As noted above, manufacturing marketing is often a long game. It’s easy for your message to get lost in the shuffle that occurs when potential clients review options, reevaluate priorities, and get caught up in managing daily operations. 

Email marketing newsletters let you capture interested leads so you can show up in their email inboxes periodically. It keeps you fresh in their minds.

Email is also a great tool for marketing automation. You can create drip campaigns to send a series of messages to prospective clients whenever they take a specific action.

3. Effective Google Ads and ppc 

But SEO isn’t guaranteed. You can’t buy your way into the top organic page results in Google, and getting there takes a commitment to content, patience, and a little bit of luck. This is why many organisations also invest in Google and PPC ads.

Marketing campaigns that include paid efforts can get your manufacturing company on search results pages in minutes, but your ads have to be effective. That means doing the research to understand which keywords to target and understand how your buyer personas might search online

4. Integrate social media 

Social media is another place where you can increase brand awareness and customer loyalty. It also lets you connect with potential clients in an organic way — often where the prospect is already located online. While Facebook, Instagram, and Twitter can be powerful channels for B2B marketing, manufacturers may want to start with LinkedIn and maintain a strong presence there.

5. Race Framework

The RACE Framework focuses on how to improve your marketing across the full customer lifecycle, or marketing funnel: from creating awareness, building an audience, encouraging interaction and lead generation, to purchase, and then loyalty.

(Plan) > Reach > Act > Convert > Engage

The six overarching steps of the industrial purchasing process include:

• The buyer identifies their need for a product or service.
• The buyer explores different solutions to gather more information.
• When creating a new design, the buyer examines the product data.
• The buyer evaluates potential suppliers for the desired solution.
• The buyer will draw up a shortlist of the best suppliers.
• The buyer buys from the supplier he considers the most suitable.

At each of these steps, you have the opportunity to prove why you are the best fit and potential partner to help your buyers achieve their goals—and earn their business.

Use of marketing technology and automation

Automate your marketing efforts as much as possible – so you can spend most of your time focusing on the bigger picture. There are tons of tools to help you organise your contact lists, create content, plan email campaigns, and publish to your website. Use them!

Here are some of our favorites:

G Suite: Google's office products are similar to Microsoft's and are becoming just as ubiquitous — but with an added bonus: everything's in the cloud, so you can access your work from any device and collaborate with teammates in real time.

Trello: In a nutshell, Trello is a digital to-do list. Allows you to create task 'cards' filled with detailed information including comments, attachments and tasks. You can organise the cards on your "board" by client, stage of completion or due date to ensure you never miss a step.

Marketing Automation Platform/CRM : A tool like HubSpot gives you a clear view of your marketing funnel and sales pipeline in real time. Not only does it enable transparency across teams, it puts hours back into your day by automatically triggering various events and marketing flows.

Adjusting your manufacturing marketing strategy to what your personas need is likely to help you win more business.

Wrapping Up

In 1977, Harvard Business Review asked, “Can Manufacturing and Marketing Coexist?” More than 40 years later, the answer is clear. Not only can these two exist, but they must. If you’re not engaging in manufacturer marketing, you’re putting your business on the slow conveyer belt to irrelevance.