When it comes to marketing a manufacturing organization, most companies tend to rely on traditional marketing efforts and reseller channels to grow their business. While these strategies can work, they may not be the best way for your company to gain recognition.
Websites and content marketing aren’t just for B2C organizations anymore. In today’s market, shopping online, searching for product information, researching options, and looking up competitors are all typical online behaviors. B2B companies who are not taking advantage of the latest trends in B2C are going to leave dollars on the table.
So, how can your company kick off a more successful marketing strategy? Here are a few tips to help you get started.
Know Your Customer
You can come up with the most complex, detailed marketing strategy in the world, but if it isn’t targeting the right people, then it won’t work. First you need to identify your targeted prospects and figure out how to market to them.
One great way hone in on your customers’ mindset is to establish personas. These are profiles of your potential and current customers that help you figure out the best way to market and sell to them. For each persona, you should be asking questions like:
- What is their demographic information?
- Are they tech savvy?
- What do they value?
- What are their major pain points?
The answers to these questions will help you get inside your customers’ heads and figure out what they need from your organization.
Establish a Strategy
Once you have an understanding of your targeted prospects, you can create a marketing approach that will speak to them. Content marketing is a great way to establish your company as a thought-leader in your industry, making you a knowledge resource for potential customers. But getting a content marketing program off the ground is a big undertaking.
That’s why Joe Pulizzi, known as the Godfather of content marketing, created the BEST formula for getting a content marketing program started. The idea is to make sure that your content is:
- Behavioral: Everything you communicate to your customers should have a purpose and drive them to take action. Whether that’s to contact you, download a whitepaper, or sign up for emails, make sure your content is encouraging action.
- Essential: Make sure you’re delivering information that your prospects actually need. What tips do they need? How can they be better addressing their pain points? Your content should be valuable to their business goals.
- Strategic: Your marketing efforts should be on purpose! Content marketing should be an integral part of your business strategy.
- Targeted: This is where your personas come into play. You need to target your content so that it is relevant to your buyers.
Pick Your Team
A common mistake seen in the manufacturing industry is to have technology experts run the marketing program. The thinking is that, with content marketing, most of the activity will be happening on the website, so why not put the website experts in charge?
Content marketing on your website needs to be managed by marketing experts. While the tech staff may have a more thorough understanding of your website’s structure, the marketing team will have a better idea of how to leverage your pertinent information in order to attract prospects. Assign a designated team and you’ll have an easier time getting this program off the ground.
Following these tips is a good place to start when establishing a content marketing program for your manufacturing organization. Need some more guidance? Contact our team.