What does every successful marketing strategy have in common? If you look closely, you'll find these five traits in every aspect of the campaign:
Everything you create, post, publish, and share should follow all of these P's to make your manufacturing business strategy more successful.
5 P's for a Successful Manufacturing Marketing Strategy
Above all, everything you create, produce, publish, and share needs to be relevant to your audience. It should pertain directly to becoming better in their role, achieving their goals, or relieving their pain points.
When we absorb content online, we can pick and choose which content we interact with. This is one reason why the buyer behavior has changed; the customer is the one who holds the power, which means they can choose to completely ignore the ads and promotions you produce.
When we have the power to choose, we'll consistently choose the things that we care about - the things that are relevant to our circumstances.
So, what does your customer care about in manufacturing? Why do they interact with content marketing? Here are a few common motivations:
- It helps them be better in their roles (career or personal roles)
- It entertains them
- It reaffirms their beliefs
- It tells them how to be successful
- It makes them feel good
- It makes them feel understood
- It helps them solve a problem
- It helps them take advantage of an opportunity
- It answers a question
If you can pick at least one of these things and execute it well, you'll have your audience wrapped around your finger.
Once you know your topic is relevant to your audience, you need to make it profitable. They should be able to take the information you provide and use it to grow their business, make a better product, save money on a purchase, etc.
You can explicitly point out factors to the potential customer that will affect their ROI. Ultimately, approaching them in a way that shows your understand what value means to them will lead you to success! After all, each individual places different values on all sorts of products and services.
Your potential customer's definition of "valuable" will vary between individuals and industries. To get a better idea of what your buyers value, make sure you're building buyer personas for your business.
Graphic from Buyerology
Theories and ideas are great to incorporate in your digital marketing strategies every once in a while. However, your target market is, for the most part, looking for actionable information that will help them produce results in their job. They want information that is usable now and will get them results now.
When you sit down to outline your brand strategy, your marketing campaign, or your inbound content, ask yourself: Would I be able to take this information and immediately apply it to my business?
You should create content with one goal in mind - to produce an emotional reaction from your audience. It's so incredibly important to make your consumers feel something.
As consumers, we make buying decisions based on emotion: how we feel about the company, how we feel about the product, how we feel about the price, etc. Studies have found that 71% of B2B purchasing decisions are based more on personal value (how the product makes you feel) rather than on business impact.
Even manufacturers use news, current events, and memes to make their marketing content more relatable. You should understand trends in your industry AND in your target audience's industries. You should be up to date with technology, both personal and industrial.
Furthermore, the next generation is stepping up into the roles of the buyer, the executive, the engineer, and even the talent you want to hire. To reach those targets and speak their language, you need to switch gears in your approach.
These are your 5 keys to marketing success along with strategies for marketing your manufacturing business. If you want more information about being a better marketer or growing your manufacturing business, check out these related articles and this thorough webinar on lead generation in complex markets:
- The Manufacturer's Guide to Inbound Marketing
- Great News! The Manufacturing Industry Is Internet Challenged
30 Greatest Lead Gen Tips, Tricks, and Ideas
Looking for more tips to create a sustainable manufacturing marketing strategy? Check out this free guide to inbound marketing for manufacturers below: