The 5 P's of a Successful Manufacturing Marketing Strategy

Ashley Wilson-Rew

The_5_Ps.png

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.

A typical marketing strategy has seven main stages:

  • Outlining strategy & setting goals
  • Designing and optimizing your website
  • Generating traffic
  • Converting traffic into leads
  • Converting leads into sales
  • Measuring and tracking analytics
  • Optimization based on metrics

Within those stages, you'll be working with a multitude of marketing channels, including your blog, website, social media, premium content, SEO, and email marketing. Everything you create, post, publish, and share should follow all of these P's to make your manufacturing business more successful.

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5 P's for a Successful Manufacturing Marketing Strategy

1.  Pertinent

/ˈpərtnənt/

adjective
  1. relevant or applicable to a particular matter; apposite.

Above all, everything you write, 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 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. 95% of the time, we're not going to click on a manufacturing ad over a video of a puppy being rescued from a sewer grate.

So, what does your customer care about? Why do they interact with content online? 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.

2.  Profitable

/ˈpräfədəb(ə)l/

adjective

  1. (of a business or activity) yielding profit or financial gain.
  2. beneficial; useful.

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, get more donations, or whatever their goal is. 

You can explicitly point out factors that affect their ROI, how to achieve better ROI, or approach your topic in a way that shows you understand what value means to them. After all, different people place different values on different products and services: some value products that make their life easier, some value the most affordable product possible, some value ease of integration with their current setup.

Your best buyer'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.

buyerpersonas.png
Graphic from Buyerology

3.  Practical

/ˈpraktək(ə)l/

adjective

  1. of or concerned with the actual doing or use of something rather than with theory and ideas.

Theories and ideas are great every once in a while, when you want you're judging the impact of a decision or predicting future trends. However, your audience 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 (or sooner rather than later). 

When you sit down to outline your strategy, your campaign, or your content, ask yourself: Would I be able to take this information and immediately apply it to my business?

4.  Provocative

/prəˈväkədiv/

adjective

  1. causing annoyance, anger, or another strong reaction, especially deliberately.

We're not saying you should piss off your readers. In fact, we're going to specifically tell you to NOT piss off your readers. However, your content should produce an emotional reaction in your audience.

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.

5.  Plugged-in

/ˌpləɡdˈin/

adjective informal

  1. up to date; aware of the latest developments or trends.

Last but not least, even manufacturers can use news, current events, and even memes to make their content more relatable. You should understand trends in your industry AND in your best buyers' 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. At the very least, you shouldn't seem like you've been in a coma for the last twenty years.

Remember Your 5 P's in Your Manufacturing Marketing Strategy

When in doubt about a campaign or content topic, make sure you're hitting all of these P's. This alone can make you a more successful marketer and businessperson. So, remember:

  • Pertinent
  • Profitable
  • Practical
  • Provocative
  • Plugged-in

These are your keys to marketing success. If you want more information about being a better marketer or growing your manufacturing business, check out these related articles.

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