Marketing for Manufacturers
•
1 like•87 views
Many manufacturing companies still rely on pre-Internet strategies to find new business, but with customers becoming unwilling to directly engage with a supplier until late on in their decision-making process, traditional opportunities to directly ‘sell’ have become limited. Few manufacturers have the marketing experience to engage with these new buying behaviours. Manufacturing for Manufacturers explores the culture clash between marketing and manufacturing and looks at some of the strategies you can employ to capture these Invisible Buyers. Download the accompanying 24 page book for free here: www.tdmuk.com/marketing-for-manufacturers
Recommended
Recommended
More Related Content
Similar to Marketing for Manufacturers
Similar to Marketing for Manufacturers (20)
Recently uploaded
Recently uploaded (20)
Marketing for Manufacturers
- 2. The world of business has changed. How we communicate, how we manufacture, how we buy...... www.tdmuk.com
- 3. ... so why are you still trying to find sales like it’s the 90s? www.tdmuk.com
- 4. Report: How Engineers Find Information (Q4 2016) 68% of engineers looking for information turn to search engines Only 14% used tradeshows to source information www.tdmuk.com
- 5. At the start of their buying decision. Once they have narrowed down the options to a couple of manufacturers. Only to confirm pricing and delivery details. 20% 25% 55% At what point industrial buyers look to engage with suppliers BUYINGDECISION www.tdmuk.com
- 6. THE INVISIBLE BUYER Visits your website, takes your information and writes you off without you ever knowing you were in the running www.tdmuk.com
- 7. The five main challenges of marketing a manufacturing business www.tdmuk.com
- 8. GENERATIONAL BUSINESS • How things have always been done - insular perspective • Person in charge of marketing isn't a marketer, it's a family member or the MD / SD Challenge 1 www.tdmuk.com
- 9. • Aging and high-seniority workforce can be change-resistant • Need to market to your own workforce before the customer CHANGE-RESISTANT WORKFORCE Challenge 2 www.tdmuk.com
- 10. • Company not attracting (or retaining) the best candidates because of poor image • Senior engineers remain hands- on instead of working on the wider strategy of the business LACK OF TRADE SKILLS ENTERING INDUSTRY Challenge 3 www.tdmuk.com
- 11. Challenge 4 20% 80% 80% of the profit (or 80% of the trouble!) Customer base • Sell in a reactive way, going after whatever they come across • Promising what engineers cannot easily deliver or chasing undesirable work LACK OF SALES STRATEGY www.tdmuk.com
- 12. Challenge 5 • Markets move, the company's sales message doesn't • Globalisation seen as a threat not an opportunity NOT REACTING QUICKLY ENOUGH www.tdmuk.com
- 13. So... how do you market a manufacturing business? www.tdmuk.com
- 14. If you are competing on price then you have failed to establish the true value of what you make in your customers' minds. If a customer perceives your product as just a commodity that is no different from your competitor's, they will buy whichever is cheapest. www.tdmuk.com
- 15. People make their mind up about a company from their website within 3 seconds. You can't prove your credibility in that time using words. 1. COMPANY BRANDING www.tdmuk.com
- 18. If I Google you and find nothing, then at best you are a very unremarkable person 2. PERSONAL BRANDING www.tdmuk.com
- 20. 3. INTERNAL MARKETING • Having all staff on-board with a single strategy means people can understand the reasons behind the changes they are being asked to make. www.tdmuk.com
- 21. Get EVERYONE to be part of your strategy www.tdmuk.com
- 22. • Digital and modular marketing material can be updated quickly without having to replace a whole brochure • Modular material can be tailored to only include information relevant to that specific client or sector 4. MODULAR MARKETING MATERIAL www.tdmuk.com
- 23. Customisable replaceable inner pages... ... also create PDF versions for specific markets www.tdmuk.com
- 24. • Have communication channels in place that talk to all your contacts - include past, current and future customers. • When you do have a message to push out, you can do it quickly to a warm audience. 5. PUT A COMMUNICATION CHANNEL IN PLACE www.tdmuk.com
- 25. www.tdmuk.com
- 26. • The embarrassing moment when the buyer knows more about your product than your distributor. • Give them the full picture - from the process basics through to the story behind each product 6. SUPPORTING DISTRIBUTORS www.tdmuk.com
- 27. Give agents and distributors all the digital tools they need www.tdmuk.com
- 28. THE INVISIBLE BUYER 7. CAPTURE THE INVISIBLE BUYER www.tdmuk.com
- 30. Limbo Deciding Trigger point SaleAware of a need BUYING DECISION www.tdmuk.com
- 31. 2% Ready to engage 18% Decision-making 80% Passive 80% 18% 2% VISITORS TO YOUR WEBSITE www.tdmuk.com
- 32. Limbo Deciding Trigger point SaleAware of a need Visits your site for first time LinkedIn request LinkedIn Articles Clicked on link in email Meeting Email exchange Follow-up call Email marketing Download PDF capture email BUYING DECISION www.tdmuk.com
- 33. 2. Download the information they need in return for their email address 1. State their industry www.tdmuk.com
- 35. Follow-up with an email or call 1 2
- 40. GOOGLE PPC AND SEO www.tdmuk.com
- 41. GOOGLE PPC AND SEO $24 billion comes from advertising revenue $26 BILLION PER QUARTER www.tdmuk.com
- 42. SEARCH: ‘Accountants Huddersfield’ 1 2 3 2 4 1 Scroll down for local results 4 3 www.tdmuk.com
- 43. Scroll down for organic results Scroll up for adverts www.tdmuk.com
- 44. Organic listings don’t appear until half way down the results page Scroll up for local results www.tdmuk.com 1 2 3 2 3 1 4 5 4
- 45. Google is in charge (Not you, and not an SEO 'expert'!!) Mobile search favours mobile- friendly sites Can only target one keyword per page Slow: off-site and on-site techniques require long-term strategies SEO (SEARCH ENGINE OPTIMISATION) www.tdmuk.com
- 46. Instant results Controllable at all levels Only pay when someone has a genuine interest Can directly target all keywords (even competitor product names and brands!) PPC (PAY-PER-CLICK) www.tdmuk.com
- 47. Any marketing will only get you... 90% OF THE WAY TO A SALE IT'S ALL IN THE FOLLOW-UP www.tdmuk.com
- 48. Remember this? IT'S ALL IN THE FOLLOW-UP www.tdmuk.com
- 49. Manufacturing has embraced technology - your sales and marketing has to also. www.tdmuk.com