MM4 - Stop Pitching Products for Engagement
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To really engage with the people in your target audience, stop pitching products and start sharing knowledge. Helping the people in your target audience to be better or solve a problem engages 100x more than product pitching.
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MM4 - Stop Pitching Products for Engagement
- 1. Stop Pitching Products! @MMIMATTERS #MFGMARKETING MMMATTERS.COM PODCAST: MANUFACTURING MARKETING MATTERS @BRUCEMCDUFFEE 1
- 2. Stop pitching at the top of the funnel in the engagement phase. @MMIMATTERS #MFGMARKETING MMMATTERS.COM PODCAST: MANUFACTURING MARKETING MATTERS @BRUCEMCDUFFEE 2 Pitch product features and benefits only at the bottom of the funnel.
- 3. Why does product pitching fail to engage? This is your target audience This small dot represents the people who are in the immediate mode to purchase your product at any given time they see your product message. 3 @MMIMATTERS #MFGMARKETING MMMATTERS.COM PODCAST: MANUFACTURING MARKETING MATTERS @BRUCEMCDUFFEE
- 4. Why does knowledge marketing work? Target Audience This large circle represents the people with a common pain point your firm can help solve. 4 @MMIMATTERS #MFGMARKETING MMMATTERS.COM PODCAST: MANUFACTURING MARKETING MATTERS @BRUCEMCDUFFEE
- 5. People Care About @MMIMATTERS #MFGMARKETING MMMATTERS.COM PODCAST: MANUFACTURING MARKETING MATTERS @BRUCEMCDUFFEE 5
- 6. Answering WIIFM @MMIMATTERS #MFGMARKETING MMMATTERS.COM PODCAST: MANUFACTURING MARKETING MATTERS @BRUCEMCDUFFEE 6
- 7. Takeaways 1. Count the first person pronouns in one of your brochures or on your home webpage. If there are a lot of words like ‘we’, ‘us’ or ‘our’, you aren’t focused on your target audience. 2. Find your company’s value proposition. Is it a description of your offering or a statement about WIIFM from the audience perspective. 3. Is your firm differentiating top of the funnel content from bottom of the funnel content? Is TOFU answering the question WIIFM? @MMIMATTERS #MFGMARKETING MMMATTERS.COM PODCAST: MANUFACTURING MARKETING MATTERS @BRUCEMCDUFFEE 7
- 8. Manufacturing Marketing Academy Contact me to reserve your spot before May 1st and receive the Early Adopter rate (25% off the normal rate of $2500 per month.) bruce@mmmatters.com 303-953-4361 Skype: mmmatters Website: manufacturingmarketinginstitute.com 30 day money back guaranteed if you are not completely satisfied. • Opens May 1, 2016 • Limited to 15 students • One-to-one coaching sessions • Private knowledge group of like minded manufacturing marketers and mfg marketing experts. • Private group webinars every month. • Unlimited emails and Skype chats with Bruce. @MMIMATTERS #MFGMARKETING MMMATTERS.COM PODCAST: MANUFACTURING MARKETING MATTERS @BRUCEMCDUFFEE 8 Bruce McDuffee, Founder and Executive Director Step-by-Step coaching you through the ‘New Way’ from concept to marketing plan to pilot to success. Step-by-Step coaching you through the ‘New Way’ from concept to marketing plan to pilot to success.
- 9. Congratulations, you’re on your way to a New Way to Market! Join the Manufacturing Marketing Institute – MM Academy today! @MMIMATTERS #MFGMARKETING MMMATTERS.COM PODCAST: MANUFACTURING MARKETING MATTERS @BRUCEMCDUFFEE 9
Editor's Notes
- Welcome back Manufacturing Marketers! Here we are at lesson 4 of ‘The New Way to Market for Manufacturers’. So far we’ve talked about the huge opportunity for manufacturers and marketers who can convert their marketing function to the ‘New Way’ and we’ve talked about the 8 parts of a proper marketing plan and why, although it isn’t sexy, a marketing plan is critical to success because it is your foundation. If you find it useful and helpful, please tell your colleagues about it. Anybody can sign up at mmmatters.com/freecourse. For more information about the Manufacturing Marketing Institute or more info about me, visit mmmatters.com. So let’s get into it. Hope you’re sitting down because this lesson is highly counter-intuitive for manufacturers. To be successful with engaging with the people in your target audience, you have to stop pitching products.
- Marketing to product features, benefits, differences creates a perception that the offering is the same between competitors because they all say the same things The problem is that only a very small, we could say minute, portion of the audience has that immediate need on their mind. So by advertising a product, you will miss most of the people in the audience. The chances of hitting someone in that mode of buying your product at the precise time they see your product promotion are tiny. Now you can engage and hit the people one at a time if you have a massive marketing budget. Just keep repeating the product message in as many venues as possible, over and over. You can create an awareness and build a message in their minds. Who in the room has a huge, virtually unlimited marketing budget? Manufacturing companies usually are the opposite, operating on limited budgets with limited people.
- If you promote your educational content, you’ll engage with a much larger portion of the audience. Consider the pain point you came up with in the workshop. If you chose it well, most of the target audience will constantly struggle with this pain point. It’s a thorn in their side. If they see an ad or a message that offers to help them with that pain, they will check it out. They will engage with your offer, your offering and your firm. This is why product marketing fails and educational content marketing sails. Think about it this way. You can use this analogy with anyone challenging your educational marketing strategy. Think about your local indoor arena. Does everyone have one in mind? How many people does it hold? 15,000? 18,000? Picture an opportunity where the stadium is filled with people who are your ideal prospect. These 15,000 people will all buy the type of product you make at some time in the next 6 to 12 months. You want them to buy from you of course. You have 5 minutes to get in front of them with huge speakers, any presentation materials you want. What would you say to them? Most executives, sales people, product people will tell the audience about what they think is the most powerful feature of their product followed by a blurb about why the company is great. The problem is that nobody cares at that moment. There might be a handful of people who happen to be in the later stages of making a purchase, but the rest just don’t care about the product at that moment. On the other hand, if you take that 5 minutes to tell the audience how you can help them be better at something. Or solve some issue that plagues them every day. You will have most of them listening and wanting to hear more.
- What’s in it for me – that’s it, they don’t care about you, your product, your CEO, your company or anything about it.
- OK, we’ve just completed the lesson 4! Think about this lesson, ponder, you will be challenged and you have to be ready to defend your proclamation. Use the example of the arena. It’s important to acknowledge that there is a place and a time for pitching the product, but it is at the bottom of the funnel not at the engagement top of funnel. Most manufacturers are good at pitching the product, but not so good at engagement. This, again is your opportunity. In the next lesson, I’ll teach you how to find a topic that resonates with your target audience by combining your audience’s needs with your company’s expertise. Thank you and I’ll see you at the next lesson. Now let’s go out and advance the practice of marketing in mfg today!