October 2018

To paraphrase Finley Peter Dunne: Manufacturing marketing ain’t bean-bag.”

While it goes without saying that manufactured goods like spindles, ball bearings, and wires make up an important part of everyday life, actually marketing these products presents a unique set of challenges. Manufactured goods don’t tend to have the broad target market of things like potato chips or beer, nor do they have the exciting sex appeal of the latest summer blockbuster.

Rather, most manufactured products face the dilemma of being wildly important to a small but very significant portion of the population. Dynamics like these make common marketing tactics like TV commercials or newspaper ad buys the equivalent of going after a fly with a bazooka. Instead, the practitioners of manufacturing marketing must leverage internet and digital resources in order to achieve the scalpel-like precision needed to reach their targets.

Be Where Your Consumers Are

In many ways, the internet has been a democratizing force for medium to niche crafts like manufacturing marketing. Reaching your target market once called for an army of traveling salesmen or presence in a slew of obscure trade publications. But now, the internet (specifically social media) has allowed manufacturers to build up digital presences that simplify customer outreach.

That being said, location and strategy remain key to success.

There’s an ever growing list of social media services, but the odds of each and every one of them being useful to reaching your clientele is slim to none. For example, while a Facebook page may be a great way for a manufacturer of brake rotors to reach their desired consumers, Pinterest would probably be a colossal waste of time. Rather than wasting good money after bad on a full court press of every social media brand under the sun, manufacturers should begin by doing their homework and seeing where their customers (and competitors) have already set up shop. From there, you can begin to establish presences on the relevant sites and build up a network of followers and competitors who are relevant to your area of manufacturing marketing.

Constant Content

While social media sites are constantly tweaking and adjusting their algorithms, the keys to brand success have remained more or less the same: Content is king.

The game is quite simple. Producing quality content that conforms to the standards of any given site increases your chances of showing up in the feeds of those you with to engage with. Showing up in feeds more frequently makes it more likely that your content will be clicked on, liked, or shared — thereby further increasing the likelihood that your brand will attract more attention from likeminded consumers.

While this digital game of telephone is important for all brands, it’s all the more vital to the practice of manufacturing marketing, which depends almost entirely on fierce competition for an exceptionally select number of consumers. A good first strategy to take would be to review the practices of those you compete with: How often are they posting new content? Is that content being engaged with by others? More importantly, does the manufacturing marketing content feel authentic to your slice of the industry.

By beginning with a firm grasp of the market, you can better set to the task of outpacing your competitors with more frequent and creative blog, image, and video content makes it all the more likely that you’ll gain the attention of the elusive eyeballs of your consumers.

Keywords Are Key

Take it from us here at Millennium: you can blog all day until your brain is creative pulp and your fingers are permanently locked into the shape of your keyboard, but every single word of it will be wasted effort if you aren’t crafting your content around the keywords that your customers are actually searching for. Looking for evidence? Well, why not take this blog? If you stumbled upon this blog via a Google search for a certain set of terminology, congratulations! You’re living proof of the importance of keywords to manufacturing marketing.

While this practice can seem complex for writers who are used to conforming with SEO practices, in reality it’s quite simple. To begin with, put yourself in the mind of a purchaser who would be in the market to buy the goods you manufacture.

Who are they?
Where are they located?
What sort of terminology or jargon do they use when they talk about their business?

If you can answer questions like these, you can begin to put together a shortlist of terms and phrases that your consumers would be most likely to use in a Google search. From there, you can set about the task of crafting web content structured around those manufacturing industry specific keywords.

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Linda A. Fanaras is the President and Founder of Millennium Integrated Marketing (www.mill.agency ) located in Boston and Manchester, NH. She can be reached at 877-873-7445 ext. 201 or [email protected].

About Millennium Agency

Millennium Agency is a nationally recognized, top woman led B2B branding, positioning, and digital marketing firm who knows how to create value that emotionally influences your customer’s buying decision, giving you the competitive advantage. As your trusted partner in B2B software technology and manufacturing, we provide the branding and positioning framework that make an impact – so you can focus on what you do best – run your business successfully. With offices in Boston and New Hampshire, and a worldwide presence, the professionals at Millennium Agency would like to learn more about your business.  Visit www.mill.agency or book time here.

Who are you anyway? Maybe your perception of you is different from those who know you. How do you become who you want to be? Perhaps you want to be a smart, quick-witted, professional. Or a serious, rigid, powerhouse who never misses a beat. Whatever your personal branding goals are, creating a personal brand that defines who you are, why you are unique, and why you should be sought out for the next promotion is all up to you.

Most likely, you already have the basis of a personal brand in place, but if you’re reading this article, then it’s time to expand on it. Take a deep dive into your current experiences and accomplishments and decide where you want to go. Seek out those new certifications, professional and personal capabilities, and volunteer opportunities that build your resume and your brand.

It is critical to grow and nurture your brand to use it to its full potential. Here’s how:

Step 1: Take the time to analyze your brand and identify what you do best; maybe you’re the most innovative or creative, the strongest leader, or the trendsetter. Determine what makes you and your brand stand out against the other manufacturing and technology companies. Conduct some primary market research by asking former and existing customers about their experiences with you.

Step 2: Research your competitors to find out how they position themselves. What aspect of your style sets you apart from the other businesses in the manufacturing and technology sector?

Step 3: Use all of your collected data to develop a unique selling proposition (USP) – a persuasive message that communicates how your products or services stand apart from those of your competitors. The key to developing a reliable brand is consistency. Once you determine what personal strength(s) you’re going to brand, ensure that you include your USP and slogan on all client-facing documents and forums – including your website, stationery, voicemail message, web directories, marketing materials, and social media accounts.

Step 4: Then take a look at your educational track. Should you consider additional certifications to grow your career – a Master’s or Doctorate Degree or simply some classes to broaden your knowledge? Technology changes faster than the seasons, so there’s always more to learn.

Step 5: Strengthen your brand by writing articles, white papers, and testimonials within your field– but, better yet, consider some speaking opportunities to put you ahead of your game. As mentioned above, there’s always more to learn in the manufacturing and technology sector, so take the time to educate your clients.

Remember that you are your business. When carefully developed, your personal brand will amplify your strengths and work for you – create opportunities, attract customers, and close sales. If you need assistance in jump-starting your brand strategy, contact an integrated marketing firm.

Don’t forget to be cognizant of the fact that every meeting and interaction you have with prospective and existing customers, colleagues, and vendors is part of the personal brand and reputation you are creating.

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Linda A. Fanaras is the President and Founder of Millennium Integrated Marketing (www.mill.agency ) located in Boston and Manchester, NH. She can be reached at 877-873-7445 ext. 201 or [email protected].