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Five conversation starters that will improve your industrial marketing | Manufacturing Marketing

Five conversation starters that will improve your industrial marketing

industrial manufacturing marketing

The time and effort invested in a two-way conversation with your industrial manufacturing customers will pay dividends now and for the foreseeable future.

Marketing is typically a one-sided conversation. We’re busy explaining the virtues of our industrial products and the manufacturing problems they solve in as many places as we can manage. The messages are tailored to the perceived audiences in each of the ever-increasing media options. Results are tracked and future programs developed to leverage successful efforts.

Have you ever stopped and just asked your customers why they chose your product or company?

1. Case Study Requests – Ask manufacturing customers how they are using your industrial products.

How your products are applied in the real world provides validation for your claims. Case Studies typically state the challenge your product solved and the benefits which followed. This is a method to involve your customers in a conversation which is truly about them and their relationship to your company. Insights into capabilities which weren’t publicized will often result. Also, your customers receive valuable media interest in return.

2. Feature Requests – Your customers spend more time with your product than your engineers.

They probably have a wish list of features which would improve their experience, efficiency or comfort on a daily basis. Provide a method of communication and possibly reward the best requests. There is no replacement for real-world experience.

3. Feedback – Are you asking for feedback on your website and social media?

Certainly negative comments will be part of the whole, but isn’t it better to provide an outlet where problems can be addressed? The squeaky wheel may have uncovered an unknown flaw or may be telling you something which the general user base may hold in common. True communication is the overall goal, not just hearing how good you’re doing.

4. Surveys – Carefully listed questions sent to current, past and potential customers provide invaluable insight.

General industrial manufacturing outlook, competitive intelligence and specific opinions can be gained through this effort. Get a feel for not only how your company is viewed, but how your marketplace is viewing their slice of the industrial manufacturing world as well.

5. Management Calls – There is no substitute for a direct conversation.

When was the last time senior management spoke with customers? If the largest customers are already called, how about those with issues? Awareness is usually the first step in solving what may be a larger problem than acknowledged. Without senior management involvement, solutions may not happen.

Listening goes a long way with reasonable people.

photo credit: Victor1558 via photopin cc

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