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Fully Invest Yourself to be Successful in Industrial Marketing | Manufacturing Marketing

Fully Invest Yourself to be Successful in Industrial Marketing

understand core industrial marketing principles

Determine the core issues and invest the effort necessary to understand them thoroughly.

What does everyone have, but none know how much? Of course, the answer to the old riddle is time. Multi-tasking, working in the cloud, smartphones, smart cars – life seems to be constantly accelerating. We do so many things that it seems impossible to spend the time to learn any one thing well. “Good enough” is the standard.

Seth Godin, an accomplished author and blogger focused on Marketing, writes:

We hesitate to surrender our commitment so easily today. It’s easier to read the 140 character summary or see the highlights or read the live blog, so we can check the box and then move on.

But move on to where?

To another box to be checked? We become like the tester in the ice cream factory, surrounded by thousands of flavors, but savoring none of them.

We each have a fixed amount of time. One thing you can do is invest it in knowing the summary of what 23 people said. The other thing you can do is to commit to living and breathing and learning from one of those people. Perhaps you will get more by being exposed more deeply to fewer.

Due to this desire for a broad overview, we achieve a surface understanding but miss core principles. Choosing well between apparently similar products is difficult without an understanding of which capabilities are most important for your situation. Understanding one aspect of a process deeply allows for a greater understanding of the entire process.

Industrial marketing has evolved exponentially since the internet enabled search engines to become a viable commercial platform. The importance of being found online has driven constant technical change. The software tools we wield provide capabilities barely dreamed of only a few years ago. At the same time, the underlying principles of marketing are the foundation upon which these programs exist.

Knowing your market and how your product addresses core problems is the key to success. Invest your time in knowing your customers and their problems. Understand not only your products features and benefits, but also how they solve your customers true issues – how can they then leverage these strengths to improve their own customers’ experiences?

To illustrate, my focus is content marketing for industrial manufacturing. Lots of software tools and avenues to pursue. At the core, it is about understanding our clients’ strengths and opportunities and using the tools available to create a program which communicates with their target market. Investing time in learning our clients’ underlying strengths results in a program which is authentic and effective.

Using tools with only a surface understanding will result in momentary success at best. Checking off a box simply doesn’t get it done.

photo credit: Poldavo (Alex) via photopin cc

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