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Leveraging marketing technology for industrial manufacturing | Manufacturing Marketing

Leveraging marketing technology for industrial manufacturing

industrial marketing

An overview of the essential elements of an effective industrial marketing program.

This is not promoting a specific company or person. Rather, my intent is to identify a slice of the creative marketing spectrum which ties internet technology into a marketing machine. There are changes happening which affect marketing industrial manufacturing.

Every company of any significance has a website. Successful companies invest in updating their website. Most have a search engine optimization (SEO) program. A smaller number have started trying social media. There is also email marketing through newsletters. Who is tracking and distilling the results into a coherent form? Who has the time to coordinate all of these different efforts?

The days of cold calling producing effective results are history. The internet has changed buying behavior for consumers and businesses alike. Over 80% of business sales are now a result of buyers identifying a preferred vendor. Your potential customers are the hunters and you are the prey. Your opportunities are coming and going without your knowledge.

There is now an inter-related set of internet tools which provide a start to finish solution, from creation through handing off of qualified leads to your sales force. You should look for the following services, provided by a single vendor:

  • Marketing strategy: who is your ideal customer, what are they looking for and how do you solve their problems.
  • Website: the library of what your company has to offer; information to help your prospects determine what they need and how they communicate with you when they are ready to buy.
  • Search Optimization: research to determine how prospects search for your products or services and then webpages created to use identified terms in the context of your business
  • Email marketing: the most efficient and economical way to communicate with specific audiences. Tailor your messages and track the results.
  • Social Media: now responsible for almost double the marketing leads of trade shows, telemarketing, direct mail, or pay-per-click advertising. Google uses social media in their algorithm to determine search results. It is constantly growing in importance and it is getting harder to do well.
  • Marketing Automation: in this 24/7/365 world you must anticipate responses and deliver information when requested, not when your sales force has time.
  • Customer Relation Management (CRM): track your prospects and flag those who are ready to buy.

The list above may be daunting but there are firms which offer the complete package. Choose a firm committed to riding the wave of change we’re experiencing and which will leverage the tools listed for your success.

photo credit: Paul Ealing 2011 via photopin cc

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