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Patience, Persistence and Perspiration are Critical to Success in Industrial Marketing | Manufacturing Marketing

Patience, Persistence and Perspiration are Critical to Success in Industrial Marketing

industrial marketing

Digital tools allow for instant communication, but the buying process requires a continual nurturing of leads with consistent, intelligent marketing.

Patience, persistence and perspiration make an unbeatable combination for success.- Napoleon Hill

We all live in a microwave, want it yesterday society. The pace of life accelerates constantly and change has worked its’ way through every aspect of industrial manufacturing. How does patience fit into this picture?

Estimates vary regarding the number of interactions necessary to identify a qualified sales prospect. Every manufacturing industry is slightly different, but my rule of thumb is 8-12 “touches” before a suspect becomes a prospect. The follow-on is those touches are not simply a repetition of the same message, but unique information created for different media. When and where these interactions occur can be controlled somewhat, but there is a random aspect to digital marketing.

We can know people are searching for industrial products based upon specific terms. We don’t know when this will occur. We know we need to anticipate these searches and be positioned where your prospect is seeking your industrial manufacturing products.

Patience

Patience is a requirement as you may not see the results of your efforts early on.

Industrial manufacturing products are not impulse purchases.

How is patience possible when everything is constantly changing?

By creating a strategy which is based on both intuition and reality. Your experience in your industrial marketplace helps create a profile of your ideal prospect.

Statistical analysis of relevant searches identifies areas which justify investing time and effort. Tracking results as they occur reinforce or refute your assumptions.

Patience is required to let the program run long enough to learn before considering modification. Changing course too quickly eliminates any chance of understanding success or failure. Patience, grasshopper.

Persistence

To rise above the constant bombardment of always-on media requires repetition. Your story must unfold for the visitor at their pace and on their schedule. Your message must be in multiple media; website, social, video, email, etc. to allow your prospect to interact where and when they are open to information. Memory of your company and product are built over time.

Perspiration

The launch of a marketing program is not the end of the effort, but the beginning of working to make the program incrementally better based on results.

The ability to track individual interaction with industrial marketing has never been better. The level of statistical detail is so great that it may be counter-productive without an understanding of which information is significant to the success of your program. Tracking what is successful allows continual improvement and better return on investment.

photo credit: Martin Pettitt via photopin cc

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