Creating a marketing plan for a manufacturing company can feel like trying to build a robot with only a hammer and a screwdriver. But fear not; it's a
Creating a marketing plan for a manufacturing company can feel like trying to build a robot with only a hammer and a screwdriver. But fear not; it’s actually more straightforward than it seems. Let’s break down the process into simple, easy-to-digest steps that even a robot (the old-fashioned type – before AI) could understand.
- Know your audience. First, figure out who you’re trying to sell to. Are they distribution companies or industrial plants? Knowing your target audience will help you craft a message that speaks directly to them and ensure you reach them on the proper channels.
- Set some goals. It’s like setting a destination before a road trip; you gotta know where you’re headed. Do you want to increase sales, boost brand awareness or get more repeat customers? Setting clear goals will help you measure your progress and know when you’ve made it to the promised land.
- Spy on your competition. Know thy enemy, as the good old saying goes. Take a look at what your competitors are doing and see if there’s anything you can learn from them or if there’s a gap in the market you can fill.
- Stand out. Once you’ve identified your target audience and goals, it’s time to show them why your products are the best in the biz. Come up with a unique value proposition that sets you apart from the competition, whether it’s durability, energy efficiency or a super cool feature.
- Budget. Ain’t nothing free in this troubled economic world, and that goes for marketing too. Figure out how much money you have allocated to marketing spend and where it makes the most sense to invest it. Top tip: most B2B industrial businesses invest 2%-5% of their net annual revenue in marketing.
- Choose your channels. There are a ton of different marketing channels out there, but not all of them will work for your manufacturing company. Pick the ones that will reach your target audience the most effectively.
- Content is king. Creating valuable content is essential for any marketing plan. It helps attract and engage your target audience and can be shared on multiple channels.
- Measure your success. Keep track of how your marketing efforts are doing by monitoring key metrics. This will give you an idea of what’s working and not, so you can make adjustments as needed.
- Be ready to pivot. If the past three years have taught us anything, it’s that the market changes all the time, and so should your marketing plan. Be ready to adapt to new developments and capitalize on new opportunities.
- ABT: Always be testing. The beauty of marketing is that you can always try new things and optimize what’s working. Continuously test new strategies and tactics and fine-tune your approach for the best results.
Creating a marketing plan for a manufacturing company doesn’t have to be daunting. By knowing your audience, setting some goals, spying on your competition, standing out, budgeting, choosing the right channels, creating valuable content, measuring your success, being ready to pivot, and continuously testing, you’ll be well on your way to reaching and engaging your target audience, and driving the best possible results for your business. And without needing a Ph.D. in robotics! You will definitely need a marketing agency specialized in industrial marketing, though.
