Industrial Marketing Strategy: Generalist or Specialist or Both
How you perceive the services or products you provide customers has a critical impact on your industrial marketing strategy. For example, in medicine, you are either a general practitioner or a specialist, and most message development in business-to-business marketing follows the same concept – you are one or the other. However, at Conach we believe you should be a bit of both. Let’s explore how this approach works:
Core Messages in Industrial Marketing Strategy
Core marketing messages highlight the benefit you offer all your customers. Overall, your core industrial marketing strategy promotes general messages. Generally, this type of messaging is meant to overcome the cliches touting service or quality by backing it up with proof statements. These messages could include your years in business, on-time delivery rates or quality guarantees. Case studies and customer testimonials are also effective ways to prove that your core messages ring true.
Target Messages in Industrial Marketing Strategy
Experience in individual markets, such as automotive, health care or aerospace are areas you can develop target messaging in an industrial marketing strategy. While these messages may seem similar from one market to the other, there will be subtle differences. When working on this messaging, focus on the solutions you provide or the factors that drive a decision maker in this market.
Tiered Messaging in Industrial Marketing Strategy
When you follow this approach you can be both a generalist and a specialist in your industrial marketing strategy. By using this multi-layered technique, you set your company apart from competitors and connect firmly with potential customers.
About the Author
Paul Kowalski (or Pappy as he is called around the office) spent over two decades working at other agencies before opening Conach Marketing Group in 2008. The early part of his career was working with Fortune 500 clients at different agencies. However, working with smaller clients was his preference. This choice was because of the impact on a client’s business growth and forming closer, personal relationships.
When he was creating Conach, his goal was to bring those Fortune 500 strategies along with years of B2B marketing experience to small business marketing clients. As a result of focusing on business to business marketing, Conach specializes in construction marketing, financial marketing, and industrial marketing. Even though we are in Mid-Michigan, Conach provides marketing services to clients across the country.