How to add industrial marketing depth to your messages
Often, when we engage a new client at Conach, they remark on how deep we delve into creating their marketing messages. While I hesitate to say that their current messages were insufficient, let’s say they weren’t all they could be. The following are a few areas you can review to see if you can improve your industrial marketing depth.
Industrial marketing depth: Experience
When developing messaging, don’t discount experience. I don’t mean just how long your company has been in business. Consider these ways to tout your experience:
• Combined years of experience of your staff
• The career experience of your key management
• The innovations you’ve developed over the years
Industrial marketing depth: Advantages
The advantages you offer customers go beyond your products or services. The following are areas that can bolster your roster of benefits you offer customers:
• Feature benefit statements that focus on the benefit not just the feature
• Solutions you offer to help with their challenges
• Reasons to counter any objections to working with you
Industrial marketing depth: Customers
Generally, we find new clients ignore the power of third-party endorsements to enhance their marketing messages. Here are ways to incorporate customer results and reactions:
• Customer testimonials
• Case studies demonstrating how you helped customers
• Data on customer satisfaction surveys
Industrial marketing depth: Support
Marketing messages should not stop after the sale. This is because many prospects want to know how you will support them with future service. To add to your industrial marketing depth, include this information:
• The availability and expertise of your service team
• Guarantees and warranties
• Ongoing training and education
The benefits of industrial marketing depth
Obviously, all marketing messaging starts with general information on your company, services, and products. But that’s just the start. By adding messages to improve industrial marketing depth you promote valuable advantages, build trust, and distinguish your company from competitors.
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 financial marketing, financial marketing, and industrial marketing. Even though we are in Mid-Michigan, Conach provides marketing services to clients across the country.