Industrial Marketing

Over the years, I have worked with many established manufacturers that need to conduct new industrial marketing. Many question this tactic because what they have done for years has worked up until now. And that is the key phrase, “up until now”. Let me explain.

The reason for new industrial marketing

The primary reason I would recommend a new industrial marketing program is because they never really had one. This doesn’t mean creating a logo, website, and brochure. These are parts of a program, not the entirety of it. What I’m referring to is a proactive program that builds a brand and attracts prospects in target markets. Without a proactive program, you will continue to do as you have “up until now”. When you implement ongoing campaigns, you gain new customers, and your business continues to grow. Another issue could be that even with lead generation and sales strategy in place, you might be relying on more traditional techniques. Even though these strategies are still effective, you could be missing a significant section of potential buyers.

New industrial marketing tactics

Newer strategies for manufacturers include social media, e-bulletins, and search engine optimization. While these new industrial marketing tactics have been in practice for years, most manufacturers have not employed them. Adding these to your tried-and-true strategies, like trade shows, advertising, and prospecting calls, can significantly enhance these efforts. The more current strategies reach the younger decision makers entering the industry.

Avoid the “won’t change” pitfall

Clients with long-term companies are often reluctant, if not resistant, to the idea. Having been in business for years, they don’t see the need to employ new industrial marketing. However, if competitors, some that may have opened after you, are using these techniques, they could be gaining ground in the market. Just as with new equipment and technology, you need to stay current with the latest sales and marketing strategies.

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.

About Conach

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.

For more information, visit conachmarketing.com or contact us or call 989.401.3202.