Analyzing your industrial marketing design
Just as you look at different components before manufacturing a product, you need to plan your marketing program. An efficient industrial marketing design begins with strategy and continues to the closed sale. Let’s break down the three main phases of business development.
Strategy: the pre-planning of your industrial marketing design
This phase involves the planning of your program. Effective industrial marketing design encompasses many areas, such as:
- Branding
- Messaging
- Target Markets
- Campaigns
- Evaluation
- Sales Process
If you have an active sales and marketing program, review these components to determine if they are working or if they need updating to produce expected results and reflect your current strengths. This analysis allows you to keep proven strategies while evaluating possible new tactics for your industrial marketing design.
Lead generation: reaching potential customers
An industrial marketing design should be a mix of awareness and direct channels. When these tactics are ongoing and proactive, they enhance each other, and your brand is seen consistently by a potential customer. Awareness builds brand recognition in the general market segment and includes:
- Print advertisements
- Social media
- Digital Marketing
Direct channels reach prospects on a one-to-one basis through:
- Prospecting Calls
- E-bulletins
- Trade Shows
- Direct Mail
You may think some of the “traditional direct marketing channels” no longer work, but this mix of channels needs to blend old and new to be truly effective.
Sales: the strategy of your industrial marketing design
Finally, you come to the sales process, where you have the opportunity to gain a new customer. It is essential to realize that it is only an opportunity. Accordingly, you need the tools to build a relationship throughout the sales process, such as:
- Website
- Brochures and Product Sheets
- Videos
- Presentations
- Proposals
When building a toolbox of sales material, you equip your sales force to respond promptly and persuasively no matter how long your sales cycle might be.
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.