B2B Manufacture marketing

B2B Manufacturers are an essential part of the economy and hold a distinctive role in the market. However, they are lacking in certain aspects, the most important being marketing. They are more reliant on traditional marketing methods that were widely used in the past. However, in today’s digital world using these traditional methods only will not be sufficient.

Manufacturing companies are all different in their own ways. However, they are always grouped into one group by the public. Today, it is not enough to be or have a different aspect to your company. It is important to show what the difference is. The public must be made aware of your brand and the need for your products. This is the way your customer base will expand. Once, the customer base has expanded, your marketing strategies will also have to change. Customers are always looking for new content. Why is B2B manufacture marketing required?

• The shift to digital marketing: Today, everyone starts with an online search when looking for a solution, be it a consumer or a business. Search engine optimisation is a must if you wish to be discovered by more customers. In-person trust is now being taken over by search engines. • Solved to not sold to: People are looking for solutions rather than just a product to buy. This is where content marketing. If your company posts content regularly which helps solve common problems that customers face, this builds trust and credibility in your brand. • Different sales process as compared to B2C: Earlier sales and marketing followed a linear path. However, now marketing and sales are two completely different processes and must be treated accordingly.

Buyer persona is a tool that enables you to thoroughly understand your customer and map out details about them. Content marketing will only be successful if it is targeted to the relevant audience. If it is targeted at random then it could just end up being a waste of time and money.

Some questions to answer while understanding your customer: 1. Who are your customers for manufacturing specifically? 2. What are all the FACTS you know about them? 3. What factors influence their decision to make a purchase? 4. Who are your ideal customers? 5. What are potential customers searching for and what role do they play as a decisionmaker?

1. Content marketing • Provide educational content that helps solve customer problems. • Announcements about the company • A little about your staff members • Important topics in the industry • Research papers • Toolkits/guidebooks • Content marketing should not be focused on promoting your products or brand but rather about helping your customers. • This type of marketing builds trust and credibility in your brand.

2. Providing high-value content behind forms • A good example of this would be when one is looking for a research paper but it must be requested from the author by entering your email id, profession and purpose. • A customer must provide some information in order to access particular content. • This provides your company with access to information about a prospective customer. • This content needs to be more exclusive and more desired as compared to the content that is posted for everyone to access. 3. Promote your contributions • Transparency is the best policy. • Demonstrating how you are taking part in social or environmental causes, for example, if your products are manufactured sustainably, then you should let your audience know and tell them how you are achieving this as well. • This provides customers with a positive image of your company.

4. Serve proof • Providing your prospective customers with case studies, reviews, testimonials, etc. from your existing customers serves as a powerful tool. • This helps answer any questions customers might have and further builds trust and removes scepticism. • This provides validation for the benefits of your products. • This is especially useful for B2B manufacturers because the audience is trusted and are industry professionals. • The best way to serve proof is to tell a story, starting with the background information, then the problem and how your solution impacted the customer.

5. Video • Video content is a trending marketing strategy today. • Posting video content like tutorials, how-to videos, customer success stories or company culture makes it a lot easier for people to access and understand your brand, • Memorable imagery and videos have become essential to marketing as it is what holds the attention of the audience. • This strategy increases the amount of time a customer spends on your website.

6. Mobile-friendly and user-friendly website • More than half the online searches that take place today are done via mobile phone. Therefore it is important to make sure that your website is mobile-friendly. • All websites must be tested before launching it to your audience. • The smallest things like the buttons functioning properly, or the speed at which a page loads, matter a lot. • This affects the amount of time people spend on your website. 7. Email marketing • Email marketing is a way to check up on marketing qualified leads or to remind them of your brand. • With the use of drip campaigns, a series of scheduled emails can be sent out to your customers. • One way to get your customers’ email is through the earlier mentioned strategy of setting content behind forms or through newsletters. • Email is also a great way to make custom offers to your highly valued customers.

8. Trade shows • Trade shows help in making long-lasting connections with people from the industry. • It is also a great way of meeting multiple prospects in one place. • This strategy increases brand awareness and trust. • It shows that you care about the others in the industry.

Source: https://www.precisionmarketinggroup.com/b2b-manufacturing-marketing

Account based marketing

Buying experience that is similar to that of a consumer buying experience

Marketing automation

Video

Source: https://lakeonedigital.com/manufacturing-marketing-trends/ Virtual events

Chat bots

Content is compulsory

SEO