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by Kathy Hemsworth
on April 22, 2015

Marketing for manufacturing can be a hard sell, but it is ultimately beneficial. Some managers in the manufacturing industry don't see the need to market their products and services because they feel that marketing is the distributor's job. But when a manufacturer invests in their marketing, they will quickly find that:

  •  More distributors what to work with them, and

  • Existing distributors will start to sell more of their products.

When it comes to manufacturing marketing, there are always some misconceptions out there. Overall, marketing is not cut and dry, so you can expect some rumors to be flying around that have no truth to them at all. While marketing for manufacturing is essential, there are some "facts" that everyone seems to believe that have no truth to them at all. 

1. Websites are a technology problem.

Websites should never be viewed as a problem or an inconvenience. They are a very powerful marketing tool for every industry, including manufacturing. In 2014, U.S. adults over 18 spent nearly 6 hours per day online. As people spend more time online, a website can offer a great deal of product awareness. While managers are challenged to get out of the office, they often search for products online. More resellers will notice you if you have a well-designed website.

2. Customers will find you.

There is a lot of competition in today's fast paced world. Referrals and easy access are extremely beneficial to those in charge of selecting products. You want the buyer to be able to compare your products to those of your competitors. You need a marketing campaign that makes your manufacturing facility visible and known so you can get the attention of more potential clients.

3. Pushing customers around works. 

Times have changed. Pushing customers around is not an effective approach anymore. You can no longer shove a pamphlet in a buyer's face or tell them they have to watch an hour-long video then expect them to jump right on board. Time is valuable. You need to make the accessing information user-friendly and convenient. Those who can show the buyer the advantages of their products efficiently are the companies who make the sales.

4. As long as you are on social media, you are fine. 

Yes, you have to be present on social media, but it has to be done correctly. You want a profile and setup that will make you and your products more visible. Regular posts that show up in the newsfeed are also a necessity. An effective marketing campaign will help you use online media correctly, so you can maximize your impact and reel in the leads.

5. Buying listings in industrial directories is the best marketing investment. 

Spending a fortune on being listed in industrial directories is becoming a thing of the past. You can come into contact with more qualified buyers through a combination of social media and a strong online presence. Inbound marketing can bring you a lot more leads than any directory. Most buyers don't have the time to leaf through those bulky books that contain little information.

 If you believe these things are the right way to go, you need to talk with an experienced marketing firm to help you get headed in the right direction. Remember, times have changed. With all of today's technological advances, if you don't get on board you are going to miss out. Take advantage of the Internet in all its forms. While you know people are using their computers more, you also need to consider the popularity of mobile devices, such as smartphones and tablets.

By putting your manufacturing business out there, you will reach all kinds of leads. You are contacting resellers who will offer your product, and you are also contacting the consumers who will buy from the resellers. The more your resellers sell, the more they will order from you. The farther you reach out, the more you are helping grow your business. It is important to take action and get headed in the right direction.

Now is the time to make the change and forget about the false beliefs you have been holding on to. Many beliefs about marketing are not right, so now is the time to figure out how you can keep up with trends and grow your manufacturing business. 

 


 

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