As a manufacturer, selling to other manufacturers can bring up issues. In this video, we’ll dive into some of those key areas to focus on.

The first thing you always need to do is identify your core market. Spreading yourself across markets without a strategic focus will wear you thin. From your core market, break it down into smaller groups and sub-industries. This can be further narrowed through industries, regions, employee sizes, and other key identifiers. You can specifically find groups of companies you're more inclined to work with, and even those you don’t want to work with on the flip side. Once you figure out what works for each group, you can go after each category strategically and reverse engineer those profiles for other similar manufacturers to sell to. 

The second step is building out your value to manufacturers. A lot of salespeople come from the perspective of giving out all of the features of their product and having the customer figure out how that fits into their problem. You are not there to approach and then show up and throw up your product. Rather think of it as a partnership - after all, you are providing a valuable product in exchange for their money. Drive a conversation rather than throw out a presentation. Ask your prospects questions first to better understand their situation and their needs, what product best fits their needs, and solution will justify the cost. Through these questions, you can see what previous and current solutions put into practice have and have not worked, and better explain how your solution is more valuable for their specific needs.

Now that you know your target market, and what approach to take, is when you go into attack mode into that market. Strategically attack all fronts of the market through different platforms such as LinkedIn, social media, email marketing, and cold calls. Look at what your competitors are doing in their posts and content and see what sort of engagement they are getting. This can bring up holes in your own strategy and where you can better adapt and improve to more effectively engage with prospects and clients. Other times, it brings up holes in your competitor's strategy where you can fill that void and rake in the engagement that they are missing out on. Separate yourself by bringing out daily content hard on social media, building out your LinkedIn profile, and getting an email distribution system going. Be everywhere all at the same time!

It doesn’t end there - always be on your toes to analyze, adapt, and adjust. Once the strategy for the marketing campaign you planned is being put into action, measure its engagement to see if it’s working, and what is working. Is certain content gaining more traction than others? Are certain platforms getting more engagement? Plans are never perfect the first time, and adjustments need to be tinkered on as time goes on through a campaign. There are some things you know work and don't work in your own industry that you can put into practice, whether by experience or by gut feeling. The parts of the strategy that are working, double down on them. If there are parts of it that aren’t up to par or are just having a rough time, scale them back. Remember to continually analyze and gauge feedback, as content and strategy that are working now may not work in the future.

#industrialmarketingstrategy  #manufacturingmarketing  #industrialwebsite

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