Gear up for another Q&A with Kyle, covering topics such as bringing video and social media content to your company, better coordination between sales and marketing, marketing agencies, LinkedIn prospect filtering, and increasing hiring in a labor shortage.

Question 1: What can I do to help convince leadership that video content and social media are necessary?

The manufacturing sector is slow to keep up with new marketing trends, but the results of social media marketing tactics have proven to be beneficial. LinkedIn for example provides an excellent basis for where brand awareness content works. From the leadership’s perspective, there may not seem to be a need to deviate from tried and true methods of marketing, compared to automation technology on the floor. At the very least, it is worth convincing to at least have a trial effort to test and verify if such a tactic is right. 

Question 2: How can I, in sales, better work with our marketing person to reach our company goals?

Between the sidelines of negative thinking, sales reps believe that marketing isn’t as effective as it should be, and marketing believes sales reps only care about closing deals. What’s severely overlooked is that the two can often benefit each other far more than they realize and grow the business. Marketing can assist sales reps in bringing in prospects to the top of the funnel, while sales can help marketing better pinpoint the efforts to be better focused on, creating a beneficial strategy that leads to success.

Question 3: My company is thinking about transitioning from internal marketing to hiring a small firm. What kind of real expectations should we have?

Gaining improvement correctly is going to cost a good amount of money. That said, hiring a firm can prove to be inexpensive compared to hiring a full marketing staff yet more effective. It is critical to choose the right B2B niche agency to affirm that they know your specific field. Make sure to ask the right questions when choosing an agency to partner with, and ask them early. 

 Question 4: How can you target and communicate to a narrowly defined market/industry on LinkedIn?

There is a discrepancy between the industry-standard NIC codes from databases and the way LinkedIn classifies industries. The right filters get you to the right industry, and a subscription to LinkedIn Sales Navigator is a must to fit into this strategy. Find companies that you would normally do business with, or would want to do business with and filter for other companies that fit that criteria. Make sure to set filters for geography, industry, and company size. Use your own experience as well to identify the commonalities of your customers to see what characteristics carry the highest priority.

Question 5: Our fairly small manufacturing firm really needs to hire some floor personnel, how can we go about increasing awareness among jobseekers?

Focus on brand awareness to effectively highlight open positions. Companies don’t exist in a vacuum and compete with others in the region for employees even if they don’t compete in a business. Make sure hiring packages and salaries are competitive to those other brands and increasing your brand awareness and presence through videos, social media marketing, posts, and advertising puts the brand in the forefront and mind of jobseekers.

#industrialsales #industrialmarketing #link

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