In a competitive world, marketing has become a tool that many manufacturing and engineering companies choose to use. But what are the challenges, and which types of marketing are most effective? Sarah West, award-winning chartered marketer and founder of B2B expert Full Mix Marketing shares her experience.
How important is marketing? The answer to this question may depend on your perspective.
Amidst rising competition, many companies in manufacturing or engineering feel marketing is vital to keep them in their clients’ minds. Other smaller or long-established firms may remain reliant on word-of-mouth and existing relationships alone.
Regardless of whether marketing is more important than ever, it is certainly more effective than ever. Whether targeting growth or simply maintaining your current market share, marketing makes either outcome much more likely.
Many manufacturers and engineers appreciate that, whilst new equipment may boost their capabilities, it’s marketing that will help them gain the customer orders to make best use of it.
Are there specific challenges? Yes, there are a number of unique challenges which can impact the marketing tactics of manufacturers and engineers:
- Complex offerings
Many companies provide complex products or services which can be difficult to communicate. The key is to not only do so succinctly but make sure you focus on addressing your customers’ needs.
- Long sales cycles
Manufacturing and engineering frequently involve lengthy sales processes, where valuable relationships are forged over time. To build trust, marketing must also be maintained.
- Competition
Manufacturing and engineering sectors are often highly competitive, with many companies vying for the same customers and contracts.
Price can be a significant driver. However, increasingly complex supply chains mean that quality and dependability are more important than ever. Successful marketing needs to stand out, too.
- Change
Keeping up with new manufacturing and engineering technology can be essential, as can letting your potential customers know of your advances.
Manufacturing can be particularly influenced by consumer trends, and perhaps the greatest example is sustainability, with companies increasingly using marketing to highlight their environmentally friendly practices.
What works best?
Digital marketing: Though not always critical, digital marketing is important for many firms. For example, most customers will visit a company’s website when considering what they provide.
Search Engine Optimisation (SEO) can help elevate your business to the first page of search results, as can online advertising (PPC). However, before investing, it’s best to understand the number of potential customers actually searching.
Content marketing: Content including blogs, guides, opinion pieces and videos can quickly boost your profile and demonstrate expertise. Case studies and testimonials can build trust, and trade magazines and websites often cry out for news stories.
Social media (especially LinkedIn) can help you reach and engage with decision-makers in the businesses you’d like to work with.
Direct marketing: For many firms, their ideal customers are easy to identify. Data can be sourced to create a comprehensive list of businesses and professionals to target.
Email campaigns can promote products or services, share useful content, and nurture leads, while receiving a physical mailer or brochure often has a greater impact than many might imagine.
Offline or non-digital marketing: Industry connections are often crucial and can be grown and nurtured through marketing. Trade shows and other events remain a highly effective way to meet the clients you want to work with. An after-show strategy to follow up with contacts is essential.
