Marketing for Manufacturers

Transcription

1 Marketing for Manufacturers Taking Your Business to the Next Level + What s Working + What s Not Working + Connecting With Your Audience + Creating a Compelling Message Creative Technology Corp. 1

2 The buyer s journey I d like to use the internet to build my business. But I don t want to spend anything because we don t have a budget, and we can t cut any more. I don t want to have to hire anyone. I can t spend any time on this, and no one else can take it on. We ll need to outsource it or perhaps put the intern in charge of it. Almost 60% of buyers will have made a purchasing decision before they have ever contacted your company. They use your website, your competitors websites, LinkedIn and internet-based market research before they ever contact your sales representative. Increasing sales is the number one goal of most manufacturing companies, yet less than half can measure their marketing and sales effectiveness. If your prospect knows more about you (and your competition) before you even have a chance to talk to them, what are you going to do? Do you even know where to start? The average American sees over 3,000 brand messages a day. We are saturated with brand messages. With the advent of social media, it is easier than ever to reach prospective customers. However, with so many choices, it can be more confusing than ever to choose. Do you have the best message directed to the right audience with a compelling reason to buy? Creative Technology Corp. 2

3 You Need a Plan If there is a fork in the road, take it. Yogi Berra One Set Priorities Two Focus Resources Three Develop Purpose If you don t know where you are going, how will you know when you get there? To set up your strategic plan, step back and look at the company as a whole. Define the intent of the company. Some call it mission; others call it vision; intent conveys action. Ask, What would I like the company to look like in five years? Focus on the best tactics to build that company. Then, follow three steps and repeat to completion: imagine, execute, and refine. Creative Technology Corp. 3

4 HOW DID CRAIGSLIST GET ITS TRACTION? In 1995 Craig Newmark, a newcomer to San Francisco, feeling alone and isolated in a new city, started an distribution list featuring events in the San Francisco Bay area. In 1996 Craig expanded the listing to include other classified ad categories and launched a website. Today craigslist operates in more than 700 cities in 70 countries. The website receives 50 billion page views by 60 million users each month. From beginning, did something simple and useful. From beginning, began cycle: Asked for community feedback; did something about it; repeat, forever. Craig Newmark Founder of Craigslist Creative Technology Corp. 4

5 Imagine raving Customers You are so well known that your company is the first one that comes to mind when a prospect needs your service. Your prospect list is full. Your follow-up is excellent. Your production is ahead of schedule. And quality exceeds expectations. Could this be you? Why not? Why not now? Or are you too busy The biggest complaint of business owners and managers is, I don t have enough time. But, in fact, time is all you have. Ultimately you control the outcome. It s up to you. Are you ready to become a Rock Star of Manufacturing? Creative Technology Corp. 5

6 The owner s dilemma My customers can t find me It is becoming increasingly apparent to business owners and executives that traditional business-to-business marketing is obsolete. Manufacturers need to be attractive to their potential customers. Digital marketing is the most cost-effective method to reach prospective customers. Marketing (and sales) starts with an effective website. A website that can be found by Google. A website that can convey to a prospect what the company does in less than 15 seconds. (Source: Strongview Marketing Spending Plans for 2015) What do you manufacture better than anyone else? Creative Technology Corp. 6

7 Lead Generation Can Your customers find you? In the past we would have to go out and find customers. Today the customers have to find us. The key to our success has been developing an effective sales funnel. A traditional approach to lead generation was to send a sales force out into the marketplace. The sales people would meet with potential customers face-to-face or maybe they used a telephone. But no one would give you an appointment or answer the phone unless they knew you. In today s marketplace, business owners are becoming increasingly aware that this approach is very expensive and ultimately ineffective in growing their business. With 24-hour access to the internet and social media, decision makers have made a purchasing decision before a sales rep has ever been contacted. So where do you need to be? You need to be on the internet. You need to be on social media. You need to be actively marketing. Attract Engage Nurture Decide Sell Service Creative Technology Corp. 7

8 you need a website YOU MAY ALREADY HAVE A WEBSITE... but is it working for you? Did you know? 84.3% Prospective customers and existing customers check out your website before they contact you 84.3% of the time The average person checks out 10.4 sites before making a decision to contact someone. 77% Google is used for 77% of all searches, and more than half of those are on mobile devices. You Need A Website And It Has To Be Good! Creative Technology Corp. 8

9 if You Build it they won t come unless A great website is not about good looks. A great website is about showing up on the first page of a Google search. Google ranks a website on two primary factors: 1. Relevancy how well your website matches a user s search. 2. Recency newer content outranks older content. For example, are you a plastic injection mold maker or do you make molds? There is a world of difference to Google Google Inc, used with permission. Google and the Google logo are registered trademarks of Google Inc. Content is king Creative Technology Corp. 9

10 Build your audience amplify your message Grow your business Content Development Creating educational and entertaining information strategically builds your unique message. Well-developed content attracts prospects and enhances your expertise. Social Media Social media harnesses the power of the internet to amplify and support your brand message. It is not difficult or expensive, but it does take time and patience. Marketing Today s customers must first find you. Then you need to connect with and engage them. marketing engages your audience and is one of the most effective lead generators available. Creative Technology Corp. 10

11 About Creative technology We know manufacturing + We know marketing = We know how to make your business grow. Strategic Planning Social Media Photography Amplify Your Message Public Relations Video Content Marketing 2016 Facebook, used with permission. Facebook and the Facebook logo are registered trademarks of Facebook. Websites Creative Technology Corp. 11

12 ARE YOU READY TO TAKE YOUR BUSINESS TO THE NEXT LEVEL? If you don t know where you are going, you might wind up someplace else. Yogi Berra Give us a call: Strategic Planning Market Research Communication Public Relations Coaching Photo Video Websites Advertising Writing Creative Technology Corp. 12