Today we welcome a guest blog post from Horizonworks, a full service strategic marketing company who has worked with a wide range of businesses from the manufacturing and engineering sectors. Check out their 5 top tips for marketing…
When it comes to marketing, many companies in the manufacturing industry are faced with the same challenge: translating complex technical information into marketing messages that make them stand out.
Here are our top five tips for overcoming this challenge and maximising return on your marketing investment.
- Have a marketing strategy, and review it!
Running a business without a marketing strategy is like setting off on a journey without directions. A focused strategy is essential to positioning your company effectively in the market and providing a framework for growth. And as time goes on, you will need to review and refine your marketing strategy too.
- Know the competition
Comprehensively research your competitors, examine their activities and benchmark their strengths and weaknesses against your own. What is it that they’re doing that you’re not? Could your marketing campaigns be improved to counter the threats that they pose?
- Know your customers
A communications audit – taking in a sample of your customers, suppliers, employees and partners – is a great way to understand the current perceptions of your business and measure how effective your communications are. Think about what is driving customer demand and consider the customer experience: are you using the right channels? Are you meeting their needs? Have you missed opportunities for repeat business?
- Ensure effective delivery
Use a focused strategy to ensure that you are using the right marketing tactics in your marketing plan: these can include PR, digital marketing, direct marketing, social media and events. Multiple activities should be integrated and consistent, rather than carried out ad-hoc – this will save you time and money.
- Stay active online
Many prospective customers will check our tour website and social media presence, therefore it’s essential that these channels are kept up to date. Hosting a news page or a blog is a great way to build credibility and brand personality, whilst providing content for sharing via social media and improving SEO results, too.