The advantage of getting a jump on manufacturing marketing trends & 5 ways to do so
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- Categories: Industrial Marketing, Marketing Tips
Getting a jump on manufacturing marketing trends is essential in today’s dynamic industrial landscape. Manufacturers who stay ahead of the curve and embrace emerging marketing trends gain a competitive edge by connecting more effectively with their target audiences. Adapting to changing consumer behaviors and preferences, such as the increasing demand for sustainability and transparency, helps build brand trust and customer loyalty. Moreover, staying current with digital marketing advancements, including AI-driven analytics and automation, enables manufacturers to optimize their outreach efforts and streamline operations. Those who anticipate and embrace new trends are better positioned to seize opportunities and navigate challenges in an evolving market, ultimately ensuring their long-term success and relevance.
How can you get a jump on the current marketing trends for job shops?
We know that marketing your manufacturing company can be a bit daunting. Typically, it is a good idea to hire a professional marketing company, like The Rico Group, who are experts in both marketing and industrial industries to get the most return for your dollar. However, there are a few things that you can do to boost both the work of your marketing team and your company’s presence and reputation.
Here are 5 ways you can get a jump on current industrial marketing trends to boost your business:
1.) Increase the value of your content
To attract and retain customers and clients, you need to add as much valuable content as possible to your site and social pages. Create informative, engaging, and relevant content that addresses the specific needs and challenges of their target audience… but keep it simple. It is important to share your knowledge, but never assume your audience already knows or understands everything. Mix in text, photos, graphics, and video to keep people engaged and interested and to help people better understand complicated topics.
What sort of content would be the most valuable to your customers or potential customers?
Try creating content that answers important questions, such as:
- What do your customers want to know about your company, products, or services?
- Why should they trust you? What would help them to trust you more?
- What expertise can you give away, for free, to help a potential customer feel good about your product and/or company?
- What do you do better than your competitors that you can share?
- What equipment do you have/use that your competitors don’t? How can those help your customers?
- What certifications do you hold that your competitors don’t? How can those help your customers?
2.) Showcase it with video
Since most people prefer to learn about a product or service through video, social platforms push video over any other type of content. You will reach many more potential customers with video than with static images, text, or infographics. These don’t have to be slick and polished professional videos either… though those do help and are absolutely necessary for advertisements. Have a smartphone? That is really all you need for quick and engaging videos to post to your social channels. Keep it short and sweet for the best engagement.
What types of videos should you post?
- How-to videos showcasing ways to use your products
- Explainer videos that showcase the value of your product or service
- Teaser videos about upcoming new products or services
- Quick interviews with employees or management chatting about your company’s culture, mission, and values
- Quick historical information about your company, your products, or your industry
- Customer testimonials
- And more
3.) Get employees to share your content & write about your company
When employees talk positively about and share your company content, it helps customers and potential customers feel more connected to your business… it also helps broaden your content’s reach.
Encourage employees to share your posts as well as make ones of their own that speak about:
- Their personal expertise
- Why they love working at your company
- How they use/how they would use your products or services
- Company news or updates
- And more
4.) Gather and share testimonials
Your potential customers are reading about your company all over the web. Before working with any new business, the odds are high that they have searched for you online and read reviews about your company and offerings. They pay particularly close attention to bad reviews. Take a proactive approach to your reviews by showcasing positive customer reviews in easy-to-find locations (a dedicated page on your site and your social media pages).
How do you get these testimonials?
Ask! Regularly ask customers for feedback about your company and offerings. Most people are more than willing to give a quick testimonial, but they typically won’t go out of their way to do so. Grab your smartphone and take a quick video testimonial if they are in your facility. If customers don’t visit you in person, you can ask for a video testimonial, but you may get a better response if you send an email requesting a text testimonial.
What if the feedback you get is negative?
Even negative feedback can be beneficial… though you may not wish to post and share that kind of feedback personally. Instead, you will want to use that to improve your products or services.
5.) Be personable and relatable
This is a big one for industrial that is often overlooked. Marketing today is really about personal connections. Ever read a recipe post and before the recipe itself you find yourself staring at (and scrolling past, most likely) what feels like pages of text (usually a story about the recipe or more information about the dish)? Ever wonder why? These stories are there to put that personal touch on the page, connect you with the writer, and make you feel as if you know the person. The same goes for your job shop. People want to feel like they have a personal connection to you, your products, and your services. The closer they feel they are to you, the more likely they are to buy from you and share your content with others.
How can you make your company more relatable?
Try to think of your content as a conversation and visualize a real person when you record or write your content. If you were meeting the potential customer face-to-face you wouldn’t only talk business. You would share, back and forth, a few personal tidbits to connect with the other person. The same should be true with your online content. Humanize your company and you will gain a much more loyal following.
The customer isn’t always right, but they are the most essential part of your business
Marketing trends rise and fall but one thing remains constant – your company’s need to serve your customers in the best possible way and catch the eye of potential customers in ways that speak to them. Customer loyalty and increased sales start with providing an exceptional customer journey. Utilize these 5 current trends to boost your marketing today.
All industrial – all the time!
With over 30 years of experience, The Rico Group specializes in helping industrial manufacturers and job shops grow their businesses and diversify their customer base. We know how engineers think and what they are looking for. We know your processes, equipment, and materials. We also know that you have very little time to take away from your production and getting your customer’s orders delivered.
Grow your business with better marketing with The Rico Group.