Odds are that your manufacturing business is approaching marketing strategy wrong. And it’s not your fault! If you search Google for “marketing strategy ideas,” you’ll often get ideas like “post on social media,” “run LinkedIn ads,” or “create content for SEO.” Here’s the problem: None of these are marketing strategies. They are marketing tactics. And the #1 reason that manufacturers fail to get ROI on marketing is that they focus on tactics without a clear strategy.
Capitalize on How the Buying Process Has Changed for Manufacturers B2B manufacturing has historically been among the slowest industries to adapt to technological change. This was true even with high-tech and startup manufacturing companies. Historically, the buying process typically involved lots of sales touches and business development. Trade shows, events, golf outings, nice dinners, and so forth were essential parts of selling.
Manufacturers occupy an interesting position in the B2B supply chain. Manufacturers of higher-tech and higher-ticket items in particular face unique challenges: they sell to exacting, demanding buyers. In the past, simply having a great product was often enough to gain traction and grow.
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