As we go deeper into Q4 with the holidays right around the corner, most industrial companies start to think about their industrial marketing plan for the next year. As an industrial marketing consultant, I’m often asked by clients the best way to approach this important planning task.
My preferred way is what I call the 3-phase industrial marketing plan approach. I refer to them as phases instead of steps because each phase consists of several smaller steps.
Read my article, “Digital Marketing for Manufacturers: Making a Business Case” and download the accompanying webinar recording for more in-depth information on Phase I of an industrial marketing plan. In the webinar, I also talk about why the traditional method of adding more sales people to increase sales that manufacturers and distributors have relied on in the past is no longer effective.
Diving right into redesigning your industrial website probably won’t produce the results you want. A redesign that is nothing more than a cosmetic facelift is not going to be any more effective than your current site in getting found in search engines for keyword phrases that your target audience is using and converting those visitors into qualified sales leads. I suggest that you read some of my posts categorized under Industrial Websites and Website Design & Development.
Phase III is what I refer to as the “growth phase.” This is where all the hard work from Phase I and Phase II starts to bear fruit. It is easy to get excited about the initial successes from an increase in traffic and number of downloads but all that will mean nothing if your content marketing doesn’t lead to conversions. Industrial companies are no different from other B2B companies when it comes to conversions. They want more qualified RFQs that lead to sales. The sooner the better.
Trying to justify your efforts alone won’t get you too far; you have to show tangible results measured in dollars. You’ll find plenty of good information about content marketing for manufacturers and industrial companies right here.
There you have it, the short version of my 3-phase industrial marketing plan. What’s yours?
A real-world overview of industrial content marketing based on our 35+ years of hands-on experience working with manufacturers and engineering companies.
A one-hour live (online) consulting session with Achinta Mitra to discuss your industrial marketing challenges. I’ll try to provide general guidance that you can apply right away.
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Industrial Marketing Today is an integral part of Tiecas, Inc., a Houston-based industrial marketing agency. We’ve been in business since 1987, serving the marketing needs of manufacturers, distributors, and engineering companies from various industries.