The 5 Essential Marketing Strategy Tools for Manufacturers

The 5 Essential Marketing Strategy Tools for Manufacturers

Preston Sternson  |  June 5, 2017

If you’re a marketer at a manufacturing company, chances are you’re positioning your company for growth. After all, the global manufacturing economic outlook looks very good.

To take advantage of this growth before your competitors do, it’s vital to have a robust marketing plan in place. I’ve put together a list of essential strategy documents you need to position yourself for massive growth, along with further reading from other experts.

1. Customer Journey

While all customers are unique, they likely experience similar steps prior to making (or not making) a purchase from you. It’s important to understand their journey before focusing your time on individual channel strategies.

With a bulletproof customer journey, you'll be able to make better decisions.

To learn more, check out our Journey Maps 101 blog post.

2. Personas

Do you know your customers? Perhaps. Does the rest of the marketing department? Maybe. How about the rest of the organization? Probably not. Personas help you understand the unique needs, motivations and challenges of your customers.

Whether you’re kicking off a major campaign, a blog post or a website redesign, personas give you the substance to have conversations about your customers. Start by reading this blog post: How to Develop Buyer Personas.

3. Content Strategy

Content is the currency of your marketing.

And you should have a plan for it. A content strategy aligns the content you’re responsible for producing to your company’s business goals. It includes both people and content considerations, both of which are equally important factors for success. Read more about The Content Strategy Quad.

4. Messaging Framework

You’ll likely use multiple channels to promote your products. That might include your website, social media, print placements and video. While each channel may require slightly different content components, you should use the same words, phrases and descriptions to develop consistency and reinforce your message across each of your channels. A message framework helps keep your message on track.

5. Social Strategy

Your company is on social media, regardless of whether you have official channels. That’s because customers will talk about your company on their own. Even if your priority isn’t to build a consumer-focused brand, you should still be listening to what your customers are saying about your company and your competitors. To learn more, check out our 8 Golden Rules for Social Media.

Are you overwhelmed yet? As you can see, there’s a lot to do. The good news is that everything doesn’t have to be done today. Start with simple versions of these strategies and continue to build on them. And remember, we’re always here to help.

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Posted in: Content Strategy, Customer Journey, Digital Experience, Manufacturing, Marketing Strategy, Personas & Segmentation, Strategy, Brand, Audience, Message, Content Development