If you're an entrepreneur in the manufacturing industry, you know that marketing your products can be difficult. It's one thing to have a really cool product—but it's another to get people to notice and buy it. There are so many ways to get your product out there, but which ones will work best for you?
We've compiled a list of our top 9 tips for marketing your products as a manufacturer:
Focus on the value proposition, not a product.
The first step to developing a successful marketing strategy is to focus on the value proposition, not a product. A good value proposition summarizes your company's unique benefits and value to your customers.
The way you communicate this information should be customer-centric and focused on what matters most to them. For example, if you're manufacturing office supplies that help people stay organized at work, your focus should be on how much more productive they'll be because of them—not just about how great your products are!
Target your market, don’t try to sell everyone everything.
Please understand that you’re not going to appeal to everyone. It’s inefficient and unproductive for manufacturers to try and sell their products to everyone. By targeting specific segments of the market, they can reach a more targeted audience, which will allow them to develop a deeper relationship with those customers.
Understand who your customers are and what they want from your product. This information should come from customer research—what makes them tick? What are their pain points? What keeps them up at night? Why do they buy from one company over another? How does this compare with other potential buyers in the same industry segment or geographic area? Once we have these answers, we can create a customer profile that encapsulates all of these attributes into something usable by salespeople on the front lines of sales & marketing (and even within our own company).
A segmentation strategy could help create those customer profiles. Segmentation means breaking down larger groups into smaller ones by using characteristics like age range or gender instead of just using demographics like “Male/Female” because it allows businesses more flexibility when developing messaging strategies aimed at specific groups within society instead of just targeting everyone equally regardless if they're interested in hearing what's being said about us!
Don’t assume your distributor partner is doing anything to sell—until proven otherwise.
The second key to success is not assuming your distributor partner is doing anything to sell—until proven otherwise. While many manufacturers work with a distributor with some marketing plan in place, it’s still very common for these plans to be lackluster or just plain archaic. You need to take charge and help your distributor partner market the product effectively so that you can achieve success together.
Establish an agreed-upon sales goal for the year or quarter, then set goals by month or week for reaching that goal. If this seems too aggressive, start smaller and build from there; however, don’t wait until a problem arises before establishing short-term goals! This will ensure that everyone stays on track and keeps moving toward those monthly goals with confidence and purpose throughout the year.
Too many sales, marketing, and product professionals assume that someone else is responsible for their success.
In reality, you need to take responsibility for your own success.
- Don’t assume someone else is taking care of it - if you don’t know what to do or how to get things done, ask. Many people can help you succeed in manufacturing as long as you reach out and ask them for help.
- If there are no resources available to help with your problem, find some new ones! Asking questions will get you one step closer to finding the right solutions for your company's needs.
You don’t know what you don’t know about your customers and their problems or how to solve them.
To be successful in a competitive marketplace, manufacturers need to develop a deep understanding of the needs and wants of their end customers. If you don’t know what your customers want or need, it will be difficult for you to market your products effectively.
Customer focus and understanding means having an overall view of how customers perceive value in what you are selling them. It means understanding how they think about solutions to their problems and how much they are willing to pay for those solutions. It also means anticipating how potential buyers might react when they encounter your product or service offering.
This type of customer focus is critical because if you do not have this knowledge, then there is no way that you can position yourself properly within the marketplace so that people recognize why they should buy from YOU instead of some other company that offers similar products or services at lower prices but with unknown quality levels attached as well as no guarantees about support after the purchase date (if any).
Developing tools, content, and training for distributors improve sales and helps with recruitment.
Developing tools, content, and training for distributors improve sales. It’s a win-win situation for everyone involved.
Distributors want to know that their company is invested in them, their success, and the success of their customers. They want to know that if they recommend your product or service, you have a solid support system in place so they can feel confident about recommending your products/services to their customers. This can include anything from technical support, marketing training, business tips, tricks, etc., but it should be more than just an email newsletter or ‘how-to guide’ on how to use your product/service effectively (which is what many manufacturers offer).
Market opportunities are missed because manufacturers are too focused on managing the business (and not growing it).
So what's the problem with manufacturing companies? Why do so many fail at marketing their products? The answer is simple: too many manufacturers are focused on managing the business rather than growing it.
Manufacturing companies often get trapped in a rut because they don't see sales and marketing as strategic priorities for their companies. But that's not to say that manufacturers shouldn't be involved in sales or marketing at all—the key is knowing when to step up your involvement and how much time you should devote yourself to each area of the business.
To be successful in growing your business through marketing, two key elements need to come together:
- Sales & Marketing must work together (not separately)
- You need to market proactively instead of reactively
Ask, and you shall receive, but you must ask the right questions. Not just “what can I do for you?” but “how can I help you increase your sales and profitability?”
The key to success for manufacturers marketing their products is asking the right questions. Not just “what can I do for you?” but “how can I help you increase your sales and profitability?”
Asking the right questions allows you to listen carefully to how your customer sees the situation and what they need from you to be successful.
So ask away! Do not be afraid; it's part of what makes us human beings so unique!
If your biggest challenge is distribution, you should first focus all of your efforts on solving that problem. Push back on other priorities until it is cracked or at least under control.
If you’re making quality products and have a solid marketing plan, but you can't get in front of the right customers because your production capacity isn't high enough to meet demand, it doesn't make sense to spend time and money going after new customers while leaving existing ones waiting.
It's important to look at each part of the puzzle individually before trying to fit them together in some random way that makes no sense whatsoever.