highlight their environmentally friendly practices .
What is an effective marketing mix for manufacturing and engineering ?
There are an increasing number of marketing channels which can be used to promote modern businesses .
Our experience working with manufacturers and engineers has helped us identify several which frequently feature in a successful marketing mix .
Digital marketing
Though digital marketing may not be as critical as it is for consumer marketing , it is increasingly important for manufacturing and engineering . Many potential customers will visit your website when researching or considering what you deliver and it may be the likely destination for much of your marketing .
Search Engine Optimisation ( SEO ) can help elevate your business to the first page of search engine results . However , it ’ s worth using tools to analyse the number of potential customers who are searching as it may be low if what you deliver is niche .
SEO takes time , so online advertising such as Pay-Per-Click ( PPC or Google Ads ) can also help target those searching - if sufficient volume exists .
Content marketing Content marketing is perhaps the biggest growth areas of modern marketing .
Content such as blogs , guides , opinion pieces and videos can have multiple benefits , including establishing your expertise and boosting website traffic . Showcasing successful projects via case studies and testimonials can quickly build trust in what you deliver .
Trade publications and websites are often crying out for press releases and stories about any developments within businesses in their sector .
Social media - and LinkedIn in particular - can help you share industry news , product updates and engage with your audience , including decision-makers in the businesses you ’ d like to work with .
Direct marketing For many manufacturers and engineers , their number of target clients is small and clearly identifiable . This can make direct marketing particularly effective .
Data can often be purchased to create a comprehensive list of businesses and key individuals to target . Industry membership organisations can be a good source too .
Email campaigns can promote products or services , share updates , disseminate useful content and nurture leads . In an online world , receiving a sales letter , mailer or physical brochure in the post can often have a greater impact than many might imagine .
Offline marketing
Though it can feel like some traditional marketing tactics have less relevance , they can still deliver results .
Many manufacturers and engineers believe their business emanates from industry connections – and they ’ re often correct . However , it is also something which can be encouraged through marketing channels which boost awareness of your capabilities and expertise .
Participating in trade shows , exhibitions and other industry events can be a highly effective way to showcase your capabilities and meet the clients you wish to work with . An after-show strategy to follow up the contacts made is essential .
How do you get the best from your marketing ?
When it comes to successful marketing , tailoring the right tactics to your specific business and sector is critical .
As East Anglia ’ s leading B2B marketing agency , we work with businesses across the UK in manufacturing , engineering , technology and similar sectors . We go to great lengths to understand what they do , what makes it great and how best to reach their customers through marketing .
For more information , visit www . fullmixmarketing . co . uk
Issue 70 PECM 39