What is the need to adopt marketing?

1
What is the need to adopt marketing?
Like every other industry, manufacturing industry
too is going through a sea change. Like in many
other industries, Automation, Big Data, Machine
Learning etc. have made entry into the
manufacturing processes and there is rising
demand and supply of customised products and
solutions at a faster speed to the customers.
These changes have given rise to both competition
and as well as competitiveness for the
manufacturers. It is this point where
Manufacturing joins hands with the ubiquitous
Marketing. Your manufacturing processes and
products may be the top line but without the help
of marketing, your products are as
2
good as any other and you are as far any other
from your potential customers. So, the very
question arises Does manufacturing need
marketing? But then, manufacturing has always
had the support of marketing for branding! Each
and every manufacturing company has, for sure, a
separate sales and marketing team or department.
Then what more manufacturers should do to
streamline their marketing strategy. From
product centric marketing approach, focus has
shifted to customer centric marketing approach.
Success and growth of business depend on good
quality products, faster reach to the market, and
overall customer satisfaction. Prospects
Analysis Decision on which marketing strategies
to use starts with thinking like the customers
who actually use your products or may use. You
should learn end users demographics, including
their interests, the reasons why they buy their
product and who is most likely to make purchase
decisions. Share this valuable information with
your resellers and distributors to give them the
tools and motivation to sell. In addition, learn
everything you can about what makes your
resellers want to sell your product, as this
gives you additional ways to encourage them to
sell more. Resellers and Distributors Finding
an outside dealer, agent or independent
representative requires you to hold them
accountable for reaching sales goals. Motivating
your resellers to get out there and sell your
product may require incentives for both them and
their management team once sales goals are met.
Once your product line is well established, look
for a distributor to help you reach more
resellers. Distributors represent a variety of
products that they convince suppliers to buy,
ideal if youre trying to break into larger
markets or big box stores. Promotions Buy
advertising space in industry-specific magazines
related to your products to attract resellers or
distributors. If you sell directly to consumers,
use your target market analysis to determine
which publications your prospective buyer is
most likely to read. Get word out about your
products by renting a booth at industry
tradeshows so resellers and distributors learn
about your new product and want to represent
it. Having said this, it is also true that
Manufacturers practicing these traditional
marketing methods such as reseller channels,
traditional print advertising, cold-calling,
unsolicited email blasts, trade shows and so on
should adopt new age marketing as much as it has
embraced changes everywhere. Content Marketing
Is the Way Forward Buyers of manufactured goods
often start their search online, so you need to
create content on your website that grabs their
attention and makes them want to get in touch
with you. The content you
3
develop needs to be written to meet the needs of
your potential customers, such as by mentioning
how your products solve their problems or fit in
with their existing operations. Describe the
market for the product, including the
demographics you researched, and explain why
people want to buy the item. Include strong calls
of action to get potential resellers or
distributors to sign up for your email marketing
list or to request more information about your
products. Companies and sales people these days
are expected to have in depth knowledge about the
needs of the customers, and approach the
customers with information about the products and
solutions targeted at the customers rather than
just haranguing benefits of their products
without assessing customers exact
requirement. The consumers expect brands to be
active on at least three to four social channels.
While it can be overwhelming to manage an online
presence the truth is, without a digital
marketing strategy, customers will not find you.
And if you dont tell them, potential customers
wont know that youre the best company providing
the best products and solutions. Customer
expectations have changed, so have the way they
find you. By the time they find you, its way
too late to start educating them. If you have
your inbound and digital marketing strategy
right, you are way ahead in educating them
correctly along the way and they will trust you
and will be ready to walk the rest of the way
with you. Your prospects and customers are
looking for solutions to problems. You have the
answers. You need to become their answer. The
overarching content marketing goal for your
business is to help these prospects self-identify
as your customer. It should also reaffirm brand
loyalty from your present customers. What most
companies do not realize is that they have vast,
completely untapped knowledge and resources that
can provide a wealth helpful content. You might
have a corporate presentation on your website, a
video or two, maybe a case study and a couple of
white papers, but if your company doesnt have a
robust content marketing strategy in place to
track website visitors, keep customers delighted,
and capture leads, where do you start? How do you
bring it all together? You need to have a
content marketing plan. This involves working out
exactly what content you are going to create and
when. For instance, you might commit to weekly
blog posts and four eBooks a year. For more
in-depth advice, why not read our post How to
come up with a winning content marketing
plan. The manufacturing sector is undergoing
significant changes - including the way that
manufacturing companies connect with their
potential customers. Implementing content
marketing is an important part of successfully
navigating this new landscape. High-quality
content provides prospective buyers with what
they are seeking, bringing them closer to you -
and closer to making a purchase. About
Us Impals Marcom LLP is the Digital Marketing
company established in Pune. Impals Marcom LLP
provides following services.
4

• Media Relations
• Marketing Collaterals
• Branding
• Market Research
• Digital Marketing
• Website Development
• Designing
• Content Marketing
• Content Writing
• Consultation