How Industrial Marketing Influences Long-Term Success

Making sales is an obvious essential of a business's prosperity and expansion. Yet, even a company with a strong sales force needs to dedicate resources to a robust long-term marketing plan. Sales and marketing are usually packaged as a duo for business. However, in reality, they are separate business processes with different objectives. A marketer focuses on the needs of the target customer, according to Marketects founder Kerry O'Malley. Conversely, a sales representative focuses on matching the customer need with the product or service being offered.

Marketing is also the development of in-demand products and services with correct pricing and availability to the customer. It's the promotion of products and services that convince customers why your company is top preference. Marketing communication then supports sales. The recognized brand is the valuable asset you're ultimately selling.

O'Malley emphasizes that if you're a small to mid-size industrial business envisioning its long-term success, executing a compelling marketing strategy is non-negotiable. Here's why:

Brand Awareness

For industrial marketers, repetitiously delivering a message to your target audience creates "top of mind" awareness. Awareness about your products and services evolves into overall brand awareness, which can help drive sales and establish credibility. A positive reputation will also help foster trusting relationships with buyers and investors.

For the industrial marketplace, content marketing promotes brand awareness, and educates and informs potential customers. According to a ThomasNet white paper, 9 out of 10 B2B marketers heavily rely on consistent content marketing, reports IndustryToday.com. The Rodon Group, a plastic injection molding company, grew their business by more than 30 percent with a "Buy America" content marketing campaign. Content marketing tactics include social media, online articles on a company site, eNewsletters, blogs, events, case studies, videos, and infographics, according to a Brightcove (BCOV)-sponsored study by the Content Marketing Institute and MarketingProfs. Make sure your tactics include being responsive and engaging.

Happy Customers & Employees

Sometimes the best type of marketing is lead-generation marketing that happens naturally through word-of-mouth. Referrals create new business, and happy customers influence those referrals. Positive experiences and an effective marketing strategy can turn a satisfied customer into an evangelist who can help position your company as a market leader in the industrial world. Your employees also serve as your brand ambassadors who believe in your business and sell your company, says O'Malley. Your employees are a powerful part of your company image and provide value proposition. Turn your employees into brand ambassadors by ensuring they feel appreciated and understand their unique value. The praise of happy employees, like happy customers, will contribute to the prosperity of your business.

Planning & Execution

O'Malley also mentions her clients who "have their marketing communication and implementation down to a science." From allocated budgets to negotiated contracts, proper and detailed planning is instrumental. Similarly, a marketing strategy needs to be planned and executed flawlessly in sync with these other business operations. Keep in mind, marketing centers around the needs of your prospects. While developing a strategy, ask the following questions, "Is the value of our products and services relatable and communicated clearly?" "Do we provide superior customer service?" "Are we using efficient accounting and invoicing services to track marketing budgets and learning from our spending successes and failures?" "How can our manufacturing company engage in content marketing trends?" "What is the impression we make on potential buyers and long-term investors?" "Are we stable?" To achieve business goals, connect your marketing strategy with the needs of your niche market, and precisely plan for a perfect execution.