Marketing in the New Normal

In Marketing by Alicia Frank

Marketing for manufacturers is changing. For the last 30 plus years, manufacturers have relied on a few (what used to be) old-school marketing tactics like trade show lead generation, billboards, newspapers, cold calling, and networking. And, not to say that these are not still solid tactics to put into place. But, marketing is no longer just highlighting product benefits and advantages to make a sale. Things have changed, and this applies to more than manufacturers. Most businesses have to adjust their marketing efforts in order to succeed in today’s economy.

A new tech-savvy generation paired with a worldwide pandemic means for a new way of doing this to adjust to the new normal we now live in. For most buyers, the purchasing journey starts with internet research. Instead of a sales pitch and a handshake, these buyers want a transparent relationship that authentically connects them to your brand. They want an added personalized touch (without actually touching). Manufacturers need to appeal to today’s market and their purchasing behaviors. It’s time to start effectively marketing in the new normal.

Digital Storytelling

One of the best ways to tell your story digitally is through video. The trick here is you have to convey your narrative in a way that appeals to your audience. Almost every product made by a manufacturer impacts people in some way. Every product has a story. Most products on the market today didn’t start that way. There’s a story there. To convey any concrete message, you have to have a compelling storyline. Storytelling is a great way to position your brand and products in a unique way. A well-produced video and a compelling narrative may be just what your business needs to see the growth you want.

Virtual Meetings

The days of closing a deal with a firm handshake and signing on the dotted lines are over. Phone calls work but only to a certain extent. Especially when selling, it helps to be able to look the person in the eye and talk through the details together. Platforms like Zoom are great alternatives to still being able to do business as normal. It may also be helpful to try an online proposal software to create, send, and track contracts like Proposify. It’s not the same as it once was, but it’s the ‘new’ normal.

CRM

When collecting leads online and taking things more digitally, it can be extremely helpful to have a CRM (customer relationship management) software, like HubSpot. This will help keep contacts organized and open up a line of communication between you and potential customers, and current customers. It allows automation of everyday tasks, improves efficiency, and gives analytical data that can be used to optimize marketing efforts.

Solid Strategy

Of course, you need a solid digital strategy. It’s how you clearly communicate your message to any new buyer. Having a strategy in place helps effectively organize and implement your tactics. It is key to any successful marketing efforts. Any effective strategy encompasses in-depth market research and gives an intimate understanding of your specific audience.

Taking your marketing efforts digital, doesn’t have to be hard. It can be helpful to bring in an experienced team that specializes in manufacturer marketing specifically. Our team is here to help, create, strategize, and implement all the above tactics and then some. Reach out to us below. We’d love to create with you!