Manufacturers, distributors and service providers in the industrial
sector have more marketing choices than ever before, making it easier
to maximize your marketing budget. However, even the most seasoned
professionals sometimes fall prey to mistakes that are easily
avoidable. The list below details 10 common pitfalls to avoid when
planning your marketing initiatives for the year ahead.

  1. Not evaluating your current marketing program. The phrase “you can only manage what you measure” is true. It is important to consistently analyze the performance of the marketing channels you are utilizing, ensuring that they are delivering the results you desire. This allows you to know what components of your marketing program are working, and what you should consider refining.
  2. Staying on the same path. Sometimes the only constant is change. Objectives shift to align with business goals, new marketing channels enter the mix, and prospects begin using different resources to obtain relevant business information. Therefore, unless you’ve proven your current program is optimized for today’s marketing environment, your plan needs to evolve accordingly.
  3. Forgetting to “fish where the fish are.” Virtually all engineering, technical and industrial professionals now use the Internet throughout their work processes. Are you reaching this target audience where they can be found looking for products and services like yours?
  4. Ignoring frequency. “Fishing where the fish are” is only one component of a successful marketing campaign. Equally as important is how often you are reaching your target audience. Are you pushing your message out to the market on a regular basis, or are your efforts sporadic at best? Are you attracting engineering, technical and industrial professionals while they are looking and where they are looking for the products and services you have to offer?
  5. Working “in a bubble.” Are the results you are seeing from your marketing campaign in line with what your sales team is looking for? It’s vital for marketing and sales to work together to ensure that your campaigns are delivering measurable results.
  6. Focusing on quantity versus quality. Leads that provide intelligence to begin a relationship and gain a customer are more valuable than piles of nameless, faceless clicks. Be sure to capture relevant information.
  7. Neglecting to maximize your media partner relationships. While accountability is a necessary component of any marketing program, you shouldn’t be expected to shoulder the burden on your own. Look to your advertising media channels for detailed reports delivered in a timely manner.
  8. Overlooking timing. Are your marketing initiatives in sync with company-wide events such as product or service launches or trade show appearances? Neglecting to keep timing in mind can result in missed opportunities.
  9. Abandoning branding and exposure. An increased emphasis on leads has resulted in some businesses shifting their focus away from branding and exposure. However, continuous exposure to your target audience will ultimately result in qualified sales and marketing opportunities. Are your media channels keeping you in front of an audience of engineering, technical and industrial professionals?
  10. Moving into the year ahead without a plan. Still haven’t developed a roadmap for the future? It’s a good idea to set aside time to brainstorm your goals and objectives, and plan your tactics for the year ahead, including marketing channels that align with your plans.

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