The three biggest challenges that industrial marketers face: Limited marketing resources, generating enough high quality leads for sales and increased competition. The first two are perennial challenges, the third a more recent trend.
These findings were reported in the “2017 Industrial Marketing Trends” research survey conducted by GlobalSpec Media Solutions.
One of the major reasons competition has increased and become more of a challenge is the predominance of digital media and its many channels. Engineers and other technical professionals have more discovery resources at their disposal than ever before. They are exposed to more suppliers in their search for products, services, and information.
That makes your job harder, but you can rise above your competitors. Here’s how.
Diversify Your Spending
The most successful marketers use a mix of push/outbound (email, tradeshows) and pull/inbound marketing tactics (corporate website, online catalogs).
An optimized mix of channels and tactics is crucial for reaching out to and connecting with technical professionals. The broader your presence, the more likely potential customers will see you and not your competitors.
Past research demonstrates the performance benefits of diversifying your marketing spend across multiple digital media channels rather than relying on a single platform. Consider shifting a portion of your budget to other online channels such as online directories/websites, e-newsletters, webinars, and video.
Maintain Marketing Momentum
A common mistake some marketers make is to execute a campaign and then take their foot off the gas. Don’t do this. Your mantra should be “never stop marketing.”
If you disappear for a while, customers might forget about your company and your products and services, leaving an opening for competitors to fill the void. Even if your budget is modest, you can maintain marketing momentum by staying committed to those channels that work best for you.
Differentiate Your Offerings
Whether you market and sell commodity products or complex, customized systems, you need to differentiate your offerings from those of your competitors. What’s special about your products and services?
Fifty-four percent of industrial marketers say their key differentiator is the quality of their products and services. If quality is what sets you apart, then highlight quality over and over again in your messaging. If it’s something else—low cost, superior customer support, warranties, etc.—then play those attributes up.
Produce Exceptional Content
Your audience is clamoring for relevant, educational content that can help them navigate through their buying cycle and make the right purchasing decisions.
Focus on improving your content marketing skills by better understanding customer needs and challenges, and producing content that they trust, which in turn helps them to trust you. Use webinars, white papers, articles, newsletters, videos and other content to show potential customers how to solve a problem, how a technology or product works, or how to perform a task.
Put your energy and time into educating potential customers, while leaving the hard sell to your competitors, and see who wins more business.
Cultivate a Visual Brand Identity
One way to separate yourself from the competition is to be immediately recognizable to potential customers. This means you should cultivate a consistent look and feel in advertisements, webinars, white papers and other marketing content.
For example, choose a color palette and stick with it. Use the same fonts. Create a unique style of imagery. Arrange elements in the same manner. Put your logo in the same place. While these may seem like small touches, they take on significance when your audience is repeatedly exposed to them. They’ll remember you instead of your competition.
Perform Competitive Research
If you want to rise above your competitors you have to know where they stand. This doesn’t mean you must commission an extensive competitive research project. But you must be familiar with your competitor’s offerings and how they position their company, products, and services.
Scour their websites, download their content, study their marketing tendencies. You can create competitive “cheat sheets” that counter the value propositions your competitors make. Salespeople will thank you.
If competitors are getting in your way, find a way around them. A trusted, expert media partner that understands and has the attention of your audience and is knowledgeable about market trends, can help you optimize your marketing mix and laser target the customers you need to reach.
The right media partner is your essential ally in a competitive environment. They often have ideas and strategies you may not have thought of and can help put your company in the best possible position to succeed.
Now go beat your competition.