Manufacturing in Australia is not without its challenges, besides the pressure of labour costs, changing customer demand and off-shoring, organisations need to be innovative and flexible to respond to the changes. In this industry growth can only occur from local and international market expansion or from taking market share from other players. This is where taking a strategic 'whole of business' marketing approach can enable businesses in the manufacturing industry to be able to respond and achieve more market share.
1. Use marketing to understand your customers and support your sales process
Before embarking on a marketing strategy, it is important to understand the people who use your product or services. Insights about your customers gives clarity as to why they buy your product, how they find you, who and what is most likely to influence their purchase decisions. Understanding the industry trends and your competitors is vital to formulating a go-to-market strategy and identifying targets and channels to reach these.
2. Establishing a unique point of difference
The knowledge and insights gained provide clarity and enable a strong value proposition and segment your market to identify your target customers. By ensuring you have a space that you can confidently call your own and translating this to how you position and communicate to your potential and current customer is important.
3. Creating the tools and content to engage and drive your sales pipeline
Deploying the right marketing mix for the manufacturing industry involves the creation and development of focused marketing tools, key messages and content that ensures marketing drives leads and enquiries. It will engage the customer, build confidence and enable them to identify the value and advantage of doing business with you over a competitor. This enables your marketing to be targeted and give you the best return on your investment.