Manufacturing companies have a lot on their plate—from sourcing materials to managing production, finances, and even international trade. In the midst of these priorities, marketing often takes a back seat, despite its critical role in driving sales and growth. When business owners finally turn their attention to marketing, they’re often faced with questions about which channels to use, who to hire for help, and how to measure success. Here’s where to start:
Your Brand
Your brand isn’t just your logo; it’s the core of all your marketing efforts. It includes your mission, how you position your company, your messaging, visual identity, and more. Before diving into marketing tactics, it’s crucial to clarify and strengthen your brand identity.
To understand the essence of branding and its significance, you can explore various articles on Forbes by Netwave CEO Dave McIndoe, such as “No Business Is Too Boring for Branding” and “Do You Need a Rebrand or a Brand Extension?”
Once your brand foundation is solid, the next step is updating your visible marketing materials:
Website
Your website is often the first interaction potential customers have with your brand. Depending on how much your brand has evolved, you may need a complete redesign or just some updates to reflect your new positioning. High-quality, custom photography can significantly enhance your website’s impact.
Business Cards
Despite the digital age, physical business cards remain important for personal connections, especially for leadership and sales teams. Premium features like thick stock or special finishes can make a lasting impression.
Sales Collateral
Review and refresh all your sales materials, such as sell sheets, brochures, and flyers, to align them with your updated brand. Consider digitizing these materials for easy access and distribution by your sales team.
Trade Show Materials
With trade shows making a comeback, they offer a prime opportunity to showcase your refreshed brand. Invest in high-quality banners and displays to make a strong visual impact at these events.
Email Signature
Update your email signature across your team to ensure consistency in brand representation, even in everyday communications.
Getting Started
A strong brand sets the stage for effective marketing. When was the last time you assessed your brand, website, and sales materials? If you’re unsure how your brand is perceived, consider requesting a free custom audit from us.
Next Steps
Stay tuned as we delve into essential marketing strategies: crafting a standout website, optimizing for search engines (SEO), developing a content strategy, leveraging email marketing, harnessing the power of social media, and using digital advertising effectively. Check back for our upcoming articles covering each of these topics.
