Jay Scheer January 31, 2018
Groundhog Day may be one of the most underrated holidays on the calendar. Sure, no gifts are exchanged, and a well-trained weatherman would probably be a better source of winter prognostication than a defenseless woodchuck being yanked out of a cardboard box, but still. For all its faults, Groundhog Day is the inspiration for one of the best comedy films of all time, appropriately named Groundhog Day. And for that, I am grateful.
If you’re not familiar with the film, here’s a quick rundown: A grumpy weatherman, played by Bill Murray, gets even grumpier when he is assigned to cover the local Groundhog Day celebration. After the celebration, a huge snowstorm hits the town, and Murray is forced to stay overnight. However, upon waking up the next morning, he is surprised to find out that it is Groundhog Day again. Over the course of the movie, Murray is forced to relive the day over and over, making the same mistakes, in a seemingly endless time loop.
What does all this have to do with industrial marketing? Unfortunately, we see many companies making the same mistakes over and over again and, unlike the movie, it’s no laughing matter. It can cost them leads, customers, and a lot of revenue.
So, in the spirit of Groundhog Day, here are common manufacturing marketing mistakes you should avoid:
Not Having Goals Or A Plan To Achieve Them
What do you want your marketing efforts to achieve? It’s a simple question but, too often, industrial marketers don’t have a clear answer. If you don’t know what you want to get out of your marketing initiatives, it’s near impossible to put together an effective strategy.
Focusing On The Wrong Metrics
Unfortunately, even those manufacturing companies that do have goals in place are often focused on the wrong goals. While improving vanity metrics like visits, clicks, views, and social followers is certainly nice, what really matters is improving leads, conversions, and revenue. Of course, this requires a lot more effort, along with a lot more expertise in industrial marketing.
Not Having Anything To Say
Why should a prospect pick you over a competitor? What sets you apart? What expertise can you share? If you're not answering these questions for your prospects, they'll find a company who will. Take the time to develop your unique selling proposition.
Being Too Passive
Yes, inbound marketing is all about bringing potential customers into your orbit rather than chasing them down through cold calling or mass advertising. However, too many manufacturing companies seem content waiting and waiting for those prospects to magically find their websites, pick up the phone, and sign on the dotted line.
Industrial marketing doesn’t work that way. You need to not only create great content, you need to make sure people see it! That means utilizing email marketing, organic search engine optimization, paid advertising, and paid social media, too. And if you want to put yourself in front of the biggest and most active network of industrial and B2B buyers, you need to be listed on Thomasnet.com. That’s where buyers go when they are actively searching for suppliers or sourcing new products.
Listening To Too Many People
How many of your employees need to review an email, sign off on a website change, or double-check a Tweet before it goes live? Three? Five? Ten? Please don’t say it’s more than ten!
We’re big fans of collaboration, but if you involve too many people in your marketing strategy — and marketing execution — it’s likely to hamper your results. Let your marketing team do its thing, empower key and essential stakeholders, and free people up to focus on what they do best.
Letting Your Website Decay
A lot of industrial marketers spend tons of money building their websites, only to neglect it as soon as it is published. Like your car or the machinery on your shop floor, your website needs to be continuously optimized to ensure peak performance. That’s why Growth-Driven Design is such an effective approach to website management; it focuses on quick improvements that drive immediate, quantifiable results.
Stop Making Mistakes. Start Getting More Leads.
If any of these mistakes sound familiar to you, it's time to make a change before it is too late. If you need a little help breaking free, we can help. Contact the Thomas Marketing team today and we'll work together to put together a strategy that delivers the results you are looking for.