What’s the one line item on your financial statements that ensures your business keeps running? That would be sales. Without a consistent flow of revenue, a business faces an uphill battle to survive, not to mention the ability to grow and be globally competitive. And for these sales to occur, you need marketing.
As the marketing support services partner of Arvin Global Solutions, I will be providing periodic information which presents you with actionable tips and strategies to maximize your marketing, stay connected with current clients, and expand your pipeline for new customers.
First, let me ask a question. What comes to mind when you think about how manufacturing companies market themselves? Everybody has a website; maybe an ad is periodically run in a trade publication. If the resources are available, an e-newsletter is sent out to clients and prospects. These are all traditional tactics you or your competitors use to connect with your target market. But today, marketing channels on the Internet have dramatically changed the marketing arena. Let’s face it; keeping pace and navigating this arena for business owners has become increasingly complicated and extremely time consuming. For this reason we’ll be talking about a range of marketing ideas and tips to help you and your team navigate today’s marketing.
Despite all the changes in marketing, it’s important to keep in mind that the majority of these changes involve the available tools. The basic concepts of marketing remain the same, so let’s start at the very core of marketing…branding.
Why is branding important to your business? It’s because branding is how you define the core reason your business exists. Your brand is who you are, what you will promise to deliver to your customer, and this in turn will shape everything about your company including the key message you share via your marketing channels.
When was the last time you reviewed the message of your brand? Is your brand coming through in your marketing? Has it changed over the years with new products or staff changes? Take a few minutes with your team and perform a brand check-up.
Re-Assess Your Brand
Has your brand changed since the inception of the company? Have responses to the following questions changed?
· How do you produce and deliver a product to your customers?
· How are you different from your competition?
· How do you create the customer experience?
· How do you create your employees’ experience in and outside of work?
If changes have slowly crept in, now’s the time to tighten up your brand.
Refine Your Brand
Brainstorm with your team to zero in on the key message that defines who you are as a company. It’s critical to clarify your message so that it accurately connects with the needs of your prospective customer and has you stand out from the competition.
Refresh Your Brand
Hit the “refresh” button on your brand. Consider writing a short article in your e-newsletter talking about the history of the company, quality of your product, or the experience of your workers. Perhaps you could include a brief Q&A interview with a seasoned employee or a C-Suite leader.
Marketing is critical to having a healthy, thriving company.