Advances in digital technology are opening up the possibility of radically new types of companies and business models. Companies like Uber and Netflix would have been almost impossible to imagine not that long ago. Virtually every industry has seen some degree of change, with incumbents disrupted and supply chains rewritten.
One major shift has been the ability for businesses to cut out the middleman and sell direct to retail customers. It has become simple for virtually anyone to create a product and sell it over the internet.
In the manufacturing industry, this means that an increasing number of businesses have started to shift away from purely B2B relationships and are now also looking to build B2C revenue streams as well.
Manufacturing Marketing Strategy Components
One of the key factors behind the shift to more B2C sales for manufacturers is the development of new digital marketing channels. This has made it easier and more cost effective than ever before to reach a retail audience.
This could include this such as:
- Content marketing – Writing articles and blog posts for your website is a fantastic way to demonstrate your expertise and proactively answer your customers’ questions. It is also an effective way to get your site a good ranking on the search engines.
- Search Engine Optimisation (SEO) – SEO is the practice of deliberately improving your website content to make it more appealing to search engines, this too will make sure that you appear highly in the results.
- Google AdWords – A quicker way to drive traffic to your site is with paid ads. The Google AdWords platform is probably the best known and allows you to pay per individual click for referrals to your website.
- LinkedIn – LinkedIn differs from other social media platforms in that its focus is on professionals. This makes it useful both as a B2B and B2C advertising platform.
- Facebook – Social media is a great way to interact directly with customers. Facebook in particular can be used to share information with your customers, or to place adverts to direct customers to your products.
Aside from helping to make more direct sales, these channels have other important benefits like improving your brand awareness or helping you to find new employees.
Tying Your Strategy Together
Tying together an all-encompassing manufacturing marketing strategy that includes B2B and B2C sales is an effective way to boost revenues, especially given that some of the channels mentioned above could appeal to both audiences.
Building a holistic manufacturing marketing strategy isn’t a straightforward task, and requires both a detailed understanding of your business and expert knowledge of digital marketing techniques. That is why at AsOne we seek to work in close partnerships with our clients over the long-term, building up an intimate understanding of how their businesses function. We understand our clients needs which allows us to create a Manufacturing Marketing Strategy that is truly bespoke to their requirements.
If you’d like to know how AsOne can help you reach a new segment of customers and grow your business, don’t hesitate to get in touch and speak with one of our experts.