Manufacturing and industrial marketing strategy don’t always easily translate to a personal relationship between prospects and your brand. Sometimes there is a problem getting an emotional connection to people.
Industrial air filtration? Construction? Material handling? Is there a less personable sounding business than material handling?
I think industrial and manufacturing companies need to take a page from CPA’s, accounting and insurance companies. In these financial services companies, you have to develop a personal rapport with customers.
Why? Most of these financial services company’s marketing is in a very well-defined location. They have a limited target area and a limited audience, and if they don’t build a rapport with their market, they fail.
In financial services, business owners know that people work with people they like. And if brands can show a more personal connection it is more likely that people will like you.
So how can industrial marketing build a personal relationship?
Social: Social media is a great way to display your personality. You can show potential customers, suppliers, etc. real insight into your company. When you do fun events, sponsor charities or celebrate birthdays, this is not just a chance to build morale; it also lets your company’s personality shine through.
Images: If you are thinking about having pictures of your employees on your website do it. Not just the executives, but people that your customers interact with on a daily basis. If people are going to talk to Sue in accounts receivable, have a picture of Sue on your website.
Some executives say that you shouldn’t have pictures of people who work at your company. After all, they might leave.
My pushback is, so you want to have stock pictures of people who will never work for your business? That doesn’t make sense to me.
The key is to build your website on a CMS (content management systems). That way if Sue in accounting leaves you can replace her picture with Janet.
Video: Video is a great way to illustrate your humanity to the world. However, there are caveats. Be sure that you are giving your staff a way to be real in the video. Also, know how to get the most our of your video production.(Need help with that? We have a Guide to Video)
For instance, we used a bit of our personality in our video about how 366 competes with larger marketing agencies. There is an underlying theme that we tie back to again and again that is within our strategy.
The key is not to let “professional” get confused with uptight. There is no business to business sales. It is people buying from people.
Let your company’s personality shine through, and you can develop a personable brand.
Interested in more Industrial and Manufacturing Strategy? Get your guide here.