manufacturers need to sell, too!
TRANSCRIPT
Manufacturers Need to Sell, Too!
ByBrad Tornberg
People Are Looking For Your Products
• Can You be found?• Who should be finding you?• Where do they find you?• When they do find you what’s your message?• How do you get them to act (Call to Action)?• Why should they be looking for you?• What makes you better?• What do others say about you?
The realties of marketing today
• Listen over say• Insight over information• Proof over promise• Publish over prospect• Farm over hunt
Today – The Paradigm has changed
• People do not want to be sold to!• People will buy when they are ready to buy and
they better be able to find you when they are!• Be in front of them not enough – your not
relevant• Be in front of them too much and your spam• Value the e-mail and the permission they give• Be a connector
• Who and how, ads, referrals, networkingKnow• Website, blog content, social media, Like• SEO, webinars, marketing materials, white papersTrust• Workshops, evaluations, demo, DIY training,
starterTry• Service team, new customer kitBuy• Post project review, cross selling, customer
eventsRepeat• Champion events, partner intros, peer2peerRefer
The Marketing HourglassTM
© Duct Tape Marketing – all rights reserved
Marketing is a System1. Strategy before tactics2. Fill your marketing hourglass3. Publish educational content4. Create a total web presence 5. Use a lead generation trio 6. Make selling a system too7. Live by the calendar
Publish Educational Content
Publish Educational Content
• Body of work• Major themes (keywords)• Editorial calendar• Story building• Mixed media
Content that builds trust
• How to content• Reviews• Testimonials• Articles
Content that educates
• White papers• Newsletter• Webinars• FAQs• Survey data
Customer generated content
• Automatic referrals and reviews• Testimonials – AudioAcrobat• Video success stories• Video testimonial party
Other people’s content
• Custom RSS feeds• Republish, Share, RT• Curate• Storify
Content that closes
• In person events• Case studies• ROI calculators• Results
Corp Website
podcast
blog
Videos
PicturesReviews
Online PR
Social profiles Total
WebPresence
Nobody
wants to read your blog
Pillars of a web presence
• Listen first• Optimize your web content• Claim real estate• Optimize brand assets• Ratings and reviews • Social media participation
Lead Generation Trio
Advertising• Control• Narrowly targeted• 2-step – direct response• Accountable• Awareness for content
Public Relations• It’s about relationships• Pitch, don’t release• Monthly touch• Use online press releases
Referrals• Be more referable• Target• Educate• Offers• Follow-up
LeadConversion is a system
Lead Conversion• Discovery – Next step• Presentation – Seminar• Nurturing – Sales cycle• Monthly touches• Transaction – Same experience
Live by the Calendar
Live by the calendar• Monthly themes• Weekly actions• Daily appointments• Make it a game
My gift to you - $250• Web site evaluation• Guided survey of marketing• 30 minute Consulting session• Action steps and tips• [email protected]
Question/Comments
• Any specific things you are struggling with as a manufacturer in terms of lead generation, conversion or sales? Lets share!