Manufacturing is a precise trade, approached with intent; so is its marketing to attract manufacturer customers. In order to be precise with the marketing content needed to find manufacturing customers locally or internationally you need a clear picture of who those customers are. Forming this picture (your target audience) is the first step to creating custom content that will link buyer and seller, and provide dual benefits for each.
– Hint: Think Persona Development
Visualizing your target audience – to attract manufacturer customers – by researching their interests, needs, likes, dislikes and online habits helps you create an accurate buyer persona. You may form several personas within one target audience as no two customers will be exactly the same (perhaps you sell both to manufacturers and directly to consumers). The aim is to gain a deeper understanding of buyer needs so you can better guide customers through each stage of the buyer’s journey: awareness of your product, consideration of its benefits and the decision to buy.
When you tailor your content to the people who need it, you demonstrate an understanding of those needs…and a desire to fulfill them.
If you need an objective perspective to help with your persona development, Hubspot has the tool for you. It’s one resource that helps ensure you form a complete and accurate picture of who it is you’re selling to. The more committed you are to your audience, the stronger a relationship you can build with them. The stronger the relationship, the greater the customer loyalty. So know your audience, and create relevant content based on that knowledge to attract manufacturer customers.
If you know who you need to reach, you can find what you need to say.
Your sales team is likely more familiar with the latter part of the buyer’s journey (decision). The decision stage is where leads are ready to transform into sales. The insight from this vantage point differs from that of your marketers. Marketers work to raise awareness of your product by advertising its benefits, sales closes the deal. Smarketing – bringing together sales and marketing efforts to improve sales – adds dimension to your buyer personas because it crafts more of a complete picture.
This is integral for effective persona development, and therefore for creating and sharing effective content on your website.
Only when your marketing team produces the right content can they bring in the right leads for sales conversion.
Smarketing your website content as part of your inbound marketing strategy attracts manufacturing customers more efficiently.
Once you have these elements in place, you can work on content that builds your trusted reputation. Who knows, maybe your company will have one of the best industrial websites going!
– and creating one of the best industrial websites
– and how to go about it
Here’s an infographic outlining what it means to understand the audience you are selling to, and what you’ll be achieving in the process.