Manufacturing or Industrial Marketing on a Budget
What strategies work best to squeeze the most marketing success out of a small budget?
What’s your goal? Assess what you have available at the moment and where you want to really go. Break it down and plan out a timeline to reach smaller goals and assess how much of the budget will need to be spent and prepare to adapt for discrepancies. Success does not happen overnight; be aware it will take time and toil - and money - to reach there.
Time is half the recipe, and it takes time in order to organically grow a brand. The other half is money. Speaking of money, what is a realistic budget to actually expect results from? $4-5K a month is a realistic budget to push out the brand. This should be split up into certain core areas; company website, social media presence, and content creation.
The first core area is optimization. See what existing channels where your prospects are trafficking at the moment and make sure they are optimized. Measure the metrics and make sure that prospects are consuming content and then at some point converting. Focus on a user experience (UX) standpoint to see if your website is usable and clear to navigate with the right amount of call-to-actions and engaging content. Even if you were to start a successful advertising campaign, if it’s all going to a poorly optimized website, it won't convert to good results.
Organic SEO (search engine optimization) takes time to build up, so even if a website isn’t fully optimized at the moment. By the time SEO efforts take full affect where your website is on the first page, a website should be all caught up. There are no shortcuts to optimizing SEO. Websites should include key organic SEO phrases to bring in the right traffic looking for the right solution to your site.
Constant and consistent content is the backbone of all marketing campaigns and the second core area. A lot of hesitancy comes out of production quality and making sure every piece of content has a high production quality. With the tools available out there now, even phones have sufficient quality to bring out sufficient videos. If possible, use internal sources to create articles, videos, and posts to social media channels - it really is a critical point and should not be taken lightly. Time is money, and if taking charge of content creation is becoming too much to handle, hire the right people or agency to do it for you. Prove that you are the subject matter expert for your industry.
The third core area is the distribution of content. Decide which platform is going to be the main host, and share it through multiple channels. For example, upload it to YouTube and then share the video through LinkedIn, your website, and other social media platforms. Keep putting out consistent video content that can benefit prospects, even if they don’t sign up for your services immediately. Eventually some months or maybe even years down the road they will need your
service and sign up, all because you’ve built trust through consistent and valuable content. On a small budget focus on these core issues. From there, advertising is more of an enhancement once your core foundation of optimization, content creation, and distribution are handled correctly.
#industrialmarketing #manufacturingmarketing #marketingbudget
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