B2B Industrial Marketing Agency – Tiecas

Industrial Marketing Blog

Industrial Marketing Plan: A 3-Phase Approach

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Industrial marketing plan

As we go deeper into Q4 with the holidays right around the corner, most industrial companies start to think about their industrial marketing plan for the next year. As an industrial marketing consultant, I’m often asked by clients the best way to approach this important planning task.

My preferred way is what I call the 3-phase industrial marketing plan approach. I refer to them as phases instead of steps because each phase consists of several smaller steps.

Three phases of an industrial marketing plan

Phase I:

  • Kick-off discussion
  • Internal discovery
  • Buy-in and budget approval
  • Strategy development
  • Implementation road map

Read my article, “Digital Marketing for Manufacturers: Making a Business Case” and download the accompanying webinar recording for more in-depth information on Phase I of an industrial marketing plan. In the webinar, I also talk about why the traditional method of adding more sales people to increase sales that manufacturers and distributors have relied on in the past is no longer effective.

Phase II:

  • Website assessment
  • Review website content and calls to action
  • Think/rethink the purpose of the site
  • Keyword research
  • Competitive analysis
  • SEO, PPC and SEM strategy

Diving right into redesigning your industrial website probably won’t produce the results you want. A redesign that is nothing more than a cosmetic facelift is not going to be any more effective than your current site in getting found in search engines for keyword phrases that your target audience is using and converting those visitors into qualified sales leads. I suggest that you read some of my posts categorized under Industrial Websites and Website Design & Development.

Phase III:

  • Content marketing strategy
  • Content audit
  • Content creation and repurposing
  • Content distribution and promotion via social media and other channels
  • Measurement, tracking and refinement

Phase III is what I refer to as the “growth phase.” This is where all the hard work from Phase I and Phase II starts to bear fruit. It is easy to get excited about the initial successes from an increase in traffic and number of downloads but all that will mean nothing if your content marketing doesn’t lead to conversions. Industrial companies are no different from other B2B companies when it comes to conversions. They want more qualified RFQs that lead to sales. The sooner the better.

Trying to justify your efforts alone won’t get you too far; you have to show tangible results measured in dollars. You’ll find plenty of good information about content marketing for manufacturers and industrial companies right here.

There you have it, the short version of my 3-phase industrial marketing plan. What’s yours?

Achinta Mitra

Achinta Mitra calls himself a “marketing engineer” because he combines his engineering education and an MBA with 35+ years of practical manufacturing and industrial marketing experience. You want an expert with an insider’s knowledge and an outsider’s objectivity who can point you in the right direction immediately. That's Achinta. He is the Founder of Tiecas, Inc., a manufacturing marketing agency in Houston, Texas. Read Achinta's story here.
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Posted Comments:
  1. Nailed it. Very similar to our process. It’s never cookie cutter, as I’m sure you can relate to, but this gameplan seems to work well for us. Thanks for sharing Achinta!

  2. Ditto. The only thing I would add in Phase I is an emphasis on the brand theme. In the age of search, mobile & social, a strong brand theme or identity can be a content-multiplier when you get to Phase III and start to deploy your content marketing strategy with great content.

  3. While this is great from a digital perspective, what about other elements of an industrial marketing plan? Are you saying monies should only go digital. Nothing for training, trade shows, other sales tools, etc?

  4. As my company is preparing to exhibit three seperate booths at the IMTS 2016, I’m constantly reading content about how to use on-line content marketing tactics to drive offline traffic.

    I plan to implement a lot of the stuff I’m learning at the show.

    I think marketers need to think of their brand as a whole using the synergies between channels.

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