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• brad@e3help.com

Question/Comments

• Any specific things you are struggling with as a manufacturer in terms of lead generation, conversion or sales? Lets share!