The ways we spread the word about our businesses have dramatically transformed over the years. In years past, manufacturers could rely primarily on word-of-mouth marketing to sustain their business. However, with the growth of our globally connected and digitally driven market, it’s nearly impossible to grow a business by word-of-mouth alone. Instead, in 2024 and beyond, it’s essential to have a robust marketing strategy and online presence.
Every business has a story to tell. The key is to make that story memorable. This is where modern marketing comes in.
Looking to Ramp Up Your Marketing? Here’s How to Get Started
Many shop owners find themselves wondering, “Where do I start?” when it comes to marketing. And that’s normal—it’s a complex field that is constantly evolving, and there’s a reason people spend years studying it.
Navigating the complexities of modern-day marketing can seem daunting. The good news is that you don’t have to task yourself with becoming a marketing expert overnight. There are plenty of external resources to turn to when investing in marketing your business. The best fit for your shop depends primarily on one thing: budget.
If your team has the capacity and budget, consider hiring a full-time marketing professional. This dedicated expert can help craft a strategy that fits your business’s goals.
However, if a full-time salaried employee isn’t in the cards, outsourcing your marketing efforts to a third-party provider is an excellent alternative. Partnering with a marketing vendor allows you to tap into professional expertise without the overhead costs of hiring a full-time employee.
Showcase Your Shop with Engaging Content
Potential customers want to see your company’s capabilities firsthand – whether it’s the quality of your equipment, examples of the parts you’re making, or the cleanliness of your workspace.
In the past days, when buyers wanted to check out your shop, odds are they’d schedule a shop tour to see your capabilities up close. Things have changed post-pandemic, and with many OEMs sourcing parts from shops on opposite sides of the country, popping in to check out your equipment in person may not be feasible.
Since buyers are less likely to rely on in-person tours, especially if they’re located across the country, well-produced marketing videos that showcase your expertise and services can be a game-changer. If a picture’s worth a thousand words, a video’s probably worth a million, right?
Marketing videos that showcase your expertise and capabilities can make a significant impact. You can hire professionals to create high-quality videos that highlight your shop’s strengths. NTMA even offers discounts for various videography services, including MTDCNC’s Tony Gunn and Thomasnet, making it easier to tell your story.
C
reate Your Company’s Modern-Day “Billboard”
In today’s world, your website serves as your online billboard. It’s the first impression potential customers have of your company, so it’s essential to keep it updated as your business evolves. Make sure your website clearly lists your capabilities, certifications, equipment, and anything else that sets you apart. That way, customers can quickly determine whether your shop is the right fit for their specific needs.
Embrace the New Word-of-Mouth: Google Ratings
In today’s digital world, online reviews are the new word-of-mouth. Potential customers often rely on reviews to make decisions, and it takes just seconds for them to form an impression of your shop. A poor rating—or lack of reviews—can disqualify your business in minutes. Make sure your shop has a strong online presence by encouraging satisfied customers to leave positive reviews.
Leverage Marketing to Attract New Talent
When executed well, your marketing efforts won’t just target potential customers; they can also attract potential employees. Current and future employees want to be proud of where they work, so make sure you’re clearly communicating your company’s values, culture, and achievements.
Stay Active on Social Media
Social media provides a direct line to your audience, allowing you to share your story, showcase your strengths, and engage with potential customers and talent. Never underestimate the power of LinkedIn, Facebook, Google Business, and more!
Adapt, Continuously and Responsively
Marketing has changed significantly, and businesses that fail to adapt risk falling behind. Take the time to evaluate your marketing strategies, leverage modern communication tools, and make sure your business is positioned to thrive in today’s digital ecosystem.
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