How manufacturers can market their way through coronavirus

Trading your way through the uncertainty that the covid-19 scenario is delivering and trying to

• maintain stability
• preserve jobs
• and maintain a customer base

is critical to taking advantage in the inevitable economic recovery. This has to be guiding principle for business leaders in #manufacturing and professional service companies.

For many small family run manufacturers, the online proposition is a scary one. 

Perhaps, for more years than you would care to admit, your business has enjoyed the benefits of your founders’ network, their contacts and good old “word of mouth” to survive and thrive. You’ve not had to really market the business before. 

That’s changed over recent years and especially so in the last few weeks when face-to-face selling in established manufacturing sectors is being squeezed.

For many manufacturers, there may well be a short-term downturn in customer requirements simply because of the logistical challenges presented by site visits, deliveries, installation and use of products when sites are closed or restricted to essential personnel.

But just like when there is a recession, leaders and aspirational businesses alike need to strive to keep their visibility and service level as high as possible. 

I've worked in and around manufacturing for 25 years and appreciate the challenges the lockdown brings. It's important at this point to preserve and also prepare for the inevitable upward surge when the demand inevitably returns. 

What things can and should you be doing?

If you really don't have a digital presence outside what specialists might call a “brochure based” website, then there are a number of things that you can put in place.

If we think about communicating and managing EXISTING CUSTOMER relationships, you can put in place the following:-

• Dedicated email communications 
• Special and instant messaging platforms for VIP customers
• Your own intranet or online groups so you own and host the conversation
• Group and one-to-one online meetings, webinars and seminars 
• Specific social media content for relationship management 
• Blogs and updates from CEOs and managing directors. 

If we think about new CUSTOMER ACQUISITION, you should put in place the following 

• Model ideal customer and map the best opportunities right now
• New lead generating content for website and social media 
• Buyers guides, FAQs, blog posts video presentation and demonstration 
• Email nurture funnels 
• Specific social media content for acquisition 
• Targeted advertising 
• Help you produce live and recorded video 
• Support teams with migrating the sales conversion process online.

And if we think about your EXTERNAL COMMUNICATIONS with wider stakeholders, think about the following 

• Press releases and feature contributions 
• Build expert positioning through press and trade association work 
• Secure guest speaking spots on industry online events, podcasts and with the media.

History is demonstrated that those companies who worked diligently to remain as strong as possible through a downturn, are generally the ones that people turn to in the upturn. 

And I want to help as many businesses afflicted by the current challenge as possible. 

It’s all moving online. For how long, we just don’t know? But there is a chance it will change your business forever and for the better. 

If you want to talk about how to step up your marketing and sales activities or get more from them, get in touch to find out more about how I can help.

A snapshot of who I’ve worked with, services and prices are available on my LinkedIn profile.