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Published October 13, 2017
A weekly look at Wyoming business questions from the Wyoming Small Business Development Center (WSBDC), part of WyomingEntrepreneur.Biz, a collection of business assistance programs at the University of Wyoming.
By Nicholas Giraldo, WSBDC market researcher
“As a Wyoming manufacturer, what can I do to better market my business after Manufacturing Day?” Keith, Wright
Marketing your manufacturing does not have to stop after Manufacturing Day, which occurs on the first Friday in October.
Here are some fresh marketing ideas for manufacturers we obtained from the 2015 “Media Usage in Manufacturing” report, which revealed the demographics and media use trends of today’s manufacturing technology buyers.
-- Buyer profiles are changing. Buyers over the age of 50 are dropping out, while the number of their younger counterparts is growing. Other changes include more three- to five-member buyer teams, as well as more buyers identifying as corporate management. Key takeaway: Manufacturers should keep marketing to senior-level decision makers, but also include other channels to communicate with the next generation.
-- Search engine optimization strategies are essential. Buyers use search engines exclusively to research manufacturers and do not trust paid search result ads. Key takeaway: Manufacturers should have user-friendly websites that appear high in search results and are loaded with quality information.
-- Print advertising and trade shows still work, but digital media continue to grow. Trade show appearances and print magazine ads continue to be useful advertising channels. Other channels, such as websites, also are proving helpful in communicating brand message, especially if they contain key product and technical information. Key takeaway: Manufacturers can strike a balance between outbound marketing, such as print ads and trade show appearances, and inbound marketing done via websites and search results to create effective and integrated marketing plans.
-- Crafting an enticing message. The survey found buyers place a premium on service, followed by technology and price. Key takeaway: Crafting a message that puts service and user benefits first will line up with what buyers want and create a more focused marketing message.
Using these key insights, Wyoming manufacturers can craft marketing messages that speak to the needs of decision makers using the media channels they prefer.
A blog version of this article and an opportunity to post comments are available at www.wyomingsbdc.org/blog1/.
The WSBDC is a partnership of the U.S. Small Business Administration, the Wyoming Business Council and the University of Wyoming. To ask a question, call 1-800-348-5194, email email@example.com, or write 1000 E. University Ave., Dept. 3922, Laramie, WY, 82071-3922.