marketing for production, factories, factories

How to promote equipment? Case of promotion of an equipment manufacturer. Features of promotion, business objectives, problems. The result of the work is an increase of 2.5+ times in all indicators. Promotion details in the article.

Today, the most effective advertising for a manufacturer, factory or production is the Internet. For successful promotion, you need to have a beautiful, fast and convenient website that acts as a selling storefront.

By reading the detailed description of the product on the manufacturer’s official website, you can understand whether the equipment is suitable for solving your tasks, familiarize yourself with the terms of its purchase, and in a couple of clicks get advice or place a purchase order.

Just make a website and think that sales will increase – NOT true. To successfully promote the plant and increase sales, it is necessary to use various marketing tools.

Marketing in industry has a number of features (more on them below). The promotion method described below is suitable for industrial enterprises, factories and factories to increase sales:

• Hydraulic, packaging and ventilation equipment

• Robots for laboratories, industrial enterprises, logistics warehouses

• Various machines, devices, systems

• Drilling and boring machines

• Lathes, milling and drilling machines

• Various grinding units

• Techniques for professional wood processing

• Chipping machines, technological units and processing mechanisms

• Industrial shredders and shredders

• Charcoal production

• Industrial granulators for pellets, feed and sawdust

• Various press machines, drying cabinets and ovens

• Drying complexes, units and installations

• Various production equipment lines

• Belt conveyors, bunkers, snow removal equipment

• Components, consumables and spare parts for equipment and special equipment

• Shredders for wood, metal, etc.

• Machines and machines for packaging containers, transportation machines

• Equipment for processing various products and other equipment

Hi all. My name is Tolstenko Alexander. I am an integrated marketing specialist. I work with manufacturers, factories and factories. I help increase sales through advertising, expert content and effective promotion strategies. You can read other articles in my profile habr.

Target audience of the roofing company

• Engineering and technical specialists from companies searching for equipment to solve assigned problems, including searching for spare parts to replace failed ones. They know the nuances and follow technology.

• Suppliers who are looking for the necessary equipment according to certain characteristics, which was provided by an engineering specialist. They try to find it cheaper and have it delivered quickly.

• TOP managers, business leaders who want to optimize processes and increase profits.

• Wholesalers and retail companies that sell and supply machine tool components.

• Machine owners who want to repair or replace worn components.

When developing a marketing strategy, it is important to take into account the interests of these groups. Knowing the target audience, you can write advertisements for a specific target audience and implement special blocks on the site that will increase the number of orders.

Marketing in industry: features, problems

Marketing of manufacturers, factories and companies is a complex segment, the promotion of which has nuances.

• Long decision cycle. Equipment can cost tens of millions of rubles and more. The period for making a decision always drags on from 6 months to several years. Not always one person is involved in making a decision; someone can refuse the deal at any time.

• Unobvious target audience. There can be partners for b2b and b2c (ordinary consumers) at the same time. You may have to work on two fronts.

• Trust with the client takes a long time to build. The site should be selling: understandable, simple and fast for the visitor.

• It's difficult to create content. You have to request technical information, photos, study features and write content.

• Trust is everything. It is very important to instill trust; the outcome of the transaction and the speed of decision-making will depend on it. Price may not be the most important factor.

How to promote manufacturers, plants and factories on the Internet

To increase brand awareness and sales, you have to use several marketing tools:

1.) Advertising in Yandex.Direct

You can set up advertising in a few days and start receiving applications from the site from the Internet.

Of the minuses: You need to pay for each transition to the site. There are nuances in setting up advertising. The application price greatly depends on the cost of the equipment.

2.) SEO optimization of the site

An example of search results in Yandex: first there is advertising (marked unnoticed), then search results, where optimized sites are displayed

SEO promotion (or optimization) is the promotion of a production site.

It will help you set up your site to get it on the first page of search results and receive applications without paying for each click. The site becomes simpler and more understandable for visitors. Blocks are being introduced on the site that will increase the number of applications when moving to the site from paid advertising and search results.

Of the minuses: Promotion works with a delayed effect; robots need time to take into account changes on the site.

Schematic example and recommendations for improving the site

3.) Targeted advertising

An example of targeted advertising in VK

Advertising is targeted to a certain circle of people according to certain characteristics on social networks (for example: VKontakte, Odnoklassniki, etc.) and allows you to increase the number of transitions to the site. More visits to the site, more applications.

4.) Conferences and presentations

A classic method of promoting production, factories and factories. At conferences, representatives of industries meet, who, as a rule, communicate, exchange contacts with potential customers, make acquaintances with partners and exchange experiences. Conferences help to directly contact the target audience and present them with a product or provide advice on a product.

5.) Affiliate Marketing

Another way to promote production. To promote, you will need to develop an affiliate program, under the terms of which, the one who recommended you will receive a % of the transaction for each attracted client. An affiliate program will allow you to reach an audience that is interested in the product and increase sales. The advantage is that the partner himself will do everything so that you have as many sales as possible.

Which promotion strategy should a manufacturer choose?

If you have a company website, you can use SEO promotion and contextual advertising. In this combination, you can double the number of sales in 30 days. If these traffic sources are not enough, you can use the remaining ones.

—

That's all, thanks for your attention. If you have anything to add or share, write in the comments or in private messages.