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One of the most crucial things to understand about marketing is that there really is no "one size fits all" approach to what you're doing.

Sure, there are certain techniques - like paid ads on Google or search engine optimization in general - that work well across the board. Yet at the same time, if marketing is all about "getting the right message in front of the right person at exactly the right time," one must acknowledge that "the right person" will vary wildly depending on what industry you're talking about.

Case in point: manufacturing. The manufacturing industry is unique for a variety of reasons, all of which should impact the decisions you're making in terms of the collateral you're creating and putting out into the world.

The Art of Manufacturing Marketing: Breaking Things Down

One of the major factors that makes manufacturing marketing unique is that you're not communicating with consumers at all - you're going to be aiming at other businesses located up and down the supply chain. From that perspective, it's highly fragmented because you're talking about not only wholesalers and retailers but also various business customers and more.

Because of that, the typical sales cycle isn't just going to be longer than it would be in a B2C situation - it's going to be more complicated, too. Remember that a big part of your marketing success depends on your ability to communicate that A) you understand someone's major pain point, and B) you have a viable solution to help them address it. The pain point of a wholesaler is likely going to be different than that of someone located elsewhere on the supply chain and you need content that speaks to both of them in equal measure.

Likewise, the manufacturing industry is unique in that there will rarely ever be just one person involved in the purchasing process. Because of the sheer amount of money you're talking about, you'll likely be dealing with project managers, purchasing professionals, organizational leadership and more. You may even have to deal with people working in finance or accounting departments. These people are experts in their field, and they'll need to be convinced that yours is the solution they're looking for.

Therefore, your manufacturing content will likely be far more detailed and education-based than it would be in a traditional B2C situation. There, you might have to inform someone as to what you do at all - they may not even be familiar with a product or service like yours. In manufacturing, people are already walking into the situation with this level of knowledge so you're really going to have to go deeper to attract the right kind of attention from these people.

If you'd like to find out more information about what makes the manufacturing industry unique in terms of creating an effective industry-specific marketing campaign, or if you'd just like to discuss your own upcoming projects with someone in a bit more detail, please don't delay - contact InfoStream Solutions today.