How to Market Industrial Products

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Because industrial products have a specific audience, marketing efforts must be targeted in order to be effective. As you plan a marketing campaign, consider how you can get your company name and message in front of consumers and business owners who are likely to have a need for your products. By ensuring that your marketing campaign reaches the right people, you can achieve greater results without wasting time and money on more general campaigns

Choose a target audience that suits your product offering. Before you begin a marketing campaign, create a profile of your ideal audience. If you sell replacement parts for machines, for example, your target customer might be the head engineer at a manufacturing facility. Gather as much information about the people who will buy your products. Their job titles, purchasing cycle, publications they read, decision-making power, and preferences can all affect the way they buy.

Create a marketing message that appeals to your target customer's needs. Based on your audience analysis, consider what things are most important to the people who will buy your product. Price, function, warranty, shipping, and timeline are all common concerns for buyers of industrial products. If you sell large quantities to businesses, include information about bulk delivery and availability. When marketing directly to consumers, you might focus on seasonal needs or usability.

Design marketing materials. Because many customers research products and suppliers online, your first step should be a website, even if you will not offer online sales. Order business cards and letterhead with your company name and logo, and, depending on the scope of products you offer, you might produce a print brochure, catalog and promotional flyers.

Go where your customers are. If you provide industrial projects to large-scale operations, set up a booth with product samples and ordering information. You can also attend industry-specific trade shows for manufacturing, engineering or construction to find customers. Hand out your brochures to local businesses that require industrial products. Offer a new-customer discount if they switch from their current supplier.


About the Author

Elizabeth Smith has been a scientific and engineering writer since 2004. Her work has appeared in numerous journals, newspapers and corporate publications. A frequent traveler, she also has penned articles as a travel writer. Smith has a Bachelor of Arts in communications and writing from Michigan State University.

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