3 Ways To Grow Your Industrial Brand - Industrial Ideas

Any business knows that loyal and strategic customers are really the best customers. They will continue to buy from you, better yet in industrial markets, they may offer you more work and introduce you to their partner companies and peers. However, the typical industrial business churns its top 10 customers every five years. Reasons for this may involve external factors such as the economic climate, industry trends, technological changes and currency movement – which are out of our control. But there are other factors we have control over. These are all internal and can be improved. Here are 3 ways to grow your industrial brand:

1. Provide Exceptional Products and Services. Industrial buyers today have very high expectations when it comes to the supply of products and services. They demand consistency, reliability, and responsiveness. All it takes is one bad experience and you will lose their business very quickly. Every interaction a customer has with your business should make them want to trust you and choose you again. Being consistent with product quality standards, reliable with your certification, storage, delivery, and most importantly responsive with your customers’ concerns – will make you exceptional in your market.

2. Reward Loyalty. Even with exceptional products and service, industrials need to give their customers some form of incentive to keep choosing them over the competition. If your customers don’t feel they’re getting the best value by continuing to do business with you, they will trial a competitor’s offer. Industrials must learn to engage more effectively and constantly remind their customers of their value. This over time will build loyalty and a personal approach to doing business. Turning the transaction into a memorable interaction is the key.

3. Never Neglect Clever Marketing. Poor marketing or no marketing will cause industrials to lose customers and great marketing will help you keep them. Make sure you have a deep understanding of your customer’s needs, drivers and challenges. Segmentation is the key so you can cluster your customers into different buckets to position your products and services accordingly. Communication tools such as websites, brochures, data sheets, case studies and/or newsletters are givens and must be easy to navigate.

Some customer attrition is normal. Always remember it is far more cost-effective and profitable to keep existing customers than to attract new ones. Building customer loyalty is not impossible. It takes time and clever marketing, but in the end, the payoff is well worth it.

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ABOUT THE AUTHOR

Peter Zafiris is an industrial marketer and founder of Industrial Ideas. Having built his experience in B2B marketing from the ground up, Peter understands what it takes to succeed with your marketing strategy. All client projects are personally managed by Peter to help industrials like you get the return on investment you deserve. Peter and team, work hard to become an extension of your business, to help you get the most out of your marketing efforts. Get your free 30 minute marketing consultation to learn more.