By Will Painter, CEO, WP Communications
Technological innovation has led to an influx of companies within the manufacturing ecosystem, offering products and services to streamline the supply chain, save costs and increase efficiencies.
Whether you’re a manufacturer, a technology provider or full serviced consultancy advising on strategy and implementation, it’s essential to have a deep understanding of not only the need state of your customers but also how you can stand out from the crowd: To become the go-to company in the manufacturing industry.
To grow a strong sales pipeline word of mouth and referrals is the most effective path. How do you generate this once you’ve exhausted your contacts or perhaps need to start from scratch?
The local manufacturing media landscape is the key to building a strong presence for those that already know you and those that will know you for the first time.
Here are some ways to help you to achieve your growth goals:
- Share your expertise: Start by demonstrating your knowledge of manufacturing in the region of interest. Offer insights into the themes that are aligned with your specialism and your company.
- Build a repository of manufacturing media stories. Aimed at both the national and the trade media audiences.
- Foster relationships with media outlets to share stories that result in media coverage.
- Showcase past successes: Share customer case studies and success stories to demonstrate your expertise in manufacturing. In the absence of case studies, create supporting resources such as white papers and journal articles that can demonstrate your manufacturing knowledge.
- Integration is key: Ensure that you align PR with the rest of the marketing mix of paid (advertising) and owned content (your website, presentations, events).
By demonstrating your knowledge of the manufacturing, sharing past successes, providing market insights, offering a tailored approach, and providing ongoing support to the manufacturing community, you can help the company grow its manufacturing footprint and generate exponential growth.
Here’s 5 media hot topics in manufacturing to get you started with creating compelling, shareable content:
- Investing in skills to tackle workforce challenges.
- AI, automation, digital twins, and the internet of things
- Ongoing supply chain disruption
- Net zero, ESG, and Sustainability in manufacturing
- Decentralized Manufacturing
