marketing for foreign manufacturers

Early in the life cycle of a business, the owner may be responsible for all aspects of the business, including sales, marketing, production, and accounting. As the enterprise grows, this becomes unsustainable and limits cash flow.  Some responsibilities need to be outsourced to permit the enterprise to grow beyond the capabilities of a single person.

Having adequate cash flow enables investment to grow the business, meet payroll, and the hiring of ancillary services such as legal and accounting experts. To ensure a strong cash flow, a growing company’s goal should be to build a “marketing machine” that works day and night to generate the right prospects and increase sales. To maximize effectiveness, this should be a combined effort between marketing automation and sales outreach.

The process of building an effective marketing machine should include:

  • Goal setting
  • Developing an ideal customer persona
  • Messaging refinement
  • Strategy
  • Coordinated sales outreach
  • Measuring and refining strategy based on results

Another great way to build a marketing machine is to engage in online marketing for manufacturers, including ongoing content creation and distribution on both your website and social media channels. Support this effort with an ongoing pay-per-click program that helps your ads appear on page one of search engines. This will help communicate your offering to a focused demographic and a specific geographic location to attract the best prospects for your business.

For more information on building a sales and marketing machine for your company, visit

Written by Woody Stoudemire

One of the biggest mistakes in industrial product marketing is not identifying or describing your products or services to the customer. Keep your descriptions simple and understandable for the greatest marketing success.


Rather than trying to be all things to all people, find your niche. To get ahead, focus on your strengths, what you do best, and how you are different from the competition.


Find your target audience and gear your marketing plan to that audience. Marketing to a defined group allows you to better control how your message is received.


Too often, businesses focus their marketing toward bringing in new customers rather than capturing repeat business.

By building relationships with your current customer base, you generate brand loyalty and longevity and save marketing dollars. It typically costs four times more to recruit a new customer than to retain an existing one.


Timing is everything when it comes to marketing. Planning your B2B industrial marketing campaigns in advance allows you to generate greater interest and better target your audience for seasonal sales, new products and services.


Continuously using the same marketing format, such as print only, limits your creativity when it comes to promoting your business and product. Get out of the marketing rut and discover new ways to promote your marketing message.


No matter how fantastic your service or product may be, the message you send out says it all. Make sure that your headlines have impact and that your copy is loaded with benefits, not just features.


Don’t encourage your customers to follow blogs, Twitter and Facebook accounts if you’re never going to use them.  Commit to regularly refreshing your entries and posts with exciting updates, offers and news for your customers.


If your budget is limited, evaluate the use of your marketing dollars and see where they can best be spent. Create campaigns where customer responses can be tracked, measured and analyzed through resources such as Google Analytics.


Getting the word out is simple with print and web marketing available today, but enticing the reader to go the next step in contacting your company can be tough. Creating a dynamic call to action with phrases such as “Download Now, Click Here, Receive Free Tips, and While Supplies Last” generates excitement and motivation while increasing your chances of turning a prospect into a customer.

To add new life to your marketing program, contact the industrial marketing experts at Gotham, LLC.

So, you’re about to release a new industrial product and you want to make some sales?

In order to maximize your launch, you need to create a strong marketing strategy. It will guide your marketing efforts and ensure that you get the biggest bang possible. When it comes to promoting new industrial products, here are 7 core tactics for the campaign.

1. Develop Engaging eBlasts

When someone opts in to your email list, this is called “permission based marketing”. It’s a way to get your message in front of people who want to hear from you. Develop an engaging, custom email blast (eBlast) announcing your new product. Include details, high-quality images and a strong call-to-action.

2. Make a Social Media Announcement

There are many ways manufacturers can connect with customers using social media. If you’ve developed a following prior to the new product launch, don’t be afraid to craft an announcement to your followers. They’ll be interested in the new release, and may help spread the word.

3. Create a Feature on the Home Page

The home page of your website should feature a link to the new product’s page. This is an easy way to spread the word to new website visitors that may be interested in the product.

4. Submit a Press Release

A press release is paramount to creating word of mouth buzz for any new product launch.

5. Produce a High-Quality Video Demonstration

If your customers would like to see the product in action, put together a high quality video demonstration. It can both engage customers and answer questions that they may have about the product. Product releases can include links to YouTube.

6. Promote the Product at a Trade Show

Time your new industrial product launch with a trade show promotion. This builds excitement and anticipation around a new product.

7. Design a Beautiful Product Brochure

Whether you’re supporting trade show efforts or passing them out to local leads, a well-designed brochure can do wonders for your new product launch. Invest in the product with a professionally designed sales tool.

Are you releasing a new industrial product soon? If so, make sure to implement these seven promotional tactics into your marketing strategy. Your new product deserves the best hype possible, and these techniques can make that a reality.

Visit Gotham, LLC at


We’re living in the digital age. Traditional marketing methods for selling industrial products are being replaced with digital marketing strategies that embrace evolving technologies. But the replacements don’t stop with your marketing department.

Even traditional sales strategies are receiving an upgrade with the emergence of new tactics. Long gone are the days where you have to spend all day trying to find customers. Today, through the use of new sales techniques, customers have the information and technology to find you.

An Overview of the New Way of Selling Industrial Products

21st century selling puts the buying power into the hands of the consumer. This is great news for industrial businesses, because they don’t have to spend as many resources manually tracking down cold leads. Today’s sales funnel would look something like this:

  • Prospect uses search engine to find solution for a need
  • They find your industrial website due to SEO or news releases
  • Your website educates them and provides a solution
  • They reach out to you, ready to discuss a buying decision

Seems much easier, doesn’t it? By the time a prospect reaches out to you, they’re near the bottom of the funnel. That makes the sales department’s job much easier.

Tips to Succeed With the New Way of Selling

When it comes to this new type of sales funnel strategy, there are a few tips to keep in mind:

  • Test Your Sales Funnel: Digital marketing analytics provides metrics like time on site, bounce rate and other key metrics. Monitor these on a regular basis to find gaps in your sales process and improve the overall funnel.
  • Understand Conversion: The marketing and sales departments work closely to make the sales funnel successful. It’s important to understand the conversion rate. This is based off how many visitors visit the site vs. how many become paying customers.
  • Make Conversion Simple: Your contact information should be easy to spot on the website. The easier you make it, the more likely a prospect is to convert into a customer.
  • Develop a CRM Protocol: Leads won’t convert right away. It’s important to have a Customer Relationship Management (CRM) protocol in place to rank leads by importance and follow up in a timely manner.
By investing in this new type of sales strategy, you can dramatically increase your leads, conversion rate and overall revenue. Don’t get left behind. Invest in a powerful marketing strategy that will work in this new way of selling your industrial products.

Learn More

To learn more about selling industrial products in the 21st century, visit



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