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The Marketing Retrofit Company For Manufacturers

Are Your Trade Ads Working?Despite the popularity of the Internet and social media, print is still the dominant and most trusted form of marketing—especially when it comes to trade advertisements.

Today, most buyers are 60-90% through the sales cycle by the time they contact you. It’s a safe bet that they’ve already been exposed to your company online, in social media, in person, and at conferences/trade shows.

Why not give buyers a consistent experience wherever they are? Connect your trade advertisements to other touch points: online, in social media, on the phone and face to face.

Marketing consistency begins with content strategy, goals and metrics.

A Goal Without A Plan Is Just WishingCONTENT STRATEGY

Identify your audience and what matters to them. Use the following questions to build a strategy.

1. WHO is your ad for?
Everyone is not your buyer—but someone is. Use buyer personas to define who they are and more importantly, who they aren’t.
PRO TIP: One size doesn’t fit all.

2. WHAT’S in it for THEM?
All buyers want to know one thing: What’s in it for me? (Or, “How will this help MY business?”) Before production begins, take time to identify buyer pain points and gain points. Address buyer’s concerns before talking about your company, products or solutions.
PRO TIP: Demonstrate you know what matters to them.  

3. WHY should they buy this?
Map buyer’s problems (pain points) to your products/services (gain points). Make it easy to see how you solve buyer’s problems quickly, and effortlessly.
PRO TIP: Bulleted lists of features and benefits have limited persuasive value. 

4. WHY should they buy this from YOU?
What is the exclusive value you provide for the buyer, that competitor’s can’t claim? The thing buyers can’t get anywhere else? This is your differentiator, or unique selling proposition. Audit your competitors and insure your message is unique.

Beware of common industry claims: years in business, year company was started, family-owned, quality, customer service, solutions, awards, lean manufacturing, “the best”, etc.
PRO TIP: Your differentiator is something no one else can own—only you.

Remember Why You StartedGOALS

Identify the purpose of your trade advertisement. Use the following questions to clarify goals.

1. WHO is this for?
Is it for a product launch? Is it for engaging a new audience segment? Is it for boosting sales in an existing audience segment? PRO TIP: Specific content reaches better buyers faster than generalized content, and helps you stand out from the noise.

2. WHERE will buyers go?
Create a sales path for buyers that begins with the trade advertisement. Know ahead of time, where they will go from there and what you want them to do. Map content to each step in buying cycle. PRO TIP: Make it easy for them to do business with you.

Map Content To Buying Cycle from Trade Advertisements

3. WHAT will buyers do?
A clear call to action (CTA) guides buyers through the sales path you’ve created for them. Foster immediacy by connecting your CTA with the buyer’s most intense pain points. PRO TIP: Passive or vague CTA’s are confusing, demotivating and easy for buyers to ignore.

Everything is connected to everything else

Identify measurements for your trade advertisement. Connecting trade advertising to other touch points makes ROI easier to measure and more accurate.

1. Trade Advertisement + Phone:
This seems obvious, but there are still ads that fail to list a contact phone number. Track trade advertisement ROI with a dedicated contact phone number.
Success Indicators: Calls, prospects and conversions

2. Trade Advertisement + Web:
Instead of simply listing your website home page (yourcompany.com) and never knowing how many visitors came from the trade advertisement, create a landing page and be certain.
Success Indicators: Visitors, time on page, click-through rate, newsletter sign-up, etc.

3. Trade Advertisement + Social:
List your social networks as well as your username—especially if it isn’t identical to your company name.
Success Indicators: Likes, follows, retweets, reposts, pins, etc.

4. Trade Advertisement + Email:
Why not use your corporate communications to support trade advertisement? Connect verbiage and a dedicated link to your trade advertisement in your HTML email signatures.
Success Indicators: all of the above.

5. Trade Advertisement + Conference/Trade Show
Utilize pre-show advertising to drive engagement and booth attendance at the show. The busiest booths engage show attendees long before the show begins. “Visit us at booth #___” a few times before the show, isn’t enough to make your exhibit a must see. Give attendees a real reason to visit your booth first.

Use strategy, goals and metrics to connect your trade advertisements to multiple touch points. If you want buyers to be interested, be interesting. Convert browsers to buyers with felt marketing.

Let’s talk. 877-764-1771


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