Facebook for a Manufacturing Business?!
In manufacturing, we constantly hear phrases like “use the right tool for the right job”, “whatever it takes”, and “find a solution that works.” Yet when it comes to marketing our manufacturing business and growing our customer base there seems to be a reluctance to try new tactics. Take Facebook, for instance. I know that many entrepreneurial manufacturers will use Facebook to stay in touch with their children and grandchildren. If you suggest they use it for marketing, some will look at you like you have a third eye.
Today’s Coffee Shop
In many ways, Facebook is today’s coffee shop. It is a place to stop after work and catch up on today’s news and events. It is where you can share knowledge, network, and maybe even build a relationship. In short, Facebook is a tool you should be using for your manufacturing company. Social media is here to stay and industries need to understand how to use it the right way.
Many manufacturers try to use Facebook and social media like a traditional advertising vehicle. They want to use it to “sell” their capabilities or products – messages your audience will quickly tune out. The reality is social media, like Facebook, is much more effective when you use it to demonstrate your capabilities and add value to a conversation. It is where you can showcase your knowledge and experience and when you do that sincerely and genuinely, prospects will seek you out.
Sell by not selling
If you design a Facebook page to help potential customers, you will be surprised how prospects will be drawn to you. The goal of social media marketing is to demonstrate your capabilities to the point where people want what you have to sell or will ask your advice. Posting information that your market finds informative, interesting, and educational helps establish you as a thought leader in your industry. The fancy term is “inbound marketing”.
Let your Expertise Shine
We understand there was a time when people kept their manufacturing secrets “close to the vest”. But today the internet has just about everybody’s solutions available. You are better served by helping your clients and prospective clients with your knowledge and experience and positioning yourself as the expert that people turn to. Simply put, create an inbound marketing campaign to demonstrate your manufacturing expertise online, including a B2B Facebook strategy, and you will improve your customer base. Forget about the hard selling and the “closing techniques”.
Social media is here to stay and will continue to grow. When you join conversations that are already taking place online, your manufacturing business will continue to move forward as you connect with employees, customers, and younger generations. It is a valuable tool that your manufacturing business can’t afford to ignore.