Additional Steps in Marketing Cycles

The last time we mentioned the marketing cycle, we looked at the markets you were aiming your products at, how to set goals and how technology could be advantageous. In this article, we will be digging a little deeper. A website should be the core of every marketing plan. Businesses without websites or at least a Facebook page, tend to be less trusted. This should also be your Rome, that all your marketing roads lead too. Pack it full of content for your potential customers, drawing their attention in, will improve your leadership growth.

Biyearly audits should be executed to stay ahead of the times. You do not want to bore your customers with stagnant content, this usually is your first interaction with a customer, and first impressions stick. If they do not enjoy their experience, they will not be back.

Web Design Features

Data breaching is rife in this day and age, so customers will be weary with the security you can provide for them. Follow these steps to provide better confidence in your customers.

  • Does my website feel clean?
  • Is it uncluttered with a defined but limited colour scheme?
  • Does the essential information stand out, or is it at least easy to find?
  • Can your website be viewed on multiple platforms?
  • Can people on the view it from their cell phones, tablets, and laptops?
  • Can it be easily viewed but the people back in the office, and does it adjust to all screen sizes?
  • Is your encryption of high standards?

Your content, as mentioned above, is how you are going to generate leads. We said the journey a buyer takes a few weeks ago, keep these steps in mind when creating your content, provide what is needed by them for each stage in this processed. An excellent example of this is not to consider your blog as a sales mechanism, but rather information you are freely providing. Make sure the content you provide is of the highest standards and worthy of your customer’s attention.

Consider your buyer as independent, as these days all B2B Buyers are. They want to research for themselves before deciding and do not like to be guided. Therefore, the information you provide must be the latest and not hard to find, but rather fall into their laps.

Three Steps in the Guide to Marketing

There are quite a few steps in this guide, but this week we will take a look at target markets, goal setting and using technology. Knowing your buyer is crucial. You need to know them inside out so that the content you choose to present to them is appealing and relevant. The channels you want to reach them and the message you wish for them will keep you top of mind if chosen correctly.

Do this, create a representation of your target customer, obviously this needs to be based on data drawn and analysed from your market research. Also, take your existing customers into account. Generally, the manufacturers will have more than one target market; typical personas in industrial manufacturing include:

  • Design engineers
  • Procurement officers
  • Maintenance, Repairs and Operation Managers
  • Research and development teams.

As you work on the representation of your buyers, you will gain more insight; you will learn what influence they have on the buying process. Before starting any activities, set goals. Goals are set so that you have a benchmark to measure against to optimise your effectiveness. Your desired outcome must be clear. And you should be able to answer who, what, when, where and why.

Measurable Goals

The goals you set should not only be measurable, but you should be able to track your progress too. A visual representation of this might be beneficial to all involved. While being ambitious, do not set goals you cannot achieve. This will lead to demotivation of your team and yourself and inevitably fail. So set realistic goals with all resources considered.

Not only should your goal match your needs, but it should also run adjacent and in conjunction with other bigger goals set. Completion dates and times should be precise. There should also be someone accountable for each purpose. This will make sure that tasks are completed chronologically and will keep day to day tasks from taking priority over the main goals.

Setting your SMART goals will help you keep ahead of your plans, and direct you in an alternative direction when you see that a route taken is not advantageous. Technology is at everyone’s fingertips these days. Why not use it to your advantage. The more automated your efforts are, the more your team can focus on the bigger picture, the more time they can spend on the essential things. Use applications and software like G Suite, Trello, Yelp, and HubSpot CMR to help you and your marketing team with reaching the important goals you have set for yourselves.

Business Product Explanations

Products, in general, are items sold by a developer, manufacturer or company to make money. If we put the shoe on the other foot, products are goods or services which people want or need to fulfil a specific function. A business product is the same thing, only they are made, or targeted at businesses instead of the individual, everyday consumer. Commodities, as with many other things in life, can be divided into various categories.

Companies buy entire buildings to build their empires. These facilities are needed to carry out the company or businesses operations. Facilities could include aviation hangars, a packaging plant, cold stores or factories and smaller examples are offices, storerooms, or headquarters. So, these are products in which to store, house, manufacture, build, produce and do administrative tasks.

Processed Materials and Components

Processed materials and parts are created by companies using raw materials. These materials and parts are usually sold to other businesses which include them in their final products, generally after putting them through a process. The materials and components produced or created by companies can sometimes be sold to the end consumer too.

Let us look at fibreglass, for example. Company 1 uses raw materials to produce fibreglass. Company 1 then sells the fibreglass to company 2 so they can make kits for beach buggies. However, company one might also sell the fibreglass to a local surfer (the end consumer) for him to patch his board.

Raw Materials

The manufacturing cycle always begins with fresh material. The raw material is extracted from the environment. This material is worked on and processed to produce a final product. This extends to the manufacturing process productions. The product will boast this raw material as a single element. The Raw materials are what is needed to make and produce absolutely everything you buy from a retailer.

Maintenance, Operating Supplies and Repairs

As with your house or apartment, companies need products to keep them moving forward like a well-oiled cog. Cleaning products, toiletries, light bulbs, and reams of paper are examples of these. These products or services are needed for operating, maintaining, and repairing the everyday items that are not directly involved in the final product. These supplies can also refer to longer-lasting items like computers, desks, office chairs and vehicles, among many others.

As I am sure you have guessed, not all purchases involve a physical item. Both businesses and consumers may spend money on a variety of professional but intangible goods. Examples of services that might be used by a company on a day to day or monthly or weekly cycle include cleaning services, security, brokers, lawyers, plumbers, recruiters and gardeners.

Branding Tips 101

There are two ways of making a success of your business. You could spend hundreds of thousands of dollars, euros, or pounds, hiring highly qualified, top branding companies to draw up your logo, to design and maintain your website and to add appeal to your brand. The other way is to” learn from those who have gone before you”. Look into case studies and be inspired. We are by no means suggesting copying other strategies, but it is a smart idea to follow some guidelines.

Style, style, style

The creative form of your branding must be both visually interesting and mirror your vision. Decide on the look and feel you would like and echo it throughout your branding and advertising. It should even be carried through to the post-purchase customer service. A brand to be inspired by, style-wise, is the Apple brand, it has topped Forbes’ most valuable brands eight consecutive years.

User-Friendly Interface

This is an integral part of the design. Your design choices affect your customer’s experience. You should aim high; you should want your potential consumers to feel understood and accommodated. Look at Dropbox, for example; they have a primary but identifiable logo. Not only is it easy to download this app, but it is also multiplatform compatible. Their mobile versions, web versions and desktop application sync with ease to one another and automatically.

K.I.S. Keep it simple. Generally, when someone decides to try your product, it is not because of all the specifications. These are typically the things that make them stay with your brand or leave it. What makes them buy it in the first place is that it appeals to them. Stick to one call to action or payoff line, on all platforms, from mass media to social media.

Put yourself in your consumer’s shoes. Know their pet peeves and avoid them. Know their problems and solve them. Use an emotional connection to form bonds and build relationships. All people like to feel important and understood. If they think this way, they will keep coming back for more.

Encourage positive word of mouth referrals

Social media can make or break your brand. Use it to your advantage; do not ever turn your back on the chance of being the topic of conversation. The internet is everywhere, embrace it. Any publicity is good publicity, even going against the flow. Think of Takealot.com’s Blue dot sale, for example. It is generally around the time of black Friday, but it continues for a week. That gets tongues wagging. They play on the colour and time frame, making them stand out. Be different, be bold.


There are many ways to create a brand. The above are a few guidelines, but it has been proven time and time again that when you come up with something new and exciting, unique, and entertaining, success is in your reach.

The Marketing Cycle

For many, many centuries marketing has been in practice. It is highly effective and yet there are still many companies who do not follow its guidelines. Contrary to widespread belief, marketing has a lot more to it than colourful prints and payoff lines. Marketing is important, crucial actually, as it focuses on product, prices, and sales. For your business to succeed you should understand how marketing works. There are a few things you should most definitely want to know:

  • How to generate the most leads
  • How to increase revenue
  • How to expand to new markets
  • In the next few weeks we will highlight all that is needed to know and learn about starting your own marketing campaign and maybe even be the catalyst for deeper research.

What is the industrial buying cycle?

The industrial buying cycle is the starting point, be prepared for a lengthy and complicated journey. This is a six-step process can be challenging and your potential customers can fall in at any stage during the progression. Make it your priority to meet them where they are and gently guide them to their decisions. It is also important to know what the six steps are and where your client might be, these steps include:

  • Realising they need or want a product or service
  • They then go about gathering more information on ways to satisfy this need or want
  • Potential suppliers are evaluated and who can best provide a solution
  • A shortlist of suppliers is made
  • The buyer purchases from the supplier they have chosen and match most criteria.
  • The buyer then reassesses their decision after their purchase.

There are obviously more steps in the buying process, but these are the main ones. If you think smart you can reach a buyer at any step in the cycle and prove yourself. These days there are many ways a buyer does their research and makes their decisions. The following could make or break you:

  • Word of mouth
  • The layout of your website and how easily it can be found (concentrate on SEO’s)
  • Your presence in the market
  • How strong is your brand? (jingles are annoying, but they stick in your head)
  • Your past sales or services, the quality of your workmanship, after sales service, longevity of your products
  • Your environmental and socioeconomic status
  • And social media, perhaps the youngest, but the most dangerous or the best advertising

Just a few things to think about

Sit down and consider the above article, let it sink in. It makes sense if you use yourself as an example. What process do you follow when your lawn mower breaks? Do you open the yellow pages and go to the place at the top of the page? I should hope not. Do not underestimate your potential buyers, they make sure they are well informed before making decisions.