Marketing is essential for any business; it is how you get your product known to potential customers and make sales. Without sales, you cannot generate a profit and your company will fail.
In fact, the desire to make sales is what caused the saying “the customer is always right”; even if this is not always the case.
What is certainly true is that you can have the best dewatering pumps in the business but if you don’t get the marketing right you’ll never make a sale. There is simply too much competition.
Not so long ago you marketed your products by cold calling potential customers, advertising in papers and, if your budget allowed, placing some television adverts.
While these methods can still be employed it’s important to recognize that in the modern digital world this will not be enough.
Social media and the internet are now the two biggest marketing opportunities for any business. These can be used by anyone and effectively level the playing field.
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SOCIAL MEDIA MARKETING
The point of social media marketing is to allow your potential customer to get to know you, not specifically your product. This is an opportunity to create a brand.
You may think that because you’re selling pumps to commercial firms this is not necessary. But even the largest firms are run by people; that monitor social media.
An effective social media campaign means creating a profile and linking with others to build your reputation, credibility and visibility.
You can then introduce your products but this needs to be done in a relaxed manner. Pictures of the pumps and their usages, especially if the picture has a funny side; will attract attention.
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SEARCH ENGINE OPTIMIZATION (SEO)
SEO involves placing articles n your own website and linking them with other leaders in your field. They need to have specific keywords to help potential customers find you. Pumps may help but it is likely your article will be swallowed up by the sheer number of other ones using the same keyword.Your keyword should be as specific as possible to ensure people looking for your pumps will find you article and then link to you.
While it is possible to saturate an article with keywords it is important to make sure the article is relevant, factually correct and informative.This will help to ensure your article is liked by the search engines and appears near the top of the results page.
In reality most people do not click beyond page 1 or 2 of the results before trying a different search; you need to be on those pages.
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Old fashioned networking involved visiting potential customers and industry contacts. It also meant having a presence at trade shows to ensure everyone knows who you are.
This remains an important way to get your company and your pumps noticed.
But, you also need to connect with other professionals on sites like Linkedin; this will help to ensure you are known and recommended when appropriate.
The more you get your name and pumps out there the easier it will be to create sales; and generate the profit you need.