Moving beyond tech specs and trade shows to connect in a truly memorable way
and to nurture new business possibilities.
Manufacturing Branding
& Marketing Agency Specialists
Manufacturing Branding
& Marketing Agency Specialists
Moving beyond tech specs and trade shows to connect in a truly memorable way
and to nurture new business possibilities.
Do any of these manufacturing branding,
marketing and sales challenges sound familiar?
If your prospects aren’t ready to buy today, you’ll want to be sure they remember you when they are. A strong brand story can open the door to connecting with your prospects in a more memorable way, as well as providing the story elements to nurture them until the time is right, with digital marketing tactics that meet them where they are in the buyer’s journey.
If you’ve been presenting your brand with a product-features-and-tech-specs-first approach, it may be time to reimagine what’s possible with your brand story to communicate your unique benefits.
Having the right essential content and a plan to introduce these offerings to your customers is key for organic growth from your existing base.
We can help identify which touchpoints may be falling short and the steps to take using the right tactics and the right times to begin the process of moving forward with greater success.
Dovetail specializes in discovering which opportunities your business needs more of, and then building a highly automated lead generation and nurturing system designed to bring them to you.
We target your “best customer” profile, engage them with educational content about your product or service offering, pre-sell them on your unique points of differentiation, and move them down the funnel toward contracting with your company. By the time you get involved, the prospect is highly qualified and ready to take action.
Often, we see the lack of definition between what a Marketing Qualified Lead (MQL) and a Sales Qualified Lead (SQL) look like. Is a website inquiry an MQL? What if the inquiry form “converts” but the information is clearly from a non-qualified submission? Without establishing a set of agreed upon parameters, it can be hard to track your KPIs.
There isn’t a one-size-fits-all approach to lead generation. Every company starts from a different place — some with a great head start, a content program, social media outreach and an email nurturing program. Others haven’t had the opportunity to set it up yet and need to start closer to the beginning.
Our approach is to combine what we know about BOTH marketing and branding to begin implementing a process that will lead to more opportunities that can be built upon over time.
It’s the classic “chicken or the egg” problem — should you hire before generating more business or secure new business before finding a solution to service it? In either case, a strong brand story can help define your culture, attract employees who align and believe in your mission, and retain top performers.
We can help you dial in your messaging and brand story through design and digital tactics, giving you more control over your future.
Some of the common KPIs include the number of impressions, search rank, web traffic and leads — but what’s really important is what those KPIs mean for your business.
We’ll help you define which KPIs should be tracked, what timing looks like for success, and we’ll set realistic expectations for what’s on the horizon, based on how robust or simple your plan may be.
Ultimately, it’s the performance that matters, like an improved conversion rate, new business opportunities generated, and revenue growth.
If you’re just starting out, it’s unlikely that you’ll have this data until you’ve had some time in market. If you’re a more established company, you’ll want to understand what numbers impact your Customer Acquisition Costs (CAC).
One of the ways to identify your CAC is to take your total campaign marketing spend as it relates to new acquisitions — wages associated with sales and marketing, software subscriptions, and other marketing and sales overhead costs — and DIVIDE by your total number of customers acquired.
At that point, you’ll have a baseline understanding of what it takes to acquire a new customer, which you can then compare to what their long-term customer value may be, or the net profit from a specific sale.
However, companies that remain top-of-mind throughout the long sales journey are more likely to build interest with their prospects and be at the forefront of their consideration set when the time is right for them to buy or have a conversation with them.
Every business is different, but the process is similar across industry verticals. By utilizing our REV Process, we can help you get a clear picture of what's possible and develop a plan that delivers the right touchpoints to nurture potential buyers until they're ready to move forward.
Perhaps your competitors do a fantastic job of quickly communicating their key differences and their value proposition. Or, from a presentation standpoint, maybe they’ve spent significant time and resources on their brand’s graphic design, which has elevated their perception as a thought leader and potential partner.
Whatever it may be, together, we can assess how to level-up your brand to gain a competitive advantage that’s designed to bring more opportunities your way.
The biggest risk for any manufacturing
company may be a lack of evolution in their
marketing approach.
It’s no secret — change happens at breakneck speed. What worked yesterday
might not be working today. Perhaps you know what needs to be done,
but lack the time or resources to achieve it. Or, maybe you feel completely stuck,
not even sure where to begin.
It’s okay.
No matter where you are in your marketing process, we’re here to help.
TO MINIMIZE RISK?
First rule — don’t skip steps.
Everything should start with a process
and an actionable plan.
Skipping steps can often mean short-term gains at the expense of long-term growth and sustainability.
Sure, the upfront pre-work can seem redundant, but it’s important to agree on what success
looks like from the get-go. This includes pinpointing areas for growth, deciding on KPIs,
identifying obstacles, and creating a game plan and schedule to move forward.
That’s why we’ve developed our REV Process — it’s a step-by-step approach to planning
and delivering on your next three to 18 months of branding and marketing activities.
Is our approach right for you?
There’s an easy way to find out.
We get it, finding the right fit is an important decision for everyone involved.
Our goal is to make sure we can truly help you produce the results you seek.
This should be a positive experience… even enjoyable!
A good way to find out if our approach is right for you is to simply have a
conversation with our team about “what could be” and then take it from there.
No pressure, no commitment. At the very least, it’s an opportunity
to expand your network and exchange some valuable ideas.
Let’s chat and see if we’re a good match.
Tell us a little more about your challenges.
If you’re facing any manufacturing branding or
marketing challenges, let’s talk and see how we can
work together to take your brand to the next level.
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