Marketing can be criticised for being too general.
But it doesn’t have to be. Being targeted often delivers the greatest results for manufacturers and engineers.
Sarah West of Full Mix Marketing takes a look at direct and indirect marketing and which is best:
The indirect approach
For most, the ideal outcome from marketing is to attract customers actively looking for what you do (often called ‘pull’ marketing).
It’s the basis of most digital marketing, including search engine optimisation (SEO), paid search (PPC) and online advertising.
Indirect marketing can be very effective if there are many customers who need what you deliver. However, if what you do is more niche – or customers prefer a closer relationship with suppliers – it can have limitations.
Going direct
Most businesses can describe their ideal customer! Perhaps there’s a local company who’s evaded their charms – or another for whom they could do a better job than their competitor.
Often, this can become a lengthy list of companies or certain types of business.
Direct marketing (often called ‘push’ marketing) is the tactic of approaching them direct, rather than waiting for them to react.
In its purest form, direct marketing means making an approach by email, letter or in person. However, it can also include hanging out in the same places as customers – such as trade events, social media or the press and websites they read.
Which works best?
Most businesses get the greatest results from a mix of direct and indirect marketing. However, when resources are limited, the direct approach may offer the greatest potential.
In a noisy world, it can cut through and ensure your name is the one customers choose.
What’s the secret to success?
A database of businesses can often be easily sourced, within GDPR rules. Email and fulfilment services make it simple to send carefully designed messages.
Social media can be used to connect with important individuals and your expertise can be highlighted in content marketing sent to press and websites keen to share articles.
Our top tips are:
- Be specific but make sure your target list is large enough to deliver results
- Be persistent and consistent. It can take several exposures to your direct marketing before customers respond
As East Anglia’s leading B2B marketing agency, we deliver effective marketing for companies across the UK in manufacturing, engineering and technology.
For more help, visit fullmixmarketing.co.uk
