For the most part, manufacturers have tended to focus solely on marketing their products, neglecting to shine a spotlight on the individuals and teams who create them. The fact is a manufacturer’s personnel can be the strongest assets you can market to customers.
When advising my manufacturing clients—pointing out the lack of employees featured in their campaigns, product launches and even company website—they nod in wholehearted agreement. They understand that their workforce is their greatest strength, but don’t quite know just how to position them front and centre.
Here are a few ways you can market your employees and team:
Imagery – Hire a photographer to take corporate headshots of the those in your company. Additionally, have the photographer capture images of the work being done in the factory and in the office. Great imagery shows just what it is that you make and what it is that you do. It brings customers that much closer into your manufacturing world.
Company website – Create a team page on your website that features up to 10 key team players, along with their headshot and profile description. Also, populate your site with pictures of people working within various product pages.
Brochures and collateral – Mention the core staff involved in a particular product’s development and acknowledge their achievements.
Company news – Share achievements of team members through your company’s website, blog, LinkedIn page and announcements. This shows that you have the best people working for you.
Thought leadership – Create content based on team insights gained from experience working on specific products or projects. Leverage your team’s knowledge to develop case studies, whitepapers, blog posts and more.
By highlighting the people behind their products, manufacturers can connect that much more with the customers they serve. In effect, they bring their brand to life.
Looking for more help to make marketing work in your B2B company? Get proven tips in PROFITGUIDE’s Market Smart, the B2B Marketing Guide for Non-Marketers.