Brand marketing is the kind of marketing every manufacturer should be doing. Your company’s brand is its identity, its most important piece of intellectual property. A cohesive branding strategy is what keeps your clients moving down – and through – the purchasing funnel.
But how does marketing automation feed into branding?
It seems counterintuitive. Manufacturers’ brands are the most humanized components of their businesses. Indeed, your brand is more than a logo and a specific typeface…it’s the personality you bring to your business that colors the public’s perception of it. How can automation improve that process?
Pretty simply, actually! Here are a few of the ways great marketing automation software streamlines your businesses’ ability to brand itself.
It’s hard to keep all the tangible representations of your brand in one place. Your automation platform’s interface allows your company to keep a centralized repository of all branding materials: the logo (in different sizes and iterations, of course), the content guide, the font sets, the color palette, the photos, etc. Keeping everything in one place means anyone from your CEO to your digital marketer is working with the exact same branding tools. Consistency is key for effective branding.
Social Publishing Tools
Social media is a juggernaut your manufacturing business can’t afford to ignore. (Still not convinced? Read this and this and this.) But it’s hard enough to keep your own blog updated…who can remember to constantly check Facebook and LinkedIn and make sure clients are trying to converse? Your marketing automation software can. Automation links with all your social platforms to give you all the info you need – someone tagged your business! someone has a complaint! – in one place, using one login. Same goes for pushing out social content, too. Easier is always better.
The key to getting the right branding message to the right customer at the right time is segmentation. Manufacturers have particularly long sales cycles. It’s important that potential customers be served exactly the information they need at their specific point in the sales process. Anything less is leaving opportunity on the table; Anything more could alienate them. Remember, it’s your brand’s job to educate the customer. By segmenting them based on where they are in their purchasing journey you can be sure they’re getting the type of branded content that will resonate most with them at that moment whether that’s an eBook, an email, or even a simple blog post.
One of the hardest parts of managing any marketing campaign is coordinating the marketing efforts with the sales efforts. Your sales team is the living, breathing face of your brand; they’re the cherry on top of the branding sundae. Automation keeps communication between the various facets of your business flowing to ensure everyone’s always on the same page. A customer halfway through the purchasing funnel shouldn’t have to re-explain her problem every time she encounters a new brand representative…automation keeps everyone up to speed.
Branding is a wheel in constant motion. If you don’t actively brand your business, the market will. Be sure you’re taking ownership of the (daily) activities that define your company’s personality.
Need a branding partner?
Sync can help.
We’re experts at branding and digital marketing for manufacturers, and we’re here when you need us.