A Guide to Marketing Your Full Scope of Services
As you steer your business toward promising growth and increased sales in the thriving industrial sector, you’ve likely encountered a potential client who says, “We didn’t know you did that.”
That statement is more than just words. It’s a glaring signal of missed opportunities and unrealized potential. But there is a silver lining. With the right marketing strategies, you can tackle this challenge head-on.
In this article, we’ll share some strategies that will help you better sell all of the many things that your company can do.
What Is Industrial Marketing?
Marketing isn’t just reserved for flashy consumer brands. Industrial companies, with their complex products and services, need it too.
Often dubbed B2B marketing, industrial marketing promotes your company’s products and services to those who need them most.
Effective marketing complements your sales efforts by generating leads, attracting top-tier talent, and showcasing your company’s strengths. Without it, you’re essentially operating in the shadows, hoping potential clients will stumble upon you.
Why Effective Communication Matters
In the industrial space, clear and consistent communication isn’t just a nice thing—it’s a must. You must articulate your company’s capabilities, unique value propositions, and differentiators to potential clients. If they don’t understand what you bring to the table, they’re unlikely to consider you for their projects.
Ask yourself: how many sales (and dollars) are you leaving on the table? Can you afford not to invest in a better marketing strategy?
The Common Issue
In our numerous discussions with industrial company leaders, one recurring theme is repeated: clients often aren’t aware of the full spectrum of services they can offer. This is a barrier that limits growth exactly when companies need it most.
That seemingly innocuous sentence, “We didn’t know you did that,” often stems from assumptions, siloed communication, and under-marketing of certain services. It can have far-reaching financial implications:
- Lost revenue: If clients aren’t aware of all your services, they might turn to competitors for solutions you could have provided.
- Missed opportunities: Competitors might swoop in and secure projects you were well-qualified for simply because they communicated their capabilities more effectively.
- Damaged relationships: Clients may feel you’re not transparent or comprehensive in your offerings, leading to trust issues.
Strategies for More Effective Industrial Marketing
Creating Clear Messaging: Complex offerings can be a double-edged sword. While they showcase your expertise, they can also be a barrier if not communicated effectively.
According to a survey by Brandpoint, 42% of manufacturing companies reported that demonstrating product value is their biggest marketing challenge.
The goal is to distill intricate services into clear, benefit-driven language. Your messaging should answer three fundamental questions:
- Who do you serve?
- What do you do?
- Why does it matter?
Answering these questions ensures potential clients quickly grasp your value proposition–whether they’re browsing your website or reviewing a proposal.
Building Strong Relationships with Clients: Marketing isn’t just about attracting new clients; it’s equally about nurturing existing relationships. Regular newsletters, check-ins, and educational content keep you at the top of your mind. This approach isn’t about constant pitching; it’s about providing value and staying connected. When clients consider their industry needs, you want your company to be their first thought.
It’s not easy, however. The Content Marketing Institute reports that 63% of B2B marketers have issues creating engaging and compelling content. Perhaps you need a partner to help with that; we share ideas on how to do that a few paragraphs down.
Showcasing Your Full Scope of Services: It’s tempting to focus marketing efforts on your flagship services—the ones that bring in the most revenue. However, this narrow focus can be detrimental. Many clients will only be aware of the services you actively promote. If you don’t highlight your full range, they might assume you offer nothing beyond your most visible offerings.
Utilize various marketing channels—blogs, portfolios, case studies, and visuals—to showcase the breadth of your services. This strategy informs clients and positions your company as a comprehensive solutions provider.
Aligning Sales and Marketing to Eliminate Missed Opportunities
A disconnect between sales and marketing teams is more common than you’d think. This misalignment can lead to inconsistent messaging and missed opportunities.
Consider these eye-opening statistics:
- Lack of brand recognition: 70% of B2B buyers won’t engage with a company they don’t know (Demandbase).
- Proposal pitfalls: Companies lose an average of $725,000 annually due to incomplete RFPs, highlighting the need for cohesive proposal strategies (PR Newswire).
Clear messaging is one of the first, and best, ways to bridge the gap between sales and marketing. Aligning these teams toward common goals can lead to better insights, more complete messaging, reduced miscommunication and smarter business development efforts.
How to Avoid “We Didn’t Know”
- Audit Your Website and Marketing Materials: Your online presence and marketing collateral are often the first touchpoints for potential clients. Ensure they accurately and comprehensively reflect your services. Clients who can’t easily find information about all your offerings are less likely to engage with those services.
- Spot Cross-Selling Opportunities: Your internal teams—field staff, sales representatives, and project managers—are on the front lines with clients. Equip them with the knowledge and tools to identify and act on cross-selling opportunities. A casual conversation might reveal a client’s need for a service you offer but haven’t previously discussed.
- Use Case Studies to Highlight Diverse Capabilities: Case studies are powerful storytelling tools. They not only showcase your successes but also illustrate the range of your capabilities. Instead of merely listing services, tell authentic stories of how you’ve solved various client challenges. This approach helps clients envision how you can address their unique needs.
- Develop Messaging for Different Decision-Makers: In the industrial sector, decision-makers vary—from project managers to operations directors. Each has distinct priorities and concerns. Tailoring your messaging to address the specific interests of each role ensures that your communications resonate and drive engagement. Speak the language of the target audience that you want to reach.
The High Cost of Invisibility
The repercussions of clients not knowing your full range of services are significant. Beyond the immediate financial losses, there’s the long-term impact on brand perception and market positioning. Loopio reports that brand reputation and competitive positioning are quickly becoming essential for companies seeking to win new industrial business.
In short: Operating in a siloed manner, where only select services are promoted, limits your company’s growth potential. And, as we’ve learned, leads to hearing that dreadful sentence “We didn’t know you did that.”
It’s time to keep your company’s full potential from staying a secret. You can flip this issue from a challenge into an opportunity for growth and success. This journey starts by implementing strategic marketing initiatives, aligning your sales and marketing efforts, and ensuring consistent communication.
Take Action: The Case for External Marketing Expertise
Embarking on comprehensive marketing initiatives requires time, resources, and expertise. If your internal team is stretched thin or lacks specialized marketing skills, partnering with an external agency can be a game-changer.
Here’s how Bold Entity can help:
- Strategic planning: We collaborate with you to develop tailored industrial marketing strategies that align with your business objectives.
- Content creation: From website copy to case studies, we craft compelling content that showcases your services effectively.
- Sales and marketing alignment: We facilitate synchronizing your sales and marketing teams, ensuring cohesive messaging and strategy execution.
By leveraging our expertise, you can focus on what you do best—delivering exceptional industrial solutions—while we create marketing that communicates your brand promise clearly, markets your services to the fullest, and wins more of the business that you deserve.
An outsourced marketing team may be just what your company is missing. To learn more about how Bold Entity can help, read our blog on Finding the Right Marketing Agency on our site.
