Don’t Let Your Prospects Be Like the Relatives You Only Think About When You See Them

By November 26, 2013 Blog Feed No Comments

You may be traveling to see family this Thanksgiving holiday. Chances are you are going to see a relative that you have not seen since last year or even longer.  And, let’s be honest, you may have not thought of this relative since the last time you helped do the dishes together.  It is also likely she has not thought of you, either.  When the contact with someone is this infrequent, it is awkward to strike up a conversation.

You – “So! How’s that son of yours doing?”Doing Dishes

Once a year relative –  “Well, his probation officer says he can’t get back together with his old friends now that he is out. I’m pretty happy about that.”

You – “Let me dry that gravy boat for you.”

You may or may not have a strong motivation to rekindle your relationship with these relatives. That depends on how terrible you feel when you have just put your foot in your mouth.

Why would we go to this awkward place at the Fathom Blog? Because marketing manufacturing is basically a relationship and relationships are not good if they are not maintained.  For low investment, transactional purchases the relationship may be OK if it is minimal. But in more complex sales cycles and longer lead times (not to mention average order size) we typically see with our manufacturing clients it is important to build trust. Chances are a competitor will be comparable in a product specification and maybe even in delivery. Everybody makes quality claims. How then do you build trust? Communicate.

Don’t just communicate when you know the prospect is “hot.” Communicate when there is information that will let your contact hear about a new regulatory threat. Communicate when you will be in a trade show in their area. Communicate when you see a trend in another industry and can apply it to yours.

All this communication is practical by automated email. You may think of it as lead nurturing or marketing automation. All of this communication is essential to differentiate yourself from the competition.  Importantly, it can help a prospect turn into a client when the time is right.

This is not secret (cranberry) sauce. In short, don’t let your company be that relative that is easy to forget until next Thanksgiving.


Learn why the Internet is manufacturing’s best friend, including reliable ways to generate cost-effective leads:

Digital Marketing 101 for Manufacturers

About Matt Keough

With a background in both traditional and digital marketing, Matt has been involved in digital marketing with a focus on manufacturing and industrial companies since 1999. He has been with Fathom since 2005, serving as a program manager, account executive and senior account executive. Matt is accountable for the overall success of his client’s digital marketing programs and works closely with the specialists, account executives and management to set strategies that will produce the results that matter for the clients of Fathom’s manufacturing team. Matt has worked with clients such as Akron Brass, Materion, Diebold, STACI Corporation and Nook Industries to help them grow their presence online, as well as increase leads and inquiries from their websites. Before joining Fathom, he acted as an in-house marketing manager at a manufacturing services firm. He designed and coded websites, performed search engine optimization, managed pay-per-click campaigns, created direct mail campaigns, designed and produced brochures, managed trade shows, and was a manager responsible for client satisfaction measurement in an ISO 9001-2000 certified company.

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