When running a business with many competitors, it’s important to know how to stand out from the crowd. Here are 5 ways a manufacturing business can communicate their value and set themselves apart from the competition.

1.     Know Who You’re Talking To

One of the most important things to remember is who you need to communicate your value to. Some people may call this a “customer persona.” A customer persona is a generalized idea of the decision-makers when it comes to purchasing your product. Once you have an idea of who has a say in purchasing, it will be easier to communicate your value.

You will likely have multiple customer personas for your business. It is okay if those different personas do not overlap much. For example, you could have a persona for the person in charge of purchasing your product and a different one for the person using your product. Understanding this difference allows you to share the appropriate values with the appropriate audience.

2.     Find a Competitive Difference

Once you understand who your potential customers are, you will be able to shift your company, so you have a competitive difference that speaks to your audience. Competitive differences will allow you to charge a premium and create loyal customers. This could be anything, including a workmanship guarantee, a system that helps you stick to dates, customer loyalty programs, and more. Make sure this difference is something your customer will appreciate that will influence purchasing decisions.

3.     Communicate Value Over Price

One of the worst things for your company would be getting into a price war with your competitors. This is one of the fastest ways you can eliminate profitability. Instead, make sure your customers are aware of the value you can offer that goes beyond price. If you find yourself in a bidding war with a competitor, make sure your price adjustments are sustainable.

4.     Use Content Marketing to Your Advantage

Content marketing is a valuable tool to use because it allows you to establish “thought leadership. ” Thought Leadership shows your customers that you are competent enough to get the job done and an expert in the industry. Some examples of content marketing include blogs, case studies, and whitepapers. According to Precision Marketing Group, 56% of industrial professionals “do not contact a vendor until they’ve compared and evaluated several vendors based on their website content.” Your website is a huge opportunity to educate and amaze!

5.     Tell Your Story

People want to buy from people. That’s why it’s essential to show the humanity behind a brand. You can achieve this by sharing social media posts highlighting your team and providing a thorough “About Us” section. When people feel like they know you, they are more likely to choose your business over a competitor. Don’t be afraid to show off your team culture and brag about your employees online.

Looking for more ways to take your manufacturing business to the next level? Contact us today, and we will be happy to help you differentiate your manufacturing business from your competitors.