MARKETING FOR TOOL COMPANIES

The tool industry faces challenges that make it very special:

• It sells complex products that require a detailed explanation and often require training or a certain level of technical knowledge to use.
• It operates in B2B environments, with a sales process that needs a time to mature. It is mired in a process of continuous innovation that requires the development of new skills and tackling technological challenges.
• Production managers are increasingly resisting the traditional commercial and classic marketing methods of industrial equipment supplier companies that only hand out technical sheets instead of focusing on selling benefits and solutions to their real problems.
• They want to reduce the number of errors and increase productivity.

For all these reasons, many managers or owners of companies that manufacture machinery and tools consider it a traditional sector and very different from other more changing ones such as mass consumption. Some professionals even believe that this industry does not have as much scope as others to be creative in the digital realm.

And it is true that the marketing strategies for tool companies are very different from those of the mass consumer sector. However, as with any other type of product or service, today any professional who wants to hire a tool provider begins their search on the internet, often directly from their mobile phone. It does not matter if they are buyers of large companies, small businesses or individual consumers.

Therefore, if you know how to capitalize on your internet presence, you can obtain great visibility and multiply your sales opportunities, avoiding having to compete solely on price or with a reduction in your fees.

It is no longer enough to sell higher quality machinery. The global competition is more and more intense and new Asian competitors very aggressive in price do not stop appearing.

At BCM we are specialists in digital marketing for the industrial and B2B sector and we can help you with different tools, identifying the most appropriate internet channels to make your company a fruitful and long-lived architecture and construction business. Our marketing philosophy is that this should be a constant and systematic source of customers for your business. It cannot be a succession of random actions.

The number of potential clients obtained is more important than the number of cold calls made. We focus less on the amount of activity and we focus more on results in the form of new business opportunities.

• Analyze the market and detect opportunities.
• Evaluate what is the current situation of your company. Identify your strengths and weaknesses.
• Build the philosophy and values of the company. Define your vision, message, the audience you are addressing.
• Exploit what sets you apart from the rest.
• What resources do you have for it.
• Develop an action plan appropriate to the objectives and resources to gain visibility and relevance.
• Set short, medium and long term objectives.
• Strategies to achieve those objectives.
• Transfer these conclusions to concrete actions.

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BCM Marketing: an agency specialised for tool manufacturers

This whole process is difficult, but you don't have to do it alone. Having an external vision will enrich your strategy and significantly improve your results.

At BCM Marketing we create your personalized marketing plan so that your company transmits all the advantages it offers to its customers. Because we know that generating leads that can be transformed into sales is the most important objective for your business.

Mass consumer marketing doesn't work for technology  companies. For this reason, BCM proposes specific techniques for them.

At BCM we offer you a 360 marketing model that adapts to your needs. These are some of the services in which we are specialists:

• We study the current situation of your brand, we analyze the marketing strategy and its objectives. What is your differential value compared to your competitors?
• We reinforce your commercial lead capture plan through an inbound marketing strategy and sales funnels that attracts new contacts in a non-intrusive and semi-automated way. It is easier and more efficient for your clients to search for you than to search for them.
• We develop a content marketing strategy that includes the creation and dissemination of valuable and relevant content for your clients, always aimed at meeting your business objectives.