• 10:41
SUMMARY KEYWORDS
Digital marketing, buyer personas, manufacturing, customer segmentation, digital game plan, Super Bowl, Valentine’s Day, customer roles, operational costs, communication channels, LinkedIn, email marketing, video content, informed decisions, sales strategy.
SPEAKERS
Damon Pistulka, Curt Anderson
Damon Pistulka 00:03
All right, everyone, welcome to stop being the best kept secret. I’m your co host, Damon pistolka, and we are so excited to be here today, because we’re going to be talking about digital marketing strategies for manufacturers and specifically creating buyer personas that pretty gentleman right over there is Kurt Anderson. He’s going to take it away. We’re going to talk about this, answer your questions, and hopefully share some great information.
Curt Anderson 00:29
Damon, happy Friday the 13th to you. It is a wonderful day. It’s a lucky day, my friend and yes, it is, did you? Are you? Are you ready for Valentine’s Day? Are you all set? I am ready? That a boy so proud of you. I didn’t even have to give you. Give you a heads up or a nudge. Let’s dive in. We’re going to go fast and furious. So guys, welcome Happy Friday to you. Happy lucky Friday the 13th, wherever you are, whatever time you’re catching us. And so yeah, we are going to be diving into digital marketing strategies for manufacturers. And in particular, we’re discussing buyer personas. And Damon just share like, why are these buyer personas just so important?
Damon Pistulka 01:07
Man? Well, if you don’t know who you’re selling to, you basically are selling to no one. Because if I’m selling to say I’m selling to somebody that’s in the, you know, whatever, you go printed circuit board industry, and I’m I’m using words that people in roofing use, or some other manufacturing industry, your best customers are not going to listen.
Curt Anderson 01:31
They’re not going to listen. And so when we try to be everything to everybody, you become nothing to no one man. And I’ll tell you, we always talk about like, how do you niche down and really niche down till it hurts. So Damon, let’s just hey, let’s we’re not pulling any punches, dude. So we’ve created this wonderful, incredible, powerful software tool. We call it the digital game plan. And this digital game plan does a phenomenal job of dividing up your buyer personas. And hey, it was a big week this week for a couple of reasons. What happened this week?
Damon Pistulka 02:05
We won the Super Bowl. So
Curt Anderson 02:07
Seattle Seahawks won the Super Bowl. And the day that the Super Bowl ends, what is the next best part of the year?
Damon Pistulka 02:12
Damon, Valentine’s Day, spring training. Or, yeah, you’re
Curt Anderson 02:17
right, Valentine’s Day. But then after that, spring training. So spring training, yep, yep. So you’re, you’re, are you baseball fan? By any chance, I’ve watched a few games. You’ve watched a game or two in your in your tenure. So what we like to do is, like, how do we divide up your buyer personas? We call them those soulmate customers by the basis, right by baseball diamond. So we’ve got our singles. Think about like, man, you know, boy, we love our singles. You know, sometimes, through attrition, they go away. You know, we hate to see them go, but it doesn’t devastate our business, you know. But man, we love our singles, but man, when you get those doubles, that’s when it really steps up nice business. How about those triples, when they slide head first and the third, and then, of course, we love our home runs. So Damon, I have a little case study example here, our dear friend, hey, if you’re a company called Procter and Gamble, I have Yeah, kind of a kind of a thing, right? Just Yes. If you’re a peanut butter junkie like I am, you certainly know Procter and Gamble. So right here, what it’s done, it’s broken up these buyers on by different base pads, if you will. And so, Damon, a look at these, and then we’re going to go specifically into that buyer persona. So what’s what stands out to you as you look at this list of our rounding the bases?
Damon Pistulka 03:32
But this is, this is pretty simple, because it really looks into, okay, what is a smaller customer into larger? Largest customers in this case, is how it’s broken down. The the soul mates,
Curt Anderson 03:44
yeah, and I love it. And so, you know, we’ve got Dollar General, so our dollar stores out there, of course they could, you know, for many small companies, that would be a home run. But then we’ve got public supermarkets, staples,
Damon Pistulka 03:53
regional, and staples is national, and Walmart’s a behemoth,
Curt Anderson 03:57
Yep, exactly. So, I mean, I feel like this did a really nice job of kind of dividing up those singles, doubles, triples, home runs. Let’s take a look. Damon, what base Are you looking to hit? What base you’re looking to get on today? Solid double. You’re looking for a solid double. Let’s dive into Publix, my friend. So what it does is, when you try to sell everything, when you try to be everything, everybody, once again, what are we? Let’s say together, nothing to no one, right? So what this does is, like we create a person, a human being. And here is Michael Johnson. Michael’s 42 He lives down in Houston, and let’s take a look at his bio. So he oversees operations at several public market locations, rapidly expanding regional market. His moment of truth occurs, right? Don’t you love that? Damon, the moment of truth. If you had any moments of truth this week,
Damon Pistulka 04:45
I’ve had a few.
Curt Anderson 04:46
You had a few. Man, my friend, you know, when your city wins a Super Bowl, that’s a big moment of truth. Wouldn’t you say yes? So the cool thing is, you know, rising operational costs and efficiencies create pressure from upper management. So like he. Feeling the squeeze, right? Can you just feel the pressure that poor Michael’s under?
Damon Pistulka 05:04
Yep. Yeah, you can. And
Curt Anderson 05:07
so talking to those frustrations, you know, we take a look. What are some? What stands out to you, some of these frustrations here, from your perspective, anything in particular, as we’re diving into our buyer personas, teammates,
Damon Pistulka 05:19
I think there’s a there’s a lot of when you work on these sides, it’s like, how can we help them sell products easier? You know, that’s what I come on, that you know that through technology, through stuff, beyond the product, really, and making their lives easier, right?
Curt Anderson 05:36
And like, right here, you know, pressure, you know, inconsist You know, like all these challenges here that he’s facing. And so we want to dive into the frustrations, the understand his motivations. And then exciting thing down here is, like the communication, where can we find him, and how can we communicate? And he’ll hear it saying, you know, hey, LinkedIn, professional groups, webinars, that type of thing. So again, the more that we understand this buyer, the more that we’re going to get out and reach and engage and connect and and, you know, win that business that we’re trying to acquire.
Damon Pistulka 06:08
Yeah, I really like the role in the buying process too. Because as you work with, if you work with larger companies, you really need to understand there’s going to be multiple people with roles in your in the buying process, and this really helps get you started thinking about that.
Curt Anderson 06:22
Yeah, absolutely, great point here. And so the nice thing is, you know this. You know factors influencing buying decisions. You know, you know who you know a lot of these. If you’re a small manufacturer and you’re targeting a large company, odds are you’re hitting a committee. You know, we talked about that with our dear friend, Wesleyan, recently a sales guru, sales coach. And she talks about, like, you know, how can you hit the different folks inside that major company for dealing with, you know, small companies you might be just doing, you might be dealing directly with the owner, right?
Damon Pistulka 06:51
Yeah, yeah. A lot of people in manufacturing and B to B though are dealing with this more and more as companies get larger, that’s for sure. Yep.
Curt Anderson 07:01
So the thing is, what you want to do is, you know, we’ve got this free software tool for your disposal. We welcome you, encourage you, invite you to reach out to Damon or myself, and we would love for you to test this out and just see how it works on your end. But again, the more that you understand that buyer persona, you know, for example, we’ve got a dog treat manufacturer that we’re working with, and what they’re focusing on, they’ve got, they’ve got their singles, and then they’ve got their triples. Their singles are their consumer buyers, you know, dog treat, dog bone manufacturer. So they’re they sell direct to consumers. So those are their singles. And then on the triples is their whole wholesale business, and they’re trying to find more distributors and more retail. And then, of course, you know, their home run would be the Walmarts, pet smarts, the big, major players. But right now, that’s what they’re focusing on. So I really encourage you, you know, as you’re diving into this, you know, pick that one customer. Think about like, man, who are we absolutely crushing it for? And if we could replicate this customer over and over and over. And if you’re, if you’re crushing it for this customer, man, odds are that you could do the same thing. And how can you take that same success? Damon, your thoughts,
Damon Pistulka 08:10
no, I agree with that completely. Because you really, when you narrow that focus, you can talk to them, you know where they are. You just things become a lot clearer. That’s the just becomes a lot clearer, right?
Curt Anderson 08:24
It targets your messaging. It targets, you know, what you’re selling, how you’re selling it, whether you’re selling widgets, components, products, services, again, like, you know, if you’re struggling and you’re just like, gosh, I feel like I’m doing everything, I’m just not resonating, I’m not connecting, I’m not getting those leads. You know, I encourage you, like, less is more, right? And like we’re challenging ourselves all the time, like, Hey, what are things that we can shed off of our plate? And the more that you focus in, the more that you move that needle. Before we wrap up, let’s talk about, like, connecting with folks, you know, in A, B to B space. Obviously, you know, LinkedIn is a great connection. You know, whether it might be email marketing, might be video content, anything that you want to share, as far as like, you know, what to put out there, as far as like content for our friends.
Damon Pistulka 09:08
Well, I think as as we move forward, we’ll be talking about this, but it’s really educating, educating your customers and helping them make an informed decision. Why? Why would they want to do business with you? Why? You know, and just see what they really can do, what how you can help them keep helping them. Help help them make more and more informed decisions, and that will help you eventually.
Curt Anderson 09:30
Yep, exactly. So alright, guys, we’re going to wind down and wrap up again. Reach out to Damon. Reach out to myself. We’d love to, we would send you. It’s a total free, free software tool. You can create your own digital game plan, establish those buyer personas, and man, it might challenge you to think a little bit differently in how you target folks. So Damon, closing thoughts as we wrap up today.
Damon Pistulka 09:52
Now take the time to do this. I mean, when you when you identify your ideal customer and the buyer personas for them, it really will. Unlock some some things that you’re probably skipping over now.
Curt Anderson 10:03
Yep, all right. Well, guys, happy Valentine’s Day weekend to you. Stay safe, stay warm, wherever you’re coming from, and if you’re in Seattle, congratulations all of our Seahawks friends out there. Damon, congratulations, dude.
Damon Pistulka 10:17
Well, thank you, Kurt, and thanks everyone for being here today. We appreciate you. We just so thankful that you’re here today. If you got into this late, go back to the beginning and learn a little bit more about creating buyer personas and how that might help you focus your marketing. We will be back again next week. Have a great weekend. Everyone. Peace. You.
