Many manufacturing firms focus exclusively on the internal process of manufacturing and shipping products , but don’t engage their customers with helpful information and advice on solving their problems. Since industries and products can be complicated and are often changing, people in your target audience want information your employees possess. Sharing expertise as well as selling products is an effective means of marketing. When people are ready to buy, they will come to your company first. Your shared expertise becomes a major component of your product and company brand. Marketing through educational ads, newsletters and industry involvement builds your brand. The goal is to encourage all levels of your company to focus on the needs of your customers, and not simply on your product. Do you have ideas along this line that have worked for your company? We will discuss this process in upcoming blogs…