Let’s not kid ourselves.

You’re a small to medium sized manufacturer. You don’t have the budget, time or experience to build out a full-blown, corporate-sized, monolithic integrated marketing strategy.

But to do nothing isn’t an option. Not now. You have to get in the game, or you’ll get smoked.

There are 3 basic steps to building a sustainable & valuable marketing plan. You don’t have to enlist an army of Twitterers or spend thousands on a Herculean Website. But you do have to follow some basic steps. Here are my takes on the big 3.

Follow them in order and you’ll maximize your investment. You’ll  increase the likelihood that you’ll be discovered and engaged by industrial buyers & sourcing professionals looking for your services. AND you’ll give ’em information that sets you apart from your competition.

Step 1: Build Your Base – Your Website is the center of your online universe. You have to get the mother ship right before getting prospects and customers to come aboard.

Step 2: Say What’s Important – You have to give the industrial prospects that are looking for help the information about your business that matters to them, in the contexts that attract their attention. Otherwise, you’ll leave money on the table.

Step 3: Work The Channels – Now that you got your Website right, you have to establish paths for those prospects to find you. Establish your presence in the right voice, and in the right places, to make sure you’re found at the right time & by the right prospects.