Industrial Marketer
Industrial Marketer
How Industrial Distributors Can Set Themselves Apart
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Industrial distributors should market themselves based on what value they provide to customers and how they differentiate themselves from competitors, not what products they offer. This is essential as digital becomes the dominant sales channel.
Welcome back to another episode of the industrial marketer podcast your place for the tips, tech trends and tools that make a difference for industrial marketers, industrial distributors, and anyone else trying to get their name out in this wacky world of supply chain and marketing and manufacturing and industrial sectors. I am one of your hosts Joey and I am thrilled as punch to be joined by my host, Nels Nels, tell you a mother's gels. Jensen, how you doing, my man
Nels Jensen:I'm doing very well, Joey, thank you again for joining, allowing me to join you in this journey through the industrial marketing world. And what a world it is too
Joey Strawn:I was about to say I couldn't think of a better co host on this ship that we sail through through this industrial sector. The thing about it is, it really is every time we get together to talk about this, I think more and more about how deep this well goes, like how unique these industries are. And these these buying patterns are and no matter if you're sitting at the top of one of these chains, and you're thinking how can I get my teams to get more leads or get more sales or build a better website. Or if you're sitting in the middle of these funnels and you're in the HubSpot. So you're in the sales forces, and you're in the Facebook's and trying to say how can I generate more leads to, to show value for my marketing position. It doesn't matter where in this funnel that you are the industrial sector and pillars are so deep with uniqueness and experience. And I just, I feel like we're providing value. And I and I'm happy that you're here to do it with me now. And so we actually have a pretty unique topic today. And I want you to introduce it if you don't mind, because honestly, I'm going to pull from some of your experience.
Nels Jensen:Yeah, well, you know, we are going to talk today about how industrial distributors market themselves, we're going to talk about digital marketing for distributors. And this is a fascinating piece of the ecosystem. You know, it is if you just want to summarize it the distributors or, you know, middle middlemen middle people that, you know, in the in processes. Yeah, that's true. But they, it has been fascinating for me in the past year to have to learn a lot more about distributors. And I have, and they, they sit in very crucial positions where in some cases there even you know, frenemies, and another case, right. They're crucial partners. And they're, you know, they're not like across many industries, but they play such a vital role in this in this industrial sector, that it's a it's fascinating, and marketing for for distributors, is kind of the last frontier, I don't want to make it high. There's, you know, but it is a I think it's a huge opportunity for distributors to grow their businesses, but they don't think like marketers at all. So you know,
Joey Strawn:There's some people I will like, will I do totally.
Nels Jensen:Oh, sure. But generally speaking, probably they're not. Generally speaking, it's like, if, you know, in this many cases, it's, well, what the heck, I'm busy already, why do I need more business? Good for you? You're a great distributor, right? And it may, it's like, Okay, look, I write, in many cases, look around the corner. And it's like, what's, you know, what's the, what's your world going to be like, a couple years from now? And it's gonna be different. I may not know, you may not know exactly how, but it it. There's definitely opportunities here because distributors, I believe, are going to take on a more increasing role in the system, maybe not in a dramatic way, but they're not going away. distributors now are proving to add more value to the ecosystem. And the smart ones do it really well. And I just think there's a you know, maybe it's not maybe I'm exaggerating a little with the last frontier, but you don't hear a lot about distributors.
Joey Strawn:I I'll pick up on that, because I don't think you're too far off now. And one of the reasons that I was excited to talk about this is and you know, whether you are an industrial distributor, and you're listening to this, or you have a partnership with one or you're looking into you know, changing yours or whatever it may be and there may be some people who are just like I'm going through now now suddenly fine, but people who know you know, and you want to listen so I think we what I want to do is I want to take a step because it is a little bit the last frontier now it's because the distribution sector and foundations and structures have been set up for a long time. And people have the relationships and they have the partnerships and they jump ships and they merge and they regroup and they expand and they balloon and people move. And there's, it's a, it's a wild west a little bit when it comes to how distributors think of, and have opportunities to market themselves because they are different. And that's where I want to sort of break our conversation into a couple segments. So this first part, I want to talk about what makes an industrial distributor different in the regards of what we would think of when we think of general marketing of, I have a message or I have a product or a service, and I want you to buy it, pay me for that product or service, why are they different? And then also because they're different? What's going to make a difference for them, you know, so I want to talk about actual specific things now that you and I have seen make a difference for some of these industrial distributors now that we know kind of what makes them unique in this weird industrial world. And then for our on the shop floor, we've got a fun little we're gonna deep dive, basically a devil's advocate question. So. But yeah, let's let's start with with that first question, I have what makes an industrial distributor different, because everybody lives in a world of you know, we're competing against other companies that do our things to, you know, to for our customers. So, where does industrial distributor fall in the mix? knouse? And what makes them different in the regards to competition? In your experience?
Nels Jensen:Yeah, yeah. So in in the most simple form, it's, they don't make anything. You know, manufacturing, you know, is, you know, parts and supplies and creation. And in many, many cases, industrial distributors are operating as a local sales present for a global company, they are taking a variety of products for a certain narrow sector industry, and operating as a sales force for those OEMs. You know, but generally speaking, that the distributors are different, because of where they are on the sort of ecosystem, they don't actually make and sell their own products.
Joey Strawn:I think and that's a good point, I want to like we talked about competition, you're saying there that they can be a local presence for a large brand. There are a lot of distributors that will, you know, distribute and, and sell and push a handful of different products, different brands, different services are different verticals, it just depends on their size and scope. But as you were saying, they sit in this weird, really unique position in competition, because if they're, if the person that they're distributing the goods of starts to directly sell in their areas, they're now directly competing against someone they're partnered with for life blood. And so it's a real sticky situation of well, what can we do to market this brand? Who's given us guidelines? Possibly. And if they decide to market in our own territories, we now then have to be fearful of competing against essentially ourselves and our, you know, our, our feeder?
Nels Jensen:Yeah. So and I think maybe I should just also, when we talk about industrial distributors, right, we're not talking about the logistics, but the logistics is does play a part of it, you know, we're talking about everything from the commodities of the supplies that you have for uniforms, and for, you know, towels and, you know, the Granger's of the world, or distributors who distributed industrial support products, but the machining, for instance, you know, the, the, the stamping or grinding or cutting or, you know, these big expensive machines are, you know, very often sold through distributors. And so that's where you have where, okay, in some states, a machine maker can sell you a product directly. And in other states, they use distributors. So in some cases, there, you know, it's like, God, I'd love to sell you that machine. But I can't, my distributor does that. And, and that's one of those, you know, frenemy kind of potential relationships where Yeah, my margins would be higher if I didn't have the distributors, but the distributors operate like a third party sales team. So you have right, the benefit of more outreach and more touchpoints with the market. So, you know, I've heard people talk about that their distributors are a blessing and a curse. And that's one way to look at it, for sure. But there are lots of different types of distributors, but you know, the key thing Is that they are an endpoint to your customers.
Joey Strawn:So in that vein mouse, so, you know, we've talked about this weird, unique position of competition that they live in with a friend, I love to hear you say friend of me. So as many times as you can say, friend of me this episode, I think it would be fantastic. But we've talked about that. We've also talked about kind of the space that they live in, like the Granger's of the world, the people that are like, Oh, if you want to buy this, or this, or this, you can come to me, and you can buy these and package and do all this stuff, and we'll get you the stuff. So what how do distributors then if they're not making anything? How do they sell? Or how do they get the create value.he
Nels Jensen:value, right the value, so it's much harder to create value, when it's just a commodity, right? If you're just selling paper towels for the washroom, that's a lot harder to create value, though, I'm sure somebody at Granger would be able to, you know, tell me how they add value in that
Joey Strawn:Those are very, very important pieces of commodity
Nels Jensen:they are, as we've, as we've learned, so the value comes from expertise and access. And in many cases, you know, we're talking about not commodities, we're talking about the opposite end of the spectrum, we're talking about hundreds of 1000s of dollars to write, build an automated system, and it's not the expertise comes in with the distributor, no has the relationships with the people making this equipment, they understand the technology, they understand the industry, so they could look at processes. And in many cases, distributors also function as a consultant to help you optimize your systems, whether it's, you know, some cases, you have, you know, engineered finishing systems where these folks actually, you know, you contract with them, and they help you design and implement and install and supply the system. So the distributor is an end to end solution for you.
Joey Strawn:Right? Well, and to put it into nonindustrial analogy terms, it'd be like, if you were working with a free agent, and insurance provider, you know, it's a matter of like, well, I can go to state farm. And I can also get, you know, or insert whichever one and get my house and this and this and this covered, or I can go to somebody who kind of has their hands and all of them, he's like, I can get this for this and this for this and put it together and you have a really good package, sure the money that you have to spend, and it covers exactly what you need it to. And like, that's kind of where the distributor, you're saying can provide value of being able to say, Listen, I distribute parts for every service and solutions for every part of this system that you have. And so I know that if you're dealing with this problem, and you have this thing, then you should probably be looking at these types of solutions, and that they are able to bring that expertise to the table.
Nels Jensen:Right. And we'll talk about that more later. I know, I know, it's on our list to talk about value propositions, but right some people, it's the ability to deliver, you know, any supplier, and in some cases, you're competing with other, you might be competing with other distributors who sell the same stuff, hey, it's all the same stuff. Why does yours cost more? Okay, well, you know, we're not a low cost installer, you know, we're going to be with you for the long haul, you know, we'll go do an audit of your processes look at you know, so distributors, sometimes are just selling things, but sometimes they are solutions providers for for that sector, and you just think about the industrial world. So, you know, this could, you know, we've got several clients who are in the fluid space, right. So they're, you know, they're, they're selling oils, there's for, you know, it could be for machineries, they're selling gasoline, they're selling, you know, equipment that is, you know, supplies for equipment that is necessary for your iration. So, in those cases, they may have, you know, they, they obviously have more knowledge about this than you do this right is one tiny piece of your business, but this is all they do. So, you know, hopefully you have a relationship with them, where they're able to provide you, you know, hey, you need to be aware of X or Y, or, hey, you're not doing this as you know, optimize, you're not optimizing your production process or whatever, you know, they, they're right, distributors can get extremely narrow in what they work in. And that works, you know, that's the it's the classic, you know, are you are you really wide but not very deep, or are you you know, narrow but extremely deep. And you can have distributors of all types. And that's one of the challenges for them and marketing themselves is how do you position yourself right along those lines?
Joey Strawn:Well, that it's almost as if you're reading my mind now, because what I want to do is segue from that do because that's exactly what we have. So we know what makes their competition a little bit different then go ahead. And what makes them in this unique sort of frenemy situation, we know sort of how they need to create, think about creating value is that expertise and that connectivity. So moving into the marketing functions of it, you know, what actually is making a difference for these distributors, I want to mention one thing, just off the bat, because it's just very technical, it's very straightforward. And it's sort of a Will you either do it or you don't type of thing. So you got to get your data in order, you got to get your website, and you've got to get your website data in order, because if you're a distributor, people are either going to be looking for the products you're selling, or they're going to be looking for you to be a partner for them to sell certain types of product categories, or expertises. So you have to have good pictures, you have to have good descriptions, you have to have your website set up correctly, to propagate online searches with those products, descriptions, categories, titles, brands, ratings, all of that you need it just built into your site. So if you don't have a strong confidence in the website, and the data that you're getting from either your, the OEMs, or people providing you with the information, really, really make a concerted effort to improve that and fill out product descriptions, make sure you have specs, make sure you have good quality imagery, because that's all going to matter. Technically, in the search, all the things that we're going to talk about here in just a minute, will play into that. But if you don't have a good basis, if you don't have a website that can show those images and actually allow people to connect to when they're intentionally searching for the things you offer, then most of what Nelson high talk about aren't good isn't going to be as valuable. So we need to get that out of the way first. So the technical stuff, the boring stuff is out of the way. How do people create a value statement? or How can a distributor really position themselves for value within the industry that they specialize in house?
Nels Jensen:Yes. So what what you've just described was the foundational elements that you you have to have, and which many distributors have, it's, hey, here's all our stuff. But what the opportunity to differentiate yourself is not that different from OEMs to Okay, we have a lot of cool stuff. Maybe we're making cool stuff. In this case, maybe we're selling the cool stuff. But the differentiators are the same as they are for the OEMs what solutions, you know, how are your solutions, right? solving problems!
Joey Strawn:Solutions? How are you solving that thing that I have.
Nels Jensen:Funny how, you know, I think you could go back to all 19 of these episodes, and you will hear us talking about customer points and solution solutions distributors, right. It's like, you know, what, how do you how are you going to help me I get it, you you know, you sell stuff? I need stuff? You know, I'll buy from you. But how is it that you really can help me? And I think in the case, the one of the challenges for distributors, is it's not as crystal clear, right? It's not, it's not like the consultant where you can go and say, we did X, Y and Z. And it resulted in a and b and c it's it's often cases that the challenge for the distributor to articulate how you're adding value is as amorphous, it's it's just more about our expertise will help you so that is a challenge. That's a real challenge. But I think that's why I talked about this sort of last frontier is that I think there are ways to tell those stories, but it's gonna take, it's gonna take commitment and discipline to do it. And you know, this is an area that's been hesitant to jump into the marketing world. And I think, you know, one thing that is actually prompting this last frontier to become upfront frontier is e commerce. Yeah. Okay, so I'm selling expensive machines. And I'm selling automated solutions. And I'm a distributor who is dealing with a very small number circle of clients. But guess what, they're still searching online. Right? Still, if they're, if they can buy the parts and supplies online, then I need you know, you need to figure out can there are lots of suppliers now who are allowing distributors to have an e commerce store on their site, and sometimes it's just a gateway. But if they're buying the inventory, then they can have that store. And, yes, you're not going to be buying, you know, a $200,000 piece of equipment in an e commerce store. But you might be going online and looking for specs and filling out an RFQ queue and you know, getting becoming a You know, warm lead, but right, the the e commerce mentality, if nothing else, is gonna force distributors to become better marketers?
Joey Strawn:Well, and we've seen it you know, and I know that you and I, we've seen it from both sides of the spectrum too, because you have the e commerce now ability to sell direct from a website and not have to have a distributor network that's ever present in all these different regions, you see that poll on the OEM side, but then on. But then on the other side, on the distributor side, you also see that poll of, well, now I have all these capabilities, now I have all these The world is smaller and bigger at the same time type of situation, and where some of those lines of competition get really, really blurred. And so when creating that value proposition, like you were talking about now, so it really comes down to what is it that I provide that nobody else can. And the way that in my mind, I think this is a this is a personal preference. But I think one of the ways that distributors haven't really launched into this yet but have an opportunity to is with content marketing, and telling that story through things like, you know, the the CAD files that that, that you can connect, and the the schematics and the case studies, and the stories and the testimonials that you can kind of weave together to say, if you have a problem in this industry, this industry, this industry or with these issues, then here are proven ways that we can save you time, money, right ache, whatever it may be, whatever that pain point is, for that particular target segment, some, it's always going to be money, well, I can package everything together and get you 20%, lower than you can, if you buy it all direct from all these individual people, or whatever it may be. But knowing what those pain points are and how you provide that value, then you actually have to say it, my goodness knows you've looked at so many of these sites that are just like we are things.
Nels Jensen:Hey, we have cool machines. And they do. Yeah, so. So here's another dimension of this, that if you are going to provide inventory information, right? If you're going to provide CAD files, images, spec sheets, product brochures,
Joey Strawn:Which you should, by the way, which you should.
Nels Jensen:That was right. But again, as we don't make more you don't make you don't make things, you sell things, right. So in some cases, it's just a, it's, it can be a big technological hurdle. To have your website, we're not talking about, oh, I'm gonna just do a little WordPress site here on our own, and we hired a marketing person. And yes, you can do that for relationships. And you can, you can have a true presence digital presence with a simple site. But if you're going to have that content marketing, you know, maybe you're getting that stuff from a feed from the manufacturer, maybe, maybe they're shipping it to you and it's in your hosting it, then you've got to keep it updated. But it's just it's it's a higher degree of website design to be able to have the ideal site for a distributor. And I think that's one thing that perhaps has held them back a little bit. But, you know, it doesn't have to be super complex, either, you know, you can you can basically show a bunch of things and link to the, your partner's. Right? You can but but by all means, tell them that if you don't have it in your inventory, that you can you have people you can go to in your network, and they'll drop ship it from there, you know, it doesn't need to go through your, your warehouse to do it, or, you know, just that telling those stories that, again, back to where we talked about, yes, the images, the spec sheets, all that stuff is fundamental, foundational, it's important. But that's not what's going to differentiate you and see how are you going to help me get that stuff into my shop? to, you know, alleviate my pain point?
Joey Strawn:Well, yeah, and and even more than that is if you have the people whose problems you solve, to saying, Hey, I'm a this, and I have this problem. And so and so help me solve this problem. And someone else says that or you have a wealth of people offering up those case studies and testimonials, and you can package them together and say, Listen, you got this problem, you got these things, look at all these people that says we do this for them. And that's gonna go a really, really long way. Another technical thing, and just an easy thing that I would recommend that all distributors take a moment to look at and do is are your online listings cleaned up? One of the big huge benefits of online I mean, industrial distributors They're regionally focused, they have local connections and local sales efforts and people that they're talking to. So if you have local listings online, you can show up in the local searches, people are looking for something, something so and so near me, there's more chance that you'll show up that your products will show up that your services and solutions will show up. So if you haven't signed up for something like Yext, or I think even the Why be yellow or wipey, calm yellowpages.com as a service that does it. But make sure that your business listings and product listings are up to date in your local directories.
Nels Jensen:On your trade, and your, your specific trade areas to write, you know, yeah, and some of the broad ones thomasnet or, you know, some of the others. I mean, there's, you know, but yes, if you're, if you're in the fluids space, then you should be make sure that you're listed on, you know, the appropriately different sites for the fluid industry, and they're, and they're, they're, you know, they are,
Joey Strawn:They are they exist, and most of most, if you're working in industry, you're at least familiar with him or her the names drop, so track them down to just do a little clean exploration do a little Yeah,
Nels Jensen:Well, you know, the, a lot of distributors haven't ventured into the digital world, because this, you know, you, it's predictable. Well, you know, we know who our customers are, and we have these great personal networks, and all true and 10 years from now, when all those folks who have, you know, retired into, you know, playing golf in Florida, then what
Joey Strawn:I do for you, right, or when we're sitting here in 2025, in the Omega variant is still keeping everybody canceling, canceling. Like, the thing is, we need to make sure that all of our avenues of lead generation lead nurturing, and, and sustenance for our businesses stay strong, because the industrial sectors always have to, in our lead generations different, it's not a matter of just putting out a discount on Hershey's, you know, we've got to keep these funnels strong.
Nels Jensen:So as a content person, that when I hear about very, very narrow targeting, and audiences, you know, what I always think of,
Joey Strawn:What do you always think of?
Nels Jensen:I always think of paid media. To me, it's like a powerful source for targeting, right? It's, yeah, I can, I can write white papers and do blog posts, and we can put them in newsletters, and they might reach them and they might get open, they might get read. But that is not a complete picture, in terms of you know, content marketing is very important. But, you know, I think that might be also distributors, you know, are they getting into the, you know, they don't make things right, they're selling. So you can certainly do blog posts and white papers about how you help people and the services, you provide everything. But that, you know, depending upon the size of your distributor, that might make sense, it might not, but talk a little bit about how the power of targeting in paid media because to me, that's, that's something that a lot of distributors might not think about, but is a very legitimate way to reach your audience.
Joey Strawn:Well, especially, as you mentioned, being in very niche unique industries and segments and having very, very specific target audiences. You know, one of the things that, and I know not everybody's like, well, I don't have 1000s and 1000s of dollars to spend on Google Ads every month. And I and I very much understand that but part of a well balanced marketing plan or marketing approach for any company, but especially distributors, because there are products to sell, there are solutions to provide. And as much as you want to push your value proposition and have those solutions and answers out there. You have to cover the other side of the coin, and say, these are the product names that we sell. So if someone's looking for XYZ, that you show up for that, that especially if you sell it in particular regions, that gives you the ability to geo fence and geo target those reason regions, there's so much more control that you have with either programmatic, social or online media targeting, then that distributors can and should take advantage of whatever extra money whatever dollars that you can associate to getting your product names in searches for your local areas for getting images and carousel ads in LinkedIn and social media and places that people might be looking to get remarketing or programmatic imagery following people around who were searching for the products that you sell in your areas. There should be a layer Have that to some degree and your strategy if part of it is getting people to your site, looking at the products that you sell and showing interest in buying them from you, or through you, so that I mean, oh, nails, thank you for talking about paid media. It's we don't as strategists in this agency, or in this industry loves to just jump on and say, Yeah, I have to spend so much money. But it any, any, any any well designed, well thought of and sustained marketing plan should have some media dollars associated to get in front of the right people who may not be looking for you at this exact moment.
Nels Jensen:Yeah, segmentation is a challenge it distributors often are as segmented as anybody, right?
Joey Strawn:Yeah. And if anybody's gonna understand segmentation, and be able to operate within the parameters of it, distributors are nurtured into that from day one. And so you know, it's gonna be something that they can understand of being able we need to communicate with these people like this, these people like this, or these people like this. They're probably better prepared for that than many others. Oh, all right. Well, now, here's, here's what I want to do. I want to go down to the shop floor. And I want to play some devil's advocate. And I want us to go back and forth on some questions that, that we get asked a lot in the realm of industrial distribution. So are you ready to head down to the shop floor?
Nels Jensen:Yes, I am. I love the floor.
Joey Strawn:Let's go make a difference. Stop, stop, stop, stop, stop. But that was me stopping everybody. We're here on the shop floor to actual lies, and action eyes, some of the things we've been talking about. So industrial distributors, that we've talked about how they market themselves and talks about what makes them different, and what makes a difference, but we're gonna talk we're gonna do any error, you now have specifically written about industrial sales and processes. And you've, you've studied and talk to these people. So I'm going to play a little bit of Devil's you know, what Nels voles advocate. Alright, here's our question. So now some coming into this. I'm going to be moment to be in combat in Yeah. So do distributors. I mean, we've talked a lot about this, well, they got to have a brand, they got to have a value proposition. And bah, bah, bah, bah, so much work. Like I just sell stuff. I just have products amend parts. Why do I? Why would a distributor need like a brand?
Nels Jensen:Yeah. And distributors need a brand. But how strong is that brand is going to depend right, you know, give you the old default answer. It depends. Ah, yeah, it's, you know, if, let's say, I'm a distributor, and I work pretty much here. We're based in Nashville, I pretty much work and, you know, downtown, the the Gulch in Franklin, which, to those who don't know,
Joey Strawn:Nashville, those areas, this areas.
Nels Jensen:Those are three key commercial and commercial areas. Let's say we deal with office buildings. So right. So that's my world. And I don't need any anything bigger than that. So the amount of branding I need there, essentially, I need branding for search. I need some branding for potential growth. There's going to be contractors we're dealing with that I don't even know. So yes, do do I need a brand? Yes. So okay.
Joey Strawn:Well, so let me have the question I hear. What I hear you saying is like, if you're working in the Nashville area, at least you got the we're using this microcosm as as our
Nels Jensen:Yeah, it's just how it works. We'll talk about the other end of the spectrum, too, right.
Joey Strawn:But you're in there, and you're working in these areas, you're saying that you could do a better job, if you talk to the language of those areas. And we're really connected to those areas. And we're truly like, solely focused on providing solutions that you could only provide to those so like the Gulch, you're referencing the buildings that are there, you're talking the the lingo that's there, you know, the business needs that are there. So your brand might just be, hey, I'm the South Broadway Gulch, you know, whatever guy. And, you know, you just embody that culture. That idea. You're saying that could be as simple as Yes, yes. out there. Yeah.
Nels Jensen:So I, you know, let's, we're talking, in this case, this hyper local end of the spectrum. So let's say I work in construction, and I'm doing Electronic and power supply. Right? So, okay, circuit boards and panel boards and you know.
Joey Strawn:We all got to have power I know, right, everybody's gonna be needing
Nels Jensen:More important than ever in terms of efficient energy use and reporting. Right that you know, but so right is a Jensen, you know, electronics, you know gonna be adequate well it has something to do with electricity, whatever, you know, I mean, that's just a different argument there. But that yes, I need a brand because if nothing else, how do people? Oh, I've heard of that. If they're just going online to check it out. You know, I mean, nice. You know, not everybody carries business cards anymore. It used to be that, oh, yeah, I've heard about that. Jensen electric, you know, whatever. And somebody, Oh, I got his card, here you go, whatever. But, you know, passed us by the long before the pandemic ever arrived? So yeah, we need to do we need a brand? Yeah. The other end of the spectrum to Okay, let's say that you're doing
Joey Strawn:So we're in this world? Sorry.
Nels Jensen:No, I was just gonna say the other end of the spectrum is, okay, so you have a national distributor, like Granger or gray bar, or some of these industrial companies. So you know, they don't really tell you a lot what they do with their brand. But they have a powerful brand, because they've been in the market for a long time. They have legacy. And they have really good websites. So if you, you know, there, yeah, they're, they're basically are working off a name that people understand. Now, there's other things like, if you basically are just doing pool equipment, you're having pool equipment, you need to have something, you know, in your name, I assume that says something about, you know, swimming pools, whatever, right. But yes, if you, you know, if you just have a, you know, a brand name, you know, of XYZ is, you know, I don't
Joey Strawn:Really work Sure, it really does, it really does come down to knowing who who your audiences. And, you know, I was I was being a little facetious earlier, it's like, well, we just sell parts is really, it the the question comes down to your selling solutions, with the parts that you're selling. And so what can you provide in the realm of those solutions that is unique to your segmented audience that is unique to your target markets. And it you know, within, especially within the industrial sectors within your niche, so many of these, there's so many niches and so many small things, just look at a list of NAICS codes, there are so many folk lie within the world of industrial marketing, and distributors help and partner at every single stage of the process. And so there are niches beyond their dishes within niches within niches. And so understanding what that niche is understanding the solutions that you provide, through your products, and through your expertise, and knowledge of those products. That is really what it comes down to more than just I use yellow a lot in my brand color. It's really coming back to the Yes, distributors need a brand because you need to understand your market, your niches, your segments, and the values that you provide for those segments, and your brand is how you communicate that with everybody. And I guess that way, yeah.
Nels Jensen:Yeah. So the value proposition super important, not for the P, you know, yes, you reinforce it all the time to your customers and the people who know you. But it's even more important for the people who don't know, you and the bride who might be engaging with you and considering you for future work. I mean, you know, that's, that's the old, old world manufacturing. Well, everybody knows who we are, you know, maybe not. Yeah, and, you know, the, that, yes, it is, I understand how that evolved the way it did with relationships, and, you know, niches and various things like that. But that's, it's still important, right? Don't Don't get me wrong, relationships are still hugely important. Getting out into your industry, being a, you know, part of that community, that tribe, if you will, super, super important. But yes, how do you how are you articulating how you can help people you don't know. Right?
Joey Strawn:Yeah. And I think and that's what the heart of the matter is, is that, you know, distributors are in a unique position. And so is that they don't make the products that they're selling, and they're a connector that there are a bridge. Yeah, they're a solutions provider. But it doesn't change the fact that here's what we've kind of wrapped everything up with this nice little bow is it doesn't change the fact Understanding your audience, understanding the solutions and value that you bring to that audience. And communicating that in a consistent way across all of your channels is the heart of what this brand and market needs to be. Now, as a distributor, obviously, you need to have your technical specs in order, your website needs to work, you need to have products and CAD files and spec sheets and details and you need to be able to rank for that. But when it really comes down to it, if you're not differentiated from anybody else, because of either your expertise, your price, packaging, your knowledge, your expanse of product, your connections, and partnerships, or whatever it may be, then you're going to have a hard time differentiating yourself from anybody else.
Nels Jensen:That's so so so my two examples. So the neighbor the hyperlocal, right, I'm in construction. And I know that neighborhood called the Gulch as well as anybody. I have insider knowledge. I know that market, I know the players, I know what's next. I know what's, you know, coming up, I know what someone's proposed. So how do I articulate? The here's the value I can add, by working with em is some of that right? The other thing, the example the national pool supply distributor, okay, I I've got industry knowledge, I've got a network of people all over the, you know, the continent
Joey Strawn:where I know what safety protocols are gonna get seated. I know what OSHA rules are coming up next year that are going to impact the chlorine levels that people have to have and soda soda sighs
Nels Jensen:Well, you know, you really want to have a saltwater pool. Well, guess what, in this area, that region of the country, that's not the best idea compared to this, whatever it is, right. I, you know, industry expertise, hyper local knowledge. You know, I think that the challenge for distributors, is they have they bring unique value propositions, and they add values in very distinct ways. And they can add a lot of value. And I think that's why, you know, to wrap this up, where I started with kind of the last frontier is, this is an opportunity for distributors, to better articulate how they add value, and it's out there, and it's gonna happen, and we're gonna see it a lot more. But yes, there's definitely, there's definitely challenges and a higher degree of difficulty. But it's definitely a frontier that is quickly approaching if it's not already here.
Joey Strawn:And I will give you one takeaway one homework assignment, if you're a distributor listening to this is, if you get your value statement, solidified into one sentence, that's essentially, we provide this solution to these people with these things, and make that one sentence and then put that on your homepage. visualize that sentence and put it on your homepage and make that the first thing that people see when they get to your site is we do this for these people with these products. And see if it doesn't make a difference. I would challenge you that it would. All right. Now else we have successfully wrapped up what I think is probably the best episode so far of the industrial marketer podcast How you feeling today?
Nels Jensen:Oh, good, the best also the next one,
Joey Strawn:right, exactly. That's the correct answer. Well, and and everybody, as everybody already knows who's listening and is subscribed, listen, because we just keep getting better, keep getting better advice, keep getting better examples. We're going to keep giving them to you. So if you haven't subscribed already, subscribe to the industrial marketer podcast. If your aunt and your uncle haven't subscribed and make them subscribe, send it to them and a letter that says if they don't, that they're going to get a ghost is going to haunt their house or something. And they'll subscribe, follow us on Facebook, go to our website, go to industrial marketer calm because we've got so many articles now. So you've written a handful of articles, my name pops up on there. And there's so many people that are so smart, that are writing stuff on industrial marketer comm so get on that newsletter, make sure that we can know what your questions are. So post on social let us know what you if you have questions or topics you want us to dive into, because we are here to grow and learn in this world of industrial marketing together as industrial marketers. So I have Joey now, any parting thoughts for our listeners?
Nels Jensen:No, I that was that was quite the wind up. That was good.
Joey Strawn:All right. echo what you said. All right. Well, everybody until next time, thank you and we will see you next time.