B2B Marketing Approach for Small Business

For a family-run machine shop, small changes can make big differences. While the impacts of projects like these seem like low numbers, these kinds of businesses are important for stabilizing remote rural economies. In order to make sure to reach the right audience, it was important to define the current market, the target market, and clearly express the shop’s capacities and services. It was also vital to specify Durbin Machine North’s value proposition, or what differentiates their shop from the others. At that point it became easy to build the basic messaging for the new website. A new contemporary logo was also developed to build low-key brand identity.

Once the new website was in place, a plan to promote the company using in-house capacity was built. It was determined that Jeff Durbin would continue as the primary business development  and marketing contact for the business, and his time for accomplishing marketing tasks were mornings, as machines are warming up or during long runs, so we had to build a plan to accommodate that availability. Jeff was already good at checking in with his current clients, so additional tasks included updating the website gallery with new projects, and a small amount of social media networking with other shops and posting interesting projects. Additional work around attending regional networking events and making sure business cards and package drops were produced rounded out this simple plan. For future consideration, DMN will work with the local PTAC, and toward ISO or cyber certification if they are determined to be limiting factors.