That is indeed the right question to ask yourself if you are in the business. I personally believe that if you want to achieve exponential growth, there is another option more viable than this one. But you can learn more about that in my training video.
Most of you would probably agree that Google is right for you and for the most part, it is. Your target market are looking for 3D printers on Google and this is the first place that they would search information on the subject. They can find many useful buying tips and stores to buy a printer from, and you want to be part of their information seeking.
But the situation right now is as follows: the competition on Google is ultra harsh, and you spend copious amounts of money to get your website listed as the number 1 printer merchant in your region. You’re betting on keywords that are relevant and some that are less relevant, hoping that it will still get people to your website. But frankly, besides being the official retailer of this and this printer, what differentiates you from the so many other candidates running their ads on Google for the same printers? Your promotions? Your better deals? Your location? More and more companies are popping up and If it’s solely based on these, then the market will turn itself into self-cannibalism for the company that can offer most for less.
The 3D printer market is still relatively fresh. And advertising your 3D printers is also kind of a new game for everyone and is relatively different from marketing any other products. Especially given the fact that 3D printer customers are so different from one another, there is only a couple of tactics that you can truly rely upon: strategies such as location-based sales and offering more for less (such as free filaments, and assistance).
Here lies the problem though: the customers you are targeting are TOO different from one another. This greatly reduces your chance of being able to craft a message they can connect with to make the sale as smooth as possible.
I believe that the only way to offer something truly valuable to your customers, is by knowing them so much, you could write a page in their diary. And in order to do this, you need to DEFINE your ideal customer, and not target the mass market. Once you have a defined that niche, then you can advertise to them in a systematic manner, and target them specifically.
Now going back on the subject of Google, you could start bidding on keywords that appeals to, let's say, mechanical engineers, and that would be the clever thing to do. Yet, I doubt that these mechanical engineers will start looking for terms such as "best printers for mechanical engineering".
This is where another medium comes into place. One where you can target directly to an audience who can be characterised as "mechanical engineers". And maybe you guessed it, maybe you haven't, but the medium that is most well-known for this kind of B2B targeting would indeed be... LinkedIn.
There are so many advantages to advertising on this platform for 3D Printer resellers such as yourselves, and this platform is virtually untapped for 3D printer sales.
I'm not going to go in depth in this article about why this is the best platform and what is the best way to advertise on LinkedIn. But if you would like to know more, I suggest you to check out my free training on how to triple your 3D printer sales.
I hope that this was helpful for you and your business, and if you have any comments or questions about the contents of this article, please write them down in the section below.
All the best and keep selling!