Lang Power Products
Lang Power Products is a switchboard and switchgear manufacturer that exclusively sells to authorized distributors. They are 100% USA-based and, due to this, have extremely quick lead times. I worked with the leadership of Lang Power Products to audit their marketing and give direction for their annual marketing plan to increase leads for authorized distributors.
Stratgey
To meet the company's marketing objective of leads for authorized distributors, my strategy is leaning into the unique identifier of fast lead times. While keeping a personable and storytelling approach to the strategy. With lead times at least 50% faster, this puts them significantly above the competition. Sharing this and also providing social proof as part of the strategy will help generate qualified leads.
Marketing Mix
Website
The website guarantees satisfaction and shares lead times, but adding social proof through video testimonials with a storytelling approach would build trust. Depending on heat map data, feature these below the lead time chart on the homepage. For blogs, keep the educational and storytelling strategy but optimize posts for SEO.
Trade Shows & Industry Events
Industry-specific trade shows would be a great way to showcase products and connect with potential leads. These events will help build an email marketing list with active, consenting contacts. It is also a great way to continue establishing authority and building relationships with current distributors to improve retention.
Brand Identity and Messaging Guide
During my discussion with the leadership of Lang Power Products, it was mentioned that their marketing agency was struggling with the brand identity. Due to this, a top priority is developing a brand guide including voice and tone to colors, font, text size, logos, and even logo usage guidelines. A brand identity guide will give them extremely clear expectations of what is on brand and not.
Paid Media
Adding paid media would strengthen the current marketing strategy, especially for audiences in the awareness and consideration stages. Google Search Ads can capture high-intent leads with urgent product needs by targeting broad industry keywords with urgency-focused language. Retargeting display ads can support users in the decision phase and boost conversions. Facebook Ads can reach distributor decision-makers through advanced job title targeting at a lower cost than LinkedIn.
Social Media
To improve performance and tracking, use Bitly links with UTM tags on all social content and ads. Post three times per week across LinkedIn, Instagram, Facebook, and Google Business Profile, with one to two daily stories on Instagram and Facebook to maintain consistency and visibility. A personable storytelling approach with behind-the-scenes content, team highlights, educational posts, and testimonial videos will build trust and support retention. Test Reddit engagement to address concerns around lead times. On Instagram, add a Linktree and update the bio to improve user experience and searchability.
Email Marketing
To support prospects in the consideration and decision stages, create a 6-part drip email campaign triggered by distributor sign-ups. Over 17 days, highlight brand values, fast lead times, distributor perks, and U.S.-based manufacturing through storytelling and proof-driven content like testimonials and case studies, ending with a call to connect with the team.
Marketing Funnel
Now that you understand what we will be doing, here is how it breaks down in the funnel!
1. Awareness
We’ll drive brand visibility through Google and Facebook Ads, trade shows, blog content, social media posts, and Reddit engagement. Meeting potential customers where they're already searching and engaging.
3. Conversion
While sales will lead at this stage, we’ll support conversion through final-call emails, retargeting ads, and landing page optimization to make the path to purchase as smooth as possible.
2. Consideration
To nurture interest, we’ll use the website for social proof, a drip email campaign, retargeting ads, and consistent social media content to build trust and reinforce the brand’s value.
4. Loyalty
Although not a key business focus, we’ll maintain engagement with current partners through social media and in-person relationship-building at trade shows.