“We Already Have a Marketing Guy” — The Most Expensive Sentence in the Fastener Business | Arslok

Lead Content Writer, Arslok
Nov 3
2 min read

In the fastener industry, where margins are tight, competition is global, and differentiation is razor-thin, one of the costliest mistakes a manufacturer can make is believing:

“We already have a marketing guy.”

This single sentence has silently cost Indian fastener companies crores in lost opportunities, global visibility, and long-term positioning.

The Harsh Reality:

Most “marketing guys” in fastener companies are not marketers — they’re content operators. They post whatever’s available; they don’t strategize what should be shown.

Result:

No brand story
Zero industry authority
No buyer trust
No international leads
No digital footprint in the real fastener world

Why This Sentence is Dangerous for Fastener Businesses

1. It Confuses Posting with Marketing

Marketing is not posting pictures of bolts and nuts every week.

Real marketing is:

Engineering trust
Building authority
Converting intent
Creating demand
Positioning your brand in minds of buyers and distributors
Aligning sales with brand visibility

Your audience isn’t waiting to see your product.

They want to believe in your capability.

2. It Blocks Expertise That Could Actually Scale Your Brand

Having a marketing person is not the same as having a fastener-focused B2B marketing team with industry depth and a proven process.

Most in-house “marketing guys” do not:

Understand ISO/ASTM/DIN standards
Know what M24 8.8 HDG means
Speak the language of distributors, OEM buyers, and international purchasing teams
Know the difference between channel-led branding vs direct sales funnel

If your audience is technical, your marketing must be technical — with purpose.

3. It Assumes Today’s Efforts Will Work Tomorrow

If your marketing is built on:

No strategy
No positioning
No authority alignment
No funnel-based lead nurturing
No consistency

You’re not competing. You’re just posting.

What Fastener Brands Actually Need in 2025:

A specialized industrial marketing partner
Proven industry content formats (case studies, process visuals, distributor talks)
Global-grade post designs aligned with technical credibility
Sales-activated content (funnels, follow-ups, call-to-action)
Founder branding (your authority is the company’s trust magnet)
Tools and data to measure, track, and scale