Chicago's Fractional CMOs Scale Wholesale Product Sales

The wholesale industry is becoming increasingly competitive, with its market size expected to grow to $73.13 trillion in 2029. As more retailers rely on wholesale companies to supply their products, the role of the fractional CMO (FCMO) becomes more critical.

For wholesale companies, marketing is about building strong relationships with retailers looking for reliable suppliers and distributors. A fractional CMO for manufacturers provides low-cost and customized marketing services that establish your wholesale company as the go-to resource for local businesses.

If this sounds like something your business needs, you’re in the right place. Read on as we discuss how a fractional CMO can help wholesale product sales in Chicago and set your brand apart.

Jason also has some insights into what a fractional CMO brings to Chicago:

What Is Wholesale Distribution?

Wholesale distribution involves buying products in bulk from manufacturers and suppliers. These products are then broken down into smaller units and stored in a distribution center before being sold to retailers and professional businesses. These retailers may include supermarkets, local shops, and institutions.

Wholesalers don’t sell directly to everyday customers. Some wholesalers also offer value-added distribution services, which go beyond shipping products to retailers. These include kitting, installation, and maintenance of goods and services.

You can also consider wholesale dropshipping. In this method, a customer purchases an item from a retailer even if the product isn’t in stock. The retailer places that order with the wholesale supplier, who then sends it directly to the consumer. This simplifies the process for retailers and encourages more to buy from you.

How To Succeed in the Wholesale Industry in Chicago

Follow these tips for wholesale product sales in Chicago to make your wholesale business stand out.

Set Up Sustainable Business Practices

Sustainable wholesale business practices set you apart and contribute to a more eco-friendly supply chain process. This isn’t just good for the environment — it’s also good for your business. Younger shoppers (Gen Z and Millennial customers) are 27% more likely to purchase items made sustainably and ethically. 

Learn from a fractional CMO in wholesale product sales in Chicago with these three tips:

One way is to focus on greener delivery services to reduce carbon emissions. This can be achieved by sourcing and delivering products to nearby places. Look for ways to reduce or localize touchpoints in your supply chain, such as finding local grants to gain access to climate-friendly vehicles.

Partner with eco-conscious suppliers and manufacturers who prioritize environmentally friendly production practices. You can identify companies that follow ethical manufacturing practices with B Corp, Fair Trade, and Cruelty-Free certifications. 

Explore eco-friendly packaging options as well. Use alternative packaging supplies such as biodegradable or recyclable materials like mushroom packaging (made from mycelium), recycled cardboard, and more. 

Marketing Strategy Techniques

Wholesale is a B2B process, meaning wholesale businesses don’t sell directly to customers. To win over B2B businesses, you’ll have to put together and roll out powerful marketing strategies.

This starts with client research: look into demand, market saturation, pricing, and more. Wholesale economic indicators (like the income range and employment rate) for your market are as essential as your product itself. 

• Social Media Marketing

Reach the local Chicago market by building a social media presence. Social media connects you with potential clients, distributors, manufacturers, and retailers in different industries in the Windy City and beyond. Regular interaction builds trust, loyalty, and credibility, which attracts more people to your business. 

• Referral Networking

Another marketing tactic is referral incentives. Offer existing clients an incentive, like a discount or additional offers on their next wholesale order, whenever they refer you to potential clients. This lets you grow your client base and strengthen relationships with current clients.

Search Engine Optimization

Following local SEO best practices brings more awareness and visibility to your wholesale business. Start with keyword research to determine what potential clients are searching for. Focus on long-tail keywords to narrow your search and target hyperspecific terms.

Incorporate these keywords into user-friendly and valuable Chicago-centric content, such as blog articles, social media posts, newsletters, case studies, and more. Content is key to answering your clients' questions and building your authority in your industry. For example, content marketing for hardware stores would be different from healthcare content marketing strategies. 

Enhance Customer Experience

One of the best ways to ensure a positive customer experience is to provide white-glove service. White-glove service is personalized and timely, beyond standard service expectations.

This includes answering your client’s needs, carefully handling products, and ensuring secure transportation. Hire a dedicated account management team to address customer support inquiries personally.

Use technology to streamline the customer support process. Integrate customer service software that offers seamless ticketing systems and 24/7 chat support. CRM systems also help keep track of essential data like interaction records, client preferences, and purchase history. Use these to draw actionable insights on improving the customer experience further.

Website Optimization

A website is a digital representation of your wholesale business. Clients visit this site to learn more about your business, so you want them to navigate it easily.

To secure potential clients quickly, incorporate an easy-to-use lead capture or registration form on your site. These forms can be installed as a plugin that automates lead capture.

This all goes back to the essential local SEO practices for Chicago: Optimize your site’s landing pages, service pages, and FAQs to provide all the necessary information that clients may look for. Include a compelling call to action with actionable copy to entice users to click.

Google Business Profile (GBP)

Is your Name, Address, and Phone Number (NAP) set up accurately? This will affect how your site appears on Google Search and Google Maps. 

Claim your store’s Google Business Profile (GBP) and make sure all the details are accurate. Include all the vital information needed for clients to find and contact you. 

Update the following details for consistency and accuracy:

• Company name
• Company address
• Phone number
• Operating areas
• Business category
• Customer reviews and ratings
• URL
• Photos

Networking and Partnerships

One way to grow your wholesale business’s clientele is to participate in networking and partnership events. For newer wholesalers, this exposes them to smaller, local regional retailers before they can work their way up to national retailers.

Trade shows and conferences are the most common places for networking with potential buyers looking for a partnership. These events present opportunities to grow your professional network; even if you don’t secure a new client immediately, you can still maintain communication with them and follow up on potential partnership opportunities later.

You can also get to know retailers personally by visiting their stores. In-store visits build mutual understanding with face-to-face connections. In addition to small businesses, expand your reach by contacting local groups like schools, hospitals, or financial institutions.

For example, personally contact banks or financial institutions and propose wholesale product marketing opportunities. These institutions always need new products, meaning there will be a steady revenue stream thanks to larger orders.

If you want to go even further, the Illinois Department of Commerce's Office of Trade and Investment (OTI) can help you expand your business globally. They provide export assistance and connect you to foreign partners. Be sure to tell your fractional CMO for wholesale product sales in Chicago that you have worldwide aspirations so they can adjust your strategy accordingly. 

FAQ About Fractional CMOs in Chicago

What Is a Fractional CMO?

A fractional CMO is a marketing professional who guides businesses of all sizes towards their marketing objectives. They’re hired on an hourly basis, making them more affordable than full-time CMOs.

FCMOs in Chicago offer marketing services that help companies boost their online presence, increase revenue, and gain new clientele. These include, but are not limited to:

• Branding
• Market research
• Competitor analysis
• Email marketing
• Search engine optimization (SEO)
• Social media marketing
• Pay-per-click advertising
• Content marketing
• Campaign development and execution
• Data analytics
• Marketing compliance

Why Hire a Fractional CMO To Boost Wholesale?

Hiring a fractional CMO is a smart way for wholesalers to reach new clients. Chicago FCMOs provide custom-fit marketing solutions that wholesale businesses use to boost brand awareness, improve their digital presence, and secure long-term partnerships.

The best part is that fractional CMOs cost less than what wholesalers would pay a full-time CMO. They don’t have to consider monthly salaries, health insurance, or other full-time benefits. This saves costs that wholesale companies can use for core competencies and other essential operations. 

Scale Your Wholesale Company with Chicago’s Best Fractional CMOs

As more local businesses and retailers enter the market, making your wholesale business stand out becomes more challenging. Having the right agency by your side can be a big help.

If you’re ready to make your mark in the Windy City, an FCMO with Digital Authority Partners (DAP) can take you there. Our team of experts helps wholesale companies find new clients (and retain current ones) with custom strategies built around your unique brand.

Reach out now and discuss how we can scale your success together.