Impactful Tactics for Manufacturers

Impactful Marketing Tactics for Manufacturers

Leveraging Digital Marketing Tactics

Thursday, June 16, 2016 CONFIDENTIAL 2

Here’s a taste of the B2B and B2C tactics that are working

In a recent survey of both B2B and B2C professionals, email, SEO and paid search were listed as top revenue generators.

Statista.com


Digital resources provide manufacturers with the tools to “pull” in customers

Social Media

Paid Search

Your website should be both the face of your company as well as a tool for your customers

Leveraging LinkedIn and Pinterest to strengthen your online presence and outreach to your audience

Allows you to target customers who are already likely to be interested in your products

Building a Better Website

Marketing AutomationAutomate your marketing efforts, gather additional customer intel and maximize your sales efforts

Tools to show your ads to anyone who has visited your website up to 30 days after their visit

Remarketing

Out-of-the-Box OutreachEfforts to develop new leads based on thought leadership and external outreach


Most manufacturer websites are limited in design and functionality

Limited engagement, no way to connect with brand

Photography does not highlight quality of products

Nothing to help build a first impression with first-time buyers


Building calls-to-action and tools for engagement into a website is critical

Clear phone number and links to connect

with TribalVision

Video testimonials to highlight client success

stories

Engaging messages on rotating “hero” images

Relevant and engaging content is crucial to building a strong SEO presence


Ensuring your website adheres to best practices will optimize it for lead generation

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Make sure contact CTAs are clearly labeled

Leverage video on your site wherever you can

Provide forms for leads to input their information

Update it with new content on a consistent basis

Include customer testimonials to legitimize your offer

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Leveraging digital marketing to strengthen existing client relationships

Client-Specific Online CatalogDevelop catalogs behind a login portal to customize the customer ordering process

Resource LibraryVideo tutorials, podcasts, digital sell sheets and distributor tool kits for your clients and distributors to access and leverage in their own purchasing/sales process

Email Drip CampaignLong-term outreach strategy to stay in front of customers with scheduled and structured digital touchpoints

Website ToolsSpecialized communication and data storage tools to facilitate communication with your customers


Jewelry retailers offer a prime example of what a manufacturer’s website could be

Sleek and modern design / navigation

High-quality photography Customer tools


Track visitors on Google Analytics to learn what channels are working

Analyze which pages they visit, in what order, and for how long.

Analyze sources of web traffic,

including the quality of leads

they deliver.

Integrating GA into your website will let you map the customer journey, and fix the rough spots. Great indicators are return visitors, pages per session, and visit duration.


Mobile Website Responsive Website

“70% of mobile searches for products or services will result in a sale in the near future.”

http://www.forbes.com/sites/jaysondemers/2014/06/04/7-ways-that-seo-is-uniquely-important-for-entrepreneurs/

Statistics show that mobile design is equally important in web development


Remarketing can help keep your name in front of buyers who have visited your site

Visit to NYT.com as a non-subscriber

Remarketing ad served that encourages subscription


SEO efforts can help you maintain high visibility in searches without requiring ad spend

SEO efforts such as content generation, social media, optimizing page tags, and more will help return your website at the top of organic search results

Note that SEO is an ongoing effort and requires extensive maintenance, as well as a ramp-up period to generate credibility in the eyes of Google


Paid search (SEM) can be highly effective for both B2C and B2B marketers

Although paid search can be highly effective, don’t do it because everyone else is. Evaluate the average cost per acquisition you can expect – depending on the cost of your products, this may not necessarily make sense.

ContentMarketingInstitute.com, Wordstream.com


A properly managed paid search campaign search can help bring traffic to your site

Traditional paid search advertisements Google places ad


Search-specific landing pages can help increase conversion rates for your marketing spend

Paid search click Specialized landing page with call-to-action


Only select social media tools demonstrate real returns for B2B marketers

0.39%0.67%

2.60%

Facebook Twitter LinkedIn

Visit-to-Lead Conversion Rate for B2B Companies

Making use of the proper tools helps make sure your marketing dollars and resources are well utilized

Source: MarketingProfs.com


LinkedIn premium accounts increase the tools at your disposal to create connections

• 3 InMails per month • 15 Introductions • 300 Profiles per search• Up to 4 advanced search filters for leads

• 10 InMails per month• 25 Introductions • 500 profiles per search • Up to 4 advanced search filters for leads

• 25 InMails per month• 35 Introductions • 700 profiles per search • Up to 8 advanced search filters for leads

Business$19.95

Business Plus$39.95

Executive$74.95

A LinkedIn premium account can help you research and contact more leads, with a higher count of InMails and access to more advanced search filters and results


LinkedIn’s powerful search tools provide opportunities to find new leads

Use LinkedIn’s advanced people search to research relevant leads for your business. You can also ask for introductions from mutual contacts to improve response rates

Step 1: Contact existing connections from events, business associations, alumni groups and more using InMails

Step 2: Identify appropriate criteria to research new leads, targeting by industry, company size, job title, location and more


LinkedIn Groups provide a means of networking with other professionals in your industry

Left: An example of a LinkedIn “International Jewelry and Accessory Designers, Manufacturers and Suppliers” group

Joining and contributing to relevant LinkedIn groups can help increase your exposure to potential new clients


Sponsored updates and text ads should provide a call to action back to your website


InMails provide a way to reach out directly to any prospects you identify

InMails are limited to 2000 characters, but remember to be concise. Most importantly, be sure to reference your contact’s profile and their specific interests, as well as why your InMail is relevant

Hi Al,

My name is [Name] and I work for TribalVision, a marketing consulting firm helping

small and midsized businesses. I noticed from your profile that you manage your own

small business in the area, and you are currently looking for a new marketing VP. As

an outsourced marketing department for hire, TribalVision could be the flexible, cost-

effective and comprehensive solution your business needs.

If you’re interested, I’d love to speak with you and answer any questions you might

have. I only need a few minutes, so please let me know when might be a good time to

talk.

I look forward to hearing from you.

[Name]

Filters:

Location – RI/ MA

Title – Owner and/or CEO

Industry – All Industries

Employees – 11-50, 51-200, and 201-500

Relationship – All LinkedIn Members


Paid search ads on LinkedIn can build exposure even when customers aren’t looking for you

Ad packages can help supplement general paid search outreach

Can be highly targeted to viewer, by industry, position, experience, and more


For B2C manufacturers, Pinterest can be an effective awareness tool

Being a B2C focused channel, Pinterest won’t likely generate leads directly, but can help spur demand from consumers leading to indirect demand from your customers


Affiliate marketing is a scalable method to advertise on 3rd party websites

A company looking to place ads online in order to

sell product will look for the right publisher(s)

based off demographics and page visits

An organization that owns ad space on popular retail

websites will explain demographic and page visits in order to receive

advertisers

A published ad will be clicked on by a consumer, and if they purchase, commissions will

be paid to publisher by advertiser


Commission Junction is a globally operated network that connects advertisers and publishers

Commission Junction operates globally and serves a variety of sectors in both B2B and B2C marketplaces


Email marketing can be a consistent source of lead generation and retention

2013 State of Inbound Marketing Report, MarketingSherpa.com, MarketingProfs.com, ContentMarketingInstitute.com

Email marketing was the third overall lead generation source for marketers in 2013, producing

13% of all leads.

In 2014, email marketing was cited as the most effective digital marketing channel for customer

retention in the United States.

50% of B2B marketers and 66% of B2C marketers say email is the most effective channel for

generating revenue.

SEO may drive traffic, but email drives conversions: although just 22% of marketers cite email as their largest web traffic generator, 25% say those visits

convert at the highest rate.


Developing an email outreach schedule can help keep your products top of mind

The welcome email will be sent to subscribers after they sign upWelcome Email

Sent to the entire subscriber list once per monthMonthly Mailing

Provide specialized emails for sales, limited-time promotions and more

Quarterly updates on trends in jewelry design and ways your products fit in

Sales and Promotions

Special Events

Design Updates


Below is an example drip template that sheds light on how drip campaigns work

Timeline: 2 hours after action

Purpose: Introduction

Content: Introduce Brand

Timeline: 2 Days after open

Purpose: Provide additional information

Content: Key Differentiators X, Y & Z

Timeline: 3 Days after open

Purpose: Provide a more direct CTA

Content: Opportunity to contact sales

Action

Email 1 Email 2 Email 3

If opened

If opened

How leads enter the

drip

First touchpoint

Action required for

next touchpoint

Second touchpoint

Action required for

next touchpoint

Third touchpoint

Lead takes action on your website, or marketer manually sends leads

to a predefined list

Conditional logic like “If Opened,” will ensure that only the engaged leads are receiving content


Embrace and develop non-traditional B2B marketing campaigns

Outbound 2.0 Customer Tool Kits Customer Advisory Groups

Create a specific list of targets based on LinkedIn research. Depending on the target, you can even use LinkedIn jobs.

Leverage cross-channel outreach via LinkedIn inmails, phone and email follow-up to improve cold outreach response rates.

The goal is to setup a meeting or phone call for your sales team. Ask contacts to join your email database if they aren’t ready to close.

Identify your top B2B partners, and invest time in developing tool kits for them.

Create customized materials such as sales presentations, sales collateral, how-to videos, resource libraries, and more.

Watch your customers better sell your business with the right tools, messaging and assets.

Empower your customers to provide feedback and have a voice in your company.

Assemble 5-10 key clients to offer bi-annual feedback, help refine existing offerings and participate in product development.

Improve marketing engagement using direct customer feedback while rewarding your VIP clients.


And don’t forget about exploring strategic partnerships and co-marketing opportunities

Mono-brand & Multi-brand eBay & Amazon Marketplaces Blogger Outreach

Identify potential multi-brand partners, including YOOX Group, Cadenzza, TheCorner, and more. Potentially work with more than one.

Leverage multi-brand partners to post new designs or products, alongside national or global suppliers.

Lean on partners to support your own brand materials, with high-end mono-brand website support.

Create a seller account on Amazon and eBay. Depending on the volume of product you’re selling, get a better price as an individual.

Ensure that you are prepared to comply with all terms for shipping, customer invoicing, etc. – otherwise bad reviews could jeopardize credibility.

Optimize your profile with keywords, and solicit customer reviews from past customers. Strong reviews will improve your chance of future orders.

Make a list of bloggers or other online influencers that discuss jewelry, or other items relevant to your business.

Conduct outreach to them for an article, potentially sending samples or press releases.

Lean on tools such as Bloggers Required to get a host of bloggers to bid on your content.


Thank you

“Because the purpose of business is to create a customer, the business enterprise has two – and only two – basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.”

– Peter Drucker

Thursday, June 16, 2016Thursday, June 16, 2016

Thank YouFor additional information, visit

TribalVision.com

Impactful Tactics for Manufacturers

Marketing

Transcript of Impactful Tactics for Manufacturers