Marketing for Manufacturers Bootcamp

Marketing for Manufacturers

Bootcamp

The world of business has changed.How we communicate, how we

manufacture, how we buy......www.tdmuk.com

... so why are you still trying

to find sales like it’s the 90s?

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Report: How Engineers Find Information (Q4 2016)

68% of engineers looking for information turn to search engines

Only 14% used tradeshows to source information

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At the start of their buying decision.

Once they have narrowed down the options to a couple of manufacturers.

Only to confirm pricing and delivery details.

20%

25%55%

At what point industrial buyers look to engage with suppliers

BU

YIN

G D

ECISIO

N

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THE INVISIBLE BUYER

Visits your website, takes your information and writes you off without you ever knowing you were in the running

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The five main challenges of marketing a manufacturing business

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GENERATIONAL BUSINESS• How things have always

been done - insular perspective

• Person in charge of marketing isn't a marketer, it's a family member or the MD / SD

Challenge 1

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• Aging and high-seniority workforce can be change-resistant

• Need to market to your own workforce before the customer

CHANGE-RESISTANT WORKFORCE

Challenge 2

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• Company not attracting (or retaining) the best candidates because of poor image

• Senior engineers remain hands-on instead of working on the wider strategy of the business

LACK OF TRADE SKILLS ENTERING INDUSTRY

Challenge 3

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Challenge 4

20%

80%

80% of the profit(or 80% of the trouble!)

Customer base

• Sell in a reactive way, going after whatever they come across

• Promising what engineers cannot easily deliver or chasing undesirable work

LACK OF SALES STRATEGY

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Challenge 5

• Markets move, the company's sales message doesn't

• Globalisation seen as a threat not an opportunity

NOT REACTING QUICKLY ENOUGH

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So... how do you market a manufacturing business?

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If you are competing on price then you have failed to establish the true value of

what you make in your customers' minds.

If a customer perceives your product as just a commodity that is no different from your competitor's, they will buy whichever

is cheapest.

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People make their mind up about a company from their

website within 3 seconds.You can't prove your credibility

in that time using words.

1. COMPANY BRANDING

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A typical manufacturer

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A m

arket leader (the same com

pany!)

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If I Google you and find nothing, then at best you are a very unremarkable person

2. PERSONAL BRANDING

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Expertise b

ecomes the b

rand

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3. INTERNAL MARKETING

• Having all staff on-board with a single strategy means people can understand the reasons behind the changes they are being asked to make.

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Get EVERYONE to be part of

your strategy

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• Digital and modular marketing material can be updated quickly without having to replace a whole brochure

• Modular material can be tailored to only include information relevant to that specific client or sector

4. MODULAR MARKETING MATERIAL

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Customisable & replaceable inner pages...

... also create PDF

versions for specific markets

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• Have communication channels in place that talk to all your contacts - include past, current and future customers.

• When you do have a message to push out, you can do it quickly to a warm audience.

5. PUT A COMMUNICATION CHANNEL IN PLACE

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• The embarrassing moment when the buyer knows more about your product than your distributor.

• Give them the full picture - from the process basics through to the story behind each product

6. SUPPORTING DISTRIBUTORS

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Give agents and distributors all

the digital tools they need

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THE INVISIBLE BUYER

7. CAPTURE THE INVISIBLE BUYER

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OMNI-CHANNEL MARKETING

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Limbo Deciding

Triggerpoint

SaleAwareof a need

BUYING DECISION

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2% Ready to engage

18% Decision-making

80% Passive80%

18%

2%

VISITORS TO YOUR WEBSITE

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Limbo Deciding

Triggerpoint

SaleAwareof a need

Visits your site for first time

LinkedIn request

LinkedIn Articles

Clicked on link in email Meeting

Email exchange Follow-up call

Email marketing

DownloadPDF & capture email

BUYING DECISION

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2. Download the information they

need in return for their email address

1. State their industry

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VS

EMAIL MARKETING

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EMAIL MARKETING

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Engagement campaigns

Reach out campaigns

Direct contact

PASSIVE ENGAGEMENT

ACTIVE ENGAGEMENT

SUSTAINED ENGAGEMENT

EMAIL MARKETING

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SOCIAL MEDIA

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LINKEDIN

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GOOGLE PPC AND SEO

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$19 billion comes from advertising revenue

$21 BILLION PER QUARTER

GOOGLE PPC AND SEO

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Paid-for advert listings

'Organic' (not paid-

for) listings not visible

without scrolling

GOOGLE PPC AND SEO

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Pay-per-click listings

aboveB

A

C

A

A

BB

C

C

Disappear when searching on a mobile because not 'responsive'

SEO (SEARCH ENGINE OPTIMISATION)

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Google is in charge (Not you, and not an SEO 'expert'!!)

Mobile search favours mobile-friendly sites

Can only target one keyword per page

Slow: off-site and on-site techniques require long-term strategies

SEO (SEARCH ENGINE OPTIMISATION)

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Instant results

Controllable at all levels

Only pay when someone has a genuine interest

Can directly target all keywords (even competitor product names and brands!)

PPC (PAY-PER-CLICK)

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Any marketing will only get you...

90% OF THE WAY

TO A SALE

IT'S ALL IN THE FOLLOW-UP

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Remember this?

IT'S ALL IN THE FOLLOW-UP

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Manufacturing has embraced technology - your sales and marketing has to also.

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TAKE A GUIDE

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Email me on [email protected]

for a PDF copy

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The Design Mechanics, New Mills, Brougham Road, Marsden, Huddersfield, West Yorkshire, HD7 6AZ

Dave [email protected]

davepannell@daviepannell

Stewart [email protected]

stewartleahy@DesignMechs

CONTINUE THE CONVERSATION

Marketing for Manufacturers Bootcamp

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