Marketing for Manufacturing

The economy is still very slow for manufacturers and the budget belt is still tight.  Here are the biggest trends I am seeing with manufacturers.

Manufacturers are cutting their advertising budgets by:

1. Reducing or eliminating paid listings in industrial directories.
2. Dropping newspaper ads, if they use them at all.
3. Permanently dropping catalog ads.

Manufacturers are still spending about the same level for some things:

1. Trade shows are reduced slightly but are being considered for total removal.
2. Sales and service jobs are not actively being eliminated, but people who leave are not being replaced.

Manufacturers are trying some new methods with mixed results. They are:

1. Adding a Facebook profile…incorrectly.  Poor results in nearly all cases because of a bad approach.  Hint: Manufacturers are businesses – the should use a business page, NOT a personal profile.  People can become a fan of your company if it is setup as a business page.
2. Trying out Twitter.  Only 1 company I know of has benefited from this method.  By the way, only 1 manufacturer I’ve talked with is taking a sensible approach to using Twitter.
3. Testing out monthly e-mail newsletters through MailChimp, Aweber, or ConstantContact.  Aweber is my preferred newsletter system.  The results have been very good for this approach, but manufacturing marketers still have a tendency to let this method fall into disrepair, misuse, and sloppiness.
4. Moving to shared sales representatives while trying to jump into new territories.  Results range from total failure to very good sales improvements.  So far, the ones who have had success are doing commission-only approach.  Of course the commission percent tends to be higher when there is not a base.  The no-base, higher-percent commission approach seems to attract better performers.

Improve Your Manufacturing Ad Budget Performance – Recommendations

1. Install Google Analytics (FREE) on your website.  Check to see if you have visitors from a geographical area you currently do not cover.  Get a shared sales rep for that area that is commission-based only.
2. Try out Google Adwords (online advertising).  Get or use one of the free $50 or $100 credits that Google mails to businesses who have installed Google Analytics (free stats).
3. Check all your advertising for ROI (return on investment) and shift the budget to higher performing methods.  I am shocked how many companies have not done this one.
4. Formalize your word-of-mouth marketing methods.  A great book to consider for tips is Andy Sernovitz’s Word of Mouth Marketing (aff).  You can also visit Andy Sernovitz’s blog.
5. Get the Guerrilla Marketing book (aff) and implement just a few ideas.  Measure results.  Repeat what works.
6. Get the Duct Tape Marketing book (aff) and implement a few ideas.  Measure, repeat.

What is happening with the ad & marketing budget for your company?

Any recommendations for other manufacturers?

What’s NOT working for your advertising?

Technorati Tags: manufacturing ad budget

Manufacturers are getting excited about their new marketing budgets.  Some marketers are so excited that they don’t know where to waste their dollars first.  Let me help.  Here are 7 ways that leading manufacturers are throwing away their marketing money.  Are you in a hurry to bust your marketing budget?  Skip to the end of the list – a bigger number means it is a bigger waster.

1. Setup your Facebook account as an individual person instead of as a business page.  Customers may be “Fans” of your business, but being a “Friend” of you as an individual may be uncomfortable.
2. Write your website content so that your employees and executives like it.  Make sure to ignore any customer requests or feedback.  This is a great way to prevent anyone from contacting you to buy your product.  Even better?  Use internal jargon that confuses even your most interested buyers.
3. Pay for Google Adwords ads without doing testing, optimizing, or tracking.  Wasting money this way is similar to the Magic Money Machine (MMM) some ad agencies use when “developing your brand” – you throw money in one end and hope more money comes out on the other side.
4. Get a Twitter account and tweet ads over and over until you ruin your reputation.  BONUS POINTS: Pay an inexperienced “social media specialist” at your local ad agency to do it for you.
5. Use the free hosting system of WordPress and then pay to redo all your work and optimization on a hosted account later in the year.  If you are wasting your employees time to do the update, congratulations – that still counts as wasted marketing dollars.  You DO pay your employees, right?
6. Buy your industrial directory listing.  BONUS POINTS: Pay the amount the sales agent recommends.  Some industrial directories reward payers by giving them clicks but no sales conversions.  Find out about free industrial directory listings instead.
7. Pay several $1000 a month to get listed by something like Yellow Pages so that you can be listed on the SECOND page of search results.  Alternative for people who are out of money already? Get in the listings that actually show up in search results without having to pay anything.  Yeah, I know, it sounds like crazy talk.

If you are doing at least 3 of these things, contact me this week to get your manufacturing website assessment (sample, PDF) that can save you money and increase your online effectiveness.

If you are doing #6 or #7, or even considering them, contact me today – you are burning money like congress!

Technorati Tags: manufacturing marketing waste, marketing mistakes, waste marketing dollars

Most people think writing a blog post is complex.  It doesn’t have to be.  It’s not a term paper – it’s just some notes & tips to help out friends.  Here are some of the techniques I use when advising my clients on how they can use blog postings to help their customers and make a connection.

1. READ other blogs with Google Reader or sign-up by e-mail.  Consider starting with some of the most popular on the Ad Age Power 150 (http://adage.com/power150/).  Some of my favorites include: Seth’s blog (the godfather of Internet marketing), CopyBlogger, and Duct Tape Marketing.
2. Carry a nice notebook (like a Moleskine – aff.) to capture ideas as you go through your day.  This can be your best sources of business improvements and post titles.  I have developed some killer ideas for clients using this method – you never know when inspiration or boredom will create a great idea.
3. Title your post based on top keyword searches occurring on Google (use https://adwords.google.com/select/KeywordToolExternal to get keyword ideas) and then use the keyword phrase at least once or twice within the post.
4. Multiple sub-headings make the post easier to read.
5. Brevity is very important. Short, concise, and to-the-point is valued by busy people.
6. A “perfect post”: 1-3 short paragraphs, a picture, and a link. It informs, educates, or entertains.
7. Consider making the key concept of each paragraph bold.
8. It’s beneficial to occasionally write non-industry posts that your visitors will find useful – energy savings tips, time savings tips, organization tips, technical tips, and other areas that are compelling to a broad audience.
9. Do NOT use it for forwarding humor and the Internet silliness of the week – that is everywhere already.

Technorati Tags: how to write a blog post, manufacturing blog

I am currently working on some book concepts for Marketing for Manufacturing.  Let me know what you think.  These books will be offered through an e-book format or as a print-on-demand.  It all depends on what is most needed by manufacturers.

Here are the books:

1. Build a Manufacturing Website on Your Own that Drives Sales Leads, Is Easy to Maintain, Improves Customer Relationships, and Is Cost Effective.  A step-by-step workbook that uses the optimum techniques I have developed for improving manufacturing sales in struggling companies.
2. Integrated Marketing for Manufacturing: Using Online Marketing, Traditional Advertising, Targeted Internal Improvements, and Calls To Action to GROW Sales.
3. Working With Your Website Developer and Proven Online Methods to Grow Online Sales Leads With Your Underperforming Website.
4. The Lean Project Manager: How To Use Project Management Techniques and Internal Marketing To Create Lasting Improvements Throughout Your Organization.

Like you, I am time-restricted in what I work on.  Which one do you think I should finish first?  Which one might be most beneficial to a manufacturing company?

The people at Auburn Works, the Alabama MEP (Manufacturing Extension Partnership), have created the future of MEP Center websites. The new website creates a community using the Ning platform and integration of traditional website functionality and social media.

Don’t know who your local MEP Center is in your state?  The are very helpful!  Click the NIST MEP list to find yours.

Take a look at what Auburn Works has created: Auburn Works MEP Center

Kudos to Mitch Emmons, David Mixson, and the awesome student team at Auburn that put this together!  Very impressive work people.

8 Reasons Why Every MEP Center Needs This Type of Website:

1. Shows that manufacturers need more than just lean & quality. To paraphrase the great Blues Brothers movie - ”Oh, we got both kinds of training.  We got Lean *AND* Quality.”    Manufacturers need innovation assistance (AKA Eureka Winning Ways assistance), sales training, and website marketing (in Arkansas, Michigan, Pennsylvania, and others).
2. It creates a community. A big challenge for manufacturing companies & MEP Centers is establishing a strong community that can work together.  There is so much duplicated effort and wasted resources.  This waste can be reduced (lean gurus rejoice!) when there is a strong communications infrastructure – that is what this website configuration can provide.
3. Improves communication. Communication issues continue to limit manufacturers effectiveness – many do not even know about the resources they have in their own state.  The Auburn Works website will greatly improve this communication for their group.
4. Rapid needs analysis for manufacturers. Surveys are time consuming and often do not gather the interest needed for valid data.  By participating in a conversation between manufacturers, MEP Centers can dramatically improve their service levels for their clients.  They will discover what is truly needed.
5. It helps manufacturers compete. If manufacturers can see potential suppliers & customers in their state, that helps grow the manufacturing economy.  If manufactures can discover & implement best practices through a new website, that strengthens manufacturers.
6. MEP Centers can better serve their clients. MEP Center field personnel love to help manufacturers.  Now the centers can have a tool that that identifies the needs of their manufacturers and helps their field staff to go help their clients.
7. Improved sharing of best practices. Isn’t that the whole point of social media?  We can share the BEST of what is available with our peers and strengthen everyone.
8. It reduces the use of antiquated “push” marketing. If an MEP sales person is sick of sending a blitz of e-mail on the next open enrollment Lean 101, be encouraged – the community can help.  If you think push marketing is a good idea, shame on you – go read Seth Godin’s Permission Marketing and learn how the rest of the world markets effectively.

Don’t forget to share this with a friend.

After posting portions of the website marketing study for manufacturing, I have decided to list the full study after getting some questions about listing the full study.  Some asked how much the study would be, but I have made the file available for free.

The Website Marketing Study for manufacturing is now available at no cost and with no strings attached:  Website Marketing Study for Manufacturing

Please share the link to the study with others who might benefit.  You can use sharing buttons at the bottom if you are reading this at the website instead of a blog reader.

You can also place it on your website using “link to this page” at the bottom.

Hope you find this helpful!  Joe

Technorati Tags: manufacturing, marketing study, website marketing

Should you be using PDF files to market your products and services?  Yes, but only if you do it the right way…most people do not do it the right way!

If you are using PDF files properly, they can be very helpful.  I read a great quote that said:

Chairs are for sitting.  PDFs are for printing.

The Right Way to Use PDF Files:

• Notify the user it is a PDF.
• Optimize it for search engines.  See a great article on PDF optimization.
• Provide the content as a web page first and provide the PDF as a link at the bottom.  Say something like “click here to download a printable PDF of this web page.”
• Make sure it is text based & searchable.  This also reduces the size of the file.  Everybody hates monster PDFs with blurry graphics, right?
• Include a functional link to the web page it came from and company contact information.

The WRONG Way to Use PDF Files:

DON’T:

• Surprise users with PDFs when they thought they were clicking on pages.
• Use PDFs for a majority of your content.
• Make the PDF graphics based and not text based.
• Make PDFs huge, monster files.
• Leave out your company contact information.

Why I Usually Prefer Pages over PDFs:

• PDFs are a speed bump to quick browsing.
• Most PDFs are too large.
• Creating them can be a pain.  Note that using DoroPDF (free!) is a good alternative to the full Adobe Acrobat Pro software.  Doro is good for simple PDF creation.
• PDFs are limited in functionality when compared to web pages.

Great PDF Uses:

• Printing product information to show people who do not have a computer handy.  This is great for a construction or field business situation.
• Saving on my local hard drive for later use.
• Sharing a brochure or similar marketing piece to friends & associates that will print it and share it.  Chambers of Commerce are great about using this functionality to promote regional events.

Do you think changing your PDF files to web pages would increase your sales?

Technorati Tags: using pdfs

I have added a new page about the most common problems manufacturing companies face with website marketing.  The page is taken directly from a study I developed about the most common website marketing problems encountered by manufacturers.  The 2nd new page is a list of the most critical fixes needed for website marketing mistakes.

1. Manufacturing Websites Study
2. Fix Manufacturing Websites Mistakes

Technorati Tags: common manufacturing website mistakes, manufacturing websites

I’ve received several questions about how companies can make website marketing improvements.  The two most common questions can be summarized as:

“Do you offer  website marketing classes?” YES, click here for a listing of website marketing classes.

“Can you help with our website and marketing?” YES, click here to see services we provide to help with website marketing.

We offer classes and have a formal approach to ensure the information is immediately applicable to your needs.  With over 15 years of college credit & contract training experience, you won’t have to worry about PowerPoint poisoning or having information read to you.  The classes are highly interactive and energetic.  Attendees are excited to leave at the end of the classes… so that they can go try out the things they have learned.

Our services are designed around the needs of manufacturers and businesses without monstrous marketing budgets.  In many cases, one or two sessions can provide dramatic improvements.  In some cases, a radical restructuring or development of a marketing strategy is necessary.

We would love to hear any questions you have.

Got any questions we can answer?

Technorati Tags: website marketing classes, website marketing services

Do you feel like your marketing is driving sales away instead of increasing sales?  Maybe the selling words you are using don’t work.  They may be on your billboards, brochures, paper-based ads, your website, and more.  Let’s find out about how your company’s selling words are working.

Quick Test 1: Grade your organization’s marketing health.  When your company develops selling words, do they:

1. Establish a randomly selected focus group? (+1)
2. Gather strong wording from corporate managers to drive sales? (+1)
3. List great technical specs from engineering to use directly in marketing materials.(+1)
4. Combine standard “words that sell” with a generic product or service related to your company.(+1)
5. Use similar wording from a competitor (called copy cat marketing by the Duct Tape Marketing guru). (+1)

Add up your points.  How did you do?  High score?  Umm, a higher score indicates your selling words probably stink on ice.  Oops!

The grade scale for Quick Test 1 is shown below:

• 0-2 points means you are probably OK and can probably survive tough & competitive times.
• 3-4 points means your company has excessive risk of sales problems.
• 5 (FIVE!?!) points.  Can you fax out your resume today and start saving for hard times?  That marketing smells like August road kill.

Quick Test 2: Last one, I promise.  Time for a marketing health checkup – how are things since the last quick test?  When your company develops selling words, do they:

1. Survey your new clients & prospects while asking “What attracted you to our company?” and “How would you describe our product/service to a friend?” [+1]
2. Use Tested Advertising Methods like A/B testing in newspapers or in Google Adwords? [+1]
3. Use the Google Adwords Keyword Tool (free) to get ideas for keywords people are using to find you? [+1]
4. Analyze wording used by high performing sales personnel to develop best practices? [+1]
5. Emphasize product benefits to the buyer instead of dry technical specifications? [+1]

How did you do?  A high score is good this time!

• 0-2 points means you need to go back to the list and try ONE of the best practices in quick test 2 – NOW is a good time to start.  Again, update the resume.
• 3-4 points means that your company may be OK, but more work can be beneficial.
• 5 points.  Are you going public soon?  Can I invest?  Great things may be ahead.  Hold onto your resume for now.  By the way, are you hiring?

Quick Test 1 is a collection of worst practices I see in industry time after time.  These methods create selling words that are vague, company focused, and only have meaning to company employees.  Quick Test 2 lists some good practices that I have found to be effective for creating words that sell.

Comments? I would love to see your Best Practices and Worst Practices for establishing selling words.  Also, do you have some clunky selling phrase that you can share?

Send to a co-worker using the buttons below and see how he or she rates the company.

Technorati Tags: beginner mistakes, sales leads