Marketing for Manufacturing

I’m still shocked by how many companies think they can push their potential customers around.  I hope you’re not one of those people that try to force your potential customer to watch a long video, “click to enter”, or take a brochure.

Look up – it’s not 1993.  Push marketing doesn’t work so well any more.  The internet changed everything about sales.  Those crazy customers (that includes you and me) expect to have total control of the information they consume.  They won’t sit through a long video.  They won’t listen to a dull ad on radio.  They won’t even read your beautiful brochure.  And they really don’t care how much blood, sweat, time, and tears went into that glossy multicolor snooze inducer.

So, what’s a marketer to do?  How about think like a customer?  It’s not as easy as it sounds.  One way to think like a customer is to talk to the people closest to the customers and… and… and.. talk to THE customers (shudder).  I know, it’s scary, but it really works.  If you find out what they want, you can provide it.  That’s it.  Give the customer what they want & they will buy.

I’m still shocked by how many self-professed new marketing people still like to push customers around.  It’s simply being self-centered.  One genius even said “I don’t care what my customers want, I just want them to buy my product.”  Really?  Should I laugh, cry, or get my consulting fee before I leave?

A pretty brochure without text, a flash intro to a web site, and any other push technique may look attractive to the seller, but they smell like last week’s fish to a potential buyer.  In consulting & training, I have seen many times when people rave about an attractive concept that just doesn’t work for sales leads.  There has been 4 different times in my career when 3 meshed gears are presented as an analogy for how well things will work together.  When it was a large state agency that showed the image, I laughed out loud!  The funny part was that almost everybody there was an engineer and the presenter said “What?  What is it?”  It was TOO accurate – let’s work in opposite directions so that nobody makes progress.

A better option is to use Permission Based Marketing.

 

 

Technorati Tags: beginner mistakes, common manufacturing website mistakes, website mistakes

Have you ever been frustrated that sales people have trouble selling?

Do non-sales employees believe they can’t sell because it is too difficult?

Are your customers confused and don’t know WHY they should buy from you?

Maybe you need a strong Unique Selling Proposition that clearly states why a customer will want your product or service.

After working with several hundred manufacturers, I can tell you why pursuing sales is like pulling teeth.  Sales are hard because I have to be able to communicate the benefit of my product to a potential buyer quickly, effectively, and easily.  I also have to make it unique so that I can beat my competitor.

I’ve helped companies implement websites, pay-per-click campaigns, social media promotions, new literature, and all types of marketing methods.  The core problem and challenge in my work is that a majority of companies don’t know their unique selling proposition.  Marketing & sales managers are stuck trying to get busy people to memorize technical features instead of communicating core benefits.  Frustrating?  Absolutely!  For me, my clients, and my clients’ potential customers, not having a USP is a problem.

Out of frustration and a lack of “do-it-yourself USP” material, I decided to build a self-guided approach so you can develop your own USP.  I’ve refined the USP worksheet multiple times, implemented it in multiple businesses, and drag my MBA marketing students through the process every semester (poor guys).

Download the Free USP Creation Worksheet.

Make sure to recommend it to a friend (using the Send button below) who is hurting bad for sales.  This may make their work week just a bit easier.  It might even pull a company back from the brink of disaster.  Trust me – it is an awesome feeling to rescue hardworking companies with an adjustment in sales techniques.

If you have other strategic growth challenges, take a look at all 4 strategic growth tools that I developed and tested to help grow your business.

Let me know how it works for you.

–

UPDATE: Very few manufacturing companies have a unique selling proposition.  Even fewer industrial (B2B) manufacturers have USPs!  Part of the reason why manufacturers lack a good USP is because their customer is often not well defined.  Is your customer the end user, the distributor, or the retailer that sells your product?  Each customer in the chain has different needs and will be attracted by a different USP.

Here are some manufacturing USP (Unique Selling Propositions) examples for companies whose end customers are the consumers who use the product:

• “The ultimate driving machine.” – BMW
• “They’ll fight over it when you’re dead.” – Saddleback Leather
• “That makes the Maytag Repairman the loneliest guy in town!” – Maytag
• “Klein Tools is the #1 choice among professional tradesmen.” – Klein Tools
• “Become Self-Reliant with the leader in Solar Energy Since 1983.” – Sun City Solar Energy

Here are B2B industrial manufacturing USP examples.  These are quite rare and can be difficult to develop.  About 1 in 30 B2B companies I’ve looked at actually have a USP.

• “We will solve your bulk flow problems with quality internal and external vibrators and air blasters.” – Global Manufacturing
• “We do so much more than offer supplies. We reduce costs.” – Industrial Supply
• “The fastest press brake in the world.” – Cincinatti, Maxform product line
• “We build ‘em like they had to last forever.” – Chicago D&K presses
• “You think it.  We can make it.” – Thogus plastics

If you know of a great (or just good) manufacturing USP, tell us about it in the comments.

Technorati Tags: manufacturing usp examples, sales leads, strategic growth, unique selling proposition

For the past 9 years, I have focused on helping manufacturers and other business-to-business (B2B) organizations grow their sales.  For the past 3 years I’ve been working on a Marketing for Manufacturing book so I can help even more companies.

After some significant prodding from NIST’s MEPU trainers and my internet marketing associate in Pennsylvania who is also a co-author, it looks like the marketing for manufacturing book is going to be published before the end of this year.  Based on feedback from past classes, the book should be helpful to several manufacturers and manufacturing consultants.

The book has this structure:

• The emphasis is on the growth needs of manufacturers.
• Chapters “stand alone” and the book can be used as a step-by-step implementation guide or as a quick reference.
• A core theme throughout the book is improving business growth through increasing sales leads.
• It identifies risks to avoid and offers specific solutions for improving your manufacturing marketing implementation work.

Some of the working chapter titles include:

• 3 Quick & Easy Improvements for Increasing Your Chance of Online Sales Leads
• The Four Step Process to Optimize Your Current Website
• How to Work with a Website Designer (Hint: They are NOT marketers!)
• Website Usability: Best Practices & Massive Mistakes
• Calls to Action that Drive Sales
• Will Social Media Work for Me?  It Depends on Several Things
• Proven Social Media Techniques for Success
• Facebook Integration
• YouTube Videos that Educate, Entertain, or Inform
• LinkedIn Networking & Industry Communities
• Blogging Without Blogs (News, Tips, & Customer-focused Help)
• Email Based Interaction Like ConstantContact & MailChimp
• Emerging Techniques & Recommended Approaches: Google+, Twitter,
• OFFline Marketing That Creates Visits and Sales
• Why Your Website Stinks
• Pay Per Click Advertising – What to Use, When to Use, & What to Avoid
• Integrated Marketing: Maximizing Growth with Online, Offline, & Operations Strategy
• The Manufacturing Study – Where Failures Occur & Top Growth Opportunities

The current plan is to publish digitally for Kindle devices & the Kindle app on mobile device like Android & iPhone.  We will also offer a traditional book for handy use as a reference.  We are still playing with concepts for the physical book format – traditional bound for reading or ring bound for stay-open quick access.

Let me know if you have other areas where you need help or ideas for YOUR manufacturing company.  I have either written a small article on the same topic or have it listed as a potential chapter.

Technorati Tags: manufacturing websites, marketing for manufacturing book, website marketing

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