Archive for month: May, 2017

Is your manufacturing blog lacking content? Sitting down to develop a content map or write a new post but nothing is coming to you? Great manufacturing blog content may be right under your nose. Here are some simple ways to find and create blogs that are relevant and engaging to the various verticals and buyer personas that you serve.

1. Review Social Media & Website Forms

Are people consistently asking the same kinds of questions on your contact us form? Are people leaving comments on your blog or social media? These are all great places to get a sampling of your audience and their unique needs, wants and preferences. What content is getting the most engagement? Your audience is probably already telling you what to do.

2. Re-purpose Videos and Webinars

Have a great video of your process? Did you do a webinar showcasing your industry expertise? Just because you shared your videos and webinars doesn’t mean they can’t be re-purposed! Embedding videos provides visual interest. Consider transcribing the script of the video for a blog series or create an eBook.  Remember, to have good search engine optimization ranking, aim for 300-500 words in your blog content.

3. Check Out Your Manufacturing Network

Look at manufacturing industry related LinkedIn Groups to identify current trends and issues facing their industries.  Also, follow industry experts on LinkedIn and Twitter.  While you’re checking your feed, jot down trending topics for content inspiration.

4. Set Google Alerts

Google Alerts are a simple want to stay on top of industry trends. Set Google Alerts with keywords from your industry or the verticals you serve. Google alerts will send you emails with your pre-defined industry headlines.

5. Debunk Manufacturing Misconceptions

Notice any common manufacturing misconceptions? Don’t be scared to explain why the misconceptions are wrong and take the opportunity to explain how your products and services address the challenge.

Example: A common misconception our client in the gasket and rubber products industry faces is that o-rings and lathe cut gaskets are interchangeable. Writing a blog on the 5 differentiators of a lathe cut gasket vs an o-ring in a certain application is a great way to showcase your expertise and give your audience valuable knowledge.

6. Showcase Industry Research and Case Studies

Let’s face it: people are naturally skeptical of what they see on online. Your prospects know that you can say anything you want about yourself on your website. That’s where your white papers and case studies come in. White papers and case studies add third person credibility to your company.

7. Interview Your Employees and Business Partners

Hearing firsthand from your employees and business partners why they like your company and enjoy working with you. Employee spotlights and partnership spotlights always make great pieces of content.

8. Recap Industry Events

Attend or present at an industry trade show or seminar? Share the key takeaways in a short 300 word blog with photos from the event. Don’t forget to caption the photos as captions are often the most read item on a page!

9. Highlight Giving Back

Does your company raise money for charity or volunteer for a specific cause? Bring awareness to your philanthropic efforts and invite others to participate. Remember, your customers do not want to buy from a “vendor” they want to buy from people. Making the public aware of the company’s volunteering brings a human aspect to your brand and helps you develop deeper relationships with your prospects.

10. Survey Your Prospects and Customers

If you’re stumped for content go directly to the people who are consuming yours. Create a simple 5 minute survey about your content to gauge if your prospects and customers like your content or if not, what types of content they would enjoy seeing from you in the future.

In Part One, we covered the steps necessary to prepare your company to arrange interviews with industry media at trade shows. Now that you have interviews scheduled, you’ll need to be prepared for the actual interview.

The Interview

Have both your media-trained experts as well as media kit information ready at interview time. Copies of press releases, company profiles and even product samples are important. Be ready for photo opportunities, including video and audio interviews. It’s a mega-media world now.

Hint: We stop (no not accost) anyone with a skinny notebook or a camera more expensive than your first car. These are media that may be flying under your radar. Ask who they are working for and if they know your company. Invite them back to your trade show booth for a tour.

Hint two: Same approach with media but track them down in the show’s media room. There is often a table for your materials and you might be able to politely start a conversation while you drop off your materials (last show I was tossing candy bars across the room to the hungry media toiling over their laptops).

The Follow Up

If you promised photos or a research paper, send it! Make sure they have everything they need to post their story. Thank them and follow them as well on social media. We often post pictures during the interviews at the booth to the media social accounts.

So, go get ‘em! Start a relationship with media. Be patient. Understand they work months ahead of time, have no obligation to cover your company and have a job to do as well. Be persistent, helpful and flexible. The results may be years of stories as you become a trusted industry resource.

 

Every day design engineers and procurement professionals across the globe are searching for new suppliers and manufacturers. If you are not seeing steady traffic and qualified leads hitting your website, you can make some simple changes to position your company as a leader in your industry. The following are the five most important components of information that design engineers and procurement professionals are seeking when considering new suppliers and manufacturers for their products.

1. Thorough Capabilities Information

The most important component of your content should be your capabilities. Visitors need to know that your company can execute the products or services they are seeking.  There should be detailed information about the manufacturing and fabricating services offered along with in depth content regarding the materials used, maximum dimensions, quality processes, achievable tolerances, industries serviced, and accepted drawing formats. This will help the purchasing decision makers and engineers viewing your website know if you are a viable manufacturer worth further consideration.

2. Promote Industry Certifications

Is your company ISO certified or do you hold other certifications in your industry? If so, promote it! Certifications increase your credibility and show prospects that your company is recognized for its achievements. Certifications should be prominently displayed on your website and visitors should have the ability to download or request documentation.

3. Video

Video has emerged as a leading way for manufacturers to influence and engage their prospects. Using video content in a company’s strategy used to be an option but now it is an integral piece of the puzzle that could make or break your company reaching its sales goals. Video is an excellent way to showcase your quality processes, safety and scope of products and services offered.

According to a study done by Klein Perkins Caufield & Byers (KPCB), this year video content will represent 74% of all internet traffic. 

4. Case Studies

Let’s face it, people are skeptical of what they see online. Your sales team can say whatever they want about your company, so engineers and procurement managers are looking for ways to vet you and other companies that are considered quicker and more efficient. Featuring case studies on your website is a great way to show your prospects you are a credible company. Showcase the types of projects you’ve worked on, parts you have manufactured, and specific companies utilizing your products or services.

5. Valuable Offers

The way you really start to see who is visiting your website and their actual interest level is by creating valuable offers. Having strong calls-to-action on your website, which leads visitors to a landing page form to “Download a Free eBook” or “Contact Us for a Free Assessment” is a great way to see which content or offers are most appealing to your visitors.  In addition, it is also important to capture their contact information for a follow up by your sales team. To learn more about the importance of strong offers in your overall inbound marketing strategy, click to download our Industrial Manufacturer’s Guide to Inbound Marketing below.