3 Captivating Calls-to-Action to Drive Manufacturing Lead Generation

Manufacturing lead generation on your website starts with one thing—Calls-to-action. Calls-to-action (CTAs) are essentially a graphic or button with a compelling offer to make people want to provide their contact information in exchange for something of value to them Long gone are the days of the old outdated three-page  Contact Us form. CTAs are a great way to influence your prospects to take a specific action, ultimately, allowing you to track their behavior on your website. Below are the top 3 CTAs to drive manufacturing website lead conversion.

  1. Free eBook or White Paper on Notable Industry Topic

Many visitors on your website may not be ready to   download product information or request a quote. Rather, they may be only doing some background research. Just because they are early in the buying process doesn’t mean they aren’t still valuable prospects. It is important to give prospects greater understanding of your company, what solutions you offer as you start to build trust. Trust must be earned and even the smallest of interactions is a start down that path. Target these customers by using a call-to-action to “Download a Free eBook on Ultrasonic Additive Manufacturing” or a white paper on “Resistance Welding Exotic Metals,” offering prospects the information they’re seeking.
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  1. Download Our Product Catalog

For prospects who aren’t ready for a quote, create a CTA for prospects to download your product catalog. So many times, I see manufacturers have a product catalog on their website and are giving it away without tracking who is viewing it. By creating a CTA to download your catalog, which takes the prospect to a coordinating landing page with an embedded form to capture his or her information, you can gauge who is interested in your products. And, if you have an inbound marketing platform, you can track their behavior an interaction on your website and social media channels. For more on the power of inbound marketing, check out these resources Inbound Marketing Services and The Industrial Manufacturer’s Guide to Inbound Marketing.

  1. Request a Free Consultation, Quote, Sample or Demo

There should be CTAs on your website that cater to each stage of the buying process- awareness, consideration and decision. The free eBook/white paper and product catalog CTAs cater to prospects in the awareness and consideration stages of the buying processRequest Your Free Inbound Marketing Assessments. The free consultation, quote, sample or demo CTA is a great way to create an offer that aids your prospects in the decision stage and allows you to differentiate yourself from your competitors and get your sales people or your products in front of your prospects. Interested in learning more about how to incorporate CTAs into your inbound marketing strategy? Request your free inbound marketing consultation!


How to Attain Media Interviews at Trade Shows Part 2


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).
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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.


Trade shows not bringing you qualified leads? Contact us.

How to Attain Media Interviews at Industrial Trade Shows Part 1

Frustrated that your competitor is always in the news? Questioning why they are continually interviewed and not your company? Wondering how to secure a feature about your manufacturing company’s products and services?

Here’s a secret: Smart manufacturing sales and marketing professionals treat the media just like any other prospect. They get to know industry reporters, build rapport, find out what is important not only to them, but also their readers.


@Fabrisonic3D: Our Mark Norfolk talks heat exchangers and embedding sensors with Bill Koenig of Manufacturing Engineering Magazine @RAPID_Event #Rapid2017

Trade shows, especially industrial shows, are the perfect place to begin building a relationship with editors and reporters that cover your industry. Follow the steps (and bonus hints) below and you will soon see your company featured. Remember, editorial coverage means thousands of eye balls on your article which will bring them to your website and ultimately, capture their information in lead conversion.

Part One: setting the stage for media relationship success

Pre-game: Before you begin, have the end in mind. Think about your prospect and what you want them to know about your company. Align the right media publication(s) with both their readers (your prospects) and their editorial direction or coverage. Then, have something to say. Have press materials, photos, charts, infographics at the ready should they be interested.

Step one: Obtain the media list from the show organizers. Show organizers may have last year’s list but what you really want is the current and registered media. These are the folks already credentialed and confirmed they are attending. You may have to ask for several updates to this list, as media may registered up to the last minute. You may have to do some research, securing email addresses and mail address as this is often not provided.
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Step two: Peak the media’s interest. Mail something ahead of time with both information about the company and a request to meet while at the show. We actually create a schedule and book set times for meetings. 90-100% of the media appointments booked are honored with on-time interviews (So, have your experts in your booth!). Here’s a cool dimensional promotion we sent prior to a rapid prototyping conference for our client www.fabrisonic.com


Dimensional promotions are a great way to cut through the clutter and get the media to look over what you sent

Step three: Make the call! Yes, pick up the phone and actually speak to the editor. Tell them why it is worth their time to meet your company and employee experts. Have your top three message points and your schedule for interviews at the ready. Often, they will pick a time right on the phone

Step four: So, you were given unlimited access to their voicemail. Don’t fret. Send a detailed follow up email referencing your succinct voicemail, again with your reasons to meet. We often use the words ‘media’ and ‘the trade show name’ in the subject to get their attention.

Now that the stage is set, you’re ready to move forward with the actual interview. In Part Two, we’ll cover how to be prepared for the interview, how to gather additional interest and secure the press coverage you deserve.
Trade shows not bringing you qualified leads? Contact us.

5 Must Haves for Your Business-to-Business Manufacturing Website

manufacturing-websiteEvery 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.

  1. 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.

  1. 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. 

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  1. 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.

  1. 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.
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Industrial Manufacturer’s Guide to Inbound Marketing

industrial-manufacturers-guide-inbound-marketingAre you looking to incorporate inbound marketing into your industrial manufacturing company and don’t know where to start? Perhaps you’ve started to research inbound but are daunted by all the jargon and the vast amount of content out there. Our eBook “Industrial Manufacturer’s Guide to Inbound Marketing” is a simple, no nonsense eBook to guide manufacturers through the inbound process.

Let’s face it: inbound marketing is the future of marketing in the digital world, and, the future is now. The inbound methodology focuses on bringing prospective customers to you, rather than outwardly seeking them, as you would in traditional marketing tactics; such as print advertising, trade show marketing and direct mail. By creating content specifically designed to entice your ideal customers, inbound attracts qualified prospects to your website and starts the process of building relationships.

Many manufacturers have added inbound marketing to their marketing strategy and are reaping the benefits from it. However, for as many manufacturers that have successfully implemented inbound, there are just as many that have dropped the ball and made some major inbound marketing blunders. Or blog “The 5 Biggest Inbound Marketing Mistakes Manufacturers Make” delves into the most common mistakes and ways to correct them.

The Industrial Manufacturer’s Guide to Inbound Marketing is our most in-depth and comprehensive guide to educate and prepare business-to-business manufacturers for inbound marketing success. We’ve broken down the inbound process through each of the 4 stages: attract, convert, close and delight, sharing everything you need to know about the inbound marketing process and which tactics will help your manufacturing company reach its marketing and sales goals.

Learn ways to:

  • Increase Visitors to Your Website
  • Convert Those Visitors to Leads
  • Use Email Automation to Build Trust with Leads
  • Tie Sales and Marketing Together
  • Retain Customers More Efficiently

So, what are you waiting for?
Download Here Industrial Manufacturer's Guide to Inbound Marketing

ISO Compliance Dates are Approaching!


Today’s guest blog is provided by Ty Haines, president of Manufacturing Solutions, LLC. 

How to Ensure You Maintaining ISO Compliance

Yes, the parent ISO operates like a monopoly.  Yes, it appears they bundled up minor clarifications, reshuffling the requirements and twists of definitions to create ‘new’ standards with the intent to make money.  Yes, a change in the Standards requires about $1B to change hands globally.  The need filled remains international standards for quality.  Customers require the certification so we comply.  When done well, a Quality Management System (QMS) pays for itself as a requirement to participate in certain markets, reduces wastes and requires continual improvement.

Revisions to the ISO Standards for 9001:2015, TS16949:2016, Medical 13485:2016 and more are in place and the clock is ticking for the dates of required compliance.  September 2018 is when companies are expected to have their upgraded certifications in place for 9001, the basic standard.  Many companies already have this upgraded certification in place.  Some put it off as long as possible and end up in the last-minute rush.  I have heard a Consultant scare the daylights out of people at events to generate business.  My perspective is simpler and direct:

  • Companies can comply on their own, given adequate resources. Consultants make it easier, shorter and can often spot gaps to improve the system performance.
  • The changes to the standard are tedious but not that tough: much you already do!

What you need to do for ISO 9001, and similarly for the more advanced standards includes:

  1. Read the Standard: I favor the $10 9001:2015 Pocket Primers from Indiana Quality Council vs. spending the $150 from ASQ or other sources.  To read is to learn:  document this as training – seminars in Vegas are not an ISO requirement.
  2. Largest changes:
    1. Went back to more sections: now 10, was 8
      1. Decide if you want parity with the new section count and the new shuffling of requirements within the sections, or just go with a cross reference table. Your format matching the Standard is easier on Auditors.
    2. Terminology changes: these redefine common terms into abstracts only ISO would endorse.  Example:  “Control of externally provided processes, products and services” is ISOese for what any normal business person would call Purchasing and as a title, it fits on a business card!
    3. Risk: take credit in your procedures for what you do to address Risk, both positive and negative.  Common Risk control actions to put in a table:
      1. RFQ: quote acceptable risk; initial & date no quotes of unacceptable risks
      2. Contract Review & change orders: orders are rejected if we cannot meet requirements
      3. Purchasing: good contracts and specs ensure on time and quality
      4. Inspections: verify that all requirements are met

3. Knowledge capture: procedures, work instructions, ERP & system backups plus training work for most.

4. Clarify or add wording to meet the other minor changes in the Standard and your system will comply. Check your work instructions still fit the revisions.

I favor avoiding a gap analysis as the value is low and starting in by updating the first procedure, then the next. The Standard remains redundant section to section and definitions are a bit more esoteric.  Documentation process is same:  revise the procedures, train, audit, fix and you are ready for the Registrar.

Need Help with ISO Compliance?  Contact Ty Haines at HainesMFG@roadrunner.com
Yes, I'm ready to talk marketing strategy

The 5 Biggest Inbound Marketing Mistakes Manufacturers Make

Inbound marketing is one of the most buzzed about topics among manufacturers, especially in Northeast Ohio. Many manufacturing companies have implemented successful inbound marketing strategies, which are bringing them more qualified leads and giving them better insight into their prospects and customers. However, for as many manufacturers that have successfully implemented inbound, there are just as many who have dropped the ball and made some major marketing blunders. Read on to learn the 5 biggest inbound marketing mistakes manufactures make and my top tips on how you can avoid these pitfalls at your manufacturing company.

  1. Assuming You Know Your Buyers

One of the biggest mistakes I see manufacturers make in the inbound marketing process is making assumptions their buyer. We see it all the time. Manufacturers with 25+ years of experience, who believe they have a clear understanding of their buyer and their buyer’s communication preferences (which, have undoubtedly changed over time).

Creating a sound inbound marketing plan, starts with the process of creating buyer personas. Buyer personas help manufacturers identify their best prospects. During the process of developing buyer personas, manufacturers must get into the mindset of their ideal customers, and identify their goals, their pain points, how they search, their information search process, and demographics. Two helpful activities include surveying current customers and doing some educated speculation.

Then, and only then, will you have a clear understanding of your ideal personas. You can now create targeted, relevant content that speaks to your buyer and provides solutions to their biggest problems. Click here to read our blog about creating buyer personas.

  1. Not Developing a Content Map

inbound-marketing-manufacturersDeveloping a content map is essential to have inbound marketing success. The crux of inbound marketing is content. It is necessary to have a website full of relevant, engaging content that speaks to your buyer personas and also, the various verticals where your prospects exist. Creating a content map is a great way to make sure that you are targeting each vertical and all your ideal buyers. A content map is a plan of all the content that will be developed for your company in a 6 month to year-long stretch.

The content map delves deeply into your personas and their process through the buyer’s journey. You can map out content for the awareness stage, consideration stage, and decision stage of the buying process. By creating a content map, you can develop content ideas to bring prospects through the sales process on their terms, building a deeper relationship and showing your expertise.

  1. Skipping on Integrating Sales with Marketing

The beautiful thing about inbound is that it ties sales and marketing together. With an inbound minbound-marketing-mistakesarketing platform, such as HubSpot, you can track your prospects and their behavior. In one, easy-to-view command center, you can look at prospects and customers individually and see what emails they’ve opened and clicked, where they’ve been on your website and what content they’ve downloaded.

When integrating an inbound strategy, it is necessary to get sales on board. By integrating CRM with an inbound platform, sales managers get a “360” view of who the prospect is and receives valuable insight on that individual’s needs, wants and goals. That way, when a sales rep reaches out to a prospect, he or she is equipped with solutions tailored to that prospect. When sales are disconnected from inbound, you will not see optimal ROI from your marketing efforts.

  1. Eliminating Traditional PR & Marketing Tactics from Their Strategy

Inbound marketing allows manufacturers to track just about everything from website visitors to leads and sales. We’ve seen a lot of manufacturers dropping the ball on public relations thinking that inbound marketing is replacing the need for the name recognition and eyeballs publicity delivers. However, PR & traditional marketing (editorial, advertising, direct mail, etc.) have an important place in an inbound strategy. How you may ask? The first step in the inbound marketing process is attract.

By to exhibiting at a trade show, being featured in an industry publication or by advertising in the right magazine, you are enhancing your brand. Going to a notable industry trade show or having a case study of yours featured in a respected industry publication is a great way to intrigue prospects and attract them to your website! Read my blog “Why Manufacturers Still Need Traditional PR & Marketing in a Digital World” for more information on the importance of inbound.

  1. Underestimating the Power of Social

Many manufacturers are not tapping into the power of social media. If social isn’t integrated into your inbound marketing plan, you are missing out. You can write all the relevant content you want, but you still need to distribute that content. Social provide just the right mix of channels to broadcast your message. Let’s face it: we’re living and breathing in a social media driven world. More and more people are getting their news from Twitter instead of television news outlets and making connections on LinkedIn instead of cold calling or email introductions. If you read Rob’s blog on social selling, you’ll understand the impact social has in the sales process and how easily social selling incorporates into the manufacturing sales process.

I'm ready to increase lead generation with inbound marketing

Why are manufacturing sales managers so teed off?

manufacturing sales managersAre manufacturing sales managers naturally angry? Is there something about their role managing salespeople that has them really ticked off? Of course not, unless your boss is Lumbergh from Office Space and your sales people have not turned in their TPS reports.

We all know how much sales people love doing reports. Whether it be calls to prospects, detailing meeting results or potential for deal closing, reports just do not get filed. Additionally the “churn” of lost leads through the database are often a major problem when it comes to data accuracy. Excuses revolve around quality of the leads. Common complaints we hear from salespeople include: “These leads suck…”, “I do not have time for data entry” and “Who really reads those reports anyways?!”

The Sales Process Disconnect

So, what’s a sales manager to do when they’re frustrated with leads and reporting their sales process? They could blame marketing for the leads (always a popular decision), criticize the sales team for being lazy (now that’s a good way to motivate), or perhaps, maybe, just for a second, examine the tool you have provided them to use. Do you have 7 salespeople and as many separate spreadsheets store on laptops around the country? Do you have one of those “garbage in – garbage out CRMs”?

Creating a Cohesive, Streamlined Sales Process

Sales managers and sales teams, whether inside or outside the company need a central place to discover, capture, nurture and STORE leads; a “Command Center” of sorts. With www.hubspot.com you can do just that.

Need to capture a lead on the fly? There’s an “app for that.” Want to craft your exploratory conversation around their interest? See what pages your customers and prospects viewed on your website and what content they are consuming before you call. Wouldn’t you rather discuss what they are interested in, instead of the deal of the day? How about being notified the very second they engage with your company? Got to beat that competition to the punch, right?

So, do those leads really suck? Probably not. Perhaps the leads are just not prioritized properly or the ability to surface the qualified leads has not been attempted. With the proper tool, backed by content such as eBooks, emails and white papers your sales people will be more efficient, you can see the activity without pestering for reports and cultivate better, stronger prospect relationships. Using forms to request titles and level of interest is a great place to start. You can guide the prospect through the sales funnel more effectively and let your sales team do what they do best, close interested prospects.

“Oh, and I’m going to need you to come in Saturday, oh-Kay?” Yeah, work from your smartphone instead and let Lumbergh’s calls go to voicemail!

I'm ready to increase lead generation with inbound marketing

Why CRM for Manufacturing Lead Generation Doesn’t Work

Without a doubt, a CRM (Customer Relationship Management) is an integral part of the manufacturing sales process. However, CRM is not a be-all-end-all to a shorter sales cycle. Why? Because a CRM by itself doesn’t generate leads. If your CRM is not connected to an inbound marketing platform, you are missing valuable sales opportunities. Keep reading to learn why your CRM should be integrated with an inbound marketing platform to improve sales and turn prospects into customers quicker and more efficiently.

What a CRM Can Do

  • Be Your Contact Database
  • Produce Email Conversations- (Opens and Clicks)
  • Log calls or other interactions between sales people and those contacts (if the sales people are invested in the CRM and put the time in)

What a CRM Can’t Do

  • Attract New Leads- CRM is only for existing databases, which may degrade 25% a year due to events such as job changes, people leaving the company, etc. It’s up to the manufacturer to add additional contacts into the database and regularly “clean up” the database when people move to different jobs
  • Track Prospect and Customer Behavior- CRM can only give you information about email opens and clicks and other interactions that your client logs. It cannot tell you how a prospect interacts with your brand. Meaning what webpages they’ve looked at, if they’ve engaged with your company on social media, or if they’ve downloaded a white paper or other content from your website.

What is an Inbound Marketing Platform?

There are a few inbound marketing platforms on the market. At Felber PR, we use HubSpot for both our CRM and inbound marketing software (though HubSpot integrates with many existing mainstream platforms on the market).  HubSpot is an inbound marketing platform and sales software that helps manufacturers attract visitors to their website, convert leads, and then ultimately, close the customers.

Inbound marketing focuses on bringing prospective customers to you, rather than outwardly seeking them. By creating content specifically designed to entice your ideal customers, inbound attracts qualified prospects to your website and starts the process building relationship. You can and should also nurture your existing customers as well to sell more.

Why You Should Have Both a CRM and an Inbound Marketing Platform

We all know that knowledge is power and that’s what an inbound marketing platform gives you. An inbound marketing platform allows you to track your prospects and their behavior. In one space, you can look at prospects and customers individually and see what emails they’ve opened and clicked, where they’ve been on your website and what content they’ve downloaded.

By syncing your CRM with your inbound platform, sales managers get a “360” view of who the prospect is and receives valuable insight on that individual’s needs, wants and goals. That way, when a sales rep reaches out to a prospect, he or she is equipped with solutions tailored to that prospect. Isn’t that their job in a nutshell? Building deeper relationships?

Also, an inbound marketing platform allows for marketing automation. For example, if a prospect on your website downloads an Ultrasonic Additive Manufacturing eBook, that prospect will automatically be sent content via email about 3D printing dissimilar metals, embedding sensors in parts or other of interest topics. Then, when that prospect has looked and multiple emails or pages on the website, a trigger will be sent to a sales manager to reach out to that prospect.

Long gone are the days of sales people reaching out to prospects that aren’t quite ready to buy. By syncing your CRM with an inbound marketing platform, sales managers save time, get further insight on who that prospect is, and ultimately, can close sales more efficiently based upon where that person is in the sales cycle.

I'm ready to increase lead generation with inbound marketing

Why Manufacturers Still Need Traditional PR & Marketing in a Digital World

public-relations-manufacturersLet’s face it, manufacturers are living, breathing and selling in a digital world. If you’ve read our page on inbound marketing, you already know why manufacturers need to devote their time and talents to inbound marketing. However, manufacturers shouldn’t discredit the power of traditional publicity tactics; as well as advertising and trade show marketing. In this blog, I’ll highlight the top 5 reasons your manufacturing company should “tie the knot” with traditional marketing and inbound marketing for ultimate success.

Why Traditional Marketing Tactics Should Be Incorporated with Inbound

Attract People to Your Brand

The first step in the inbound marketing process is attraction. Business-to-business manufacturers don’t want just anyone visiting their website. They want qualified leads who can benefit from their products, services, and knowledge. In marketing terms, you want your ideal prospective customers or “buyer personas”. By going to a trade show, being featured in an industry publication or by advertising in the right magazine, you are enhancing your brand. The key to inbound is first attracting people to your website and then “converting” the lead, or enticing them with an offer that your prospect thinks has enough value to trade their information (email, company name, etc.) to receive. Interested in how this works in inbound? Click here.

Build Credibility in Your Industry

A study by Pew Research recently found that more people trust information coming directly from the news media than they do from social media. Sure, you could have a great case study of how you helped a manufacturers save time, money, and resources with your solution but having it on your website works better if it was first published in an established industry journal.  Published articles shows your prospects and current customers that you are who you say you are, that you provide great products and services worthy of recognition.  Your customers and prospects will view you, your experts, and your company, as a thought leaders or innovators..

Ability to Reach a Larger Audience

Looking to reach a larger audience? By receiving frequent recognition in industry and local publications, your message is able to reach thousands and thousands of people in that publication’s circulation who otherwise may not find you. When considering pitching a story or developing a magazine ad campaign, check their circulation statistics. The magazine should be able to provide you with a media guide detailing the number of readers and their demographics. Also, your customers are a great indicator of where you should pitch your stories. During your calls with loyal customers, ask them what are the top 3 industry publications they feel are valuable and you must read during the month?” If you see a trend, that’s where you should focus your strategy.

Traditional PR is still a powerful marketing tactic that marries well with inbound marketing. Editorial coverage, trade show marketing, and advertising help manufacturer position themselves as an industry thought leaders and reach a larger audience. For more information on our public relations and media services for manufacturers, visit http://www.felberpr.com/services/public-relations-manufacturing/.

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