Don’t Get SPOOKED by Reporters

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Don't Get Spooked by Reporters

Contrary to what you may have heard, reporters and editors in the business-to-business manufacturing world are not scary. They are not ghoulish. They are not out for blood. They do not have razor-sharp fountain pens.

These media folks are professionals, curious to a fault, and looking to provide their readers (your prospects and customers) with the most accurate, up-to-date, insightful content. They certainly are not the people to be afraid of when conducting an interview. While we all might get nervous speaking in public or with a reporter, working with the key people that cover your industry is critical to getting the word out about your latest innovation or service. No need to carve a jack-o-lantern to scare them into printing your story. Establish a relationship first and it will be like talking to an old friend (although candy never hurts).

Here are three ways to calm the nerves before an interview and achieve the goal of placing your message in front of thousands of their subscribers:

1. Practice. We always tell our clients that the first time they say something should NOT be in front of a reporter. Practice what and how you want your message to be received. Consider media training or simply having a colleague role-play the interview or recording a practice interview for critique.

2. Plan out what you want to say and just as importantly, the topics you want to avoid. Way too many times we have seen a CEO tell us what they do not want to address only to get caught up in the excitement and spill the beans. Note, once it is said, it is hard to retract. If you already crossed the path of a black cat… well, he’s out of the bag! Said another way, we ask you what you would give your left arm not to have to discuss, then plan your answer should that topic come up.

3. Graphics, charts, and photos to the rescue. Having these tools at the ready can help you stay on point as well as provide the reporter with pre-written content for their story. Always, always, always have the high-resolution photos, videos and infographics packaged and ready to send at the conclusion of an interview. While the editors are not scary, the deadlines they work under are, and we have seen stories killed faster than Michael Myers on Halloween when materials are not ready. The editor may have no choice but to skip or delay your story for lack of decent “art.” Then, your story may have actually died.

So, pack up your giant pumpkin basket, a few coins for UNICEF, and get into costume. It’s time to tell your (ghost) story. Happy Halloween from Felber PR & Marketing!

Need some more PR tips? Download out free Manufacturer’s Guide to Public Relations eBook below!

Download our PR eBook

Capitalize on Trade Show Chatter, Before, During and After the Show

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You have a lot to do before a trade show! While promoting your trade show presence ahead of time by having a killer booth design with engaging displays, maybe offering some swag, and setting up meetings with media connections who will be in attendance are all critical to having a successful show, there are other behind-the-scenes tasks you’ll want to handle before you leave.

5 Tips to engage visitors before and during a trade show

 

What to Do ASAP before the Trade Show

Huddle with your team. Make sure everyone inside your organization knows that your company is attending! Let your vendors know, too. Pre-show chatter with your employees and vendors isn’t just good “internal PR,” it helps your sales and customer service reps hone their presentation. And of course, no one knows your company and its products better than the people who make them. Their suggestions will make your trade show presentation better and post-show lead follow-up more productive.

Develop and practice talking points for in-person interactions. You don’t want to sound like a well-rehearsed actor, but you should practice some natural talking points around features and competitive advantages, and be prepared to answer all of the questions you expect to be asked at the show.

 

Trade Show Prep, Two Weeks Before the Show

Warm up the crowd with pre-show messaging: make sure your pre-show “chatter” includes all the pertinent hashtags and that your social media posts include @mentions of other attendees and exhibitors as appropriate. Try to engage your audience with questions and polls, and remember to share your booth number and images of your booth graphics in those posts. 

Review the attendee and exhibitor list. Data collection begins NOW!  

Review and update your lead generation form to ensure that it reflects your most current offerings. Also ask yourself, will it resonate with the prospects you’re most likely to see at the show? 

It should go without saying, but we’ll say it: test the lead gen form and your automated responses.

Not sure how to do that? We can help.

 

The Week Before the Trade Show: Ready to Go? 

Update your live chat popup box with a teaser like, “Want to chat at the show? Let us know when you’ll be there!” And we’ll say it again: test that updated chat window. 

Schedule a designated person (or two) who will be available for live chats both during the show and for three- to 10 days after it’s over. 

  • Give them a script or bullet list of answers to the FAQs you anticipate (based on show reps’ experience at the booth) and try to end all responses with a question, like “can we prepare a quote for you?” or the generic but effective, “is there anything else you have questions about?” 
  • Commit to responding to all chat requests and inquiries within 12 hours. Twenty-four hours is long enough for a “hot” lead to cool off (or reach a competitor). 
  • Why should you prepare for trade show leads to respond up to 10 days after a show? Because like you, trade show attendees will have a lot to unpack – literally and figuratively. And because different trade show leads will enter your funnel at different points in the sales process. 

We’ll discuss what to do with those leads in a future post. Can’t wait? Contact us!

 

Game Day: During the Trade Show 

Collect intel, both on other companies in your space and from your prospects. Not sure how to effectively collect info from leads? We help our clients pre-qualify leads and categorize prospects efficiently so you can maximize those face-to-face interactions and be ready to follow up as soon as you return from the show. 

Keep communication channels open. Just as important as connecting with potential buyers on a personal level, communicating back to your team at the plant is also vital to getting the greatest return for the time and financial investment you put into the show. 

What are you learning that might help engineering, manufacturing, or that could help customer service do their jobs better? What questions could the team back home answer for you, so you can pass along relevant information to a prospect you spoke with earlier at the show? If you respond to a prospect’s inquiry during the show, you’ll leave a great impression that will go a long way toward establishing a relationship after the show. 

 

More Trade Show Tips 

This isn’t a comprehensive list of all you have to do before a trade show, but we’ve covered some of the most important items to maximize your trade show investment. We help companies prepare before, during and after trade shows, from scheduling media interviews before the show to engaging their audience with creative displays and memorable promotional items during the show to following up on each lead in a timely, helpful manner.  The goal is to build great customer relationships! How can we help you?

 

While Trade Shows are primarily marketing events, there are plenty of PR opportunities in every show. We help our clients make the most of those opportunities and build long-term business relations. Want to discuss the possibilities? Get in touch. 

Manufacturing Day’s Impact on a Turbulent Economy

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Manufacturers have been, and continue to be, on a wild ride. While supply chain is grabbing the headlines, companies know that the heart of the problem is recruiting workers at all stages of production. Manufacturing Day (MFG Day) is a long-standing initiative of The Manufacturing Institute, with the Fabricators & Manufacturers Association as a founding partner. Friday, October 7th, 2022 is the date, however, events take place throughout the entire month of October.

What is MFG Day and why is it important?

MFG Day is manufacturing’s biggest annual opportunity to inspire the next generation to start careers in modern manufacturing through a series of focused events to promote manufacturing to students, parents, and educators.

“Manufacturers in the United States need to fill 4 million jobs by 2030, according to a workforce study by The Manufacturing Institute and Deloitte. More than half of those jobs could be left unfilled because of two issues: a skills gap and misperceptions about modern manufacturing.” 

It is no secret that there is a labor shortage and skills gap in the United States. Manufacturers have felt this pain for years. What can you do this year to help? Start by looking for a MFG Day event in your area. Better yet, become a creator and host an event.

Need some inspiration? Check out our past articles on Manufacturing Day on our blog. We have articles and stories covering the past seven years. Participating and engaging your local market will impact your recruitment activities.

There are employees out there and, given a choice, they will want to work with a forward-thinking organization that cares about the community they call home. Partner with your schools and technical training organizations. Arrange a tour, create an internship program, and build tomorrow’s workforce today. Yes, it takes effort and resources but to not only survive but thrive, your manufacturing company needs to embrace multiple tactics. Make the commitment and join MFG Day.

5 Tips to Engage Visitors BEFORE and DURING Trade Shows

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5 tips to engage visitors before and during trade shows

So you’re headed to IMTS 22 (the International Manufacturing Technology Show)? It’s time to think about attracting and engaging visitors. You don’t want to be lost in a sea of trade show booths, so what is the best way to draw visitors away from the competition and toward your business?

1. Invite and utilize your existing connections.

Trade shows can be a great way to interact with your current and potential connections. In fact, 79% of attendees believe going to a trade show helps them decide what to buy. (Source: Graphicolor Exhibits) Before the event, send an email to your current contacts and invite them to visit your booth. Be sure to include information about where to find your trade show booth and what they can expect from your exhibit. If they attend, interacting face-to-face is an excellent opportunity to network, make connections and share mutually beneficial contacts.

2. Research and connect with the media.

Having a great trade show booth is useless if you have few attendees and visitors. A great way to ensure you’re spreading the word about your exhibit is to get the manufacturing trade press involved. Do some research about what media outlets will be present at the show and reach out to your industry bloggers, influencers, journalists, and trade publications. It’s the perfect way to invite prospects, share exciting news or product launches, and promote your business before the trade show. Also, invite these journalists to your booth for one-on-one interviews. Taking the time to invest in advertising and press involvement could secure you more trade show booth visitors and viable leads.

3. Promote your exhibit on social media.

People from every industry are on social media, and these platforms can be a great way to promote your upcoming trade exhibitions. 61% of businesses use social media to promote their attendance at an upcoming trade show. (Source: Brandon Gaille) You should schedule social media posts to go out before and during the show to promote your booth and attract attendees. Don’t forget to include information about any presentations, product demos, or contests you’re hosting during the show. Scheduling the posts ahead of time will relieve some pressure and give you one less thing to worry about during the event. Building excitement online in the weeks leading up to the show will attract prospects to the trade show and encourage them to stop by your booth.

Posting to social media live during the show is also a good idea so you can share your booth location and pictures of your exhibit. If your current contacts or followers are at the show, they will know where to find you and what to expect. Lastly, check the show’s website for their social media and any hashtags to maximize impact. 

4. Nail your booth design.

Attracting prospects to the trade show is just one step. To generate leads, you’ve got to get them to engage with your exhibit during the show. The design of your booth is crucial for making a lasting first impression and drawing attendees to you. If you want to stand out among the other exhibitors your display should include engaging and interactive elements that make the encounter with your business fun. 74% of attendees believe engaging with the exhibitors makes them more likely to buy the products/services on display. (Source: Hill & Partners)

You can use photos and videos to draw the eyes of attendees to your booth. Touch screens and tablets can be used to collect contact information from visitors which will help you follow up after the show is over. Surveys and quizzes are another great way to get your booth visitors engaged and inform them of what your business has to offer. 92% of attendees visit a trade show to learn about new and exciting products and services. (Source: SpinGo)

Everyone loves gifts and freebies. Organizing a contest or giveaway can be an excellent way to capture prospects’ attention and leave a lasting impression. Consider giving away branded merchandise, swag bags, or even food and drinks. 

Using a company mascot is one of the most fun and effective ways to draw attention to your exhibit. A mascot will make your trade show booth unmissable and provide a fun photo-op for visitors to share on social media.

5. Don’t attack, attract.

No one likes to be bombarded by salespeople, especially as you walk by every booth at a trade show. Stopping uninterested people as they walk by and pushing them to look at what’s on sale is not the best approach at trade shows. A better strategy is to attract them to you and your exhibit. But a great display is only the first step. You should make sure that your trade show staff is knowledgeable, personable and engaging. 85% of an exhibitor’s success at a trade show is dependent on the performance of the staff they bring. (Source: Highway 85 Creative)

When a visitor approaches your booth, it means they are interested in what you have to offer, so it’s important to have the first person from your staff there to help. Dressing professional and wearing company logo apparel is a must for making sure your staff is easily identifiable among the crowds. You should be sure that your booth provides its visitors with valuable information that is easily digestible and useful to them. Consider using presentations and product demonstrations to draw people in without having to attack them as they walk by.

For tips on your next step after the show, read our blog The Trade Show is Over – Now What?

Need more help? Download our Trade Shows for Manufacturers Guide or contact Rob Felber at RobFelber@FelberPR.com, (330) 963-3664.

3 Digital Tactics for Lead Generation for Manufacturers

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What do B2B Manufacturing buyers want

Generating and maintaining viable leads is at the core of any successful manufacturing company. Lead generation is the process of initiating consumer interest for products or services with the goal of converting that interest into sales.

But what are the best ways for manufacturers to generate leads? How can manufacturers use digital marketing to generate new leads?

1. Design your website to optimize conversions

The easiest way for consumers to research product and company information is online. 73% of B2B buyers said they pay attention to a supplier’s website when deciding whether to submit RFIs, according to a recent Thomas industrial buyers survey. If your company’s website is not user-friendly, you’re missing out on a ton of potential customers. Using your website to encourage visitors to take action could be a valuable source of new leads.

 

Click here to learn how a website SEO Audit can improve site discoverability

 

For instance, try using a contact section on your site’s homepage where visitors can get in touch immediately to ask questions, or an e-newsletter subscription pop-up to encourage regular communications from your business.

2. Create and share valuable content

The most effective marketing strategies anticipate consumer needs & provide content to meet those needs, even before they ask. In fact, 67% of buyers rely more on content to educate themselves and inform purchase decisions than they did in prior years, according to Demand Gen’s 2020 report.

Inbound marketing can be used to establish trust and symbiotic relationships between your company and its consumers. This process involves generating valuable content which attracts and educates prospects while providing them with information that benefits them. A recent Corporate Visions study reports that 74% of buyers choose the supplier that’s first to add value and insight.

The use of infographics, blogs, and news releases can help satisfy consumers’ informational needs by focusing on their problems & detailing how you can help solve them. Trade shows and webinars are another great way to educate consumers while increasing your company’s awareness and establishing an industry presence.

3. Establish a strong and reliable social media presence

The potential reach for manufacturers on social media should not be underestimated. Owned social pages can be a great place to share valuable content and connect with prospects. It creates a space for manufacturers to create a brand persona, introduce themselves, and communicate with potential consumers on platforms they’re already using.

Another advantage of social media is the potential to research prospects and identify what they are looking for from your company. Knowing more about your audience can help you tailor content to meet the specific needs of your buyers. 80% of marketers said that their content marketing objectives are better met when content is personalized, according to a Seismic demand metric report. Learning how your company can help expand the manufacturing industry is a great way to establish consumer confidence and generate leads.

Need help with your digital marketing strategies? Felber can help. Schedule a 15-minute consultation at your convenience, and let’s talk about it. RobFelber@FelberPR.com, (330) 963-3664.

The path of least (sales) resistance

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Sales, the elusive goal of lead generation, can often be sidelined by roadblocks, hurdles, and potholes. Any delay in your sales procedure can allow doubt, buyer hesitation, or worse, a competitor into the process. This article is NOT about overcoming objections or even listening better; save those tactics for the sales trainers.

Let’s look at the most common barriers to sales and how you will remove them.

Meet on their schedule

I am going to lead with my favorite – be available. You cannot engage in conversation and show how brilliant your solution is for their problem if you are playing phone tag or the “what’s a good day for you” mini-series. In the last year, I have opened my calendar up to zoom and in-person meetings. My prospects and clients can book a date in seconds that is convenient for them and is guaranteed open on my calendar. A calendar invite is generated for both of us – my calendar emails me and I also receive a text alerting me to the new booking. Book 15 minutes with Rob Felber and see just how efficient this tool has become.

Be visible when they are ready

It has become common knowledge that prospects spend a significant amount of time researching their problem before contacting a salesperson or dare I say picking up the phone (BTW, they don’t call; see point one on calendars). The battle for a fast and efficient sales process begins with being able to be found on the internet. If your company, e.g., your solution, does not show on a Google search, you’re not even in the game. Make sure your website is search engine ready. Read our article:

How much money are you wasting on website marketing that is not yielding results? SEO Audits

 

Answer their questions as they are asked

If you have even 3 months in sales, you probably already have heard a few of the same questions. Draft those questions and your best answer and place them in front of your prospect before they ever contact you. In addition to being available and found, you can keep the process going by anticipating and answering the most common questions. Using frequently asked questions documents, case studies and customer references will help your prospect gain confidence in your brand and solution. Of course, use well-placed calls-to-action (CTAs) throughout the process so they can quickly engage you when they are ready to talk. See How to Improve Your Call to Actions

Do not let procedure derail your sales process

Your prospect is ready to buy. More than a signal, they have verbalized “I am sold, where do I sign.” You say thank you and place five pages of credit check and paperwork in their face. Now, that’s pleasant. I am not suggesting that you bypass good business practices, just that you move the paperwork up in the sequence. If you indicate that your prospect is qualified, why not use credit checks as a sales technique to accelerate the sale? “Mr. prospect, it seems like we’re a good fit for your problem, and while you still have questions, would it make sense to start establishing your account so we can move even faster should you choose our company?” We also suggest you do everything possible to streamline your account establishment. If you rely on a credit department, meet with them, and explain that while we need to protect the company, the sale can be jeopardized by long delays. At the end of the day, nothing happens until someone buys something; so, let them (buy).

Let them speak to your clients

There is an old joke about when a prospect asks for references. You respond with “do you want good ones or bad ones?” The reality is no one offers bad references. The way to not have reference checks be a barrier is to have a vetted and fresh list of clients who are willing to speak to your prospects and are available. I have experienced recent requests for client references, and I keep a pre-approved list I can send immediately. These are clients that have already told me they are willing to speak to our prospects without additional notice. Now, I may still give them a heads up, but I know I do not need to ask their permission every time I use their name.

Do you have any other tips or tactics you use to keep the sale moving? Email me and I’ll share with our network – you might even trigger a reader to inquire about your services!

How much money are you wasting on website marketing that is not yielding results?

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A website SEO audit can turn that around

 

Your website looks great. However, if no one sees it, what’s the point? There is always talk about the holy grail of ranking, Google’s #1 position. The higher your site ranks compared to your competitors, the more opportunities to convert qualified prospects into customers. Countless items can impact your ranking and ultimately what our manufacturing clients desire is the ‘real holy grail’, lead conversion. If you are spending money on marketing to attract those leads, but your site is never found, that’s the problem.

An SEO audit evaluates several aspects of a website to uncover problems or errors that may result in your site not being shown in a Google search, and ultimately, not found by your target audience. SEO audits are a great way to find out where your website stands and what you can do to improve its performance.

Our SEO audit covers five main areas: Technical review, Meta & structured data analysis, Core Web Vitals, UX (user experience) Issues, and Site Results in Google Search. If you are planning any marketing program to attract prospects, whether paid advertising, newsletters, social posting, content marketing, or otherwise, it’s critical to first have your website looking great, and functioning well.

Technical Review

Is analytics and Google Search Console installed and linked? If using HubSpot, are tracking reports linked? Make sure the URL is indexed and not blocked by robots. Check for broken links and if the sitemap is submitted. Without a sitemap, Google will not know where to look when scrolling and ultimately ranking your website.

Meta & Structured Data

Does your page contain a unique meta description and the one that always surprises us is when the Header Tags are not installed or worse, even relevant? How are your keywords ranking?

SEO Audits, keywords, faster website

Core Web Vitals – Mobile Friendly

Now let’s look at the website load speed. Who wants to wait for a site to load? Is the site mobile responsive? Yes, that is still a big deal. Also, make sure to check for hacked content and malware.

UX (User Experience) issues

Is the site navigation clear and are there effective calls to action (CTAs)? Without CTAs, how will you ever convert leads? If you think a millennial will actually call based on your phone number listing, you and the Maytag repairman can keep waiting by the phone.

Site Results in Google Search

How is your Google my business listing? Is it accurate and built out or littered with just the photos from the Google drive by car that took that ugly picture of your back alley (yes, that happened with a client, and we were able to delete that unflattering photo)

Interested in learning your results? Click here for a special offer only for our blog readers.

5 Tips for Getting Better Product Photos

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Shooting quality industrial and product images is a specialty, even among professional photographers. But between blog posts and social media content, you could probably use more high-quality and up-to-date images of your products and processes.

We’ve written before about the importance of minding the details when taking photos – making sure everyone in the frame is wearing proper safety equipment, for example, and not including any sensitive information, like part numbers or customer names – but this list is a little different.

5 Tips for Getting Better Product Photos

  1. LIGHT IT UP: When it comes to photography, more light is always better, and natural light is always best. Do you make your products outside? No. But if you can take your product outside to get a picture, do it. Hint: move the item around to get the best light, meaning no shadows and no glare. You may need to move around, too, standing on a step stool to properly frame the products.
  2. Use a tripod or other brace for the camera. Camera shake is a thing. A bad thing. The more still the camera, the better the resulting image. Trust us on this.
  3. Invest in a good…piece of white poster board! Almost anything you photograph looks better on a white background. (Seriously) Among other things, the stark white background will focus attention on your product and reduce shadows in the image. It’s the best buck-fifty you’ll ever spend on camera equipment!
  4. Side-eye it. Professional photographers discuss the “rule of thirds” at length. Suffice to say, it’s not always best to frame the main subject in the center of the image.
  5. Love the image? DON’T SHARE IT until you run it by committee. We’re not talking about a formal committee, but do remember to get some other people to review the photos before sharing. After you’ve followed all of this good advice, you’ll probably be pretty happy with your images. (You’re welcome.) However, you may be seeing what you want to see. Before sharing any of your images, show them to a few people inside the company and ask them to tell you what they “see” in the image. Then ask someone from outside the company to describe what they see. A second (and third, and fourth) set of eyes is always valuable.

Professional photography is critical for your website, and all of your marketing material. Here are a few websites that we coordinated professional shoots for still and video. https://www.mikafab.com/ and https://www.grandriverrubber.com

But we get it – no one has an unlimited marketing budget.* When you need to grab some quick pics, though, these tips will help you get the best images out of a basic point-and-shoot camera or even your phone. 

*if you do, call us!

If you’d like to get more leads for your sales team, we can help you with that, too. Get in touch. Or, grab 15 minutes on Rob Felber’s schedule.

 

What to Do When Your Trade Show is Cancelled (or postponed) AGAIN

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Two years after COVID began disrupting in-person marketing and events, supply chains, and life in general, it’s almost inevitable that your sales and marketing pipeline has suffered. In April of 2021, we felt trade shows might offer relief (Will Trade Shows Be the Shot in the Arm for Manufacturers?). Of course, we had not yet heard about something called Omicron.

 

Live events, from local networking groups to international trade shows, are just beginning to rebound. CES was held live in Las Vegas earlier this month, with a smaller than usual crowd. It’s almost certain to be a few years before those shows are as strong as before the virus turned handshaking into a rebel move.

 

So, what can you do to generate new business when the trade shows and other events you have relied on are virtual, perpetually postponed, or a mere shadow of their former selves? Plenty.

 

COVID-Era Marketing & PR Tips

 The most obvious advice is to embrace virtual events. Being there, even on screen, is (usually) better than being absent – provided you’re prepared to meet the challenges. Of course, cost is still a factor, and it simply may not be a wise investment to pay for a virtual show.

 

Here, are a few tips for making the most of COVID-Era events, both live and virtual.

 

Negotiate with Show Organizers

Show attendance is down. If you are paying to attend an event, you may have a little more leverage to make sure the investment pays off for your firm. Ask for a seat at a workshop roundtable, if possible, or a banner ad on the show website. One thing hasn’t changed: a top goal of attending any show is getting as many email addresses as you can, then making the most of those contacts. Obviously, that means you’ll need a plan for turning those new email contacts into customers. Read: The Trade Show is over – Now what?

How’s your email marketing? We can help.

 Your Message Matters More than Ever

Whether attending live or virtually, we prep show attendees to deliver a handful of talking points very clearly. The talking points are essentially bite-sized pieces of information about your company or product that you want your prospects to remember. Your quality guarantee, for example, or how your latest design innovation will make their manufacturing process easier. The same tactics apply when speaking to media, virtually or in person. Watch this video: Do’s and Don’ts When Working with the Media

Hone your message for manufacturers.

Create Your Own Event

Many of our clients are hosting more frequent video calls with clients and prospects or arranging monthly virtual demos or Q&A sessions. Some have started recording regular videos – and posting those on your website is great for SEO.  You may be ready to create your own event! If the idea sounds scary, start small. When you offer useful information and include an interactive element, you can brand a video session as an event. Not sure you have enough content on your own? Ask a vendor or company you partner with, to join in and add to the conversation. Invite all your prospects and watch those new relationships grow. Need a tune-up on your videos? Watch: How to Incorporate Video into Your Manufacturing Sales Strategy

 

Pro tip: mics matter- and so does lighting and video quality!

Want a review of your sound and video quality? Just ask. We’ll offer honest feedback and some tips in our next call.

 

While we sorely miss live events and trade shows, there are plenty of ways to expand your sales and marketing opportunities – even during a pandemic. In fact, during “these unprecedented times,” it’s a great time to review the basic principle of sales, public relations, and marketing for manufacturers.

 

Why PR is More Important Than Ever

When you can’t get up close and personal with prospects, you need to find other ways to prove your credibility. When a trade publication highlights your company, the feature serves as a warm introduction to decision-makers.

Of course, the best press is earned, and sending “fluffy” press releases is a good way to get editors to ignore you when you do have something newsworthy to announce. We help clients determine how to make the most of their media opportunities. 4 Ways to Determine if Your B2B Manufacturing Content is Newsworthy

 

When was the last time you updated your press list?

Consider a Different Dimension

Neither rain, nor sleet, nor a pandemic stops the US Mail. Thank goodness! Direct mail wasn’t dead before COVID showed up and it’s arguably more important than ever.

Many manufacturers have had success with what we call dimensional mailings. These memorable mailed pieces represent the tangible benefits of working with your company. The key is making the item relevant and clever. Check out this dimensional used to drive media appointments: Media Appointments That Are Out of This World – Case Study, Fabrisonic LLC.

 

Don’t Be Afraid to Pick Up the Phone

Remember the phone?

Talking points, which are vitally important for trade show encounters, are equally important for inside sales reps who are having conversations with your prospects and customers. Those talking points are also ideal for making short videos that show your best side on social media. Oh, and those benefits delivered in memorable, bite-sized chunks also work well in live chats and almost any other way you are in contact with prospects and customers.

 

So, what can you do when some of the top manufacturing trade shows and conferences are being canceled, postponed, or poorly attended? Plenty.

Call us. We get manufacturing, and we can help you get through – and thrive – during these unprecedented times.

 

What should my blog say? Four Formulas to Create Relevant Content, Fast

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If you’re in charge of the company blog, newsletter, or both – and a few other things! – you know that writer’s block is real.

You also know that fresh content is important. Fresh, quality content keeps your website more relevant, to the real people who are your prospects and customers, and it’s important to search engines, too. (And really good content can even help you get trade publication coverage.)

But what should you write your next business blog post about? Here are four formulas to help you create quality content this week, and next week, and the next…

  1. Share a (short) success story. This can be an anecdote from one of your salespeople describing how they overcame an objection with a solution your company offers – providing a sample so the client could see the material for themselves, for example. It could be as short as this:

 ABC Manufacturing needed to make bigger buckets, but the handles kept breaking. Their handle supplier said they’d cost twice as much. We helped re-design the handle so a lighter material could do the job. The buckets with the new design are popular with their customers because they’re easier to stack. Win, win!  Why you’ll love this formula: It’s like a case study, but much less work!

 When you tell a success story in anecdote form, you can use general descriptions of a problem you solved for a client. You don’t identify the client by name, or identify the part. (It should be a true story, of course.) It’s essentially a narrative description of one of your company’s offerings. People naturally love stories – and they’re easy to remember, which is exactly the kind of content you need.

  1. Go on a Roundup! A post of “Top Fastener Styles by Metal Type” would highlight your products in a useful way for clients and prospects, for example. Or, collect your most popular blog posts of the past year, or all of your posts on a given subject or product line. Because a Roundup post includes links back to each of the previous posts, it provides your website with a little more internal structure and organization – Search Engines love that. (SEO bonus points!)

 

Pro tip: it’s easy (and important) to include multiple calls to action in a post like this. How to make a good Call-to-Action even better

  1. A Typical Day at… You go to work every day. You work. You go home. You know the drill…but your clients and prospects would LOVE to know what goes on in there! Highlighting your products, services, and culture in 300-500 words is surprisingly easy. Where does your president eat lunch? Which piece of machinery runs all day long? Who greets delivery drivers at your loading dock? A few candid photos, maybe a quote or two, and you’re done! Read our article on How Manufacturers Can Avoid Pitfalls When Using Photos

 More good news: these kinds of “insider” posts are almost always among the most popular pieces of content on a blog or most clicked in a newsletter.

  1. Educate ‘em! Ask your customer service reps, “what do you wish ALL of our customers knew?” Their answer (or answers) will make a GREAT blog post! There are many ways to use those answers, too. Depending on the information you gather from your customer service team, you might be able to write a roundup-type post. (Or even better, they might be able to write it for you!) Once you start the conversation with your CSRs or inside sales team, you might be surprised at all you learn. It could turn into a series of posts, a FAQ Page on your website, or a tip sheet for new customers.

Who Has Time to Write a Blog?

Ha! We’ve heard that before. Time management is so important, there’s probably a book or two on the subject 😉

But seriously, folks, our clients tell us that having regular meetings to discuss content calendars, blog topics and newsletter schedules keeps them on track. At the end of each meeting, we decide who will write the content – someone on the client’s staff, or someone from our team. We identify the necessary resources, set a tentative deadline, and then follow up before the agreed-upon publication or distribution date. It’s not failproof, but for the most part, it keeps fresh content coming. And fresh content generates leads and leads generate sales, and sales are good.

So keep writing!

How can we help you? Schedule a 15-minute consultation at your convenience, and let’s talk about it. RobFelber@FelberPR.com, (330) 963-3664