Marketing for Manufacturers Bootcamp
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Slides from the Marketing for Manufacturers Bootcamp, run in conjunction with the Calderdale And Kirklees Manufacturing Alliance (CKMA) and the Bradford & Airedale Manufacturing Alliance (BAMA).
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Marketing for Manufacturers Bootcamp
- 2. The world of business has changed. How we communicate, how we manufacture, how we buy...... www.tdmuk.com
- 3. ... so why are you still trying to find sales like it’s the 90s? www.tdmuk.com
- 4. Report: How Engineers Find Information (Q4 2016) 68% of engineers looking for information turn to search engines Only 14% used tradeshows to source information www.tdmuk.com
- 5. At the start of their buying decision. Once they have narrowed down the options to a couple of manufacturers. Only to confirm pricing and delivery details. 20% 25% 55% At what point industrial buyers look to engage with suppliers BUYINGDECISION www.tdmuk.com
- 6. THE INVISIBLE BUYER Visits your website, takes your information and writes you off without you ever knowing you were in the running www.tdmuk.com
- 7. The five main challenges of marketing a manufacturing business www.tdmuk.com
- 8. GENERATIONAL BUSINESS • How things have always been done - insular perspective • Person in charge of marketing isn't a marketer, it's a family member or the MD / SD Challenge 1 www.tdmuk.com
- 9. • Aging and high-seniority workforce can be change-resistant • Need to market to your own workforce before the customer CHANGE-RESISTANT WORKFORCE Challenge 2 www.tdmuk.com
- 10. • Company not attracting (or retaining) the best candidates because of poor image • Senior engineers remain hands- on instead of working on the wider strategy of the business LACK OF TRADE SKILLS ENTERING INDUSTRY Challenge 3 www.tdmuk.com
- 11. Challenge 4 20% 80% 80% of the profit (or 80% of the trouble!) Customer base • Sell in a reactive way, going after whatever they come across • Promising what engineers cannot easily deliver or chasing undesirable work LACK OF SALES STRATEGY www.tdmuk.com
- 12. Challenge 5 • Markets move, the company's sales message doesn't • Globalisation seen as a threat not an opportunity NOT REACTING QUICKLY ENOUGH www.tdmuk.com
- 13. So... how do you market a manufacturing business? www.tdmuk.com
- 14. If you are competing on price then you have failed to establish the true value of what you make in your customers' minds. If a customer perceives your product as just a commodity that is no different from your competitor's, they will buy whichever is cheapest. www.tdmuk.com
- 15. People make their mind up about a company from their website within 3 seconds. You can't prove your credibility in that time using words. 1. COMPANY BRANDING www.tdmuk.com
- 18. If I Google you and find nothing, then at best you are a very unremarkable person 2. PERSONAL BRANDING www.tdmuk.com
- 20. 3. INTERNAL MARKETING • Having all staff on-board with a single strategy means people can understand the reasons behind the changes they are being asked to make. www.tdmuk.com
- 21. Get EVERYONE to be part of your strategy www.tdmuk.com
- 22. • Digital and modular marketing material can be updated quickly without having to replace a whole brochure • Modular material can be tailored to only include information relevant to that specific client or sector 4. MODULAR MARKETING MATERIAL www.tdmuk.com
- 23. Customisable replaceable inner pages... ... also create PDF versions for specific markets www.tdmuk.com
- 24. • Have communication channels in place that talk to all your contacts - include past, current and future customers. • When you do have a message to push out, you can do it quickly to a warm audience. 5. PUT A COMMUNICATION CHANNEL IN PLACE www.tdmuk.com
- 25. www.tdmuk.com
- 26. • The embarrassing moment when the buyer knows more about your product than your distributor. • Give them the full picture - from the process basics through to the story behind each product 6. SUPPORTING DISTRIBUTORS www.tdmuk.com
- 27. Give agents and distributors all the digital tools they need www.tdmuk.com
- 28. THE INVISIBLE BUYER 7. CAPTURE THE INVISIBLE BUYER www.tdmuk.com
- 30. Limbo Deciding Trigger point SaleAware of a need BUYING DECISION www.tdmuk.com
- 31. 2% Ready to engage 18% Decision-making 80% Passive 80% 18% 2% VISITORS TO YOUR WEBSITE www.tdmuk.com
- 32. Limbo Deciding Trigger point SaleAware of a need Visits your site for first time LinkedIn request LinkedIn Articles Clicked on link in email Meeting Email exchange Follow-up call Email marketing Download PDF capture email BUYING DECISION www.tdmuk.com
- 33. 2. Download the information they need in return for their email address 1. State their industry www.tdmuk.com
- 37. Engagement campaigns Reach out campaigns Direct contact PASSIVE ENGAGEMENT ACTIVE ENGAGEMENT SUSTAINED ENGAGEMENT EMAIL MARKETING www.tdmuk.com
- 40. GOOGLE PPC AND SEO www.tdmuk.com
- 41. $19 billion comes from advertising revenue $21 BILLION PER QUARTER GOOGLE PPC AND SEO www.tdmuk.com
- 42. Paid-for advert listings 'Organic' (not paid- for) listings not visible without scrolling GOOGLE PPC AND SEO www.tdmuk.com
- 43. Pay-per- click listings above B A C A A B B C C Disappear when searching on a mobile because not 'responsive' SEO (SEARCH ENGINE OPTIMISATION) www.tdmuk.com
- 44. Google is in charge (Not you, and not an SEO 'expert'!!) Mobile search favours mobile- friendly sites Can only target one keyword per page Slow: off-site and on-site techniques require long-term strategies SEO (SEARCH ENGINE OPTIMISATION) www.tdmuk.com
- 45. Instant results Controllable at all levels Only pay when someone has a genuine interest Can directly target all keywords (even competitor product names and brands!) PPC (PAY-PER-CLICK) www.tdmuk.com
- 46. Any marketing will only get you... 90% OF THE WAY TO A SALE IT'S ALL IN THE FOLLOW-UP www.tdmuk.com
- 47. Remember this? IT'S ALL IN THE FOLLOW-UP www.tdmuk.com
- 48. Manufacturing has embraced technology - your sales and marketing has to also. www.tdmuk.com
- 50. Email me on dave@tdmuk.com for a PDF copy www.tdmuk.com