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Impactful Tactics for Manufacturers

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Manufacturers can leverage digital marketing tactics to help grow their businesses.

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Impactful Tactics for Manufacturers

  1. 1. Impactful Marketing Tactics for Manufacturers Leveraging Digital Marketing Tactics
  2. 2. Thursday, June 16, 2016 CONFIDENTIAL 2 Here’s a taste of the B2B and B2C tactics that are working In a recent survey of both B2B and B2C professionals, email, SEO and paid search were listed as top revenue generators. Statista.com
  3. 3. Thursday, June 16, 2016 CONFIDENTIAL 3 Digital resources provide manufacturers with the tools to “pull” in customers Social Media Paid Search Your website should be both the face of your company as well as a tool for your customers Leveraging LinkedIn and Pinterest to strengthen your online presence and outreach to your audience Allows you to target customers who are already likely to be interested in your products Building a Better Website Marketing Automation Automate your marketing efforts, gather additional customer intel and maximize your sales efforts Tools to show your ads to anyone who has visited your website up to 30 days after their visit Remarketing Out-of-the-Box Outreach Efforts to develop new leads based on thought leadership and external outreach
  4. 4. Thursday, June 16, 2016 CONFIDENTIAL 4 Most manufacturer websites are limited in design and functionality Limited engagement, no way to connect with brand Photography does not highlight quality of products Nothing to help build a first impression with first-time buyers
  5. 5. Thursday, June 16, 2016 CONFIDENTIAL 5 Building calls-to-action and tools for engagement into a website is critical Clear phone number and links to connect with TribalVision Video testimonials to highlight client success stories Engaging messages on rotating “hero” images Relevant and engaging content is crucial to building a strong SEO presence
  6. 6. Thursday, June 16, 2016 CONFIDENTIAL 6 Ensuring your website adheres to best practices will optimize it for lead generation 5 Make sure contact CTAs are clearly labeled Leverage video on your site wherever you can Provide forms for leads to input their information Update it with new content on a consistent basis Include customer testimonials to legitimize your offer 4 3 2 1
  7. 7. Thursday, June 16, 2016 CONFIDENTIAL 7 Leveraging digital marketing to strengthen existing client relationships Client-Specific Online Catalog Develop catalogs behind a login portal to customize the customer ordering process Resource Library Video tutorials, podcasts, digital sell sheets and distributor tool kits for your clients and distributors to access and leverage in their own purchasing/sales process Email Drip Campaign Long-term outreach strategy to stay in front of customers with scheduled and structured digital touchpoints Website Tools Specialized communication and data storage tools to facilitate communication with your customers
  8. 8. Thursday, June 16, 2016 CONFIDENTIAL 8 Jewelry retailers offer a prime example of what a manufacturer’s website could be Sleek and modern design / navigation High-quality photography Customer tools
  9. 9. Thursday, June 16, 2016 CONFIDENTIAL 9 Track visitors on Google Analytics to learn what channels are working Analyze which pages they visit, in what order, and for how long. Analyze sources of web traffic, including the quality of leads they deliver. Integrating GA into your website will let you map the customer journey, and fix the rough spots. Great indicators are return visitors, pages per session, and visit duration.
  10. 10. Thursday, June 16, 2016 CONFIDENTIAL 10 Mobile Website Responsive Website “70% of mobile searches for products or services will result in a sale in the near future.” http://www.forbes.com/sites/jaysondemers/2014/06/04/7-ways-that-seo-is-uniquely- important-for-entrepreneurs/ Statistics show that mobile design is equally important in web development
  11. 11. Thursday, June 16, 2016 CONFIDENTIAL 11 Remarketing can help keep your name in front of buyers who have visited your site Visit to NYT.com as a non- subscriber Remarketing ad served that encourages subscription
  12. 12. Thursday, June 16, 2016 CONFIDENTIAL 12 SEO efforts can help you maintain high visibility in searches without requiring ad spend SEO efforts such as content generation, social media, optimizing page tags, and more will help return your website at the top of organic search results Note that SEO is an ongoing effort and requires extensive maintenance, as well as a ramp-up period to generate credibility in the eyes of Google
  13. 13. Thursday, June 16, 2016 CONFIDENTIAL 13 Paid search (SEM) can be highly effective for both B2C and B2B marketers Although paid search can be highly effective, don’t do it because everyone else is. Evaluate the average cost per acquisition you can expect – depending on the cost of your products, this may not necessarily make sense. ContentMarketingInstitute.com, Wordstream.com
  14. 14. Thursday, June 16, 2016 CONFIDENTIAL 14 A properly managed paid search campaign search can help bring traffic to your site Traditional paid search advertisements Google places ad
  15. 15. Thursday, June 16, 2016 CONFIDENTIAL 15 Search-specific landing pages can help increase conversion rates for your marketing spend Paid search click Specialized landing page with call-to-action
  16. 16. Thursday, June 16, 2016 CONFIDENTIAL 16 Only select social media tools demonstrate real returns for B2B marketers 0.39% 0.67% 2.60% Facebook Twitter LinkedIn Visit-to-Lead Conversion Rate for B2B Companies Making use of the proper tools helps make sure your marketing dollars and resources are well utilized Source: MarketingProfs.com
  17. 17. Thursday, June 16, 2016 CONFIDENTIAL 17 LinkedIn premium accounts increase the tools at your disposal to create connections • 3 InMails per month • 15 Introductions • 300 Profiles per search • Up to 4 advanced search filters for leads • 10 InMails per month • 25 Introductions • 500 profiles per search • Up to 4 advanced search filters for leads • 25 InMails per month • 35 Introductions • 700 profiles per search • Up to 8 advanced search filters for leads Business $19.95 Business Plus $39.95 Executive $74.95 A LinkedIn premium account can help you research and contact more leads, with a higher count of InMails and access to more advanced search filters and results
  18. 18. Thursday, June 16, 2016 CONFIDENTIAL 18 LinkedIn’s powerful search tools provide opportunities to find new leads Use LinkedIn’s advanced people search to research relevant leads for your business. You can also ask for introductions from mutual contacts to improve response rates Step 1: Contact existing connections from events, business associations, alumni groups and more using InMails Step 2: Identify appropriate criteria to research new leads, targeting by industry, company size, job title, location and more
  19. 19. Thursday, June 16, 2016 CONFIDENTIAL 19 LinkedIn Groups provide a means of networking with other professionals in your industry Left: An example of a LinkedIn “International Jewelry and Accessory Designers, Manufacturers and Suppliers” group Joining and contributing to relevant LinkedIn groups can help increase your exposure to potential new clients
  20. 20. Thursday, June 16, 2016 CONFIDENTIAL 20 Sponsored updates and text ads should provide a call to action back to your website
  21. 21. Thursday, June 16, 2016 CONFIDENTIAL 21 InMails provide a way to reach out directly to any prospects you identify InMails are limited to 2000 characters, but remember to be concise. Most importantly, be sure to reference your contact’s profile and their specific interests, as well as why your InMail is relevant Hi Al, My name is [Name] and I work for TribalVision, a marketing consulting firm helping small and midsized businesses. I noticed from your profile that you manage your own small business in the area, and you are currently looking for a new marketing VP. As an outsourced marketing department for hire, TribalVision could be the flexible, cost- effective and comprehensive solution your business needs. If you’re interested, I’d love to speak with you and answer any questions you might have. I only need a few minutes, so please let me know when might be a good time to talk. I look forward to hearing from you. [Name] Filters: Location – RI/ MA Title – Owner and/or CEO Industry – All Industries Employees – 11-50, 51-200, and 201-500 Relationship – All LinkedIn Members
  22. 22. Thursday, June 16, 2016 CONFIDENTIAL 22 Paid search ads on LinkedIn can build exposure even when customers aren’t looking for you Ad packages can help supplement general paid search outreach Can be highly targeted to viewer, by industry, position, experience, and more
  23. 23. Thursday, June 16, 2016 CONFIDENTIAL 23 For B2C manufacturers, Pinterest can be an effective awareness tool Being a B2C focused channel, Pinterest won’t likely generate leads directly, but can help spur demand from consumers leading to indirect demand from your customers
  24. 24. Thursday, June 16, 2016 CONFIDENTIAL 24 Affiliate marketing is a scalable method to advertise on 3rd party websites A company looking to place ads online in order to sell product will look for the right publisher(s) based off demographics and page visits An organization that owns ad space on popular retail websites will explain demographic and page visits in order to receive advertisers A published ad will be clicked on by a consumer, and if they purchase, commissions will be paid to publisher by advertiser
  25. 25. Thursday, June 16, 2016 CONFIDENTIAL 25 Commission Junction is a globally operated network that connects advertisers and publishers Commission Junction operates globally and serves a variety of sectors in both B2B and B2C marketplaces
  26. 26. Thursday, June 16, 2016 CONFIDENTIAL 26 Email marketing can be a consistent source of lead generation and retention 2013 State of Inbound Marketing Report, MarketingSherpa.com, MarketingProfs.com, ContentMarketingInstitute.com Email marketing was the third overall lead generation source for marketers in 2013, producing 13% of all leads. In 2014, email marketing was cited as the most effective digital marketing channel for customer retention in the United States. 50% of B2B marketers and 66% of B2C marketers say email is the most effective channel for generating revenue. SEO may drive traffic, but email drives conversions: although just 22% of marketers cite email as their largest web traffic generator, 25% say those visits convert at the highest rate.
  27. 27. Thursday, June 16, 2016 CONFIDENTIAL 27 Developing an email outreach schedule can help keep your products top of mind The welcome email will be sent to subscribers after they sign upWelcome Email Sent to the entire subscriber list once per monthMonthly Mailing Provide specialized emails for sales, limited-time promotions and more Quarterly updates on trends in jewelry design and ways your products fit in Sales and Promotions Special Events Design Updates
  28. 28. Thursday, June 16, 2016 CONFIDENTIAL 28 Below is an example drip template that sheds light on how drip campaigns work Timeline: 2 hours after action Purpose: Introduction Content: Introduce Brand Timeline: 2 Days after open Purpose: Provide additional information Content: Key Differentiators X, Y & Z Timeline: 3 Days after open Purpose: Provide a more direct CTA Content: Opportunity to contact sales Action Email 1 Email 2 Email 3 If opened If opened How leads enter the drip First touchpoint Action required for next touchpoint Second touchpoint Action required for next touchpoint Third touchpoint Lead takes action on your website, or marketer manually sends leads to a predefined list Conditional logic like “If Opened,” will ensure that only the engaged leads are receiving content
  29. 29. Thursday, June 16, 2016 CONFIDENTIAL 29 Embrace and develop non-traditional B2B marketing campaigns Outbound 2.0 Customer Tool Kits Customer Advisory Groups Create a specific list of targets based on LinkedIn research. Depending on the target, you can even use LinkedIn jobs. Leverage cross-channel outreach via LinkedIn inmails, phone and email follow-up to improve cold outreach response rates. The goal is to setup a meeting or phone call for your sales team. Ask contacts to join your email database if they aren’t ready to close. Identify your top B2B partners, and invest time in developing tool kits for them. Create customized materials such as sales presentations, sales collateral, how-to videos, resource libraries, and more. Watch your customers better sell your business with the right tools, messaging and assets. Empower your customers to provide feedback and have a voice in your company. Assemble 5-10 key clients to offer bi-annual feedback, help refine existing offerings and participate in product development. Improve marketing engagement using direct customer feedback while rewarding your VIP clients.
  30. 30. Thursday, June 16, 2016 CONFIDENTIAL 30 And don’t forget about exploring strategic partnerships and co-marketing opportunities Mono-brand & Multi-brand eBay & Amazon Marketplaces Blogger Outreach Identify potential multi-brand partners, including YOOX Group, Cadenzza, TheCorner, and more. Potentially work with more than one. Leverage multi-brand partners to post new designs or products, alongside national or global suppliers. Lean on partners to support your own brand materials, with high-end mono-brand website support. Create a seller account on Amazon and eBay. Depending on the volume of product you’re selling, get a better price as an individual. Ensure that you are prepared to comply with all terms for shipping, customer invoicing, etc. – otherwise bad reviews could jeopardize credibility. Optimize your profile with keywords, and solicit customer reviews from past customers. Strong reviews will improve your chance of future orders. Make a list of bloggers or other online influencers that discuss jewelry, or other items relevant to your business. Conduct outreach to them for an article, potentially sending samples or press releases. Lean on tools such as Bloggers Required to get a host of bloggers to bid on your content.
  31. 31. Thursday, June 16, 2016 CONFIDENTIAL 31 Thank you “Because the purpose of business is to create a customer, the business enterprise has two – and only two – basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.” – Peter Drucker
  32. 32. Thursday, June 16, 2016Thursday, June 16, 2016 Thank You For additional information, visit TribalVision.com

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