The document discusses the state of manufacturing in 2024, highlighting economic uncertainty, recruitment challenges, cybersecurity threats, and inflation concerns. Strategies for attracting talent, marketing in uncertain times, and building a referral network are emphasized as essential components for growth. The report concludes with recommendations for using content marketing and enhancing company culture to address current challenges and prepare for 2025.

1. 1
The Manufacturing Roundtable
The State of Manufacturing
in 2024
October 9, 2024

2. 2
Manufacturing Panel
With Q&A

3. 3
Meet the Panelists

4. 4
State of the Economy & Business
According to the Manufacturing Report, economic
and global uncertainty are up seven points this year,
the highest it's been over the past five years.
● How has the current economic climate impacted your
business, both positively and negatively?
● What are your biggest concerns regarding the future
economic outlook and its potential impact on the
manufacturing industry?

5. 5
Recruitment & Company Culture
A high percentage of manufacturers say it's difficult to
find qualified workers for new or open positions and
keep them once they're there.
● What are the most effective strategies you've
implemented to attract and retain talent?
● Have you adapted your company culture to address
the changing needs and expectations of today's
workforce?

6. 6
Cybersecurity
Nearly two in ten Wisconsin manufacturers say they
have been hacked or experienced a data breach of
some kind.
● What would you say are the most pressing
cybersecurity threats facing your operations today?
● Have you invested in cybersecurity measures to
protect your sensitive data & systems?

7. 7
Outside Influences & Risk Factors
Concerns about inflation and economic uncertainty
are up, as are concerns about costs of worker pay,
government regulations, and data breaches.
● What regulations or government policies are having the
most significant impact on your manufacturing business?
● Per the report, concerns about inflation are up a few
points from previous years, do you still feel that this is
an issue impacting your company? Similarly, how are
you addressing challenges posed by rising costs and
supply chain disruptions?

8. 8
Areas of Growth for 2025
According to the Manufacturing Report, nearly half (43%)
of companies said they are finding new customers
primarily through referrals or word of mouth.
● Would you agree this is the same for your company?
● What are the primary drivers of growth for your business in
the upcoming year, and where are you seeing the most
opportunity?
● Are you leveraging technology and innovation to
support your growth strategies?

9. 9
Q&A

10. 10
Digital Marketing In The
Current Climate
Presented by Justin Kerley

11. 11
Meet the Speaker
Co-Owner
Top Floor
Justin Kerley

12. 12
Using The Survey Findings
To Market Your Business
Do You Need To Adjust?
The state of the local and global economy
can require different tactics when
executing a marketing strategy
Economic Uncertainty
Finding the right people is critical to the
success of your business, what’s your
strategy for finding them?
Recruitment
One of the biggest drivers of concerns
over the economy, how can you
position yourself in the market?
Inflation
While referrals can be effective when
getting new business, they are hardly
predictable revenue.
Referrals/Word Of Mouth

13. 13
How To Market In
Uncertain Times
Businesses Still Need To Business
● Showing value is critical to building trust
● Prove that you’re an expert at solving complex
issues
● Stay top-of-mind until they’re ready to purchase
They Just Become More Discerning

14. 14
Content Marketing
Is Key
Establish Yourself As A Thought Leader
● Instead of focusing on your capabilities, determine
what client problems you solve
● Then you’re better positioned to understand the
potential solutions they’re faced with
● Create content that highlights why your
products/solutions are the superior choice
Start With Their Problems

15. 15
Develop Content At Every Stage Of The Funnel
Let Them Work Their Way Down
● Blog Posts
● Infographics
● Educational Videos
Awareness
01
Decision
03
● Case Studies
● Comparison Guides
● Product Demos
Consideration
02
● Product Datasheets
● Testimonials
● Pricing Guides

16. 16
How To Address
Inflation
There Are Two Options
● You can focus on the value your products/services
provide over the alternatives
● Promote the value-adds that your company offers
Typically No One Is Immune

17. 17
Focus On Long-Term
Value
When You Are Not The Low Cost Option
● If your product/service costs more up-front but
saves them money in the long run, utilize a pricing
guide that shows the customers cost over time
● Developing a pricing calculator can also be an
effective way to highlight the long-term savings
Pricing Calculators Or Guides

18. 18
Promote Additional
Services
Going Above And Beyond
● Solving their initial problem is the focus
● What else can you do for them?
● People will pay a premium for improved
processes, capabilities, and services
In-depth Case Studies Are Your Friend

19. 19
Add Recruitment To Your
Marketing Strategy
Don’t Leave It To HR
● Identify which changes your company is planning on making and
how best to communicate them
● Provide the necessary information in your job postings
● Utilize Social Media to not only promote your open positions, but
also your company culture
Finding The Right People Requires Coordination

20. 20
Considering Changes?

21. 21
Strongest Selling Points

22. 22
Update Your Job Postings

23. 23
Promote Your Culture

24. 24
How To Create An Effective
Referral Engine
And The Role Marketing Can Play
● Waiting for the phone to ring is not a strategy
● Ensure that your digital first impression is up to snuff
● Be intentional about incorporating both scalable and non-scalable
referral actions into your process and strategy
Referrals: Valuable but Unpredictable

25. 25
A Customer’s First
Impression
Don’t Let It Be A Deal Breaker
● Even after someone is referred to your company,
they likely do some digging online, starting with
your website
● Is it an accurate representation of your current
state?
● Does it function well on both desktop and mobile?
● How easy is it for them to reach out and contact
you?
Start With Your Website

26. 26
Scalable Activities To Gain
Referrals
Incorporate These Into Your Process
● Ask for referrals!
● Use your CRM, Email Marketing Platform, or Project Management
Tool to identify referral opportunities
● Identify when in your process it’s appropriate to ask for both a
referral and a review on Google
● Utilize the personalization tools in your Email platform to create a
template that doesn’t sound like a template
You Miss 100% Of The Shots You Don’t Take

27. 27
Non-Scalable Referral
Activities
These Require Some Elbow Grease
● Solicit feedback and work to improve pain points in your
process
● Ask who referred you to new customers - send thank yous to
referrers
● Strategic Partnerships - identify companies that offer
complementary services
● Incentivize referrals
They are harder but more effective

28. 28
In Summary
Wrapping It Up
● Content Marketing can be your best friend in uncertain times - focus
on the customer and their problems. Showcase how you are the best
solution and allow them to work themselves down the funnel before
reaching out
● Incorporate a recruiting strategy into your marketing plan. Posting
jobs and waiting for applications will get you nowhere. Promote your
open positions and highlight your company culture online
● Putting in some work can help get you more referrals. Don’t wait by
the phone for the next lead to come in. Go out and ask for it and
work to improve your processes to create a reliable source of leads.

29. 29
Q&A

30. 30
Upcoming Events
Assembly Trade Show
Top Floor will be at Booth #1642 - stop by if you’re there!
October 22-24
Virtual Workshop: Ask the Owners: Budget Planning for 2025
Thursday, November 20, 2024 at 10:00 am
Register:
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LinkedIn!

31. 31
THANKS
AND SEE YOU NEXT TIME