Impactful Marketing Tactics for Manufacturers Chris Ciunci | Managing Partner | TribalVision Brand manufacturers are increasingly going digital
Marketers are increasingly prioritizing mobile and social over traditional ad channels. There is also increased focus on owned and earned media over paid.
Booz Allen Hamilton Strategy, “Reimagining shopper marketing.” Here’s a taste of the most effective B2B and B2C channels
In a recent survey of both B2B and B2C professionals, website, email and social media were listed as top revenue generators.
https://neilpatel.com/blog/marketing-channels/ The manufacturing industry still has so much opportunity to take advantage off when it comes to digital marketing 30% 58% 59% Only 30% of manufacturing Of manufacturers use website Of manufacturing marketers say that marketers feel that they are using analysis to learn about target fresh web design and mobile web and social content effectively audiences optimization have drastically improved their businesses 84% 3% 1% Of people searching for services in The best manufacturing sites only Of manufacturers assed their the manufacturing industry say see conversion rates of 3% vs. 10% content marketing as they use the internet as their average across most industries “sophisticated” starting point
https://www.ironpaper.com/webintel/articles/manufacturing-marketing-trends-and-statistics/, https://www.protocol80.com/blog/manufacturing-marketing-statistics Manufacturers are not investing as much in marketing as other industries (just 8% of their budgets)
https://www.onlinemarketinginstitute.org/blog/2018/07/infographic-digital-marketing-manufacturing-industry/ Below are the marketing channels generate the most revenue for manufacturers
https://www.business2community.com/b2b-marketing/heres-an-industry-analysis-of-the-most-effective-b2b- marketing-channels-01361533 Digital resources provide manufacturers with the tools to “pull” in customers Your website should be both the face of your Building a Better Website company as well as a tool for your customers Monitor your website visitors and gain insight on Google Analytics your audiences SEO ensures that your website shows up at the top Search Engine Optimization of organic search results for relevant keywords Allows you to target customers who are already Paid Search likely to be interested in your products Leveraging social media to strengthen your online Social Media presence and outreach to your audience Reach your customers with personalized email Email Marketing campaigns and automated follow up Target your ideal accounts with personalized, multi- Account Based Marketing funnel marketing campaigns Building a Better Website 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 Jewelry retailers offer a prime example of what a manufacturer’s website could be
Sleek and modern design / navigation High-quality photography Customer tools Building calls-to-action and tools for engagement into a website is critical
Clear CTA, whether that be a phone number, Contact button or both
Engaging messages on hero images/video
Video testimonials to highlight client success stories Ensuring your website adheres to best practices will optimize it for lead generation
1 Make sure contact CTAs are clearly labeled
2 Leverage video on your site wherever you can
3 Provide forms for leads to input their information
4 Provide forms for leads to input their information
5 Update it with new content on a consistent basis Leveraging digital marketing to strengthen existing client relationships
Client-Specific Online Develop catalogs behind a login portal to customize the customer ordering process Catalog
Video tutorials, podcasts, digital sell sheets and distributor tool kits for your clients Resource Library and distributors to access and leverage in their own purchasing/sales process
Specialized communication and data storage tools to facilitate communication Website Tools with your customers
Long-term outreach strategy to stay in front of customers with scheduled and Email Drip Campaign structured digital touchpoints There are a variety of user-friendly, affordable eCommerce sites available
These platforms often have integrated inventory management, shipping coordination, payment methods, and accounting Blogs are a great way to place fresh content on your site
TribalVision writes weekly blog posts and shares them through social media Statistics show that mobile design is equally important in web development
63% of all online traffic now come from smartphones and tablets
Mobile Website Responsive Website
https://www.stonetemple.com/mobile-vs-desktop-usage-study/ You can view daily, monthly, or yearly website information and even compare time periods. Here is an analysis of TribalVision’s website traffic from the last 12-months.
Google Analytics allows you to see telling information about your website visitors and their experience on your site. 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. Google Analytics can show you where traffic is coming from, nationally and globally Google Analytics provides vast audience insights
Age, gender, location, affinity and in-market categories, device used, and browser used are just a few of the many visitor attributes you can analyze Google Analytics provides vast audience insights (continued) 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 Know your niche: industry & competitor research
Identify your competitors & gather data on their SEO & PPC performance
Compare your site and back links with your competitors & industry giants
Choose targeted long tail keywords based on your analysis
A competitive analysis will provide you with more informed keywords, allowing you to begin your on-page optimization with a strong foundation.
http://moz.com/blog/illustrated-seo-competitive-analysis-workflow SpyFu is a great tool for analyzing your competitors’ SEO
Pricing for SpyFu starts at $39/month and provides SEO keywords, backlinks, paid search, and additional insights on you and your competitors’ SEM efforts Cover your bases of on-site optimization using your keyword selections
Keywords should be used in the title tag & meta description, keyword tag as well as Keywords used throughout a page’s content it’s headers and subheaders (H1-H4 Tags).
Possibly the most important element of on-page SEO, the page title tells search Title engines (and people!) what your page is all about. The title should contain keywords and be no longer than 70 characters in length. If possible make it into a question.
Though not as relevant as in the past, the meta keywords tag should not be ignored. Meta Titles They allow the relevancy of the page to be based on the set of keywords and should not be abused (display only keywords used on the actual page).
Meta descriptions in most cases will show up in search results right under the link. Meta They are a great opportunity to showcase what the page is about, include relevant Descriptions keywords and to include the catchy call to action in roughly 155 characters. Yoast is a free, user-friendly meta data tool for WordPress users
Yoast helps users easily enter their SEO titles, meta descriptions, which is how Google “reads” the contents of a page and what heavily affects search engine rankings Yoast is a free, user-friendly meta data tool for WordPress users
Yoast tells you a website page’s weaknesses, areas for improvement, and what it is doing well. Yoast will evaluate how your keyword density, imagery, URL, page content and additional meta data will affects your page’s SEO Example SEO Audit Off-site optimization (link-building) process
Keywords How to Link-Build Before building links it is vital to Integrate the keyword into the get a full landscape of keywords backlink coming from the source appropriate to your industry that to your site. Diversify the get a lot of traffic and especially variation as if the link repeats to those keywords that are long tail many times the same way it looks and get a lot of traffic. Short artificial. keywords are usually not action- oriented while longtail ones are. Where to Link-Build Research them in Google Ads for Don't send all of the links to the free by creating an account. home page. Send the links to the sources that are more relevant Not All Links Are Created Equal for the link rather than sending It is better to get 1 link forma all of it to the home page. In fact, very powerful source than 20 some of the best link building links from a barely known campaigns focuses on evenly sources. spreading the entire site. More strategies for link-building Business Directories Make sure that the information is consistent. Some of the directories are paid like Yahoo, while some are free like SuperPage. Make sure that the directories are whitelisted before you post there. Blogs & Forums Engage in the comments/discussions on the blogs and forums and make comments on those with links to your website. Typically you need to become an established contributor first before you would be allowed to backlink to your website. You also need to check as a lot of websites are “no follow” meaning that they don't pass the link juice outside of the website.
Press Releases Even though press releases are no longer counted by Google towards your link building collection, a well written and distributed Press Release might get picked up by some publication and those are usually a great source for valuable links. Reviews
Reviews on Google, business directory sites, and other sources help with your search rankings and reputation
Come up with a process for asking happy clients and customers to leave review; consider incentivizing them
Once you have reviews, showcase them to prospects and other relevant parties Paid Search
84% of parent company Alphabet’s revenue is Google Ads PPC Advertising Google’s Q4 ad revenue grew by 20% in Q4 of 2018 to $32.6 billion 33% of global Google Search Ad clicks come from desktop 61% of global Google Search Ad clicks come from mobile Google owns 92.92% of the search engine market, while Bing owns 2.38% A properly managed paid search campaign search can help bring traffic to your site
Traditional paid search advertisements Google places ad To start off building a paid search campaign, you have to find your keywords Use Google Ads free keyword planner tool to explore relevant keyword search volume, competitiveness and cost.
You can type in your product or service, plug in a landing page or even write your product category for keyword ideas and inspiration. In this case, we searched “outsource marketing” Once you built a robust list of keywords, you have to decide their match type
http://www.cardinalpath.com/adwords-keyword-match-types/ Now, it’s time to build your audiences. You can build audiences consisting of: Preconfigured Audiences • All website/app visitors • First-time visitors • Frequent visitors • Users who have visited a specific website page • Users who completed a specific goal conversion • Users who completed a transaction • Lookalike audiences: audiences who are similar to those visiting your website New Audiences • Age • Gender • Geography • Devices • Income • Interests • & more Once you’ve finalized your keywords and your audiences, it’s time to build your ads
This is a preview from Google Ads
TribalVision has built it’s campaigns around geographic location, but you can target customers by service/product offering, industry, branded vs. non-branded campaigns, demographics, and more; the approaches are endless!
http://www.cardinalpath.com/adwords-keyword-match-types/ Search-specific landing pages can help increase conversion rates for your marketing spend
Paid search click Specialized landing page with call-to-action
http://www.cardinalpath.com/adwords-keyword-match-types/ Before you begin bidding, it is important to understand the Google Ads Auction process
Ad Rank = maximum CPC bid x Quality Score Quality Score = expected CTR + ad relevance + landing page experience Actual CPC = The Ad Rank of the person below you / your quality score + $0.01 In other words, you pay 1 cent more than the next highest bidder Now, it’s time to set a budget. Here are the most important factors:
Decide how much you want to spend a day. If you think in months, divide your 1 budget by the number of days
Budgets are set by campaign; budgets represent the average amount you're willing to spend per day on that campaign.
Note that Google Ads might exceed your budget by 20% on any given day. However, in a given billing period, you're never charged more than the average number of days in a month times your daily budget. Now, it’s time to set a budget. Here are the most important factors:
Google Ads is essentially a series of auctions so the main impact that your Daily 2 Budget will have on your costs is that it caps the amount you will spend in your billing period.
As it is an auction, you can expect your costs to vary per day. Now, it’s time to set a budget. Here are the most important factors:
3 If you have a low daily budget, this may impact the amount you will bid, which can impact your campaign's performance.
Your daily budget is completely separate from your bids. However, as it caps the amount you spend in a day, it can impact your bidding strategy.
Your CPC (Cost per click) is the maximum amount you want to pay when someone clicks your ad. Be sure to run regular reports and track all of your conversions
Track form submissions, button clicks, specific page visits, phone calls, text messages, app downloads, and more in paid search tracking Remarketing Remarketing can help keep your name in front of buyers who have visited your site
Visit to NYT.com as a Remarketing ad served that encourages subscription non-subscriber Remarketing is a cost effective alternative to traditional paid search ads
While a Google PPC Search ad could have an average cost of per click of $2-$3, a remarketing ad has an average cost of $0.25 - $0.60
Similar to regular search ads, remarketing land pages don’t always have to lead to a submission form. They can be a top-of-mind brand awareness campaign that provides testimonials or content LinkedIn Build a Free Business Page on LinkedIn and keep it updated with frequent content
Once again, an opportunity to keep your brand top of mind within your professional network. LinkedIn premium accounts increase the tools at your disposal to create connections • 15 InMails per month Business • Who viewed your profile $59.99 • Unlimited browsing • Business insights • 20 InMails per month Sales Navigator • Advanced search filters $79.99 • Lead recommendations • Email integrations • 30 InMails per month Recruiter Lite • Guided search $119.95 • Smart suggestions • Projects
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 LinkedIn’s powerful search tools provide opportunities to find new leads 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
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 LinkedIn Groups provide a means of networking with other professionals in your industry
Joining and contributing to relevant LinkedIn groups can help increase your exposure to potential new clients
Left: An example of a LinkedIn “International Jewelry and Accessory Designers, Manufacturers and Suppliers” group InMails provide a way to reach out directly to any prospects you identify
Filters: Hi Al, Location – RI/ MA
My name is [Name] and I work for TribalVision, a marketing consulting firm helping Title – Owner and/or small and midsized businesses. I noticed from your profile that you manage your own CEO 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- Industry – All effective and comprehensive solution your business needs. Industries 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 Employees – 11-50, talk. 51-200, and 201-500 I look forward to hearing from you. Relationship – All [Name] LinkedIn Members
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 Sponsored updates and text ads should provide a call to action back to your website 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 Email Marketing Email marketing can be a consistent source of lead generation and retention 82% 70.5% 75% Of B2B and B2C companies are using Higher open rates and 152% higher CTR Of email revenue is generated by triggered email marketing automation for automated email messages companies 10% 26% 40x Personalized emails improve conversions Emails with personalized subject lines Email is 40x more effective at acquiring new by 10% are 26% more likely to be opened customers than Facebook or Twitter
https://www.campaignmonitor.com/blog/email-marketing/2018/12/70-email-marketing-stats-you-need-to-know/ Developing an email outreach schedule can help keep your products top of mind
Welcome Email The welcome email will be sent to subscribers after they sign up
Monthly Mailing Sent to the entire subscriber list once per month
Design Updates Quarterly updates on trends in jewelry design and ways your products fit in
Sales and Promotions Provide specialized emails for sales, limited-time promotions and more Special Events TribalVision deploys monthly content And a quarterly eNewsletter, TribalTimes You should have a master email list, as well as segmented lists
As you make connections, gather business cards, collect email opt-ins, compile all of the addresses into one master list
Segment leads by industry, geography, whether they are hot/cold, or in whichever way your organization most effectively approaches prospects If you need assistance building a list, consider purchasing lists from the numerous email vendors out there
Vendors like DiscoverOrg and Lead411 will allow you to specify contact/company specs, such as job title or revenue, respectively
Other vendors provide bulks lists, such as EZSelect, who provides contact emails from manufacturing firms in each state Below is an example drip template that sheds light on how drip campaigns work Action Action How leads First required for Second required for Third enter the touchpoint next touchpoint next touchpoint drip touchpoint touchpoint
Email 1 Email 2 Email 3
Timeline: 2 hours after Timeline: 2 Days after Timeline: 3 Days after Action action open open If If Purpose: Introduction opened Purpose: Provide opened Purpose: Provide a more additional information direct CTA Content: Introduce Brand Content: Key Content: Opportunity to Differentiators X, Y & Z contact sales
Lead takes action on your website, Conditional logic like “If Opened,” will ensure that or marketer manually sends leads only the engaged leads are receiving content to a predefined list There are email outreach tools and services available too
If you don’t have the man power to develop, implement and manage a robust email campaign yourself, you can always leverage tools and services
SalesFlow is an outsourced email marketing service who builds lists, prospects, cold calls, and emails ideal clientele
PersistIQ is a simple marketing automation platform that allows you to send multi-touch point emails to lists of contacts Apollo.io is a unified sales platform that allows for automated email sequences Apollo.io has an internal database of millions of contacts Additional Apollo.io Features:
Apollo allows you to narrow your contact search by a variety of parameters, Audience Targeting e.g. location, industry, number of employees, and more
Partnered with SendGrid, a dedicated API that protects your URL, Apollo External API can send thousands of emails a day
Whenever a prospect replies to an email or opts-out, Apollo immediately Automatic Replies removes them from a sequence
Apollo can tell you which subject line is most effective, which email Robust Reporting resulted in the most interest, and more Account Based Marketing (ABM)
Account Based Marketing (ABM) is a strategy in which sales and marketing teams work together to target best-fit accounts and turn them into customers. This five step approach allows the sales team to identify accounts with the highest revenue potential for your business, and enables your marketing team to develop a tailored campaign to contacts at these accounts. Account Based Marketing (ABM): The Five Steps
Top of the Funnel
Building a multi- Paid Search LinkedIn Sponsored Ads Direct Mail touchpoint marketing mix Middle of the Funnel will increase frequency and campaign success. Drip Email Marketing Retargeting Webinar
Bottom of the Funnel
Personalized Assessment Sales Communication 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