Upload
dave-pannell
View
112
Download
1
Embed Size (px)
Citation preview
Marketing for Manufacturers
Bootcamp
The world of business has changed.How we communicate, how we
manufacture, how we buy......www.tdmuk.com
... so why are you still trying
to find sales like it’s the 90s?
www.tdmuk.com
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
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
BU
YIN
G D
ECISIO
N
www.tdmuk.com
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
The five main challenges of marketing a manufacturing business
www.tdmuk.com
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
• 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
• 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
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
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
So... how do you market a manufacturing business?
www.tdmuk.com
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
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
A typical manufacturer
www.tdmuk.com
A m
arket leader (the same com
pany!)
www.tdmuk.com
If I Google you and find nothing, then at best you are a very unremarkable person
2. PERSONAL BRANDING
www.tdmuk.com
Expertise b
ecomes the b
rand
www.tdmuk.com
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
Get EVERYONE to be part of
your strategy
www.tdmuk.com
• 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
Customisable & replaceable inner pages...
... also create PDF
versions for specific markets
www.tdmuk.com
• 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
www.tdmuk.com
• 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
Give agents and distributors all
the digital tools they need
www.tdmuk.com
THE INVISIBLE BUYER
7. CAPTURE THE INVISIBLE BUYER
www.tdmuk.com
OMNI-CHANNEL MARKETING
www.tdmuk.com
Limbo Deciding
Triggerpoint
SaleAwareof a need
BUYING DECISION
www.tdmuk.com
2% Ready to engage
18% Decision-making
80% Passive80%
18%
2%
VISITORS TO YOUR WEBSITE
www.tdmuk.com
Limbo Deciding
Triggerpoint
SaleAwareof 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
DownloadPDF & capture email
BUYING DECISION
www.tdmuk.com
2. Download the information they
need in return for their email address
1. State their industry
www.tdmuk.com
VS
EMAIL MARKETING
www.tdmuk.com
EMAIL MARKETING
www.tdmuk.com
EMAIL MARKETING
www.tdmuk.com
Engagement campaigns
Reach out campaigns
Direct contact
PASSIVE ENGAGEMENT
ACTIVE ENGAGEMENT
SUSTAINED ENGAGEMENT
EMAIL MARKETING
www.tdmuk.com
SOCIAL MEDIA
www.tdmuk.com
www.tdmuk.com
GOOGLE PPC AND SEO
www.tdmuk.com
$19 billion comes from advertising revenue
$21 BILLION PER QUARTER
GOOGLE PPC AND SEO
www.tdmuk.com
Paid-for advert listings
'Organic' (not paid-
for) listings not visible
without scrolling
GOOGLE PPC AND SEO
www.tdmuk.com
Pay-per-click listings
aboveB
A
C
A
A
BB
C
C
Disappear when searching on a mobile because not 'responsive'
SEO (SEARCH ENGINE OPTIMISATION)
www.tdmuk.com
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
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
Any marketing will only get you...
90% OF THE WAY
TO A SALE
IT'S ALL IN THE FOLLOW-UP
www.tdmuk.com
Remember this?
IT'S ALL IN THE FOLLOW-UP
www.tdmuk.com
Manufacturing has embraced technology - your sales and marketing has to also.
www.tdmuk.com
TAKE A GUIDE
www.tdmuk.com
www.tdmuk.com
The Design Mechanics, New Mills, Brougham Road, Marsden, Huddersfield, West Yorkshire, HD7 6AZ
Dave [email protected]
davepannell@daviepannell
Stewart [email protected]
stewartleahy@DesignMechs
CONTINUE THE CONVERSATION