Article | April 27, 2021
What do you need to create a killer B2B marketing plan or scale it to support a new marketing business in the age of COVID-19? Many manufacturing companies struggled when the coronavirus started. Some of them paused all marketing activities, waited for the lockdown to end, and then made up for potential losses.
Looking at this situation, where does your business stand when it comes to marketing planning in 2021?
Simply copying and pasting the old calendar, changing dates and campaign names will be far from being sufficient for the years ahead. Instead, establishing steady and tangible SMART B2B manufacturing marketing goals, which are specific, measurable, relevant, time-bound, and flexible, is crucial for marketers. And such goals should be made every quarter and bucketed under a planned manufacturing marketing strategy.
Aren't you sure what to include in your B2B manufacturing marketing plan? Read on the following ideas that will help you do marketing in the age of COVID-19.
Redefine your Budget Season
As marketers in industrial manufacturing face planning failures such as inevitable spreadsheets, board meetings, sales, and client handling that accompany for an entire year, they're also facing dwindling budgets. So, redefining your manufacturing marketing budget in 2021 will be one of the most important aspects of marketing for manufacturers.
AMA's latest CMO Survey found that manufacturing marketers anticipate an 8.4% rise in digital marketing spending throughout 2021.
What is your digital marketing goal in 2021?
Generate double-digit leads for products and services?
Promote or launch a new product or service?
Expanding reach by ranking in Google's first search engine result page (SERP)?
Creating a proper digital marketing plan will leverage to know beyond its tip of the ice. The digital platform will keep your marketing activities on track and in one place, and you will see what's working and what doesn't. This way, you can create a solid budget to implement digital marketing in your marketing business.
A survey found that customer experience expenditure surged 10% from past years after companies started marketing budgeting. This prominently included A CRM (customer relationship management) platform. So, including a CRM will benefit your business to track and manage contacts present in your marketing pipeline.
Social Media Platforms
Interestingly, social media expenditure has soared by 74% since February 2021, and the investment by other manufacturers has paid off. Manufacturers report that social media has contributed to the company's performance 24% more after the pandemic.
In general, 62% of marketers report that the importance of social media marketing for manufacturing has grown during the pandemic due to its critical role in reaching customers digitally. It's clear that companies that already implemented digital marketing see the value of budgeting for social media, which increased the positive results of marketing. So, when you set up a new budget, include social media to grow your business.
5 Things to Consider while Marketing your Business
A Lead Scoring Model
One of the most important aspects of marketing in manufacturing is implementing a lead scoring model. Investing in it will allow you to see through the valuable metric of your leads that will make you determine which ones are qualified.
Metrics include your ideal customer's demographics such as company size, revenue, industry, and main pain points. Also, these have a number of website visits, specific page views, content downloads, contact forms, emails unlocked, engagement with social posts, and more.
Regularly evaluate your lead scoring model and update to ensure your metrics are closely related to your ideal prospect. It would lead both sales and marketing for manufacturers to identify valuable leads in your database easily.
Invest in A Video Marketing Strategy
Video Marketing is a great deal. As per Cisco's research, by 2021, videos will account for 80% of all internet traffic. In addition, being one of the internet’s traffic sources, it’s practical and reasonable. Video marketing for manufacturers has been profitable by 83%. From creating more leads per year to a rise in sales, 80% say that video marketing has aided their business significantly.
If you haven't invested in video marketing yet, or if you've only dipped your toes in the water, 2021 is the year to dive in completely. As per HubSpot's 2020 State of Marketing report, video beats content forms like blogging, email, and infographics. Also, video is the most-used marketing content type for manufacturers.
So, there are many tools and resources that make it easy to get started with video marketing. Videos help to sell industrial manufacturing products and create a brand story. So, think about it and include this when budgeting your marketing plan.
Move Beyond Basic Marketing Analytics
Through digital marketing, manufacturing marketers have been trying to determine the ROI of their efforts. But do you know that most of them have been doing a lousy job? That's because they, and the tools they use, tend to focus on things that don't matter. These include views, clicks, etc.
More than 600 manufacturers and industrial companies in the U.S. have learned that their marketing and sales are going wrong. Out of which, 35% of manufacturers are not using an analytics tool like Google Analytics. So, it is advisable to move beyond basic marketing analytics to track how much traffic is coming to your website.
The latest tools can identify companies visiting and allow salespeople to engage them in their research phase. It will result in creating and maintaining promising relationships with clients.
Content Isn't Optional
A rock-hard content marketing plan is the core of your online business's success. Keep in mind; a few blogs are not sufficient to get accurate results!
Creating content helps (by answering) your potential buyer's queries in their research process and throughout their buying journey. A survey found an online search or a blog acts as a key source for finding answers to questions.
As most sales are happening online now, Hubspot suggests that manufacturing businesses' sales will surge incredibly in 2021. An average B2B manufacturing marketing has involved 68% of stakeholders. Prospects are now making more decisions by reaching out to a company than ever before because they want your website and social channels to educate them completely. If they can't find the information on your owned channels, they might turn to your competitor's website instead.
This makes content the most important aspect of marketing. When it comes to steady and consistent lead generation for b2b manufacturers, content is at the front and center of all the B2B manufacturing marketing trends. So, take content seriously instead of keeping it just as an alternative.
What's Important for 2021?
Plan in quarters
Many companies create full-year planning calendars in November and December. The pandemic in 2020 has taught us that to plan too ahead in advance can get your business to flow in the wrong direction. Because who knows whether those plans or events would fall digitally or be back to in-person. Will your target audience be as approachable as to emails and webinars or not?
So, plan your marketing things quarterly from annual to ensure your business leads in the right way.
It's not advisable to keep an eye on one particular marketing metric, for example, tracking traffic to your website. Instead, it's the whole picture that matters.
2021 is the year to evaluate every goal, every channel, and every message related to your business. With this, think about creating a big picture as well—company positioning and values, competitive research, and even business goals.
Here are some standard audit actions recommended:
1. Conversion rates
Visitors converting to leads
Leads converting to customers
2. Email engagement
Number of sent emails
3. Revenue attribution audits
How much revenue can be credited to marketing campaigns?
4. Campaign success
How did all of the individual elements of your campaign perform? That includes:
The site and landing pages
Paid ads and PPC
How did the campaign perform against other campaigns?
5. Social media audit
Engagement by channel
Overall reach and growth
6. Funnel audit
How effectively contacts are moving through the funnel
In addition, conduct an audit and analysis vertical to ensure all the automation is taking place or running appropriately. Doing it will help your marketing team keep a constant check on all the processes and cater to you with exact marketing activities. Keep this activity active throughout the year.
Continue Shifting Budgets—Don't Be Afraid
Much of 2020 has been experimental in marketing for manufacturers. Many manufacturing companies moved away from in-person events to a webinar, shifted expensive prospect meetings to internet meetings, trade events to PPC, website, and content creation. In these cases, you might have to shift your budgeting when needed. Consider revising the budget to create advertorials, creative virtual events, and strategic lead generation tools if you plan in quarters.
Along with these, 2021 brought a good time to invest even in intent data, ABM, SEO, and other automated technologically advanced digital initiatives. According to a recent study, manufacturing companies are now 21% more likely to invest in automation and technology. As they are now inclined towards the use of webinars & virtual events (20%), search & social media (14%), and website (12%). All of these increased in light of COVID-19. So, start planning for what's sure to have a better year ahead with your marketing strategies.
Frequently Asked Questions
What is the role of marketing in the manufacturing industry?
Marketing plays a pivotal role in the manufacturing industry. Through marketing, customers are well informed about products or services a company offers. Also, marketing helps in building the brand name, awareness, and visibility of a company.
How to use social media marketing in manufacturing?
Social media marketing in manufacturing can be ideally used in these ways:
Choose right platform
Share useful content
Create creative posts
Connect with in-market participants
Create videos and share
Address problems and provide solutions through content
What are the important aspects of marketing for the manufacturing industry?
Being the crucial part of any company in the manufacturing industry, essential aspects of marketing are:
How can Email Marketing help to market in the manufacturing industry?
Email marketing in the manufacturing industry can help by creating informational content. Start from offering subscription options to potential customers, clients, and visitors. Send updates, information, an overview of the company's services and products to aware the reader and convert them into loyal customers.
"name": "WHAT IS THE ROLE OF MARKETING IN THE MANUFACTURING INDUSTRY?",
"text": "Marketing plays a pivotal role in the manufacturing industry. Through marketing, customers are well informed about products or services a company offers. Also, marketing helps in building the brand name, awareness, and visibility of a company."
"name": "HOW TO USE SOCIAL MEDIA MARKETING IN MANUFACTURING?",
"text": "Social media marketing in manufacturing can be ideally used in these ways:
Choose right platform
Share useful content
Create creative posts
Connect with in-market participants
Create videos and share
Address problems and provide solutions through content"
"name": "WHAT ARE THE IMPORTANT ASPECTS OF MARKETING FOR THE MANUFACTURING INDUSTRY?",
"text": "Being the crucial part of any company in the manufacturing industry, essential aspects of marketing are:
"name": "HOW CAN EMAIL MARKETING HELP TO MARKET IN THE MANUFACTURING INDUSTRY?",
"text": "Email marketing in the manufacturing industry can help by creating informational content. Start from offering subscription options to potential customers, clients, and visitors. Send updates, information, an overview of the company's services and products to aware the reader and convert them into loyal customers."
Article | May 18, 2021
For twenty years as an editorial contributor to Quality Digest magazine, I have had the pleasure of authoring or collaborating more than 80 articles for the publication. During this two-decade tenure, I have worked with Dirk Dusharme (pictured left), Editor in Chief of Quality Digest.
Quality Digest’s website receives more than three million page views each year, which provide editorial content, live broadcasts, videos, and on-demand webinars presented by industry experts on international quality standards, leadership, manufacturing, metrology, statistical process control, training, and more.
Quality Digest continues its important role as companies navigate a post-COVID reality with a critical role of safety, quality, efficiency, and resiliency. Quality elements are no longer an after-thought. It is essential when examining automation, lean manufacturing, and new paradigms for best practice. During COVID, all of us became more remote savvy and the demand for visionary content and information essential.
According to Dusharme, “Since their debut almost a decade ago, Quality Digest's "enhanced" webinar events have raised the bar for the traditional webinar experience. Our audience has come to expect concise, informative, and engaging presentations with subject matter experts who know what they are talking about. Apart from the traditional quality topics, we delve into areas that broaden our audience’s knowledge. These topics range from cybersecurity, to supply chain management, to understanding and dealing with cognitive biases. Our goal is to provide up-to-date, actionable information that our audience can immediately put to use. Live video feeds of the presenters and the products, interactive Q&A sessions, surveys, and valuable downloads all make up our usual webinar experience, followed by next-day access to the on-demand recording and materials.”
Enhanced Webinars from Quality Digest feature real-time streaming video of host, subject matter expert, and a case study in action. Users can email questions, chat, or download files in real-time. This modality is ideal for visual case studies/product demos, team or customer training, and new product/new service announcements.
Article | September 22, 2021
Marketing for manufacturing companies hasn't always been easy. Because of the rising volatility in the economy, trade shows and face-to-face sales meetings have changed their manufacturing purchasing patterns.
On the other hand, buyers are seeking for more convincing market reasons to buy your product. This means your manufacturing marketing strategy needs to evolve to answer each of these questions from the buyer angle in order to convince them in choosing your products over other competitor products.
Manufacturers must do more than simply focus on product awareness to attract new buyers. Instead, they must concentrate on the content and intent of promotional activities that will reach target buyers through manufacturing advertising. The promotional message has always been the critical factor to be delivered at the right time and place.
To hit the rock at the right spot, you must first understand the buyer's expectations in the manufacturing industry. So, let's get started.
Buyers' Expectations from the Manufacturer
Faster production cycles, higher-quality components and products, and affordable pricing are all expectations among manufacturing buyers. Therefore, marketing professionals in the manufacturing domain must consider these factors while developing a digital marketing strategy to outwit other competitors in the industry.
What Is the Importance of Digital Marketing for Industrial Products?
Going digital is the necessity of time. For example, almost 94 percent of B2B buyers conduct online research before making a purchase. Similarly, after using the correct digital marketing techniques for their industrial products, 82 percent of manufacturing enterprises increased their yearly sales within a year.
This one-on-one discussion with one of the manufacturing industry's top leaders will give you a better understanding of manufacturing marketing's relevance.
Marketing is VERY important to any company, although I generally see it being justified by the number of web hits or ‘leads’ that come in. - John Hayes, Director of Sales at BALYO
So, small and medium-sized manufacturers (SMMs) must recognize that utilizing digital platforms is the most significant way of marketing for manufacturing companies.Effective digital marketing campaigns demand sound investment and planning.
Hence, to stand out in this digital game, SMMs must review their digital marketing strategies to improve website traffic and conviction in their product on multiple digital platforms.
To do so, look at the five checklists points at the top of the digital marketing trends for manufacturers.
Five Priorities for Your Digital Manufacturing Marketing Plan
Leading manufacturers are all getting good ROI for their industry digital marketing strategy. Let’s check out how are they doing it?
Recognize the Buyer's Persona
In the context of the increasing instability of the industrial ecosystem, manufacturers must better understand their target groups to develop product marketing strategies tailored to their needs.
The potential buyer's digital activities also help understand the target buyer's persona through their digital activities on various digital platforms. For example, some customers prefer textual content to learn about a product, while others prefer to watch a video that explains everything in detail.
So, as per the target buyer's demand, manufacturers can modify their product marketing content. It will also help you create an effective digital marketing strategy for your manufacturing company.
Interact Effectively with Important Constituents
To be visible in the eyes of your buyer, you must communicate with them frequently and effectively. In every industry, technology has altered the meaning of buyer communication. So, here are some of the most popular ways that all industry leaders are using to exchange information with their potential buyers. This strategy will also help you establish a positive rapport with potential buyers and stay in touch with them.
Start a Newsletter: Prepare some research and conversion phase content, solution-oriented blogs, interviews, or success stories, as applicable for your company's profile. In this strategy, you must always be consistent and distinct.
Create an Email Campaign: Use emails to build a more personal connection with your potential buyers. Create a buyer persona based on the interests of your target audience and segment them properly when crafting your emails. This practice will help your recipients feel recognized and involved.
Use Social Media Networks to Your Advantage: Each of your buyer personas uses social media as a primary source of information. Use this platform to your advantage by developing specific techniques for staying top-of-mind among your target audience.
Make the Website Content Appealing to Potential Buyers
Manufacturing digital marketing content serves as a thread to draw your target buyers to your website. When the target buyer visits your website, the website content will play a critical role. As a result, every manufacturing company must have the concise, engaging, and appealing website content. Make sure that your website contains everything you require to connect with your target buyer persona.
So, how do you know if your website's content is on track? Check out the list below for some key points that should be available on your website to make visitors feel valuable about your company.
Key-informative content: This type of content should assist buyers in expanding their existing knowledge of your company, product, or services. It must include your brand’s story, services, product catalogs and brochures, FAQs, and solution-focused blogs.
Trust-building content: This type of content encourages anxious buyers to trust your product or service, which may be entirely new for them. It includes previous buyer product reviews, client references, testimonials, buyer success stories, expert opinions, and business awards if any.
User-friendly content: This is the most Crucial aspect of your website's content. As covered in the buyer persona section, buyers have diverse interests in consuming information. Some prefer to read text, some prefer to watch videos, and others prefer to consume information through CAD drawings, diagrams, or infographics. As a result, ensure that your website contains various forms of content so that each visitor is comfortable consuming what you are serving them about your product.
SEO-optimized content: Ensure that your website contains your target buyers' keywords when searching for products. Creating SEO-friendly website content allows you to rank higher in Google searches and makes it easier for readers to find you.
Use Marketing Automation Platform
Because of the growing use of marketing automation tools, even the smallest manufacturers can now benefit from them. They're the easiest and most cost-effective way to gauge the success of your digital marketing efforts. So what benefits have you reaped from using the marketing automation software?
Helps you keep track of your prospects' locations
Assists you in obtaining the lead score, which tells you who your best leads are and where they originate
Keep track of the conversions throughout the buying cycle with this tool
As a result, the marketing automation technology helps you evaluate the return on your investment in numerous ways.
Do a Competitor Analysis
Analyzing your competitor's marketing strategies will help you develop sound business tactics for your next move. Competitor analysis aids you in understanding the market's demands and new prospects that you may have ignored previously. This strategic approach also aids in your understanding of where you stand in the market and what you need to come up with to stay ahead of competitors.
Every buyer's attention isn't only focused on making a purchase. They also want a simple and pleasing purchase experience. Providing a delightful buying experience encourages customers to return to you for future purchases of the same or different products you have introduced. As a result, each of the checklists above plays a vital role in your potential customer's buying process and contributes to organic buyer growth.
What is digital manufacturing?
Digital manufacturing is the simultaneous creation of product and manufacturing process descriptions using an integrated computer-based system that involves simulation, 3D visualizations, analytics, and collaborative tools.
How can manufacturers market their products?
Promote your product by using various content types, including blogs, press releases, infographics, and videos. Consider event sponsorships as a way to reach a particular demographic with your brand's message. Distribute complimentary product samples to potential customers to secure bulk purchases.
What is the most effective way to market a manufacturing firm?
For your target groups, write and publish richer, solution-oriented content. To make your company more known to the general public, take virtual tours of your facility and create product videos to give people a better understanding of your product and company.
"name": "What is digital manufacturing?",
"text": "Digital manufacturing is the simultaneous creation of product and manufacturing process descriptions using an integrated computer-based system that involves simulation, 3D visualizations, analytics, and collaborative tools."
"name": "How can manufacturers market their products?",
"text": "Promote your product by using various content types, including blogs, press releases, infographics, and videos. Consider event sponsorships as a way to reach a particular demographic with your brand's message. Distribute complimentary product samples to potential customers to secure bulk purchases."
"name": "What is the most effective way to market a manufacturing firm?",
"text": "For your target groups, write and publish richer, solution-oriented content. To make your company more known to the general public, take virtual tours of your facility and create product videos to give people a better understanding of your product and company."
Article | December 6, 2021
Aerospace manufacturing and design are getting advanced with additive manufacturing. However, the limitations of traditional manufacturing techniques sometimes make it incompetent to produce technologically oriented products. Additive Manufacturing (AM)helps the aircraft system run more efficiently by creating lightweight aircraft parts.
This is one of the reasons that additive manufacturing is gaining traction in aerospace and other industries. According to recent analysis and data, the global additive manufacturing market is expected to grow from USD 9.52 billion in 2020 to USD 27.91 billion in 2028. The expanding technologies and materials used in additive manufacturing will indeed stimulate industry growth shortly.
It’s important to note that there isn’t one channel that is the silver bullet. Most of the time, a combination of different channels will help drive a more powerful outcome.”
– Wendy Lee, Director of Marketing at Blue Prism
However, the aerospace industry encounters some challenges with additive manufacturing, which is the focus of this article. Scalability, multi-material capabilities, professional workers, high-cost materials, and quality compliance norms are all constraints that aerospace professionals are dealing with. Here we will discuss the top three challenges of additive manufacturing in aerospace and their solutions.
Future of Additive Manufacturing in the Aerospace Industry
Even though additive manufacturing has been around for a while, it has only lately become advanced enough to be used in the aerospace sector.
In the aerospace business, additive manufacturing has the potential to deliver significant benefits. Cost savings, design freedom, weight reduction, shorter time to market, fewer waste materials, better efficiency, and on-demand production are just some of the benefits.
Although additive manufacturing cannot make every part, it provides an exciting opportunity to explore feasible alternatives, either supplementing or replacing traditional manufacturing processes. However, it must be taken into account early in the development phase. Additionally, knowledge must be embedded in aircraft design teams to ensure the successful use of additive manufacturing.
However, in recent years, AM has become more prevalent in end-to-end manufacturing. According to Deloitte University Press, the future of AM in aerospace may include:
Directly embedding additively produced electronics
3D printing engine parts
Making battlefield repair components
Top 3 Additive Manufacturing Challenges in the Aerospace Industry and Solutions
While problems are inherent in any new technology, experts overcome them by identifying solutions. Let's look at the top three challenges that the aerospace industry is currently facing and the solutions to overcome them.
Lack of Qualified Experts
Using 3D printers in production and automating work processes are skills that are lacking. However, the obstacles are natural, and the skilled manufacturing workforce is aging and reluctant to adapt to new design models. This is creating the skills gaps surrounding manipulating AM technology.
How to Overcome
Less time spent educating employees is better for business. For example, the US National Additive Manufacturing Institute and the European ADMIRE initiative offer accelerated courses via remote learning websites.
Of course, you'll need to provide numerous additive manufacturing opportunities to attract the key technologists, either on-site or off-site. They will oversee new hires' activities and help them translate their knowledge of 3D printing into designs and final items.
Over Budget Material
The typical cost of AM equipment is $300,000. Industrial consumables cost between $100 and $150 per item (although the final price is formed after choosing the material; plastic, for example, is the most budget-friendly option).
How to Overcome
To overcome this obstacle, you must plan a long-term implementation strategy based on the manufacturing-as-a-service model. On-demand manufacturing reduces manufacturing costs and speeds up product development. You can also go with cheap 3D printers that use cheap welding wire that hasjust come onto the market. They cost $1,200 and may suit your needs.
Fresh Quality Compliance Guidelines
As 3D printing and CNC manufacturing technologies constantly evolve, there are no established norms or regulations for 3D printed objects. However, 3D printed solutions do not always match traditional quality, durability, and strength. For example, a 3D-printed mechanical part. Can someone order 500 similar parts a few months later? Consistency standards and product post-processing may have a negative impact in such circumstances. So, in such a case, traditional manufacturing wins over 3D printing.
How to Overcome
You might endeavor to set quality criteria for your 3D-printed products to ensure they are comparable to traditional ones. You can also apply the ANSI AMSC and America Makes standards, which define quality criteria for 3D printed products.
How Boeing Applies Additive Manufacturing Technology?
Boeing is focusing its efforts on leveraging and speeding up additive manufacturing to transform its manufacturing system and support its growth. The company operates 20 additive manufacturing facilities worldwide and collaborates with vendors to supply 3D-printed components for its commercial, space, and defense platforms.
Boeing is now designing missiles, helicopters, and airplanes using 3D printing technology. A small internal team contributes roughly 1,000 3D-printed components to the company's flight projects. Boeing claims that addressing design as an "integrated mechanical system" considerably improves manufacturability and lowers costs.
Additive manufacturing is altering the way the aerospace industry designs and manufactures aircraft parts. Aerospace advanced manufacturing is making aircraft production easier. We've explored solutions to some of the snags that you may encounter. However, other concerns, such as limited multi-material capabilities and size constraints, require solutions, and industry specialists are working on them. Despite these challenges, additive manufacturing is still booming and rocking in a variety of industries.
Why is additive manufacturing used in Aerospace?
It allows the industry to build quality parts quickly and inexpensively. Reduce waste and build parts for aircraft that are difficult to manufacture using existing methods.
How does additive manufacturing help in Aerospace applications?
Environmental control system (ECS) ducting, custom cosmetic aircraft interior components, rocket engine components, combustor liners, composite tooling, oil and fuel tanks, and UAV components are examples of typical applications. 3D printing helps in producing solid, complicated pieces with ease.
Which aerospace firms use additive manufacturing/3D printing?
Boeing and Airbus are two of the many aircraft businesses that use additive-created parts in their planes. Boeing incorporates additive manufacturing (AM) components into both commercial and military aircraft. Airbus also employs AM metal braces and bleed pipes on the A320neo and A350 XWB aircraft.
"name": "Why is additive manufacturing used in Aerospace?",
"text": "It allows the industry to build quality parts quickly and inexpensively. Reduce waste and build parts for aircraft that are difficult to manufacture using existing methods."
"name": "How does additive manufacturing help in Aerospace applications?",
"text": "Environmental control system (ECS) ducting, custom cosmetic aircraft interior components, rocket engine components, combustor liners, composite tooling, oil and fuel tanks, and UAV components are examples of typical applications. 3D printing helps in producing solid, complicated pieces with ease."
"name": "Which aerospace firms use additive manufacturing/3D printing?",
"text": "Boeing and Airbus are two of the many aircraft businesses that use additive-created parts in their planes. Boeing incorporates additive manufacturing (AM) components into both commercial and military aircraft. Airbus also employs AM metal braces and bleed pipes on the A320neo and A350 XWB aircraft."