5 Ways Inbound Marketing Can Maximize your Business Growth in 2021

ANUSREE BHATTACHARYA | April 06, 2021 | 710 views
Inbound marketing has become a vital part of the manufacturing industry, especially after the pandemic. Marketers want to get more business, more high-quality leads, increase revenue, and expand it into new markets. A lot of opportunities are arising for manufacturers to embrace its effectiveness—especially online.

Unlike other industries, the manufacturing industry is not safe from the continual pendulum swing of updates, new platform creation, and changing buyer preferences. Manufacturing marketing has its own blend of deliverables and initiatives that can spell the success of your business.

Until now, you must have realized that your traditional marketing tactics are obsolete and would have planned to get the inbound marketing program off the ground.

Now what?

Here comes the critical part—understanding how to implement inbound marketing for your business to generate high revenue. With the help of these five steps, you can stay ahead of your competition.

Before you approach the steps, first you need to:

Identify your Customers’ Pain Points

Understanding what frustrates your buyers gives an insight into how to answer the queries they look for. To determine what queries your buyers may have, you can:
  • Interview your customers: Your customers are your leading source of information. Ask them what solutions they are searching for. What content did they read to solve their solutions? What information, insights, FAQs, or product details can help them? This way, create content that answers all of these questions.
  • Talk to your sales representative: Your sales team is on the front line with your buyers/customers. They very well know what content gaps can be filled. Identify the gaps and work accordingly.

These considerations will help you to stay updated in the competitive landscape of manufacturing marketing.

Now, start your inbound marketing program by following these steps.

Update Website

When planning inbound marketing, your website becomes the center of the universe. It’s where all your marketing efforts, like great content for your prospective buyers come in. After all, this is how you’re going to start ranking on search engines and driving in leads.

Before you get to this part, you’ll need to do a basic audit to ensure your website is in tandem with your targeted audiences’ expectations.

The website interface is the focal point that helps buyers to interact. This will help them to interact with your business. And if their experience is negative, they’ll probably never bother to read further. To avoid such circumstances, here are a few critical web design tips you should know and implement:

A Clean Look

Keep your website simple and embrace spaces to make it more appealing to the eyes. Too many visuals and color combinations will make it hard to find the information they’re searching for. Creating a simple yet appealing website neither costs your pockets nor makes it hard for your audiences to contact you.

Mobile-friendly Design

Tablets and smartphones have overtaken desktop computers. So, creating a mobile-friendly design will ensure your website looks impressive on any screen size. Your audience does not feel lost, and it helps to scroll information from your website.

Move from HTTP to HTTPS

With massive data breaches becoming common in the internet world, your audience will be more concerned with security and privacy than ever. Converting your website from HTTP to HTTPS will protect their information. Also, it will help you get ranked on the Google search engine.

Create Informative Content

Content is the backbone of inbound marketing efforts. It’s how you can build a strong audience base for your business and convert them into leads.

To market your business effectively, you need to provide informative yet relevant content at every stage. Think of creating a blog to inform rather than a sales tool. With this notion, your content will rank and stay on top of the mind throughout your customers’ buyer journey. This means your industry-related content has to be interesting and attract visitors to become your leads.

To understand how your content needs to work, list these funnels of content ideas and try implementing them.

Content Ideas: Top Funnel

Include content in these ways:
  • Blogs
  • eBooks
  • Industry research
  • Social media posts
  • Videos on factory products tour


Content Ideas: Middle Funnel

While the top of the content funnel is the widest, the middle of the funnel is often the deepest. It includes content type such as:
  • Comparison guides
  • Case studies
  • ‘How to’ guides


Content Ideas: Bottom Funnel

The bottom funnel creates chances to close the deal and convert visitors/buyers into leads. This includes content ideas such as:
  • Brochures
  • Product reviews
  • Call to action

So, in the marketing competition landscape, many manufacturers are busy updating their inbound marketing strategies like you. Many others have overhauled their business. While you have a lot on your end, inspire yourself to create that excellent piece of content now!


Invest in Marketing Technologies and Automation

One way to grow your business through inbound marketing is automating your marketing efforts. This way, you can devote more time focusing on the bigger picture. There are tons of tools online to help organize strategies, create content, schedule emails, campaigns and publish to your website. Use them!

Marketing technology usage can help your business to operate faster and more accurately. Here are some automation tools to use:
  • G Suite: Google’s products are becoming just ubiquitous with a bonus—everything is in the cloud today. You can find your work easily and access it from any device. Also, manage all marketing efforts from one place and collaborate globally in no time with clients.
  • Sales and Marketing CRM: Customer Relationship Management (CRM) software, like HubSpot CRM, gives you a quick view of your marketing funnel and sales channel. Not only does it enable transparency all across, but it gives you hours back in the day by starting different events and marketing flows automatically.
  • Email Marketing: Emails are the most effective marketing channels in terms of ROI. Email usage endures growing around 4% year-over-year. And has no signs of slowing down anytime soon. In this case, many emailing tools are available. Like HubSpot is well known for its CRM and inbound marketing software. It boasts exceptional deliverability for emails. With about 2,000 email sends/month, contact lists, a drag-and-drop email builder, and ready-made templates, you can start right away.

These are some examples to decide what's best for your industrial inbound marketing efforts. Get started today!


Keep Tracking your Marketing Efforts

You’re spending your time, energy, efforts, and resources on marketing to grow your business. So, it’s essential to track your marketing initiatives and see if it’s functioning as expected or not.

Here are some crucial aspects with which you can keep track of your marketing program:
  • Get an ROI measuring tool:For measurable goals, you’ll want to select KPIs to measure ROI. Some common ones include the cost per sale, per lead, overall marketing program, and overall customer relationship length. You can also set points for channel performance with campaign-specific KPIs, including email open rate or social media impressions.
  • Google Analytics:This is a free tool. It will help monitor your website's health by tracking site metrics such as page views, visits, and clicks. With this, you can easily set up customized reports to monitor specific metrics of interest for your campaigns.
  • Lastly, get a lead generation tool that tracks who is in-market for your services. How they’re interacting with your online presence and where they are in their solution journey.


Inbound Marketing Case Study: Get Inspired!

If you ask your competitors what their main goals are for their company, the answer would most likely be related to increasing sales and leads. Even if they mentioned other purposes, such as improving website performance and SEO or redesigning a website, the main objective would be to get more traffic. And it will lead to more sales.

For Corrugated Metals, Inc., these were the goals. This manufacturing company deals in roll formation. It manufactures products for the equipment, construction, transportation, and defense industries.

The company used inbound marketing strategies during the pandemic and found success with it, resulting in:
  • Increased quality leads
  • Increased sales revenue
  • More opportunities from the manufacturing industry for long term sales potential
  • Redesigned their website to bring design and UX (user experience) up to date and increase engagement
  • Maintained and increased SEO

Through the implementation of inbound marketing, the company saw a 198% hike in website traffic and an implausible 285% increase in leads. But that wasn’t all. The quality of leads radically improved by 321%.

Since they were able to identify and target long-term sales prospects through persona-based targeting and lead nurturing, they lined up a potential million dollar per year customer. This created a possibility of 20 years of recurring sales.
 


Let’s Recap

In a nutshell, using these inbound marketing tactics can bring high revenues to your business.

To recap:

1) PLAN! Do as much research as you can. Know your industrial customers. Find what’s trending. Analyze what worked, what didn't work, and why. And start with these ways to boost marketing for your business.

2) CREATE! Use the information as the backbone to create a stellar inbound marketing plan. Be patient, and do one project at a time.

3) OPTIMIZE! There are ways to improve. And if you’re testing correctly — no industrial marketing strategy will ever fail.

In a recent 2020 Thomas Industrial Survey, there has been a 12% surge in website usage by manufacturers using inbound marketing campaigns to connect with more buyers and customers since the outbreak of COVID-19. Therefore, adjusting your manufacturing inbound marketing strategies today will perhaps help you win more business down the road.


Frequently Asked Questions


What manufacturers should follow to do inbound marketing?

Manufacturers implementing inbound marketing should follow some crucial aspects before they start. These attract customers—don’t interrupt them, measure all activities, nurture leads, do SEO and social media activities precisely.


What are the four stages manufacturing marketers should know about inbound marketing?

There are a lot of relatable things to do inbound marketing. But along the top four things, manufacturers must know to drive business growth are attract, convert, sell and create leads.


Does inbound marketing for manufacturing works?

Absolutely. Inbound marketing for manufacturers has been fruitful. If you are willing to include it in your business, you will reap its benefits and see your business growing with time. Creating a proper strategy is foremost.

Spotlight

RKI Instruments, Inc.

RKI Instruments, Inc. is an innovative gas detection company located in Union City, California. RKI was established in 1994 by Sandra Gallagher and myself. We both believe that customers and distributors deserve a reliable source for advanced gas detection equipment as well as solutions to specific gas monitoring applications.

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10 Best Features to Look for in an Additive Manufacturing Software

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The day is near when additive manufacturing (AM) will become production-ready, with many technological advancements in additive manufacturing software. Although taking care of manual post-processing is one of the challenges AM faces, methods to reduce it are on the rise with the help of better additive manufacturing software. Multilayer 3D printing revolutionises production, combining to fuel innovation. Let's find out what software features for additive manufacturing can help solve the problems that arise. How Does Additive Manufacturing Software Aid in the Resolution of Issues in Large Enterprises? For large enterprises, additive manufacturing software champions innovation to achieve long-term goals and resolve problems with these solutions. Sustainability in Manufacturing: A minimum wastage of material makes additive manufacturing sustainable. Therefore, achieve your goal of implementing sustainable practises quickly. Decrease Costs: Cut costs by automation, optimization, and simulation to help decrease costs at all stages of an AM workflow. Optimize Inventory: You can get rid of a lot of your inventory if you know exactly what material each part needs and how much of it you need. Easy Material Replacement: Simulate results for different materials and easily replace your material for printing as per availability. Combine multiple materials to strengthen parts and make them versatile. Generate Multiple Design Versions: The generative design approach allows you to generate multiple versions of a complex part subject to constraints. As a result, you reduce the guesswork and improve the quality quickly and efficiently. With AI designs in additive manufacturing software, you get progressive design innovation and development. As AM software aids large enterprises to fuel innovation in design implementation and follow the recent trends in additive manufacturing, AM processes such as binder jetting, metal additive manufacturing work and other types of additive manufacturing benefit from them as well. Explore the benefits of additive manufacturing for small and medium enterprises in our next segment which will cover additive manufacturing overview. Learn in-depth insights into why AM software are becoming a choice of medium sized businesses as well. Three Reasons to Use Additive Manufacturing Software To realize the full potential of additive manufacturing, good software plays a vital role in determining the quality of the output printed. Find out exactly how software for additive manufacturing could help your designs and your business grow. Automate: Automated light weighting, part consolidation, and generative design help unlock the scalability of your designs in terms of functionality and cost efficiency. Additive manufacturing software helps you achieve these efficiently. Optimize: Streamline the AM workflow using additive MES (manufacturing execution system) software. Increasing the printing process's efficiency helps reduce the time needed to print and improves the quality of the part manufactured and the machine utilization rates. Simulate and Test: Make your part design model subject to different constraints with the help of simulation using AM software. Reach excellence in additive manufacturing parts for real-life situations. Build a failsafe part using automated mathematical analysis. Using additive manufacturing software can help you overcome many challenges. However, while considering AM software, please note its shortcomings. The Big Challenge in Additive Manufacturing Software At each step of additive manufacturing, separate software is essential to perform different functions. AM software performs many critical functions, such as step-by-step design, printability checks, light weighting, adding support, and simulation analysis. However, a single software package does not exist that addresses all aspects of additive manufacturing. Software integration resolves this issue effectively and efficiently. Additive Manufacturing Software Functions for Large Enterprises For large enterprises, it is essential to get the accurate design of complex parts and manage the AM production workflow right. Additive manufacturing software brings both functions to the table. Learn how additive manufacturing fuels innovation in design. Features of Additive Manufacturing software for design and managing workflow are as under: Top Features of Additive Manufacturing (DfAM) Software: It is easy to nurture the design thinking process by arming with suitable DfAM software for medium and large enterprises. Their features are as follows: Topology Optimization: Using mathematical tools to simulate the material distribution of the part is topology optimization. Making changes in the material distribution can remove inefficient regions from the design. In addition, automated topology optimization helps quickly produce complex geometrical structures using DfAM software. Lattice Pattern Generation: Using additive manufacturing software, we generate 3D lattice patterns automatically. They significantly save costs by using a lower volume of materials and helping design multifunctional parts and structures. In addition, they reduce their weight and cost, making them flexible and stress-resistant. Generative Design: The power of generative design lies in designing to match all the design parameters, applying all constraints, and generating multiple design candidates quickly and efficiently. These include material type, shape, density, orientation, and more. 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In addition, this method can reduce some of the post-processing involved in an additive manufacturing production workflow to help make additive manufacturing more reliable and efficient. The future of additive manufacturing looks supremely promising with several applications of volumetric additive manufacturing. These include aerospace, medical, transportation, energy, consumer products and the like. In the future, revolutionary multifunctional parts will be created using automated part consolidation to optimize part designs like never before. Furthermore, using AI, accuracy is bound to improve. Conclusion: Building a resilient business for medium and large enterprises to unlock scalability is easy with a range of additive manufacturing software. Leveraging AM software saves turn-around time from researching to the production line with a stable and better design. 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Legenday Starts Supplying Silicone Products to 3C Industry

LegenDay | November 28, 2022

Today, LegenDay started supplying silicone products to computers, communications, and the consumer electronics industry (3C Industry). This comes after LegenDay adopted a range of silicone product manufacturing technologies such as extrusion, injection molding, Overmolding, compression molding, and multi-shot injection molding. LegenDay will supply silicone parts to 3C industries, including Bluetooth headsets, phone parts, headphones, Wi-Fi accessories, mouse pads, gamepads, case sleeves, phone holders, and multimedia players, among other components. During this first phase, LegenDay will support small and OEM businesses in the 3C industry. “Rethinking performance, reliability, safety, and performance makes silicone the best material in consumer electronics, At LegenDay, we strive to create the future by supplying the best silicone product to the 3C industry – whether small or large silicone products. We are a partner you can trust.” -Frank, Marketing Manager LegenDay. Silicone rubber is a breakthrough in the 3C industry. Its soft-to-touch feeling, exceptional durability, flexible design, best chemical resistance, temperature tolerance, and eco-friendly features make silicone rubber the best for consumer electronics products. LegenDay continues to partner with product developers alongside manufacturers and reputable brands in the 3C industry. About LegenDay: LegenDay designs and manufactures silicone products for home and industrial use. Based in China, the company has invested in advanced silicone products manufacturing technologies such as silicon extrusion, co-moulding, Overmolding, multi-shot, and clean room injection molding. With continued innovations and research, LegenDay remains a market leader in silicone product manufacturing.

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MANUFACTURING TECHNOLOGY

Acerta Analytics raises $8M ($10.4M CAD) to improve manufacturing quality in fast-changing automotive sector

Acerta Analytics | November 28, 2022

Acerta Analytics, the leading provider of advanced analytics solutions that leverage machine learning and artificial intelligence (ML/AI) to turn complex product data into actionable insights, has raised an $8M ($10.4M CAD) Series B round. The funding will be used to accelerate Acerta’s mission of providing actionable insights that improve product quality and operational efficiency in precision manufacturing globally. BDC Capital’s Industrial Innovation and Thrive Venture Funds led the round, with participation from existing investors OMERS Ventures and StandUp Ventures. Acerta helps automakers like Nissan and suppliers of complex vehicle parts such as Dana dramatically improve quality in their manufacturing processes and support early defect detection, making them more efficient, helping them reduce scrap and rework and avoid shipping defective parts that lead to costly recalls and brand damage. Acerta’s LinePulse platform uses machine learning and artificial intelligence to help companies leverage their data for actionable insights into vehicle part production. Results suggest that using Acerta’s LinePulse platform can lead to a reduction of 30% or more in rework rates, which can result in multi-million dollar savings on a per-plant basis. "Automotive manufacturers are facing increasing challenges as the industry moves towards electrification with more sophisticated sensors and electronics in every vehicle model. Acerta provides a platform that manufacturers can leverage to ensure they’re delivering high-quality products to market and maintaining brand reputation.By applying our advanced analytics on their complex data, automotive suppliers and OEMs can reduce scrap in their plants, thereby raising margins and increasing throughput. We help them achieve higher operational efficiency so they can make better day-to-day decisions. Manufacturing issues contribute to approximately one third of all early in-field vehicle breakdowns, but they are especially problematic for new EVs. Given the number of costly recalls and subsequent brand damage that EV makers are seeing, companies are investing in new digitalized production lines that are poised for the value that Acerta provides.This fundraise will help us add even more value to our core platform, LinePulse. We plan to expand our team to ensure we put our next-gen solution into the hands of more manufacturers." -Greta Cutulenco, CEO and co-founder of Acerta Acerta’s solutions drive significant improvement in manufacturing quality. We’re thrilled to support a company with such an inspiring vision for bringing AI and advanced data analytics into precision manufacturing. The time is right for this innovation, and we are very confident that this team will deliver, said Joseph Regan, Managing Partner, Industrial Innovation Venture Fund at BDC Capital. "We are excited to support Greta and the Acerta team in their next phases of growth. The company’s suite of SaaS solutions for precision manufacturing is already transforming the automotive and transportation industries and receiving strong market validation. We know that there is a lot more to come" -Michelle Scarborough, Managing Partner, Thrive Venture Fund at BDC Capital. After a difficult few years in the automotive industry due to the global pandemic and supply chain issues, manufacturers are doubling down on new production lines and the sector is anticipating that demand will recover strongly, especially as a new generation of EVs comes into production. A greater focus on local production in Europe and North America is also re-shaping the industry, as increasingly manufacturers look to safeguard global supply chains. Acerta currently operates in Canada, the United States, Europe and Japan. It will use the Series B funding to expand its customer base in North America and Europe, while strengthening ties with leading OEMs and automotive suppliers. Acerta’s customers are involved in producing complex parts for all types of vehicles. About Acerta: Acerta Forged from industrial experience and driven by data science, Acerta assists precision manufacturers to take their digital transformation beyond manually crunching sensor data. Our ML/AI-powered software services enable companies to make the right decisions fast, optimize production, and improve product quality. We translate complex product data into actionable insights. Founded in 2017, Acerta Analytics Solutions Inc. is based in Kitchener, Ontario, Canada. About BDC Capital: BDC Capital is the investment arm of BDC, Canada’s Business Development Bank. With over $6 billion under management, BDC Capital serves as a strategic partner to the country’s most innovative firms. It offers businesses a full spectrum of capital, from seed investments to growth equity, supporting Canadian entrepreneurs who have the ambition to stand out on the world stage.

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MANUFACTURING TECHNOLOGY

Reell Precision Manufacturing Introduces the SJ500 Spherical Joint with Multi-axis Position Control

Reell Precision Manufacturing | November 25, 2022

Reell Precision Manufacturing, a world leader in innovative small package motion control, is pleased to introduce the latest addition to its popular SJ Series of multi-axis friction hinges, the SJ500. The SJ500 is Reell's largest spherical joint hinge. It is available with torques from 4.0 - 8.0 N-m, making it ideal for positioning today's larger monitors and display devices, as well as industrial applications and many other components requiring precise multi-dimension position control in the industrial, medical, office, and consumer electronics marketplace. All Reell SJ Series hinges have the capability to swivel from side to side with a 60º range of motion, tilt back and forth with a 60º range of motion, and rotate with a full 360º range of motion. They utilize Reell's patented SphericalTorq™ clip technology to perform consistently for a life of 50,000 adjustments. All SJ models have a durable glass-filled molded nylon housing and black finish, presenting an attractive and stylish appearance, while the all-metal shaft, ball, and torque elements are manufactured from nitrided and hardened steel for durable performance. Global Product Line Manager Jim Brown is excited about the introduction of the SJ500. "The SJ500 expands the capability of our popular SJ platform with increased torque options for larger applications. We can now provide our easy adjustment, smooth feel, and secure holding power to a wider range of customer applications in lighting, monitor mounts and industrial equipment." AboutReell Precision Manufacturing: Reell Precision Manufacturing provides high-quality innovative solutions to transmit torque, control angular position and protect delicate components from excessive force. Combining the world's most precisely controlled torque technology with the industry's most experienced engineering team, Reell provides a perfect product fit for customer application. With facilities on three continents, Reell's responsive global customer service and world class manufacturing ensures exceptionally easy ordering and on-time delivery.

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