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 28, 2021
Successful manufacturing marketing strategies are all you need to grow your business and make it visible in every way to your target customer group. Many manufacturers are now becoming vigilant towards B2B marketing and have started forming an individual marketing budget in their annual budgets.
“We should quantify marketing to inform what we do – not to decide what we do.”
– Rory Sutherland, Vice-Chairman, Ogily
As per Statista, nearly half of B2B organizations said they’re planning to boost their content budget in the next year.
As a result, B2B marketing for manufacturers must be redesigned and smartly strategized in order to be more effective and fruitful.
This article will focus on the significant challenges manufacturers face in B2B marketing and how manufacturers use the three most sales-driven manufacturing marketing strategies.
4 Biggest Marketing Challenges in B2B & Manufacturing
Develop Tailored Experiences
You have a few seconds to capture the customer's interest. When done correctly, personalization may help. With persistent multi-channel marketing, you may strengthen your brand in target areas. Additionally, an account-based marketing approach enables you to focus on important clients while generating customized content for them. Integrate agile methods to test novel ideas across your business without demanding extensive approval. Further, crowdsourced content, B2B communities, and advocate marketing should be prioritized.
Convert Leads into Sales
With the right strategy, you may generate more high-quality leads. Relate marketing expenditures to sales and demonstrate the impact of marketing on the bottom line. Align marketing and sales by focusing on the customer's purchasing journey. Increase the quality of your leads, transparency, and collaboration with your partners.
Measure Marketing Performance
Marketers will be asked to demonstrate ROI and forecast future actions. Proactively calculate the MROI (Marketing Return on Investment) on marketing and sales investments. Determine how to get the most out of your marketing budget by doing more with less. Focus on making data-driven judgments rather than relying on guesswork.
Maximize the Marketing Tech Investment
As a manufacturer, you have access to a number of tools and resources. You will need to collaborate with your technical team to integrate it. Collaborate with your IT team to effectively adapt, innovate, and apply technology. By integrating current technologies, you can automate and improve marketing campaigns more efficiently.
“Marketing professionals have to act as conveners and connect the dots so that there is alignment between stakeholders like sales and operation teams and executive leadership on what products and services will drive growth in any given quarter."
– Maliha Aqeel, Director of Global Communication, Fix Network World in conversation with Media7
3 Best B2B Marketing Strategies for Manufacturers That Drive Sales
Consider Purchasing an E-commerce Platform
Consumer behavior is driving manufacturing transformation, particularly the shift to digital channels. Manufacturers who still handle consumers solely by phone, fax, or email risk losing their loyalty as their worlds and tastes grow increasingly digital.
Manufacturers have clearly acknowledged the digital transition in 2021. This year's Manufacturing & E-Commerce Benchmark Report says 98% of manufacturers have, or plan to have, an e-commerce strategy. Moreover, 42% of manufacturers who engaged in e-commerce and digital said it strengthened client connections.
How does e-commerce benefit manufacturers?
Distributes a customized catalog to your customers
Ascertains those spare components are visible
It allows customers to customize items online
Sells your whole range online
Increases your consumer base
Focus on the User Experience and Interface (UX/UI)
The term "User Experience" refers to all elements of an end user's engagement with a business, its goods, and services. The purpose of user experience is to establish a connection between company objectives and user demands. An engaging user interface or user experience keeps users engaged and consumers pleased. Additionally, it enhances the rate of return on investment (ROI). That is why it is necessary to maintain great UI/UX quality.
How does UX/UI benefit manufacturers?
Increases the number of conversions
Support is less expensive
It helps with SEO
Brand loyalty is increased
Embrace an Omni-channel Strategy
Millennials represent 73% of those making buying decisions for companies. Part of this means offering a seamless, consistent shopping experience across a variety of channels. With the right CRM solution, you'll eliminate a lot of the legwork associated with targeting specific buyers. Manufacturers can leverage omni-channel to increase availability, promote sales and traffic, and connect digital touchpoints.
How does Omni-channel benefit manufacturers?
Supports marketers in developing trust
Enhances the user experience with the brand
It clarifies a complex subject
Developing a successful manufacturing marketing plan is all that is required to set your organization apart from the competition. Consider thinking outside of the box and developing innovative manufacturing marketing strategies that will surprise your targeted customers and keep you on their minds at all times. B2B marketing for manufacturers has long been a priority, since manufacturers frequently overlook this aspect of their business when they should. Utilize the above-mentioned sales-driven manufacturing marketing methods to assist your organization in growing and reaching the maximum range of target prospects.
What is the goal of business-to-business marketing?
B2B marketing's goal is to familiarize other businesses with your brand name and the value of your product or service in order to convert them into clients.
How can manufacturers energize their market presence?
Manufacturers may boost their market presence by advertising on various social media platforms, opting for native language ads, and partnering with influencers to promote their products or services.
Article | May 13, 2021
When the manufacturing industry began to embrace digital technology a decade ago, it adopted a new identity — smart manufacturing or Industry 4.0. Applying cloud, automation, analytics, machine learning and big data to production operations created a connected ecosystem for manufacturing and supply chain management, and became a high-growth market. At the start of 2020, the sector was on track to grow into a market worth more than $300 billion in the coming five years.
Then the pandemic hit. By spring, millions of workers had lost their jobs. Some plants closed temporarily or slowed production so workers could spread out to maintain a safe distance from one another. Investment in smart manufacturing fell too, by 16 percent between March and April alone. Some researchers predicted that such a pull-back would dampen investment through 2025.
But the conversations we’ve had with C-suite manufacturing executives and service providers suggest investment in smart manufacturing will intensify. By 2025, it could be worth more than $400 billion. It’s no wonder.
Article | December 16, 2021
Computer-aided manufacturing (CAM) is a technology that revolutionized the manufacturing business. Pierre Bézier, a Renault engineer, produced the world's first real 3D CAD/CAM application, UNISURF CAD. His game-changing program redefined the product design process and profoundly altered the design and manufacturing industries.
So, what is CAM in its most basic definition?
Computer-aided manufacturing (CAM) is the application of computer systems to the planning, control, and administration of manufacturing operations. This is accomplished by using either direct or indirect links between the computer and the manufacturing processes. In a nutshell, CAM provides greater manufacturing efficiency, accuracy, and consistency.
As technology takes over and enhances many of the processes we used to handle with manual labor, we are freed up to use our minds creatively, which leads to bigger and better leaps in innovation and productivity.”
– Matt Mong, VP Market Innovation and Project Business Evangelist at Adeaca
In light of the numerous advantages and uses of computer-aided manufacturing, manufacturers have opted to use it extensively. The future of computer-aided manufacturing is brightening due to the rapid and rising adoption of CAM.
According to Allied Market Research, the global computer-aided manufacturing market was worth $2,689 million in 2020 and is expected to reach $5,477 million by 2028, rising at an 8.4% compound annual growth rate between 2021 and 2028.
Despite all this, each new development has benefits and challenges of its own. In this article, we'll discuss the benefits of CAM, the challenges that come with it, and how to deal with them. Let's start with the advantages of computer-aided manufacturing.
Benefits of Computer Aided Manufacturing (CAM)
There are significant benefits of using computer-aided manufacturing (CAM). CAM typically provides the following benefits:
Increased component production speed
Maximizes the utilization of a wide variety of manufacturing equipment
Allows for the rapid and waste-free creation of prototypes
Assists in optimizing NC programs for maximum productivity during machining
Creates performance reports automatically
As part of the manufacturing process, it integrates multiple systems and procedures.
The advancement of CAD and CAM software provides visual representation and integration of modeling and testing applications.
Greater precision and consistency, with similar components and products
Less downtime due to computer-controlled devices
High superiority in following intricate patterns like circuit board tracks
Three Challenges in CAM and Their Solutions
We have focused on the three primary challenges and their solutions that we have observed.
Receiving Incomplete CAD Updates
Receiving insufficient CAD updates is one of the challenges. If, for example, the part update from a CAD engineer does not include the pockets that are required in the assembly, to the CAM engineer.
SOLUTION: A modeler that enables developers of a CAM programs to create intuitive processes for features such as feature extraction and duplication across CAD version updates. A modeler is capable of recognizing and extracting the pocket's architecture and the parameters that define it. Additionally, the CAM application can enable the engineer to reproduce the pocket in a few simple steps by exploiting the modeler's editing features such as scaling, filling, extruding, symmetrical patterning, and removing.
Last Minute Design Updates
The second major challenge is last-minute design changes may impact manufacturers as a result of simulation.
SOLUTION: With 3D software components, you may create applications in which many simulation engineers can work together to make design modifications to the CAD at the same time, with the changes being automatically merged at the end.
Challenging Human-driven CAM Manufacturing
The third major challenge we have included is that CAM engineers must perform manual steps in human-driven CAM programming, which takes time and requires expert CAM software developers. Furthermore, when the structure of the target components grows more complicated, the associated costs and possibility of human failure rise.
SOLUTION: Self-driving CAM is the best solution for this challenge. Machine-driven CAM programming, also known as self-driving CAM, provides an opportunity to improve this approach with a more automated solution. Preparing for CAM is simple with the self-driving CAM approach, and it can be done by untrained operators regardless of part complexity. The technology handles all of the necessary decisions for CAM programming operations automatically. In conclusion, self-driving CAM allows for efficient fabrication of bespoke parts, which can provide substantial value and potential for job shops and machine tool builders.
Computer Aided Manufacturing Examples
CAM is widely utilized in various sectors and has emerged as a dominant technology in the manufacturing and design industries. Here are two examples of sectors where CAM is employed efficiently and drives solutions to many challenges in the specific business.
Virtual 3D prototype systems, such as Modaris 3D fit and Marvellous Designer, are already used by designers and manufacturers to visualize 2D blueprints into 3D virtual prototyping. Many other programs, such as Accumark V-stitcher and Optitex 3D runway, show the user a 3D simulation to show how a garment fits and how the cloth drapes to educate the customer better.
Aerospace and Astronomy
The James Webb Space Telescope's 18 hexagonal beryllium segments require the utmost level of precision, and CAM is providing it. Its primary mirror is 1.3 meters wide and 250 kilograms heavy, but machining and etching will reduce the weight by 92% to just 21 kilograms.
What is the best software for CAM?
Mastercam has been the most extensively utilized CAM software for 26 years in a row, according to CIMdata, an independent NC research business.
How CAD-CAM helps manufacturers?
Customers can send CAD files to manufacturers via CAD-CAM software. They can then build up the machining tool path and run simulations to calculate the machining cycle times.
What is the difference between CAD and CAM?
Computer-aided design (CAD) is the process of developing a design (drafting). CAM is the use of computers and software to guide machines to build something, usually a mass-produced part.