Article | April 6, 2021
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.
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.
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.
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:
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:
‘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:
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.
In a nutshell, using these inbound marketing tactics can bring high revenues to your business.
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.
"name": "WHAT MANUFACTURERS SHOULD FOLLOW TO DO INBOUND MARKETING?",
"text": "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."
"name": "WHAT ARE THE FOUR STAGES MANUFACTURING MARKETERS SHOULD KNOW ABOUT INBOUND MARKETING?",
"text": "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."
"name": "DOES INBOUND MARKETING FOR MANUFACTURING WORKS?",
"text": "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."
Article | November 20, 2021
The manufacturing business has always prioritized providing the excellent and most user-friendly products worldwide to its target consumer groups. However, digitalization and customer interaction approaches have altered the manufacturing industry's traditional business model.
Now, manufacturers must prioritize improving the customer experience for their target consumer group and keeping up with new trends daily to flourish and remain competitive in the upgrading market. Because, in the end, the buyer is the one who drives your business and generates money. Manufacturers are committing significant efforts to improve the customer experience in the following years.
To assist manufacturers in their sincere efforts to improve the customer experience in the manufacturing industry, we have compiled some key facts that must be understood and executed by the industry's or business-specific needs.
Before going into manufacturing customer experience statistics, it's essential to understand why customer experience is so critical in the manufacturing industry.
The Importance of Customer Experience in Manufacturing
Customer service and experience are critical components of any business, which is true in the manufacturing sector. Customer experience can be described as any activity taken by a business to positively influence a customer's impression and opinion of the business, its products, or services.
“You’ve got to start with the Customer Experience and work back toward the technology, not the other way around”
– Steve Jobs.
Customer experience benefits your business in a variety of ways, including the following,
It increases customer retention
It increases the customer lifetime value
It creates brand loyalty
It influences brand reputability
It can deliver businesses with a competitive edge.
Manufacturing Customer Experience Statistics
Make your manufacturing business more customer-centric and reap the benefits that many customer-centric companies, such as Apple, Nissan, and Chick-fil-A, are experiencing.
To better understand what the customer and industry have explored regarding the customer experience in 2022, below are some statistics from well-known businesses.
Businesses that prioritize customer experience see an 80% increase in revenue.
A positive customer experience increases customer interest in the product and acts as a form of word-of-mouth marketing. This way, the business benefits from increased sales and organic promotion by genuine consumers, critical for any manufacturing organization.
# Stat 2
73% of customers say that customer experience influences their purchasing decision.
Customers are not solely concerned with the product's quality or pricing. Instead, they are interested in the complete experience they get while purchasing a product. Therefore, if customers have a negative experience during the purchasing trip, it is pretty likely that they will leave the purchase process in the middle and hunt for other viable solutions on the market. Whereas, if the purchasing journey and post-purchase service are satisfactory, they will gladly purchase the goods and suggest new clients to your business.
# Stat 3
By 2023, AI and machine learning will manage around 40% of all consumer contacts.
(Source: Super Office)
Manufacturing production and revenue are increasing as a result of technological advances and applications. However, the customer experience is not far behind in implementing cutting-edge technology like AI, VR, and AR. For instance, chat bots are the best example of how artificial intelligence, natural language processing, and machine learning are being used to increase consumer engagement.
Virtual interaction is becoming more prevalent in the manufacturing industry daily, and both manufacturers and customers like this digital interaction.
“Our interactions with our customers have become much more virtual, which frankly seems to work well for the customer and us.”
-Scott Heide, Chief Executive Officer at Engineering Intent Corporation
Technology application in manufacturing will be maximized, and businesses intend to automate the customer experience by 2023.
# Stat 4
According to 70% of customers, an ideal customer experience should be quick, convenient, and cooperative, as well as friendly.
Customer service is a skill, and it's always a good idea to put yourself in your clients' shoes. According to an Adobe study, 70% of customers want a quick and convenient service that saves them time. In addition, they anticipate full collaboration throughout the purchasing process, including post-purchase servicing.
# Stat 5
72% of customers with a good consumer experience will tell six or more people about it.
(Source: Nice Reply)
In the first statistic, we discussed word-of-mouth marketing. You will always receive referrals for the excellent products or services you provide to your target consumer group. Customers that have a positive experience will always bring you two additional potential customers, and this number will grow exponentially with each pleasant experience delivered by your organization.
How did MacDonald's plan to increase revenue simply by improving the customer experience?
When McDonald's revenues started to decline, they focused on the customer experience rather than marketing strategies.
They began by listening to their clients and giving them a more streamlined experience. Customers told McDonald's to simplify the menu, increase order accuracy, and use higher-quality ingredients.
McDonald's also improved store interiors and introduced digital self-order kiosks and table service, reducing customer wait times. BTIG predicted a 4.1% increase in revenues as these modifications were made. As a result, McDonald's may outperform competitors by improving total customer service.
Customer experience is crucial in manufacturing, and manufacturers must leverage digital customer experience trends to improve their reputation. These a fore mentioned customer experience statistics can assist you in shaping a compelling client experience for 2022 and propelling your organization to new heights of success.
Why should a manufacturing company invest in customer experience?
Client experience improves customer retention, builds brand reputation, and gives companies a competitive edge. So manufacturers must invest in the consumer experience.
What is the difference between customer service and customer experience?
Customer service is one aspect of the customer journey, whereas consumer experience is the sum of all customer encounters with the brand.
What does a customer experience include?
Customer experience is the overall perception of your business or brand. It is the consequence of a customer's engagement with your website, customer service, and the product they purchase. So, it is the aggregate of all elements from browsing to buying to the product experience.
"name": "Why should a manufacturing company invest in customer experience?",
"text": "Client experience improves customer retention, builds brand reputation, and gives companies a competitive edge. So manufacturers must invest in the consumer experience."
"name": "What is the difference between customer service and customer experience?",
"text": "Customer service is one aspect of the customer journey, whereas consumer experience is the sum of all customer encounters with the brand."
"name": "What does a customer experience include?",
"text": "Customer experience is the overall perception of your business or brand. It is the consequence of a customer's engagement with your website, customer service, and the product they purchase. So, it is the aggregate of all elements from browsing to buying to the product experience."
Article | October 20, 2021
Machine vision is becoming increasingly prevalent in manufacturing daily across industries. The machine vision manufacturing practice provides image-based automated inspection and analysis for various applications, including automatic inspection, process control, and robot guiding, often found in the manufacturing business.
This breakthrough in manufacturing technology enables producers to be more innovative and productive to meet customer expectations and deliver the best products on the market.
A renowned industry leader Mr. Matt Mongonce conveyed in an interview with Media7,
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.
Why is Machine Vision so Critical?
The machine vision manufacturing process is entirely automated, with no human intervention on the shop floor. Thus, in a manufacturing process, machine vision adds significant safety and operational benefits. Additionally, it eliminates human contamination in production operations where cleanliness is critical.
For instance, the healthcare business cannot afford human contamination in some circumstances to ensure the safety of medicines. Second, the chemical business is prohibited from allowing individuals to come into touch with chemicals for the sake of worker safety. Thus, machine vision is vital in these instances, so it is critical to integrate machine vision systems into your production process.
Machine Vision Application Examples
To better understand how businesses are utilizing machine vision in production, we will look at five cases.
Even a few seconds of production line downtime might result in a significant financial loss in the manufacturing industry. Machine vision systems are used in industrial processes to assist manufacturers in predicting flaws or problems in the production line before the system failure. This machine vision capability enables manufacturing processes to avoid breakdowns or failures in the middle of the manufacturing process.
How is FANUC America Corporation Avoiding the Production Line Downtime with ROBOGUIDE and ZDT?
FANUC is a United States-based firm that is a market leader in robotics and ROBOMACHINE technology, with over 25 million units deployed worldwide. In addition, the company's professionals have created two products that are pretty popular in the manufacturing industry: ROBOGUIDE and ZDT (Zero Down Time).
These two standout products assist manufacturers in developing, monitoring, and managing production line automation. As a result, producers can enhance production, improve quality, and maximize profitability while remaining competitive.
Inspection of Packages
To ensure the greatest possible quality of products for their target consumer groups, manufacturers must have a method in place that enables them to inspect each corner of their product. Machine vision improves the manufacturing process and inspects each product in detail using an automated procedure.
This technology has been used in many industries, including healthcare, automation, and electronics. Manufacturers can detect faults, cracks, or any other defect in the product that is not visible to the naked eye using machine vision systems. The machine vision system detects these faults in the products and transmits the information to the computer, notifying the appropriate person during the manufacturing process.
Assembly of Products and Components
The application of machine vision to industrial processes involves component assembly to create a complete product from a collection of small components. Automation, electronics manufacturing, healthcare (medicine and medical equipment manufacturing), and others are the industries that utilize the machine vision system in their manufacturing process. Additionally, the machine vision system aids worker safety during the manufacturing process by enhancing existing safety procedures.
Manufacturers are constantly endeavoring to release products that are devoid of flaws or difficulties. However, manually verifying each product is no longer practicable for anybody involved in the manufacturing process, as production counts have risen dramatically in every manufacturing organization. This is where machine vision systems come into play, performing accurate quality inspections and assisting producers in delivering defect-free items to their target clients.
Earlier in the PCB penalization process, where numerous identical PCBs were made on a single panel, barcodes were used to separate or identify the PCBs manually by humans. This was a time-consuming and error-prone process for the electronics manufacturing industry. This task is subsequently taken over by a machine vision system, in which each circuit is segregated and uniquely identified using a robotics machine or a machine vision system. The high-tech machine vision system "Panel Scan" is one example of a machine vision system that simplifies the PCB tracing procedure.
The use of machine vision in the manufacturing business enables firms to develop more accurate and complete manufacturing processes capable of producing flawless products. Incorporating machine vision into manufacturing becomes a component of advanced manufacturing, which is projected to be the future of manufacturing in 2022. Maintain current production trends and increase your business revenue by offering the highest-quality items using a machine vision system.
What is the difference between computer vision and machine vision?
Traditionally, computer vision has been used to automate image processing, but machine vision is applied to real-world interfaces such as a factory line.
Where does machine vision come into play?
Machine vision is critical in the quality control of any product or manufacturing process. It detects flaws, cracks, or any blemishes in a physical product. Additionally, it can verify the precision and accuracy of any component or part throughout product assembly.
What are the fundamental components of a machine vision system?
A machine vision system's primary components are lighting, a lens, an image sensor, vision processing, and communications.
"name": "What is the difference between computer vision and machine vision?",
"text": "Traditionally, computer vision has been used to automate image processing, but machine vision is applied to real-world interfaces such as a factory line."
"name": "Where does machine vision come into play?",
"text": "Machine vision is critical in the quality control of any product or manufacturing process. It detects flaws, cracks, or any blemishes in a physical product. Additionally, it can verify the precision and accuracy of any component or part throughout product assembly."
"name": "What are the fundamental components of a machine vision system?",
"text": "A machine vision system's primary components are lighting, a lens, an image sensor, vision processing, and communications."
Article | November 20, 2021
Modern manufacturing methods are pioneering and adopting manufacturing industry advancements. To remain competitive in the present era and provide the most excellent industry solutions to your organization and target customer group in 2022, you must employ new manufacturing technologies in your manufacturing processes.
Additionally, embracing current technologies is the ideal approach to tackle the industry's current challenges such as workplace safety, digitalization of operations, and a lack of skilled workers.
This article will discuss some of the leading manufacturing technologies that transform traditional manufacturing facilities into smart manufacturing factories. So, let us begin.
Manufacturing Technology & Innovations for 2022
To better understand industry 4.0, let's look at some of the manufacturing technologies that will dominate the manufacturing industry in 2022.
Numerous industries, including aerospace, healthcare, electronics, and architecture, utilize 3D printing in manufacturing. It is the most widely used technology across industries and will remain so in 2022 and in the years to come.
We may also anticipate more advancements in this technology to help overcome current barriers to 3D printing adoption, including equipment costs, material constraints, lengthier manufacturing times, a lack of knowledge, and legal issues.
Additionally, it would assist manufacturers in overcoming current manufacturing challenges such as increasing product demand, increasing automation, and locating and retaining the workforce in manufacturing plants. It is vital to incorporate 3D technology into production processes to achieve greater precision and accuracy in manufacturing.
The Internet of Things is a critical component of the industry 4.0 revolution. It has altered the environment of data collection and analysis across sectors. For example, the Internet of Things is assisting manufacturers in better understanding manufacturing and supply chain operations, forecasting product demand, and boosting customer experiences.
Implementing IoT in your manufacturing plant will also help you avoid production delays and increase the performance of your production lines. Additionally, it will decrease equipment downtime and improve process efficiency. It also enhances worker safety and enables more effective labor management.
To begin implementing IoT in your manufacturing plant, you must first examine your manufacturing processes and research how other organizations have implemented IoT in their manufacturing processes or products. This method will assist you in determining the optimal location to begin integrating the IoT in your manufacturing plants and transforming them into smart ones.
“Once you start to look at yourself in the right way and realize that projects are at the core of your business, it is easy to see how you should use technology to support your business.”
– Matt Mong, VP of Market Innovation and Project Business Evangelist at Adeaca.
GD & T
The model created in the CAD program for any product is not exactly replicated with the exact dimensions during the production procedures. Thus, manufacturers or engineers utilize GD&T (Geometric Dimension &Tolerancing) to manage and communicate the permissible variation within a product assembly to manufacturing partners and inspectors.
GD&T is a programming language that enables developers and inspectors to optimize functionality without incurring additional costs. The primary advantage of GD&T is that it expresses the design intent rather than the final geometry. However, as with a vector or formula, it is a representation of the actual item.
AR & VR
The two primary transformation aspects in the industry 4.0notion are augmented reality (AR) and virtual reality (VR). AR technology in manufacturing enables firms to operate more efficiently by reducing production time. Additionally, it discovers and resolves manufacturing process difficulties.
Virtual reality technology benefits the industrial business in a variety of ways. It enables product designers to mimic their prototypes or models using powerful virtual reality software. This enables them to correct faults at the first stage of production and minimize production time and cost. Additionally, the technology provides additional benefits, such as increased workplace productivity and safety.
Enterprise Resource Planning (ERP) refers to a comprehensive end-to-end software solution that is used across sectors. It assists the manufacturing business in successfully maintaining production processes and other operational data by avoiding numerous roadblocks along the way. ERP technology enables enterprises to improve process efficiency and product quality by tackling industry-specific difficulties such as insufficient data, operation integration, inventory control, supply chain management, and on-time delivery.
Discover How John Deere Manufactured Their Tractors Using Cutting-edge Technologies
John Deere is a significant firm that embraces innovation and the Internet of Things. The company integrates Internet of Things sensors, wireless communication, and intelligent land management systems. It further integrates IoT tools into its manufacturing process, bridging the gap between technologies. Additionally, the company is a pioneer in GPS technology. Its most modern technology, which it incorporates into tractors, is accurate to within two centimeters. Additionally, the organization has implemented telemetry technology for predictive maintenance.
Manufacturing innovations are assisting manufacturers in modernizing their traditional manufacturing processes. Modern manufacturing is equipped with modern technologies that aim to improve the processes and goods, increasing the manufacturers' commercial revenues. So, to remain competitive in this age of technological innovation, manufacturers must update their manufacturing processes to remain relevant in today's manufacturing world.
What is manufacturing innovation?
Manufacturing innovation includes new technology, supply chain modifications, and product and process improvements. As a result, businesses can benefit significantly from innovation and typically surpass their competitors.
Which technologies are considered to be a component of advanced manufacturing?
3–D printing, robotics, IoT, nanotechnology, cloud computing, robotics, and big data are the significant components of advanced manufacturing.
How are cutting-edge technologies assisting the manufacturing sector?
The cutting-edge technology can precisely estimate demand to set production objectives, analyze machine data to predict when parts will break before a human operator can detect, and more.
"name": "What is manufacturing innovation?",
"text": "Manufacturing innovation includes new technology, supply chain modifications, and product and process improvements. As a result, businesses can benefit significantly from innovation and typically surpass their competitors."
"name": "Which technologies are considered to be a component of advanced manufacturing?",
"text": "3–D printing, robotics, IoT, nanotechnology, cloud computing, robotics, and big data are the significant components of advanced manufacturing."
"name": "How are cutting-edge technologies assisting the manufacturing sector?",
"text": "The cutting-edge technology can precisely estimate demand to set production objectives, analyze machine data to predict when parts will break before a human operator can detect, and more."