HOW KAR GLOBAL DRIVES ENGAGEMENT WITH CONTENT ANYTIME

| August 10, 2020
HOW KAR GLOBAL DRIVES ENGAGEMENT WITH CONTENT ANYTIME
If you build it, they will come. At least, that was KAR Global LMS Administrator Joseph Cunningham’s hope. He wanted to develop a professional learning culture that would inspire and better serve employees. And, he was about to be proven right. In January 2020, Cunningham and his team soft-launched the Cornerstone Content Anytime (CCA) subscription service. Employees at KAR, a Fortune 1000 company that provides technology-driven remarketing solutions to sellers and buyers across the wholesale used vehicle industry, jumped at the fresh learning opportunities. Almost as soon as the first notice went out that the courses were available, voluntary registrations increased by 286% in February and 105% in March.

Spotlight

FATHOM

FATHOM is an advanced technology-driven manufacturer of prototypes and production parts with an unmatched advantage of agility-our experts help companies go from concept to prototype to manufacturing in ways not previously possible by uniquely blending additive technologies and materials with traditional manufacturing methods.

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Digital Manufacturing Marketing Plan - Five Checklists

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. Final Words 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. FAQs 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. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "What is digital manufacturing?", "acceptedAnswer": { "@type": "Answer", "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." } },{ "@type": "Question", "name": "How can manufacturers market their products?", "acceptedAnswer": { "@type": "Answer", "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." } },{ "@type": "Question", "name": "What is the most effective way to market a manufacturing firm?", "acceptedAnswer": { "@type": "Answer", "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." } }] }

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Advanced Manufacturing: Be Competitive in 2022

Article | November 1, 2021

Manufacturing processes will undergo significant transformation in 2022 as a result of advanced manufacturing technology. The changing manufacturing industry is full of digitization to improve processes, products, productivity, and business revenue. Manufacturers must realize the advantages of advanced manufacturing and learn to enhance their production processes to increase their manufacturing plant's productivity. Once you understand the heart of your business and where to integrate technology, you're halfway to success. The manufacturing industry's top professionals have also recognized the technology shift and are supporting upskilling in the manufacturing business. Mr. Matt Mong has said in his interview with Media7, “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 Market Innovation and Project Business Evangelist at Adeaca Importance of Advanced Manufacturing Adopting innovative manufacturing technologies has several advantages that grow its acceptance and relevance among manufacturers across industries. The following are the most significant advantages of advanced manufacturing. Amplifying the product and process quality Improvement in productivity Encourages new ways to innovation Decreases production time Considering the factors above that contribute to the production process becoming more efficient, productive, and revenue-generating, advanced manufacturing will continue to dominate the manufacturing business in 2022. Top Five Technologies That Are Advancing Manufacturing in 2022 To better understand the current trends in manufacturing technology, let us comprehend the technologies that are advancing the manufacturing industry. Additionally, discover how these technologies help manufacturers to advance their manufacturing processes. Cloud Computing Cloud computing in manufacturing is used for marketing, product development, inventory management, and productivity management. It stores software and commercial data via internet connections. Cloud computing is becoming a prevalent technology because it enables manufacturers to improve communication and manage the entire production cycle effectively. According to MarketsandMarkets' study, the global cloud computing market will also increase to 832.1 billion dollars by 2025, growing at a 17.5 percent annual rate in the following years. Benefits of Cloud Computing Fewer technical issues when compared to traditional software use Cost savings because no in-house servers are required Cloud computing enables easy scalability for your developing firm Cloud computing provides centralized control and access from any device How did McDonald's use AWS cloud computing services to transform their customer service? Additive Manufacturing Additive manufacturing enables the fabrication of lighter, more sophisticated designs that would be impossible or prohibitively expensive to fabricate using conventional dies, molds, milling, and machining techniques. Rapid prototyping is another area where additive manufacturing thrives. As a result, it is gaining a grip in the manufacturing business. According to Statista's market research, the additive manufacturing industry is worth approximately 12.6 billion US dollars in 2020 and is predicted to increase at a compound annual growth rate of 17% until 2023. Benefits of Additive Manufacturing Reduces material waste Simplifies manufacturing processes Additive manufacturing enables on-demand production Increases supply chain flexibility The finished product can be made close to the end customer Robotics Robots are used in manufacturing to automate repetitive tasks, resulting in a more efficient assembly line. Humans and robots work together on a variety of things as well during the production of various products. Many jobs are hazardous or necessitate many supplies, which could be harmful to the human workers themselves. So, in such instances, robots play a significant role in executing manufacturing operations. Robotics' increasing application in production is transforming it into a necessary component of industrial processes in the future. According to Mordorintelligence's study, the robots industry was worth USD 27.73 billion in 2020 and is predicted to reach USD 74.1 billion by 2026, growing at a CAGR of 17.45 percent between 2021 and 2026. Benefits of Robotics Increased productivity when compared to traditional manufacturing Consistent speed and quality during goods production Increased workplace safety for all employees at the manufacturing plant Aids in more efficient use of floor space Internet of Things The Internet of Things allows devices to interconnect with one another and exchange data. The IoT connects assets to processes, systems, and people in manufacturing. This enables improved process integration, increased efficiency, and the advancement of manufacturing to the next transformation phase, Industry 4.0. According to Mordorintelligence's market research, the global IoT market is estimated to reach USD 1,386.06 billion in 2026, up from USD 761.4 billion in 2020, a CAGR of 10.53 percent over the forecast period of 2021 to 2026. Benefits of Internet of Things It contributes to increased energy efficiency by identifying and optimizing underperforming devices It monitors all processes and parameters to determine when to replace specific components It improves product quality by analyzing and correcting issues at any stage of the manufacturing process It reduces downtime by detecting and alerting production line personnel to problems It enables more informed decision-making by unlocking Virtual Reality Virtual reality enables plant managers to mimic manufacturing processes and assembly line layouts to discover potentially harmful scenarios. Additionally, virtual reality can immerse an employee in a future workstation and then capture their movement to assess task feasibility and proficiency. As a result, the usage of virtual reality in manufacturing is increasing daily and is widely seen as the industry's future. According to market research firm markets and markets, the worldwide virtual reality industry is estimated to rise by USD 20.9 billion by 2025, expanding at a 27.9 percent compound annual growth rate from 2020 to 2025. Benefits of Virtual Reality Enables a more thorough examination of the product's design Enables the gathering of feedback on future items before they are launched in the real world Final Words In recent years, advanced manufacturing technology has helped the manufacturing industry become more efficient, precise, and goal-oriented. As a result, manufacturers are eager to upgrade their current manufacturing facilities to state-of-the-art facilities. As a result, manufacturing companies would become more competitive and an integral industry component if they implement cutting-edge technologies. FAQs How do you define advanced manufacturing? Product and process improvement through inventive use of new technology is called advanced manufacturing. Which sectors are utilizing cutting-edge technology? Aerospace, Medical, Electronics, Transportation, Energy, and Consumer Product Production Companies are the top businesses or sectors that use cutting-edge technologies with sophisticated manufacturing. What is the difference between conventional manufacturing and advanced manufacturing? Traditional manufacturing adds value to attain the goal. Traditional manufacturing adds value to attain the goal. But, on the other hand, advanced manufacturing covers production methods in specific industries like aerospace, medical, pharmaceutical, etc.

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Lead Generation for Manufacturers: 5 Effective Techniques That Work

Article | January 4, 2022

Lead generation for manufacturers has always been tough due to a lack of knowledge about new technology and trends that can help them generate more business leads. There are still a lot of small and mid-sized manufacturing companies that rely on antiquated manufacturer lead generation methods. In this article, we'll discuss some proven methods for generating leads that can help you increase your company's sales and improve your overall return on investment. "Don’t think of your lead as "LEADS." Instead, think of them as people who are frustrated because understanding and buying your product is too hard. Your job is to make it easy for them to learn about your product and get started. " —Andy Pitre, VP of Product, HubSpot So let's get started. Factors That Must Be Aligned to Drive New Business Leads Landing Pages Landing pages are mini-websites embedded into your site. To deliver an experience that speaks directly to the user's intent, marketers use landing pages. Create unique landing pages for every industrial lead generation campaign. Calls-To-Action To generate quality leads, you need to have a strong call to action (CTA). CTAs are usually buttons that allow users to submit information, visit a landing page, or download an e-book or white paper. Your CTA must be compelling. Give your prospects a reason to click and remove any barriers to the click. CTAs should be bold, high-contrast, and easily identifiable. Forms Without forms, it is impossible to collect leads. Therefore, visitors will be asked to fill out forms that collect their contact information in exchange for an offer. Offers Every lead contains a transaction. A company provides a valuable service in exchange for a prospect's contact information. You won't get many leads unless you provide value to your potential customers. This offer comes in the form of an e-book, consultation, coupon code, or whitepaper. To generate more leads, make compelling offers. Website The above components can't exist if you don't have a website. If you want to emphasize your business, you need to generate quality leads. Why? Because most of today's B2B buyers are millennials, who are highly tech-savvy and increasingly conduct their supplier research online. How to Generate Manufacturing Leads: 5 Effective Techniques Create a Website That Converts "The lead generation process starts by finding out where our target market ‘lives’ on the web." – Wayne Davis Your website should be a trusted source of quality leads. Unfortunately, many companies lose sight of this and develop websites that are cumbersome and difficult to browse, causing a rift between you and your potential customers. Don't expect people to behave if your site doesn't encourage them to act. Your website should have clear "call to action" buttons and lead capture options that allow visitors to contact you in a simple and pleasant way. Additionally, there are website optimization tools available, including PageSpeed Insights, Hotjar, Google Optimize, and WAVE. All of the above-mentioned website optimization tools provide complimentary services. So, this is the most accessible and most reliable approach to generating web leads. Make Descriptive Infographics Infographics are a great way to provide prospects with helpful information while motivating them to contact you. Most importantly, infographics establish your company as a thought leader and unconsciously identify you with industry authority. According to recent surveys, Nearly 41% of respondents indicated that infographics and illustrations are the most effective solutions for achieving their business objectives. On social media, infographics receive three times the number of shares as other types of content. Articles that included infographics received 72% more views than standard articles. A great infographic has a great design. If your organization lacks an in-house graphics team, you can simply locate a freelance designer to create a stunning infographic for you. Your infographics are ageless pieces of material that can be reused for smart marketing and lead generation manufacturing. Here's an example of an infographic from Digital Marketing Philippines from 2019 that received over 1,600 shares and is jam-packed with data and text. In this way, you can see how the company may have gotten its leads from these 1600 shares, each of which is a potential customer. Host an Event According to Bizzabo, 86% of senior management (Senior Managers, Executives, and Board Members) believe that in-person events are critical to the success of their company. The majority of B2B marketers (97%) believe in-person events have a significant impact on achieving business goals. According to Marketing Charts, 68% of B2B marketers agree that in-person events aid in lead generation for manufacturers, while case studies help with lead conversion and acceleration. Improve manufacturing lead generation through events that can occur both online and offline. Organize any kind of event to attract your target market while collecting contact information. Use live events to interact with consumers in real-time, answering questions, addressing objections, learning about your audience, and guiding prospects through the sales funnel. Consider webinars, workshops, seminars, meetups, and conferences. Create a Value-Packed Newsletter "Content is the fuel for your lead generation efforts." – Dayna Rothman According to the Content Marketing Institute, 31% of B2B marketers believe email newsletters are the most effective way to nurture leads. 81% of B2B marketers report that email newsletters are their most frequently used form of content marketing. Create a must-read newsletter that invites interested prospects to engage and remain connected with your company. This enables you to stay top-of-mind with consumers and promote your products and services to move prospects along the sales funnel. The newsletter can have new blog entries, product or service updates, special deals, upcoming events, and recommended reading from other thought leaders. Incorporate SEO into Your Marketing Plan According to Intergrowth, 61% of B2B marketers say SEO and organic traffic generate more leads than any other type of marketing. Search engine leads convert at a rate of 14.6%, while outbound leads (cold calling, direct mail, etc.) convert at a rate of 1.7%. Manufacturers are no exception when it comes to the importance of search engine optimization (SEO). As a result, you may generate many leads with the correct marketing approach and a profound grasp of SEO for manufacturers. Final Words When we consider the statistics explained earlier in this article, we can see the benefits of all of the techniques mentioned and how they can help you increase your lead generation and, as a result, your overall business ROI. Thus, we can refer to the above-mentioned lead generation techniques as sales-driven strategies that will assist you at every lead generation and conversion stage. Improved lead generation for manufacturers enables businesses to reach a vast customer base and generate more high-quality leads. FAQ What is a high-quality lead in manufacturing? Leads of high quality have an increased propensity to convert into paying consumers. The more qualified your leads are, the more likely they will buy your product or service. What are the lead generation challenges? Making accurate data, shaping conversations, and converting qualified leads into sales are some of the significant challenges in manufacturing lead generation.

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Reshoring and Technology Platforms Transforming Hiring Practices in the Manufacturing Sector

Article | March 31, 2021

Everyday the supply chain is jeopardized. A freighter stuck in the Suez Canal has severe ripple effects in raw material goods making their way around the world. Trade tariffs and unpredictable consequences from COVID have encouraged many US manufacturers to reshore bringing jobs stateside. This strategy will shift the supply chain challenge to a staffing challenge. As the manufacturing industry is poised for rapid growth over the next 24 months, hiring the best workers once again becomes the top challenge. As the workforce is vaccinated and reshoring the supply chain becomes a clarion call for industry, finding the right people with the right skills forces plant managers, operations managers, and HR managers to find new and innovative recruiting strategies. FactoryFix is an online platform that matches vetted manufacturing workers with companies seeking specific skill sets. This platform sets a new standard in how small to mid-sized manufacturers hire talent across the U.S.

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Spotlight

FATHOM

FATHOM is an advanced technology-driven manufacturer of prototypes and production parts with an unmatched advantage of agility-our experts help companies go from concept to prototype to manufacturing in ways not previously possible by uniquely blending additive technologies and materials with traditional manufacturing methods.

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