Article | July 28, 2021
Rex Moore Group, Inc. is a Top50 electrical contractor delivering unmatched integrated electrical solutions. As an early adopter of Lean manufacturing principles, Rex Moore has created a company-wide culture of continuous improvement that drives significant value to their clients. The firm contracts and performs both design/build and bid work for all electrical, telecommunications, and integrated systems market segments.
Rex Moore has a full-service maintenance department to cover emergency and routine requirements for all facilities, whether an existing facility or one that has been recently completed by the company. The ability to negotiate and competitively bid various forms of contracts including lump-sum, fixed fee, hourly rate, and cost-plus work as a prime contractor, subcontractor, or joint venture is enhanced with Project Business Automation (PBA) from Adeaca. This solution permits the company to propose work only if they are in a position to be competitive in the marketplace and provide excellent service with fair compensation.
Rex Moore used Adeaca PBA as a construction management software for builders and contractors to integrate and facilitate its business processes in its ERP system. Together with Microsoft Dynamics, PBA integrated processes across the company on a single end-to-end platform. This allowed the company to replace 15 different applications with a single comprehensive system, eliminating the costs and inefficiencies associated with multiple systems and silos of information.
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 | 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 | January 20, 2022
A smart factory that leverages Industry 4.0 concepts to elevate its operations has long been a model for other industries that are still figuring out how to travel the digital manufacturing route. Smart manufacturing technology is all you need to know if you're looking to cash in on this trend.
“Industry 4.0 is not really a revolution. It’s more of an evolution.”
– Christian Kubis
In this article, we'll look at the advantages that many smart factory pioneers are getting from their smart factories. In addition, we will look at the top smart factory examples and understand how they applied the Industry 4.0 idea and excelled in their smart manufacturing adoption.
Industry 4.0 Technology Benefits
Manufacturing Industry 4.0 has several benefits that can alter the operations of manufacturers. Beyond optimization and automation, smart manufacturing Industry 4.0 aims to uncover new business prospects and models by increasing the efficiency, speed, and customer focus of manufacturing and associated industries.
Key benefits of Manufacturing Industry 4.0 in production include:
Improved productivity and efficiency
Increased collaboration and knowledge sharing
Better agility and adaptability
Improved customer experience
Reduced costs and increased profitability
Creates opportunities for innovation
World Smart Factory Case Studies and Lessons to Be Learned
Schneider Electric, France SAS
Schneider Electric's le Vaudreuil plant is a prime example of a smart factory Industry 4.0, having been regarded as one of the most modern manufacturing facilities in the world, utilizing Fourth Industrial Revolution technologies on a large scale. The factory has included cutting-edge digital technology, such as the EcoStruxureTM Augmented Operator Advisor, which enables operators to use augmented reality to accelerate operation and maintenance, resulting in a 2–7% increase in productivity. EcoStruxureTM Resource Advisor's initial deployment saves up to 30% on energy and contributes to long-term improvement.
Johnson & Johnson DePuy Synthes, Ireland
DePuy Synthes' medical device manufacturing plant, which started in 1997, just underwent a multimillion-dollar makeover to better integrate digitalization and Industry 4.0 smart manufacturing. Johnson & Johnson made a big investment in the Internet of Things. By linking equipment, the factory used IoT technology to create digital representations of physical assets (referred to as “digital twins”). These digital twins resulted in sophisticated machine insights. As a result of these insights, the company was able to reduce operating expenditures while simultaneously reducing machine downtime.
Bosch's Wuxi factory's digital transformation uses IIoT and big data. The company integrates its systems to keep track of the whole production process at its facilities. Embedding sensors in production machinery collects data on machine status and cycle time. When data is collected, complicated data analytics tools analyze it in real-time and alert workers to production bottlenecks. This strategy helps forecast equipment failures and allows the organization to arrange maintenance ahead of time. As a consequence, the manufacturer's equipment may run for longer.
The Tesla Gigafactory, Germany
According to Tesla, the Berlin Gigafactory is the world's most advanced high-volume electric vehicle production plant. On a 300-hectare facility in Grünheide, it produces batteries, powertrains, and cars, starting with the Model Y and Model 3. For Tesla, the goal is not merely to make a smart car, but also to construct a smart factory. The plant's photographs reveal an Industry 4.0 smart factory with solar panels on the roof, resulting in a more sustainable production method. On its official website, Tesla claimed to use cutting-edge casting methods and a highly efficient body shop to improve car safety. Tesla's relentless pursuit of manufacturing efficiency has allowed them to revolutionize the car industry.
The SmartFactoryKL was established to pave the way for the future's "intelligent factory." It is the world's first manufacturer-independent Industry 4.0 production facility, demonstrating the value of high-quality, flexible manufacturing and the effectiveness with which it can be deployed. The last four years, SmartFactoryKL has been guided by particular strategic objectives that drive innovation; the aim is to see artificial intelligence integrated into production. Two instances of AI-driven transformations include an "order-to-make' mass customization platform and a remote AI-enabled, intelligent service cloud platform that anticipates maintenance needs before they occur.
Enabling smart manufacturing means using the latest technology to improve processes and products. The aforementioned smart factory examples are industry leaders and are thriving by implementing Industry 4.0 technology. Small and medium-sized enterprises (SMEs) may use these smart factory examples to learn about the adoption process, challenges, and solutions. Industry 4.0 is aimed at improving enterprises and minimizing human effort in general. So adopt the smart factory concept and be productive.
What is the difference between a smart factory and a digital factory?
The digital factory enables the planning of factories using virtual reality and models, whereas the smart factory enables the operation and optimization of factories in real time.
Where does Industry 4.0 come from?
The term "Industry 4.0" was coined in Germany to represent data-driven, AI-powered, networked "smart factories" as the fourth industrial revolution's forerunner.