Why your Manufacturing company needs an Inbound Marketing Strategy

Written by Gemma Rogers  |  27, July, 2017

There is no escaping the fact that there has been a seismic shift in the way customers buy, and the manufacturing industry is no exception. Research shows nearly 90 per cent of B2B buyers begin by doing their own research online.

Manufacturers can no longer rely on a direct or distributor sales force to generate growth. Traditional sales and marketing tactics, such as print advertising, trade shows and cold calling don’t work like they used to. It is also difficult to calculate the ROI of such methods for manufacturing companies with typically long sales cycles. The famous quote: “I know that half the money I spend on advertising is wasted. My only problem is that I don’t know which half” rings very true. In an industry which relies heavily on measurability of processes and systems, this is something of a discord.

Some of the more modern marketing methods such as online paid advertising and pay-per-click promotion, while 100% measurable, only offer a short-term solution; the minute you stop pumping money into a PPC campaign the lead flow stops.

You need a different approach, and adopting an inbound marketing strategy could be the answer.

Why Inbound is the perfect fit for Manufacturers

Sales need to position themselves more as advisors; providing informative and educational information to assist buyers in their decision-making process. Information that goes beyond what can be found online; that adds value, that addresses buyers’ needs, aspirations and fears. Only then can you begin to gain a buyer’s trust.

An inbound approach to sales and marketing focuses on creating relevant, high-quality content that pulls people to your company, attracting traffic that you can convert to leads and close to sales over time. So, it’s perfect for the longer sales cycles associated with manufacturing. After all, long and complex sales cycles require strong relationships.

With an inbound strategy, you build a baseline to measure future progress more accurately – and specific, measurable and attainable goals. These goals inform the tactics you’ll need to achieve these outcomes.

Follow these seven steps to develop your Inbound Marketing Strategy

1. Establish a baseline audit, goals and timelines

A strong, successful inbound marketing strategy should be based on clear business goals. In your manufacturing company, you probably rely on production forecasts based on sales figures to determine how much product to produce? You understand the importance of measuring your processes and systems? Well, your marketing should not be the exception.

To start measuring your marketing, you need to conduct a comprehensive baseline audit. Questions to consider are: how much monthly traffic does your website currently generate? How many visitors convert to leads? How many leads convert to customers, for example.

2. Explore your competitive landscape

In this new digital era, it is relatively easy to conduct research on your competitors and measure how you stack up. How many followers on social media do they have, and how active are they? Can you learn anything from their content – what offers do they have? How does their website compare to yours, not only in look and feel but also in performance?

Two useful tools for conducting this research are Website Grader and SEMrush.

3. Brand messaging and positioning

This is an area that can help manufacturers stand out from the crowd. Many businesses still think a brand is about logos and colour choices. But it goes much deeper than that. You need to dig deep and develop a core message that your customers relate to, that demonstrates who you are and what you stand for, and that stands you apart from the competition.

4. Define your Buyer Persona and Buyer’s Journey

To be able to create content that resonates with your customers, it is essential you first understand who your customers are. Buyer personas are representations of your target customers based on real-world information and educated guesses. Their likes, dislikes, habits, behaviours, motivations and concerns, as well as their job function, where they spend time online, decision criteria, and more.

Even if you only manufacture one product, you are still likely to have more than one persona. For example, the marketing or purchasing department is likely to be researching on the C-suites behalf, and both groups may have an influence on the final decision.

If you have a complex and varied product offering, you may have several personas that represent the different verticals you sell into. If your sales process relies on distributors, you may consider developing personas for both the distributors and the end customers.

The best way to define personas is to include as many of your key personnel as possible in the process. Devise and circulate questionnaires and once the responses are collated, organise a brainstorming session with your team to define your final personas and then circulate the final versions to all of your staff.

5. Establish a foundation for content creation

Inbound marketing cannot work without content. With typically long sales cycles in manufacturing, developing well-considered content at each step throughout the sales funnel enables you to develop multiple touch points with prospects, keeping you front of mind as they conduct their research.

Is your content well balanced, covering topics for each stage of the buyer’s journey? And is there a variety of formats? Not everyone has the time or patience for eBooks. Have you considered other formats such as quick guides, blogs, video and infographics?

Develop a content plan that plugs any gaps in your content offering, ensuring that you are writing with a persona in mind at all times. Identifying existing resource and potential budget for outsourcing here is important as content creation can be a challenge. Do you need to recruit someone, or possibly hire the services of a content writer?

6. Exploring optimal website performance

This is another area where many manufacturers fall down. It is not enough to have a visually appealing website or an online catalogue of your products. Your website needs to be about your customers, not your services, features and benefits.

In order to rank highly on Google there are some fundamental basics your content must include, such as keywords, H1 titles, meta descriptions and title tags. Your website must also be responsive and optimised for mobile, have sound security, a fast page load time, to name just a few.

By considering a platform such as HubSpot, you can take your website to a whole new level by using smart content. The smart content functionality in the HubSpot platform is a powerful tool that enables intelligent personalisation by data segmentation, device, location, persona type and lifecycle stage.

7. Close the loop with inbound sales enablement

Inbound marketing will generate new leads for your business, but the way in which your sales people deal with these new inbound leads may need to adapt. An inbound lead is more informed and more qualified than an outbound lead.

The final step of the inbound marketing strategy is to conduct an audit of your current sales process and look for areas of improvement. This could include reviewing your sales literature, product brochures, pricing guides. An alignment between sales and marketing is needed to ensure your marketing provides relevant content and enables Sales to focus on the prospects in their pipeline that will close.

Platforms such as HubSpot enable Sales to use event-triggered technology to spot the signs that someone is ready to buy and spend time with the right prospects.

Marketing teams can provide email templates for salespeople to use, and tools such as sequencing can automate follow up emails, so salespeople no longer need to keep track of follow-up with prospects.

Most modern CRM systems can record email correspondence and calls and log activity reducing the need for manual data entry.

By following these steps, you will build a strong inbound marketing strategy for your manufacturing company. Implementing an inbound strategy will help you to reach more of the right people, at the right time, on their terms. It will create a clear structure for your sales and marketing efforts from which you can build a strong inbound marketing foundation for your organisati

Written by Gemma Rogers

Gemma brings over 15 years experience in sales and marketing across a wide range of industry sectors, from large multinationals to small start-up businesses. Her passions are inbound marketing and inbound sales, creating unique and memorable websites and campaigns to engage and delight potential clients and customers alike.

A quick way to prioritise improvement ideas and suggestions

If you’re swamped with improvement ideas and suggestions, here’s a quick team-based approach to prioritising them – Ease and Effect:

  • Write each idea on a sticky note
  • In turn, read out / explain to the team each improvement idea
  • For each idea, first ask the team “How Easy do we think it would be to implement this idea?” Get the team to reach consensus on this – “Easy”, “Medium” or “Difficult”
  • Secondly, ask the team “If we did it, how much impact or Effect would this idea have?” Get the team to reach consensus on this – “High”, “Medium” or “Low”
  • Use a flipchart sheet or large piece of paper and draw out a 3 x 3 Ease and Effect Grid. Use the vertical for “Ease” and split this into the three categories  “Easy”, Medium” and Difficult. Use the horizontal for “Effect” and split this into the three categories “High”, “Medium” and “Low”.
  • After each idea has been reviewed and ranked, place the sticky note in one of the nine boxes, based on its “Ease” and “Effect” rating.
  • Prioritise the ideas based on the following ranking:
  1. Easy to do, with High Effect
  2. Easy to do, with Medium Effect
  3. Medium to do, with High Effect

Keep track of progress using a simple traffic light (RAG) system – ideas that you haven’t yet started are coloured Red, ideas that you’re currently working on are coloured Amber and ideas that have been completed are colured Green.

 

 

 

 

 

 

You can download a copy of the Ease and Effect Grid (and lots of other useful stuff) here: http://www.nicholsonconsultancy.com/free-downloads/

And if you’d like some help in running your own Ease and Effect sessions, contact Andrew.Nicholson@ImproveMyFactory.com

Getting Things Done – Managing Tasks and Projects

“Too much to do, too little time!” is a cry that we hear more and more often recently.  When you’re trying to tackle a dozen projects, a hundred initiatives and a thousand “to do” tasks, it can feel so overwhelming that it’s hard to even make a start.

So here’s a “quick and dirty” way to make sense of it all.

  1. Make a list – a full list. The first step is to face up to the challenge and list out all of the projects, tasks, initiatives and “to do’s”. It might look like a long list but don’t be put off – this is the first step towards regaining control.
  2. Split the list into two – “Tasks” and “Projects”. Tasks are things you know how to tackle, don’t take up a lot of resource and can be achieved in a few days. Projects are things that take longer, maybe need some research or data collection, and involve more people.
  3. Take the “Tasks” and prioritise them using an “Ease and Effect” grid. Start with the tasks that are Easy to implement and have the highest Effect or Impact. Then tackle the tasks that are Easy to implement and have a medium Effect. Put these tasks into an Action Plan and track progress using “traffic lights” (also known as RAG – Red, Amber, Green) – Red items haven’t yet been tackled, Amber items are those currently being tackled and Green items have been successfully completed.
  4. Translate the Projects onto a simple timeline or “Gantt Chart”. Split the timeline into three – (a) items to be tackled in the next 12 weeks, (b) items to be tackled in the following 12 months, (c) items to be tackled in the following year. Agree who will be accountable for each of the projects and set realistic start and finish dates.

That’s it! Yes it’s rough and ready but it’s the quickest, most effective way to regain control of “too much stuff” – try it!

And if you need some help to manage and deliver some of those projects, contact Andrew.Nicholson@ImproveMyFactory.com.

The Number Twelve Motivator – “In the last year I have had opportunities at work to learn and grow”

Continuous Improvement applies as much to people as it does to organisations. Yet many organisations fail to understand this and to act on it. As a result, people tend to under-perform and hence the organisations they work for also tend to under-perform.

Effective Leaders understand how to get more from their people. Almost always, they challenge people to do better. And critically, they provide people with the right training, coaching, and support to achive those challenges.

Here are just a few of the many, many ways to help people to learn and grow:

Best Practice: providing opportunities to see what good looks like – perhaps in a completely different industry, sector or environment.

Peer learning: providing opportunities to work alongside colleagues from other departments or organisations

Secondment: typically a short-term transfer to another department or organisation. Maybe a one-year sabbatical?

Delegation: often a simple but very effective way to develop employees. Just make sure that you pass on some of the good stuff, not just the drudge work!

Training and Coaching: often, one of the best wayw to really understand something is to teach it to others.

Projects: typically, important long-term activities, often “above and beyond” the day job. Great for team-building too!

Just a few examples but not only do these approaches help to motivate the individual concerned, they can also provide huge benefits for the employee’s colleagues, for their boss and for their organisation. Try it!

… and if you’d like some help in developing your employees – and perhaps to create yuor own learning organisation – please contact Andrew.Nicholson@ImproveMyFactory.com.

The Number Eleven Motivator – “In the last six months, someone at work has talked to me about my progress”

This one really gets to the core of workplace motivation, since it covers some of our basic human needs –

  • the need to have objectives and goals – something to aim for
  • the need to feel that we’re making progress towards achieivng our goals
  • the need for regular feedback, to help us keep on track

Without these – aither at work or in our personal lives – it’s easy to drift and to lose motivation. Remember – “You are happy to the extent that you are in pursuit of worthy goals”.

Effective Leaders get to know their people and make the effort – however busy they are – for regular one-to-one discussions with each of them. Formally, this might be done every six months through an appraisal and review system, but more frequent one-to-one sessions (at least monthly) are perhaps even nore important.

Regular, honest, constructive feedback is vital to individual performance and motivation. In fact, most of us would rather have negative feedback than no feedback at all.

As well as reviewing performance against objectives, it’s also an opportunity to talk about career progression and to ensure that the employee’s idea of their future trajectory is realistic and generally fits with the needs of the organisation. In simple terms, we might benefit from some fast track superstars but most organisations also need a fair number of “steady Eddy’s” – committed, reliable people who always turn up on time and just get the job done.

… if you’d like to know more about objective-setting, effective feedback that works, appraisal, performance management or any other apsects of practical workplace leadership, contact Andrew.Nicholson@ImproveMyFactory.con

The Number Ten Motivator – “I have a best friend at work”

Maybe this is the only one of the Top 12 Motivators that isn’t always simple and easy to address in the workplace. In fact, one of the difficult challenges for first time managers is having to accept that they shouldn’t aim to be “everyone’s friend” at the expense of getting the job done.

That said, there are at least three things that we can aim to provide in the workplace:

  1. For new starters, a designated “buddy” who will be available for the first few days and weeks to help them find their way around. “Hold their hands until they find their feet” as one of my colleagues once put it!
  2. For the “rising stars” (and the owner or Chief Exec) an experienced mentor who can act as a sounding board and ask the right questions
  3. Regular, honest face-to-face feedback – providing in an open, professional manner some of the benefits of a “critical friend”. In other words, being prepared to challenge and to question, in the long-term interests of the other person.

So maybe we can’t literally be, or provide, a “best friend” at work, but there’s a lot that we can do in an organisation to provide many of the positive benefits of a “best friend”. And it’s also a great motivator for those taking on the role of the buddy, the mentor and the “Critical Friend”!

The Number Nine Motivator – “My fellow employees are committed to doing quality work”

When we’re surrounded by people who strive to do well, we’re often encouraged to up our own game. And the opposite is also true – if those around us don’t care about how good of a job they do, and set themselves low standards, then the rest of the team will often sink to the same low standards.

People give of their best when they’re challenged and supported. And no one was ever inspired by the prospect of being average, or “just see what you can do”.

That’s why it’s so important for Leaders at all levels in an organisation to have high expectations of their teams, and to tackle any examples of poor performance.

So maybe it’s time for you to set some stretch targets – agree one or two BHAG’s (Big Hairy Audacious Goals), expect excellence, give team members the support they need to achieve, and tackle poor performance immediately – it’s often contagious!

… and if you need some help with achieving a “One Best Way” culture or you want to know how easy it can be to manage employee’s performance, contact Andrew.Nicholson@ImproveMyFactory.com

Housekeeping or 5S – which one is it?

Maybe it’s just me but I’m regularly disappointed when people who should know better confuse the two. So here’s my little rant:

Unless you work in a very well-run hotel, please don’t pretend that “Housekeeping” is anything like 5S – it isn’t!

And if you’re doing 5S properly please don’t undermine it by calling it Housekeeping!

At worst, Housekeeping is a one-off tidy-up. At best it’s a standardised regular tidy-up that gets checked. Don’t get me wrong – it can be very effective and in some environments it might be all that’s needed.

5S on the other hand (sometimes also called 5C or CANDO) is a disciplined, systematic approach to workplace organisation. It uses simple visual management to

  • increase efficiency
  • minimise wasted time and effort
  • encourage team-work
  • establish “One Best Way”
  • instil discipline
  • continuously improve

So here’s a little challenge for you – have a close look at your business and each workplace within it, and then

  • if you’re at an early stage, decide if basic Housekeeping is all that you need (being tidy and looking good), or if you need to invest time and effort to reap the full benefits of 5S
  • if you think you’re already doing 5S, take an honest look at the list above and check how many of those benefits you’re currently achieving. If there are any gaps, maybe it’s time to reinvigorate your approach to 5S and raise your game

And if you’d like some advice, training and hands-on help to implement and sustain 5S, please contact Andrew.Nicholson@ImproveMyFactory.com or call (UK) 01325 328855.

The Number Eight Motivator – “The mission or purpose of my company makes me feel my job is important”

It’s easy to become sceptical about Vision, Mission Statements and the like adorning the walls in Reception, but working for an organisation that does worthwhile work that you believe in or identify with, is increasingly important.

We need to feel that what we do has some purpose and meaning, and we’ve probably heard the truism that “We are happy to the extent that we are in pursuit of worthy goals”

Hoshin Planning (Policy Deployment) is a very structured way of addressing this. Put simply, the idea is to cascade an organisation’s goals – by discussion and agreement – through every level of its hierarchy. Although it appears simple it often takes years to introduce the approach effectively. Done well though, everyone can see how the projects that they are working on fit into the “big picture”.

More easily, a good employee appraisal system should help translate the organisation’s goals into objectives, targets and measures for key staff.

Even more simply, regular one-to-one sessions where employees agree objectives and receive regular feedback, can be a great way of ensuring that employees understand how and why what they’re doing fits into the “big picture” and why it’s important.

Whatever technique we use though, we need to help employees understand that their work is important and valuable and that it contributes to a worthwhile goal. From a Leadership perspective we need employees to understand not just “what” they need to do and “how”, but also – and most importantly – “why”. Speaker and author Simon Sinek explains this in his “Start with Why” Ted Talk on YouTube.

… and if you’d like some help to find the “Why” in your own manufacturing business, contact Andrew.Nicholson@ImproveMyFactory.com

The Number Seven Motivator – “At work my opinions seem to count”

In the age of smartphones, 24/7 email and social media it’s easy to feel overwhelmed by communications. Employees can feel it’s difficult to make themselves heard, and managers can struggle to hear people above the continuous “white noise” of messages. As a result, frustration increases, motivation drops and stress levels rise.

That’s when a simple technique – “Ease and Effect” – cuts through the noise, engages employees, makes managers’ jobs easier and quickly gets the best ideas turned into actions.

“Ease and Effect” sessions are one of the simplest, most effective ways to give employees a voice, to translate good ideas into action, and to sustain your Continuous Improvement activities.

It’s often best to start with a small workgroup – perhaps five to ten people – and be specific about the areas that you’d like to tackle. Give the team a week or two to identify problems and wastes (think of “The Seven Visible Wastes”), then bring them back together for a short brainstorming session.

Ask the team to rate each idea as to how Easy it would be to implement (Easy, Medium or Difficult) and how effective it would be (High, Medium or Low effect). Start with the “Easy, High” ideas to get some quick wins, then move onto the “Easy, Medium” and finally the “Medium, High”. Keep track of progress and see how quickly motivation rises and performance improves!

… and if you’d like some practical help to implement “Ease and Effect” in your manufacturing business, contact Andrew.Nicholson@ImproveMyFactory.com