Impactful Marketing Tactics for Manufacturers Chris Ciunci | Managing Partner | TribalVision

Marketers are increasingly prioritizing mobile and social over traditional ad channels. There is also increased focus on owned and earned media over paid.

Booz Allen Hamilton Strategy, “Reimagining shopper marketing.”

Brand manufacturers are increasingly going digital

In a recent survey of both B2B and B2C professionals, website, email and social media were listed as top revenue generators.

Here’s a taste of the most effective B2B and B2C channels

https://neilpatel.com/blog/marketing-channels/

The manufacturing industry still has so much opportunity to take advantage off when it comes to digital marketing

https://www.ironpaper.com/webintel/articles/manufacturing-marketing-trends-and-statistics/, https://www.protocol80.com/blog/manufacturing-marketing-statistics

1%Of manufacturers assed their

content marketing as “sophisticated”

30%Only 30% of manufacturing

marketers feel that they are using web and social content effectively

3%The best manufacturing sites only see conversion rates of 3% vs. 10%

average across most industries

84%Of people searching for services in

the manufacturing industry say they use the internet as their

starting point

59%Of manufacturing marketers say that

fresh web design and mobile optimization have drastically

improved their businesses

58%Of manufacturers use website analysis to learn about target

audiences

Manufacturers are not investing as much in marketing as other industries (just 8% of their budgets)

https://www.onlinemarketinginstitute.org/blog/2018/07/infographic-digital-marketing-manufacturing-industry/

Below are the marketing channels generate the most revenue for manufacturers

https://www.business2community.com/b2b-marketing/heres-an-industry-analysis-of-the-most-effective-b2b-marketing-channels-01361533

Digital resources provide manufacturers with the tools to “pull” in customers

Social Media

Email Marketing

Your website should be both the face of your company as well as a tool for your customers

Leveraging social media to strengthen your online presence and outreach to your audience

Reach your customers with personalized email campaigns and automated follow up

Building a Better Website

Account Based MarketingTarget your ideal accounts with personalized, multi-funnel marketing campaigns

Allows you to target customers who are already likely to be interested in your products

Paid Search

Monitor your website visitors and gain insight on your audiences

Google Analytics

Search Engine OptimizationSEO ensures that your website shows up at the top of organic search results for relevant keywords

Building a Better Website

Most manufacturer websites are limited in design and functionality

Limited engagement, no way to connect with brand

Photography does not highlight quality of products

Nothing to help build a first impression with first-time buyers

Jewelry retailers offer a prime example of what a manufacturer’s website could be

Sleek and modern design / navigation Customer toolsHigh-quality photography

Building calls-to-action and tools for engagement into a website is critical

Clear CTA, whether that be a phone number,

Contact button or both

Engaging messages on hero

images/video

Video testimonials to highlight client success stories

Ensuring your website adheres to best practices will optimize it for lead generation

Make sure contact CTAs are clearly labeled

Leverage video on your site wherever you can

Provide forms for leads to input their information

Provide forms for leads to input their information

Update it with new content on a consistent basis

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Leveraging digital marketing to strengthen existing client relationships

Develop catalogs behind a login portal to customize the customer ordering process

Video tutorials, podcasts, digital sell sheets and distributor tool kits for your clients and distributors to access and leverage in their own purchasing/sales process

Specialized communication and data storage tools to facilitate communication with your customers

Long-term outreach strategy to stay in front of customers with scheduled and structured digital touchpoints

Client-Specific Online Catalog

Resource Library

Website Tools

Email Drip Campaign

There are a variety of user-friendly, affordable eCommerce sites available

These platforms often have integrated inventory management, shipping coordination, payment methods, and accounting

Blogs are a great way to place fresh content on your site

TribalVision writes weekly blog posts and shares them

through social media

Statistics show that mobile design is equally important in web development

Mobile Website

https://www.stonetemple.com/mobile-vs-desktop-usage-study/

Responsive Website

63% of all online traffic now come from smartphones and tablets

You can view daily, monthly, or yearly website information and even compare time periods. Here is an analysis of TribalVision’s website traffic from the last 12-months.

Google Analytics allows you to see telling information about your website visitors and their experience on your site.

Track visitors on Google Analytics to learn what channels are working

Analyze which pages they visit, in what order, and for how long.

Analyze sources of web traffic,

including the quality of leads

they deliver.

Integrating GA into your website will let you map the customer journey, and fix the rough spots. Great indicators are return visitors, pages per session,

and visit duration.

Google Analytics can show you where traffic is coming from, nationally and globally

Google Analytics provides vast audience insights

Age, gender, location, affinity and in-market categories, device used, and browser used are just a few of the many visitor attributes you can analyze

Google Analytics provides vast audience insights (continued)

SEO efforts can help you maintain high visibility in searches without requiring ad spend

SEO efforts such as content generation, social media, optimizing page tags, and

more will help return your website at the top of organic search results

Note that SEO is an ongoing effort and requires extensive maintenance, as well as a

ramp-up period to generate credibility in the eyes of Google

Know your niche: industry & competitor research

Identify your competitors & gather data on their SEO &

PPC performance

Choose targeted long tail keywords based on your

analysis

Compare your site and back links with your competitors

& industry giants

A competitive analysis will provide you with more informed keywords, allowing you to begin your on-page optimization with a strong foundation.

http://moz.com/blog/illustrated-seo-competitive-analysis-workflow

SpyFu is a great tool for analyzing your competitors’ SEO

Pricing for SpyFu starts at $39/month and provides SEO keywords, backlinks, paid search, and additional insights on you and your competitors’ SEM efforts

Cover your bases of on-site optimization using your keyword selections

Keywords should be used in the title tag & meta description, keyword tag as well as used throughout a page’s content it’s headers and subheaders (H1-H4 Tags).

Keywords

Possibly the most important element of on-page SEO, the page title tells search engines (and people!) what your page is all about. The title should contain keywords

and be no longer than 70 characters in length. If possible make it into a question.Title

Though not as relevant as in the past, the meta keywords tag should not be ignored. They allow the relevancy of the page to be based on the set of keywords and should

not be abused (display only keywords used on the actual page).Meta Titles

Meta descriptions in most cases will show up in search results right under the link. They are a great opportunity to showcase what the page is about, include relevant

keywords and to include the catchy call to action in roughly 155 characters.

Meta Descriptions

Yoast is a free, user-friendly meta data tool for WordPress users

Yoast helps users easily enter their SEO titles, meta

descriptions, which is how Google “reads” the contents of a

page and what heavily affects search engine rankings

Yoast is a free, user-friendly meta data tool for WordPress users

Yoast tells you a website page’s weaknesses, areas for

improvement, and what it is doing well. Yoast will evaluate

how your keyword density, imagery, URL, page content and additional meta data will affects

your page’s SEO

Example SEO Audit

Off-site optimization (link-building) process

Integrate the keyword into the backlink coming from the source

to your site. Diversify the variation as if the link repeats to

many times the same way it looks artificial.

How to Link-Build

Before building links it is vital to get a full landscape of keywords appropriate to your industry that get a lot of traffic and especially those keywords that are long tail

and get a lot of traffic. Short keywords are usually not action-oriented while longtail ones are. Research them in Google Ads for

free by creating an account.

Keywords

It is better to get 1 link forma very powerful source than 20

links from a barely known sources.

Not All Links Are Created Equal

Don't send all of the links to the home page. Send the links to the sources that are more relevant for the link rather than sending

all of it to the home page. In fact, some of the best link building campaigns focuses on evenly

spreading the entire site.

Where to Link-Build

More strategies for link-building

Make sure that the information is consistent. Some of the directories are paid like Yahoo, while some are free like SuperPage. Make sure that the directories are whitelisted before you post there.

Engage in the comments/discussions on the blogs and forums and make comments on those with links to your website. Typically you need to become an established contributor first before you would be allowed to backlink to your website. You also need to check as a lot of websites are “no follow” meaning that they don't pass the link juice outside of the website.

Even though press releases are no longer counted by Google towards your link building collection, a well written and distributed Press Release might get picked up by some publication and those are usually a great source for valuable links.

Business Directories

Blogs & Forums

Press Releases

Reviews

Once you have reviews, showcase them to prospects and

other relevant parties

Come up with a process for asking happy clients and

customers to leave review; consider incentivizing them

Reviews on Google, business directory sites, and other sources

help with your search rankings and reputation

Paid Search

84% of parent company Alphabet’s revenue is Google Ads PPC Advertising

Google’s Q4 ad revenue grew by 20% in Q4 of 2018 to $32.6 billion

33% of global Google Search Ad clicks come from desktop

61% of global Google Search Ad clicks come from mobile

Google owns 92.92% of the search engine market, while Bing owns 2.38%

A properly managed paid search campaign search can help bring traffic to your site

Traditional paid search advertisements Google places ad

To start off building a paid search campaign, you have to find your keywords Use Google Ads free keyword planner tool to explore relevant

keyword search volume, competitiveness and cost.

You can type in your product or service,

plug in a landing page or even write

your product category for

keyword ideas and inspiration. In this case, we searched

“outsource marketing”

Once you built a robust list of keywords, you have to decide their match type

http://www.cardinalpath.com/adwords-keyword-match-types/

Now, it’s time to build your audiences. You can build audiences consisting of:

Preconfigured Audiences• All website/app visitors• First-time visitors• Frequent visitors• Users who have visited a specific website page• Users who completed a specific goal conversion• Users who completed a transaction• Lookalike audiences: audiences who are similar to those visiting your website

New Audiences• Age• Gender• Geography• Devices• Income• Interests• & more

Once you’ve finalized your keywords and your audiences, it’s time to build your ads

http://www.cardinalpath.com/adwords-keyword-match-types/

This is a preview from Google Ads

TribalVision has built it’s campaigns around geographic location, but you can target customers by service/product offering, industry, branded vs. non-branded campaigns, demographics, and more; the approaches are endless!

Search-specific landing pages can help increase conversion rates for your marketing spend

http://www.cardinalpath.com/adwords-keyword-match-types/

Paid search click Specialized landing page with call-to-action

Before you begin bidding, it is important to understand the Google Ads Auction process

Ad Rank = maximum CPC bid x Quality ScoreQuality Score = expected CTR + ad relevance + landing page experienceActual CPC = The Ad Rank of the person below you / your quality score + $0.01In other words, you pay 1 cent more than the next highest bidder

Now, it’s time to set a budget. Here are the most important factors:

Decide how much you want to spend a day. If you think in months, divide your budget by the number of days

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Budgets are set by campaign; budgets represent the average amount you're willing to spend per day on that campaign.

Note that Google Ads might exceed your budget by 20% on any given day. However, in a given billing period, you're never charged more than the average number of days in a month times your daily budget.

Now, it’s time to set a budget. Here are the most important factors:

Google Ads is essentially a series of auctions so the main impact that your Daily Budget will have on your costs is that it caps the amount you will spend in your billing period.

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As it is an auction, you can expect your costs to vary per day.

Now, it’s time to set a budget. Here are the most important factors:

If you have a low daily budget, this may impact the amount you will bid, which can impact your campaign's performance.

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Your daily budget is completely separate from your bids. However, as it caps the amount you spend in a day, it can impact your bidding strategy.

Your CPC (Cost per click) is the maximum amount you want to pay when someone clicks your ad.

Be sure to run regular reports and track all of your conversions

Track form submissions, button clicks, specific page visits, phone calls, text messages, app downloads, and more in paid search tracking

Remarketing

Remarketing can help keep your name in front of buyers who have visited your site

Remarketing ad served that encourages subscriptionVisit to NYT.com as a non-subscriber

Remarketing is a cost effective alternative to traditional paid search ads

Similar to regular search ads, remarketing land pages don’t always have to lead to a submission form. They can be a top-of-mind brand awareness campaign that provides testimonials or content

While a Google PPC Search ad could have an average cost of per click of $2-$3, a remarketing ad has an average cost of $0.25 - $0.60

LinkedIn

Build a Free Business Page on LinkedIn and keep it updated with frequent content

Once again, an opportunity to keep your brand top of mind within your professional network.

LinkedIn premium accounts increase the tools at your disposal to create connections

A LinkedIn premium account can help you research and contact more leads, with a higher count of InMails and access to more advanced search filters and results

Business$59.99

Sales Navigator$79.99

Recruiter Lite$119.95

• 30 InMails per month• Guided search• Smart suggestions• Projects

• 20 InMails per month• Advanced search filters• Lead recommendations• Email integrations

• 15 InMails per month • Who viewed your profile• Unlimited browsing• Business insights

LinkedIn’s powerful search tools provide opportunities to find new leads

Use LinkedIn’s advanced people search to research relevant leads for your business. You can also ask for introductions from mutual contacts to improve response rates

Step 1: Contact existing connections from events, business associations, alumni groups and more using InMails

Step 2: Identify appropriate criteria to research new leads, targeting by industry, company size, job title, location and more

LinkedIn Groups provide a means of networking with other professionals in your industry

Joining and contributing to relevant LinkedIn groups can help increase your exposure to potential new clients

Left: An example of a LinkedIn “International Jewelry and Accessory Designers, Manufacturers and Suppliers” group

InMails provide a way to reach out directly to any prospects you identify

InMails are limited to 2000 characters, but remember to be concise. Most importantly, be sure to reference your contact’s profile and their specific interests, as well as why your InMail is relevant

Hi Al,

My name is [Name] and I work for TribalVision, a marketing consulting firm helping

small and midsized businesses. I noticed from your profile that you manage your own

small business in the area, and you are currently looking for a new marketing VP. As

an outsourced marketing department for hire, TribalVision could be the flexible, cost-

effective and comprehensive solution your business needs.

If you’re interested, I’d love to speak with you and answer any questions you might

have. I only need a few minutes, so please let me know when might be a good time to

talk.

I look forward to hearing from you.

[Name]

Filters:

Location – RI/ MA

Title – Owner and/or CEO

Industry – All Industries

Employees – 11-50, 51-200, and 201-500

Relationship – All LinkedIn Members

Sponsored updates and text ads should provide a call to action back to your website

Paid search ads on LinkedIn can build exposure even when customers aren’t looking for you

Ad packages can help supplement general paid search outreach

Can be highly targeted to viewer, by industry, position, experience, and more

Email Marketing

Email marketing can be a consistent source of lead generation and retention

82%Of B2B and B2C companies are using

email marketing automation

26%Emails with personalized subject lines

are 26% more likely to be opened

75%Of email revenue is generated by triggered

companies

10%Personalized emails improve conversions

by 10%

40xEmail is 40x more effective at acquiring new

customers than Facebook or Twitter

70.5%Higher open rates and 152% higher CTR

for automated email messages

https://www.campaignmonitor.com/blog/email-marketing/2018/12/70-email-marketing-stats-you-need-to-know/

Developing an email outreach schedule can help keep your products top of mind

Welcome Email The welcome email will be sent to subscribers after they sign up

Monthly Mailing Sent to the entire subscriber list once per month

Design Updates Quarterly updates on trends in jewelry design and ways your products fit in

Sales and Promotions

Provide specialized emails for sales, limited-time promotions and more

Special Events

TribalVision deploys monthly content

And a quarterly eNewsletter, TribalTimes

You should have a master email list, as well as segmented lists

As you make connections, gather business cards, collect email opt-ins, compile all of the addresses into one master list

Segment leads by industry, geography, whether they are hot/cold, or in whichever way your organization most effectively approaches prospects

If you need assistance building a list, consider purchasing lists from the numerous email vendors out there

Vendors like DiscoverOrg and Lead411 will allow you to specify contact/company specs, such as job title or revenue, respectively

Other vendors provide bulks lists, such as EZSelect, who provides contact emails from manufacturing firms in each state

Below is an example drip template that sheds light on how drip campaigns work

Timeline: 2 hours after action

Purpose: Introduction

Content: Introduce Brand

Timeline: 2 Days after open

Purpose: Provide additional information

Content: Key Differentiators X, Y & Z

Timeline: 3 Days after open

Purpose: Provide a more direct CTA

Content: Opportunity to contact sales

Action

Email 1 Email 2 Email 3

If opened

If opened

How leads enter the

drip

First touchpoint

Action required for

next touchpoint

Second touchpoint

Action required for

next touchpoint

Third touchpoint

Lead takes action on your website, or marketer manually sends leads

to a predefined list

Conditional logic like “If Opened,” will ensure that only the engaged leads are receiving content

There are email outreach tools and services available too

SalesFlow is an outsourced email marketing service who builds lists, prospects, cold calls, and emails ideal clientele

PersistIQ is a simple marketing automation platform that allows you to send multi-touch point emails to lists of contacts

If you don’t have the man power to develop, implement and manage a robust email campaign yourself, you can always leverage tools and services

Apollo.io is a unified sales platform that allows for automated email sequences

Apollo.io has an internal database of millions of contacts

Additional Apollo.io Features:

Audience TargetingApollo allows you to narrow your contact search by a variety of parameters, e.g. location, industry, number of employees, and more

External APIPartnered with SendGrid, a dedicated API that protects your URL, Apollo can send thousands of emails a day

Automatic RepliesWhenever a prospect replies to an email or opts-out, Apollo immediately removes them from a sequence

Robust ReportingApollo can tell you which subject line is most effective, which email resulted in the most interest, and more

Account Based Marketing (ABM)

Account Based Marketing (ABM) is a strategy in which sales and marketing teams work together to target best-fit accounts and turn them into customers. This five step approach allows the sales team to identify accounts with the highest revenue potential for your business, and enables your marketing team to develop a tailored campaign to contacts at these accounts.

Account Based Marketing (ABM): The Five Steps

Building a multi-touchpoint marketing mix will increase frequency and campaign success.

Top of the Funnel

Middle of the Funnel

Bottom of the Funnel

Paid Search

Sales Communication

LinkedIn Sponsored Ads Direct Mail

RetargetingDrip Email Marketing

Personalized Assessment

Webinar

Thank You

“Because the purpose of business is to create a customer, the business enterprise has two – and only two – basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.”

– Peter Drucker