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Marketing For Manufacturers

Does this sound familiar?

Your business invests money in online marketing but you aren't sure if that marketing is generating revenue. Everyone tells you that clicks mean success, but what your business really needs is more customers. At the end of the day, you just want your online marketing to do what it is supposed to do and

 Grow Your Business!

 

It isn't fair.

Why are your competitors getting the RFQs that are rightfully yours?

Analytics That Profit answers that question.

marketing for iso certified manufacturing analytics that profit

If you have invested the resources to become ISO certified, doesn't it make sense to work with someone who understands the Quality world?

ISO Certified Manufacturing

 

how to increase RFQ analytics that profit

What if your marketing did what it was supposed to do and generated RFQs?

Imagine the impact that would  have on your revenue.

RFQs Come To You

steady workflow analytics that profit

Feast or Famine. Production scheduling can become a nightmare if your pipeline is not full. Our implementation of Six Sigma principles in marketing eliminates that problem.

Steady Workflow to Better Manage Your Resources

own your speciality manufacturing analytics that profit

You know exactly why you are the best. Is that getting lost with your current marketing? We have the technical expertise to tell your story.

Own Your Specialty Manufacturing

 

Schedule A Time To Talk

 

Is Marketing for Manufacturers Really Different?

Think how your next customer will be searching for your product.

Purchasing Managers will be looking for different information than Engineers.

Terms and conditions. Lead Times. Tolerances. Specifications. Certifications. This information needs to be easily found. Research conducted by GlobalSpec has shown that Case Studies, eBooks and White Papers hold the highest value for engineers globally. Give the people what they want! One click to find easily downloadable content. Your content offers need to be specific to the interested parties in the buying process. The more complex your product, the more information you must provide that addresses the different stages of the buyers journey.

You Want More Leads.

We'll Help You Get Them And Close Them.

analytics that profit

Are you using Kanban in your marketing? 

Kanban is an inventory control system well known for its application in lean production and Just In Time manufacturing. It is a visual story board and has been applied to areas beyond manufacturing.
Can you implement Kanban in your marketing? The reality is........
 
hubspot partner cincinnati analytics that profit

3 Steps to Implementing Kaizen in Marketing for Manufacturers.

You have had a Kaizen event on the shop floor as part of your continuous improvement strategy. What if you could do the same with your marketing? If you only got 3 new customers .........

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hubspot consultant analytics that profit
What is Quality?
A robust Qualty System is much more than a checklist and a few forms.
The introduction to ISO 9001: 2015 states:
"Consistently meeting requirements and addressing future needs and ........

 

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analytics that profit hubspot partner

Predictive Lead Scoring: A Lean Tool For Marketing.

One highly effective tool that eliminates waste in the sales process is Predictive Lead Scoring. Predictive Lead Scoring is a ..........

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pdca 4 steps of effective marketing

PDCA: The 4 steps of effective marketing

Effective marketing is no different than manufacturing or providing a service.

If you can't measure it, you can't manage it.

If you can't manage it, you can't improve it.

Read More

Why We Understand Marketing for Manufacturers

 

A note from our founder:

A few years ago, I was dealing with the same issues that you likely deal with.ASQ Certified manager of Quality Organizational Excellence analytics that profit.jpg

My business operated under ISO 9001 and ISO 14001.

I was worried about payroll. I was concerned about the new competition ASQ certified quality auditor analytics that profit.jpgI saw in the marketplace and on the internet. I was upset about some negative reviews.

And I was really angry that the people I was paying to manage marketing for my company couldn’t answer these three simple questions....

What Were Those 3 Questions?

 

how to use kanban in your marketing analytics that profit

How To Implement Kanban In Your Marketing

Kanban is an inventory control system well known for its application in lean production and Just In Time manufacturing. It is a visual story board and has been applied to areas beyond manufacturing.

Can you implement Kanban in your marketing? The reality is this has already been done.

Inbound Marketing allows you to implement Kanban in your marketing.

inbound marketing for manufacturers analytics that profit

The visual above from HubSpot shows the flow of the customer buying journey.

The core principles of Kanban are easily seen:

  • Visualize Work
  • Work In Progress
  • Flow
  • Continuous Improvement

Learn More About Inbound Marketing

 

Deals Dashboard allows you to visualize work, work in progress, flow and focus on wins and losses to implement continuous improvement on your sales and marketing efforts.

kanban for manufacturers analytics that profit

Predictive Lead Scoring addresses Work In Progress by focusing on those leads that are further along in the buyers journey. This allows resources to be focused on the leads that are likely to close and avoid chasing after leads that are not ready to buy.

 

lead generation manufacturers analytics that profit

 

Learn More About Predictive Lead Scoring

Continuous Improvement can be achieved by looking at landing page manufacturers analytics that profitpage performance and aligning with overall business goals for lead generation.

 

 

 

Implementing Kanban in your marketing allows you to more effectively manage resources, get more leads and close them.

 

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3 steps to implementing kaizen in marketing

3 Steps to Implementing Kaizen in Marketing

You have had a Kaizen event on the shop floor as part of your continuous improvement strategy. What if you could do the same with your marketing? If you only gained 3 new customers would it be worth the effort?

The principles of a Kaizen event are very straightforward:

  • Pick a specific area for improvement
  • Identify opportunities for improvement
  • Prioritize actions
  • Set a timeline
  • Measure progress

One thing that makes this approach successful is the implementation of small incremental changes. You are not changing everything at once. Plan. Do. Check. Act.

recent survey showed 57% of businesses plan to redesign their website in the next 12 months. Anyone that has been involved in such an undertaking knows it is very expensive and time consuming. Most people settle for done versus perfect. I don't know about you, but for me this sounds like a good place to apply Kaizen. 

kaizen manufacturers analytics that profit

Imagine the frustration you could avoid by continually improving your marketing using Kaizen events.

 

Marketing can really be broken down to 3 simple steps/principles:

  • Right Message
  • Right Audience
  • Right Time

Knowing this, we can use these 3 steps to implement Kaizen in Marketing.

  • Right Message- Content Audit
  • Right Audience- Buyer Persona
  • Right Time- Content Mapping through the Buyers' Journey

Content Mapping allows you to use Buyer Personas and the Buyers' Journey to create targeted content. Once you have identified the Buyer Personas, you match/create content for each step in their buying process. Check out this FREE resource from HubSpot to help you get started.

Once you have generated content and mapped it to match Buyer Personas and the Buyers' Journey, the continuous improvement cycle can begin. A Content Audit allows you to identify gaps in your current marketing. As you identify new markets, you can see what existing content can be modified to specifically address these new opportunities. We strongly recommend a set schedule for your content audits.

We are providing a Content Audit workbook to help you in this effort.

content audit manufacturers analytics that profit

Download the Content Audit Workbook

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what is quality analytics that profit
What is Quality?

manufacturers marketing analytics that profit

manufacturers analytics that proftmanufacturers marketing analytics that profit

This seems like such a simple question, yet there are numerous interpretations as to what is quality. You will see Lean, Six Sigma, KanBan, Process, System, etc.

Crosby gave a very simple answer that resonates for the implementation of ISO 9001:2015:

"Quality is conformance to requirements"

The introduction to ISO 9001: 2015 states:

"Consistently meeting requirements and addressing future needs and expectations poses a challenge for organizations in an increasingly dynamic and complex environment."

My translation: your competitor will cut your legs off the second that customer requirements are not met. There is really no need to overthink what quality is and to use esoteric definitions. You are in business for one reason; you offer a product or service that the market is willing to buy. When you make it difficult to do business with your company by not conforming to customer requirements, your competitor will step in and exceed those requirements... and can even charge more for their products and services.

ISO 9001:2015 Section 4.2 Understanding the needs and expectations of interested parties is a succinct definition of What is quality:

"The organization shall monitor and review information about those interested parties and their relevant requirements."

It is time to move past the concept of quality as a combination of checklists, procedures and forms.

customer satisfaction analytics that profit

The Kano model is a great tool to use for quality thinking in ISO 9001:2015. Do the things that delight your customer and quit doing those things that detract.

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Predictive Lead Scoring: a Lean Tool For Marketing For Manufacturers.

 

The concept of Lean is very straight forward. Eliminate or reduce waste in a process. The principles have been applied across manufacturing, but are often overlooked or simply not understood in marketing.

The sales cycle/process has evolved from a benefits/features model- look what I have for you- to a customer driven model- what do you have for me? The role of the salesperson has evolved dramatically in most market sectors. Spending time knocking on doors and making cold calls on the phone has become a dinosaur method of selling.

Modern selling methods understand that you need to allow a customer to buy from you and that you eliminate any steps that complicate that process- Lean Marketing.

One highly effective tool that eliminates waste in the sales process is Predictive Lead Scoring. Predictive Lead Scoring is a data-driven method based on behaviors, demographics and engagement. 

lean marketing analytics that profit

Image Source: https://blog.hubspot.com/marketing/traditional-predictive-lead-scoring

How can you use Predictive Lead Scoring as a Lean Tool For Marketing?

Sales and Marketing can now agree on what is considered a Marketing Qualified Lead and what is considered a Sales Qualified Lead. This resolves the age old conflict of, "We send sales leads and they don't close them!" and, "Marketing sends us bad leads."

 

Sales now spends time on the leads lean marketing analytics that profit.jpgthat are qualified and marketing spends time on generating content to engage and move leads through the sales process. As you gather more data, you can improve lead scoring by weighting contributors and refining your model. Quality 101: Plan, Do, Check, Act.

Download our free eBook on generating high quality leads.

27 Proven Techniques For Generating High Quality Leads

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pdca the 4 steps of effective marketing
PDCA: The 4 steps of Effective Marketing For Manufacturers.

I recently finished reading, The 4 Disciplines of Execution. One aspect of their approach that resonated with me was the amount of case studies that showed the effectiveness of the PDCA (plan-do-check-act) cycle. While they used the terms, 'WIG' (Wildly Important Goal), 'Lead Measures', 'Scoreboard' and 'Cadence of Accountability', the concept is a refresh of PDCA from Quality 101. Credit needs to be given to W. Edwards Deming and Walter Shewart for developing and championing this model.

Effective marketing is no different than manufacturing or providing a service.

If you can't measure it, you can't manage it.

If you can't manage it, you can't improve it.

 

Plan

Every good plan starts with a SWOT analysis. Once you have identified your Strengths, Weaknesses, Opportunities and Threats, developing an effective marketing plan becomes much easier. Here is a FREE SWOT PowerPoint Template. If you need some more help on your content marketing strategy, check out this article from HubSpot. A Content Audit will allow you to determine what existing content you can use as part of your plan and what new content needs to be developed. 

Download the Content Audit Workbook

Do

In order to measure something, you must DO something. It is likely that you have identified key events/trends in your particular industry in the planning phase. Most companies find they need to create specific content for specific events/trends. It is very likely that you use production scheduling tools in your manufacturing process, so why not implement the same methodology for effective marketing? The Productivity Tools in HubSpot are immensely helpful for this. They allow you to manage projects and develop a content calendar. You might want to read this article from HubSpot for a step by step methodology to implement your plan.

pdca manufacturers analytics that profitThe PDCA cycle-- Plan, Do, Check, Act-- has no end. It is a continuous improvement cycle. You should always be evaluating your marketing for effectiveness.

 

 

 

Check

Did you meet your goal? Simple Question. Simple answer. Yes or No. 

We have found the use of SMART goals to be an effective tool in the PDCA. 

Specific- A clearly defined goal should be understandable in 1 sentence.

Measurable- Hard metrics and hard KPIs will keep you on track. For example, "We will improve X to Y."

Attainable- Remember the story of the tortoise and the hare. Setting attainable goals and consistently achieving them over time builds a solid foundation for future success. Unrealistic goals demoralize your team when they are not met.

Relevant- It is unlikely that having more likes on Facebook will generate revenue. A more relevant goal may be visits to website from social media or form submissions.

Time-Bound- X to Y by Date. Keep it that simple.

You may want to download our FREE SMART Marketing Goal template.

Download your FREE Excel Template

ACT

You missed your goal. That happens. Find out why. Make the necessary adjustments.

You met your goal. Great! Now capitalize on that success and begin planning your next goal.

Check out these resources on PDCA.

http://asq.org/learn-about-quality/project-planning-tools/overview/pdca-cycle.html 

http://www.balancedscorecard.org/BSC-Basics/Articles-Videos/The-Deming-Cycle

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