Impactful Digital Marketing Tactics for Manufacturers

Impactful Marketing
Tactics for Manufacturers
Leveraging Digital Marketing Tactics

Thursday, June 16, 2016 CONFIDENTIAL 2
Here’s a taste of the B2B and B2C tactics that are working
In a recent survey of both B2B and B2C professionals, email, SEO and paid search were
listed as top revenue generators.
Statista.com

Digital resources provide manufacturers with
the tools to “pull” in customers
Social Media
Paid Search
Your website should be both the face of your
company as well as a tool for your customers
Leveraging LinkedIn and Pinterest to strengthen your
online presence and outreach to your audience
Allows you to target customers who are already
likely to be interested in your products
Building a Better Website
Marketing Automation
Automate your marketing efforts, gather additional
customer intel and maximize your sales efforts
Tools to show your ads to anyone who has visited
your website up to 30 days after their visit
Remarketing
Out-of-the-Box Outreach
Efforts to develop new leads based on thought
leadership and external outreach

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

Building calls-to-action and tools for engagement
into a website is critical
Clear phone number
and links to connect
with TribalVision
Video testimonials to
highlight client success
stories
Engaging messages on
rotating “hero” images
Relevant and engaging content is crucial to building a strong SEO presence

Ensuring your website adheres to best practices will
optimize it for lead generation
5
Make sure contact CTAs are clearly labeled
Leverage video on your site wherever you can
Provide forms for leads to input their information
Update it with new content on a consistent basis
Include customer testimonials to legitimize your
offer
4
3
2
1

Leveraging digital marketing to strengthen
existing client relationships
Client-Specific Online Catalog
Develop catalogs behind a login portal to customize the
customer ordering process
Resource Library
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
Email Drip Campaign
Long-term outreach strategy to stay in front of customers
with scheduled and structured digital touchpoints
Website Tools
Specialized communication and data storage tools to
facilitate communication with your customers

Jewelry retailers offer a prime example of what a
manufacturer’s website could be
Sleek and modern design /
navigation
High-quality photography Customer tools

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.

Mobile Website Responsive Website
“70% of mobile searches for products or services will result in a
sale in the near future.”
http://www.forbes.com/sites/jaysondemers/2014/06/04/7-ways-that-seo-is-uniquely-
important-for-entrepreneurs/
Statistics show that mobile design is equally
important in web development

Remarketing can help keep your name in front
of buyers who have visited your site
Visit to NYT.com as a non-
subscriber
Remarketing ad served that encourages
subscription

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

Paid search (SEM) can be highly effective for
both B2C and B2B marketers
Although paid search can be highly effective, don’t do it because everyone else is.
Evaluate the average cost per acquisition you can expect – depending on the cost of
your products, this may not necessarily make sense.
ContentMarketingInstitute.com, Wordstream.com

A properly managed paid search campaign
search can help bring traffic to your site
Traditional paid search advertisements Google places ad

Search-specific landing pages can help increase
conversion rates for your marketing spend
Paid search click Specialized landing page with call-to-action

Only select social media tools demonstrate real
returns for B2B marketers
0.39%
0.67%
2.60%
Facebook Twitter LinkedIn
Visit-to-Lead Conversion Rate for
B2B Companies
Making use of the proper
tools helps make sure your
marketing dollars and
resources are well utilized
Source: MarketingProfs.com

LinkedIn premium accounts increase the tools at
your disposal to create connections
• 3 InMails per month
• 15 Introductions
• 300 Profiles per search
• Up to 4 advanced search filters for leads
• 500 profiles per search
• 700 profiles per search
Business
$19.95
Business Plus
$39.95
Executive
$74.95
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

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
Left: An example of a
LinkedIn “International
Jewelry and Accessory
Designers, Manufacturers
and Suppliers” group
Joining and contributing to
relevant LinkedIn groups can
help increase your exposure
to potential new clients

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

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

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

For B2C manufacturers, Pinterest can be an
effective awareness tool
Being a B2C focused channel, Pinterest won’t likely generate leads directly, but can help
spur demand from consumers leading to indirect demand from your customers

Affiliate marketing is a scalable method to
advertise on 3rd party websites
A company looking to
place ads online in order to
sell product will look for
the right publisher(s)
based off demographics
and page visits
An organization that owns
ad space on popular retail
websites will explain
demographic and page
visits in order to receive
advertisers
A published ad will be clicked
on by a consumer, and if they
purchase, commissions will
be paid to publisher by
advertiser

Commission Junction is a globally operated
network that connects advertisers and publishers
Commission Junction operates globally and serves a variety of sectors in both B2B and B2C
marketplaces

Email marketing can be a consistent source of
lead generation and retention
2013 State of Inbound Marketing Report, MarketingSherpa.com, MarketingProfs.com, ContentMarketingInstitute.com
Email marketing was the third overall lead
generation source for marketers in 2013, producing
13% of all leads.
In 2014, email marketing was cited as the most
effective digital marketing channel for customer
retention in the United States.
50% of B2B marketers and 66% of B2C marketers
say email is the most effective channel for
generating revenue.
SEO may drive traffic, but email drives conversions:
although just 22% of marketers cite email as their
largest web traffic generator, 25% say those visits
convert at the highest rate.

Developing an email outreach schedule can help
keep your products top of mind
The welcome email will be sent to subscribers after they sign upWelcome Email
Sent to the entire subscriber list once per monthMonthly Mailing
Provide specialized emails for sales, limited-time promotions and more
Quarterly updates on trends in jewelry design and ways your products fit in
Sales and Promotions
Special Events
Design Updates

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

Embrace and develop non-traditional B2B
marketing campaigns
Outbound 2.0 Customer Tool Kits Customer Advisory Groups
Create a specific list of targets
based on LinkedIn research.
Depending on the target, you
can even use LinkedIn jobs.
Leverage cross-channel
outreach via LinkedIn inmails,
phone and email follow-up to
improve cold outreach response
rates.
The goal is to setup a meeting
or phone call for your sales
team. Ask contacts to join your
email database if they aren’t
ready to close.
Identify your top B2B partners,
and invest time in developing
tool kits for them.
Create customized materials
such as sales presentations,
sales collateral, how-to videos,
resource libraries, and more.
Watch your customers better
sell your business with the right
tools, messaging and assets.
Empower your customers to
provide feedback and have a
voice in your company.
Assemble 5-10 key clients to
offer bi-annual feedback, help
refine existing offerings and
participate in product
development.
Improve marketing engagement
using direct customer feedback
while rewarding your VIP
clients.

And don’t forget about exploring strategic
partnerships and co-marketing opportunities
Mono-brand & Multi-brand eBay & Amazon Marketplaces Blogger Outreach
Identify potential multi-brand
partners, including YOOX Group,
Cadenzza, TheCorner, and more.
Potentially work with more than
one.
Leverage multi-brand partners
to post new designs or
products, alongside national or
global suppliers.
Lean on partners to support
your own brand materials, with
high-end mono-brand website
support.
Create a seller account on
Amazon and eBay. Depending
on the volume of product you’re
selling, get a better price as an
individual.
Ensure that you are prepared to
comply with all terms for
shipping, customer invoicing,
etc. – otherwise bad reviews
could jeopardize credibility.
Optimize your profile with
keywords, and solicit customer
reviews from past customers.
Strong reviews will improve
your chance of future orders.
Make a list of bloggers or other
online influencers that discuss
jewelry, or other items relevant
to your business.
Conduct outreach to them for
an article, potentially sending
samples or press releases.
Lean on tools such as Bloggers
Required to get a host of
bloggers to bid on your content.

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

Thursday, June 16, 2016Thursday, June 16, 2016
Thank You
For additional information, visit
TribalVision.com

Impactful Digital Marketing Tactics for Manufacturers

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