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FINDABILITY
Get Your Manufacturing Business
     Visible on the Internet




           Presented By
Agenda
9:00-9:50     Manufactured in North Carolina
9:50-10:00    Break
10:00-10:50   Effective Websites for Manufacturing
              Companies
10:50-11:00   Break
11:00-11:50   Internet Marketing Strategies for
              Manufacturing Companies
A Free Listing Service and Marketing Program

MANUFACTURED IN NORTH
CAROLINA
MANUFACTURED IN NORTH CAROLINA
MANUFACTURED IN NORTH CAROLINA
MANUFACTURED IN NORTH CAROLINA
MANUFACTURED IN NORTH CAROLINA
MANUFACTURED IN NORTH CAROLINA

        90%                                  $4K - $12,000
        Of all industrial                           The estimated cost
        buyers go online to                           to create a small
        search, qualify and                               website for a
        evaluate suppliers                               manufacturer



        50%                                                         0
        Of industrial suppliers                The amount of exposure
        are chosen based solely                  you may receive even
        on the supplier’s                          after spending that
        website                                           much money


References: (ThomasNet, ThomasNet, Parker)
MANUFACTURED IN NORTH CAROLINA
MANUFACTURED IN NORTH CAROLINA
MANUFACTURED IN NORTH CAROLINA
MANUFACTURED IN NORTH CAROLINA
• Catawba County EDC
• NC Rural Center
• NC State University Industrial Extension
  Service
MANUFACTURED IN NORTH CAROLINA
MANUFACTURED IN NORTH CAROLINA
MANUFACTURED IN NORTH CAROLINA
N    D     J     F       M      A        M         J   J        A     S      O   N   D



     20    50             100                300                       500


                         Site Expanded         Site Expanded
                           to Include          to Include All
                          Neighboring                NC
                            Counties           Manufacturer




            Beta Site
          Launched for                                     Goal of 1,000
            Catawba                                         Signed-Up
             County
MANUFACTURED IN NORTH CAROLINA
• Provide a free “listing service” for North
  Carolina manufacturers
     www.ManufacturedNC.com
• Strengthen your company's online presence
  and expand your visibility to the world
• Better sell your manufacturing capabilities to
  prospects
• Generate new leads and sales opportunities
MANUFACTURED IN NORTH CAROLINA

                     Typical North
                       Carolina
                     Manufacturer
MANUFACTURED IN NORTH CAROLINA

                     North Carolina
                    Manufacturer with
                         MNC
MANUFACTURED IN NORTH CAROLINA
• Currently more than 500 North Carolina
  manufacturers listed
• Fortune 500 to “Mom and Pop”
• Since January 1st, more than 13,000 unique
  site visitors
  – 126 countries
  – All 50 states
Findability
MANUFACTURED IN NORTH CAROLINA
 How can you participate?
 Enroll online now
 Connections – talk it up, show it off
 MORE connections – link your existing website
  with www.ManufacturedNC.com or even their
  profile on MNC
 Suggestions/Improvements – you know what
  would best benefit your company
MANUFACTURED IN NORTH CAROLINA
• Beginning to see individual MNC company
  "profiles" showing up on the first or second
  page of Google Search results
• Searchers are beginning to make real
  connections with North Carolina
  manufacturers
• Listed companies engaging with one another
Security surveillance equip.                                      Composite watercraft               Custom printing

                                    Custom manufactured signs
                                                                                Industrial/Automated          Industrial/Automated
                                                          Labels/Packaging      machinery
                              Industrial filtration                                                           machinery
  Architectural
  metals/frames
                                                                                                                   Aerosol spray cans
                      Custom cabinetry

                                                                                                        Custom upholstered
   Custom printing
                                                                                                        furniture

                                                                                                                   Sport/Casual hosiery
     Plastic packaging


                                                                                                                             Spiral paper cores
       Artificial flowers/trees


Hydraulic hoses                                                                                                    Packaging/Bottling
                                                                                                                   products

   Custom machine shop                                                                                        Upholstered leather
                                                                                                              furniture
                  Custom machine shop:
                  workholding                                                 Electro-magnet:
                                                 Sheet metal fabrication      workholding
                                                                                                         Water treatment chemicals
   Custom printing

                                  Extruded components

                                                             Industrial/Automated                Industrial wheels/casters
   Fiber optic components                                    machinery
MANUFACTURED IN NORTH CAROLINA
• Highly optimized site ranks profiles high on
  Google, Yahoo, Bing
• Invest $400,000 in Internet advertising to
  promote the site and the companies listed
MANUFACTURED IN NORTH CAROLINA
• Takes about 10 minutes to sign up and build a
  company profile on MNC
Findability
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Findability
MANUFACTURED IN NORTH CAROLINA
• Participation requirements:
  – Manufacturing or manufacturing-related company
  – Physical manufacturing presence in North Carolina
  – MNC does review all applicants to ensure they
    meet these criteria
  – Willing to expand the meaning of “manufacturing-
    related” to a reasonable degree, but will not
    include retail, restaurant or consulting services
Beyond the On-Line Brochure

EFFECTIVE WEBSITES FOR
MANUFACTURING COMPANIES
EFFECTIVE WEBSITES
100
90                         < $1 MM
80                         < $100 MM
70                         $100 MM +
60
50
40
30
20
10
  0
      2000   2005   2010
EFFECTIVE WEBSITES
• The majority of manufacturing companies –
  even the very small ones – have a website
• The majority of these website – even sites
  associated with very large companies – are
  Web 1.0 technology… an on-line brochure
• Lead generation is the number one objective
  of most manufacturing and industrial
  company Websites…
EFFECTIVE WEBSITES
• A vast majority of your site visitors are not
  ready to buy on their first visit
• Visitors are not likely to interrupt their online
  activity to pick up the phone and call you
• Very few visitors if any will take the time to fill
  out a complex RFQ form, or even a RYSM form
EFFECTIVE WEBSITES

 But, their existing
Websites have little to
 no lead generating
      capability
EFFECTIVE WEBSITES

“Well, we don’t want to
waste our time with tire
        kickers.”
EFFECTIVE WEBSITES
• Studies show the vast majority of those “tire
  kickers” will go on to buy from someone else
  within 6-10 months
• Have a mechanism in place to weed out
  unqualified prospects and move qualified
  ones into some kind of a lead nurturing
  program
EFFECTIVE WEBSITES
• Add a “live chat” feature
  – This can be a static button throughout the site but
    should pop open when a visitor has been on a
    product’s page for 30 to 40 seconds
  – Do they need help finding the right part number?
  – Do they need assistance with an application?
EFFECTIVE WEBSITES
• Add a big button to download your online
  catalog
  – Try to put this above the fold
  – You can make this content ungated (doesn’t
    require registration) to help visitors specify your
    products long after their first visit
  – Add a simple order form if you publish a printed
    or CD version of your catalog
EFFECTIVE WEBSITES
• Use a mix of free and gated content to qualify
  and nurture your visitors
  – For example, product catalogs, datasheets and
    application notes can be ungated
  – Technical articles, white papers and case studies
    would require basic registration information –
    name, company name and email address
  – Online demos, samples, and webinars should ask
    for more information (progressive profiling)
EFFECTIVE WEBSITES
• Try adding an option to your Contact Us form
  for someone to call them
  – Monitor how many visitors select that option
  – Test to see if your conversion goes down if you
    make that field mandatory
EFFECTIVE WEBSITES




Engagement
EFFECTIVE WEBSITES



“Can we do it ourselves?”
EFFECTIVE WEBSITES
• Free or very low-cost Website options for small
  manufacturers
   – Google Sites – Surprisingly powerful and full-
     featured, but difficult to get professional-looking results
   – Wix.com (HTML5) – Easy “drag-and-drop” design, good-
     looking, difficult to customize, integrated blog
   – 1and1 – Easy “drag-and-drop” design, very difficult to
     customize
   – GoDaddy – Easy “drag-and-drop” design, very difficult to
     customize
EFFECTIVE WEBSITES
• Websites based on a dynamic blog content
  management system (CMS)
  – WordPress
  – Joomla!
  – Drupal
EFFECTIVE WEBSITES

  Building or redesigning a
 company Website as a blog
site is increasingly becoming
  the preferred method for
     many industrial and
  manufacturing marketers
Findability
EFFECTIVE WEBSITES
• Creating a fully integrated blog site would
  mean maintaining and updating just one
  online marketing asset versus two or more
• With a built-in content management system
  (CMS), it is much easier to add new content
  and pages
EFFECTIVE WEBSITES
• On-site search engine optimization (SEO) is
  much easier to do by adding new posts using
  long tail keywords and deep linking to specific
  product pages within your company’s site
• The value or authority of your domain
  increases whenever another site links back to
  the blog that is part of your main domain
EFFECTIVE WEBSITES
• User experience is significantly improved
  when they can move seamlessly between your
  site pages and the blog
• Monitoring, tracking and measuring is a lot
  easier when you use one set of Web analytics
  for both the site and the blog
EFFECTIVE WEBSITES
• Organizing content in a searchable format is
  much easier using blog categories and can be
  set up to offer related content for more up-
  selling and cross-selling opportunities
The Engagement Approach to Effective Internet Presence

INTERNET MARKETING STRATEGIES
FOR MANUFACTURING COMPANIES
INTERNET MARKETING
                   Outside
                    Sales


 Inside                            Print
  Sales                          Advertising
               Sales/Marketing
                     Mix




          Online             Customer
     Marketing                Service
Internet Marketing
• How is your Internet presence structured?
• What are your objectives?
• Who is/are your target audience(s)?
• What Internet tools allow you to most
  effectively engage with that audience?
• What role will SEO and PPC play?
INTERNET MARKETING

             Twitter   LinkedIn


      Blog                        Email




Facebook          Website           YouTube
INTERNET MARKETING

               LinkedIn

     Twitter                Email



Facebook        Blog           YouTube
                [Website]
Internet Marketing
• What are your objectives?
  – General information source
  – Build your brand (confidence)
  – Sales
  – Customer Service (after-sale)
  – Investor relations
  – Employee relations/Recruiting
Internet Marketing
• Who is/are your target audience(s)?
  – Based on your objective
  – Will most likely have more than one
  – Don’t forget industry sectors; not all alike
Internet Marketing
• What Internet tools allow you to most
  effectively engage with that audience?
  – Blog (centerpiece or pointer)
  – Social media
  – Email marketing
Internet Marketing
• Blog Tips & Techniques
  – Be sure your company has the time and talent
    before committing to a blog-centric Internet
    presence
  – Absolute minimum of one post (300-500 words)
    weekly; two recommended (2-3 hours)
  – Don’t forget relevant pictures
  – Process screening procedure – Edgy gets views;
    but edgy makes management well… edgy
Internet Marketing
• Social Media Tips & Techniques
  – Not all types of social media are effective for all
    types of business
  – Most manufacturing companies will want a mix
  – Done correctly, not as time-consuming as you
    think
  – At a minimum, should be monitoring
Internet Marketing
• Facebook
  – Most effective for manufacturers who are closer
    to the end-user
  – Can be effective for brand-building and public
    relations
  – Tends to skew younger and with less substantive
    content (lifestyle)… but that is changing
Findability
Internet Marketing
• Twitter
  – Can be used as either a “broadcast medium” or as
    a tool for lead, prospect and customer
    engagement
  – Broad range of demographics
  – Short, concise entries; but needs to be carefully
    monitored
  – Visual capabilities improving, but still primarily a
    text-based format
Findability
Internet Marketing
• LinkedIn
  – Has become the domain of choice (but not
    exclusively) for headhunters, job seekers and
    consultants
  – Best suited for individuals, not companies
  – Company profiles/Groups
Findability
Internet Marketing
• YouTube
  – Most business people think of YouTube as a
    repository of music videos and clips of cats
  – Actually quite a lot of business-related content
  – Although there is some interaction; primarily a
    broadcast medium
  – How-to videos, Product demonstrations
  – Somewhat cheesy production is okay, where it
    might not be for a Website or sales presentation
Findability
Internet Marketing
• Email Tips & Techniques
  – Can be a great automated lead nurturing tool
  – Can also be your worst enemy
  – Easy to do; Easy to do wrong
  – Constant Contact – Powerful, expensive
  – Mail Chimp – Good, free
Questions?
     John B. Marek
John@StatesvilleRegion.com
     704-657-7007
Thanks Your for Your Participation
ThunkTank Corporate Training is a joint venture of Mitchell
 Community College and Stateville Regional Development

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Findability

  • 1. FINDABILITY Get Your Manufacturing Business Visible on the Internet Presented By
  • 2. Agenda 9:00-9:50 Manufactured in North Carolina 9:50-10:00 Break 10:00-10:50 Effective Websites for Manufacturing Companies 10:50-11:00 Break 11:00-11:50 Internet Marketing Strategies for Manufacturing Companies
  • 3. A Free Listing Service and Marketing Program MANUFACTURED IN NORTH CAROLINA
  • 8. MANUFACTURED IN NORTH CAROLINA 90% $4K - $12,000 Of all industrial The estimated cost buyers go online to to create a small search, qualify and website for a evaluate suppliers manufacturer 50% 0 Of industrial suppliers The amount of exposure are chosen based solely you may receive even on the supplier’s after spending that website much money References: (ThomasNet, ThomasNet, Parker)
  • 12. MANUFACTURED IN NORTH CAROLINA • Catawba County EDC • NC Rural Center • NC State University Industrial Extension Service
  • 15. MANUFACTURED IN NORTH CAROLINA N D J F M A M J J A S O N D 20 50 100 300 500 Site Expanded Site Expanded to Include to Include All Neighboring NC Counties Manufacturer Beta Site Launched for Goal of 1,000 Catawba Signed-Up County
  • 16. MANUFACTURED IN NORTH CAROLINA • Provide a free “listing service” for North Carolina manufacturers www.ManufacturedNC.com • Strengthen your company's online presence and expand your visibility to the world • Better sell your manufacturing capabilities to prospects • Generate new leads and sales opportunities
  • 17. MANUFACTURED IN NORTH CAROLINA Typical North Carolina Manufacturer
  • 18. MANUFACTURED IN NORTH CAROLINA North Carolina Manufacturer with MNC
  • 19. MANUFACTURED IN NORTH CAROLINA • Currently more than 500 North Carolina manufacturers listed • Fortune 500 to “Mom and Pop” • Since January 1st, more than 13,000 unique site visitors – 126 countries – All 50 states
  • 21. MANUFACTURED IN NORTH CAROLINA  How can you participate?  Enroll online now  Connections – talk it up, show it off  MORE connections – link your existing website with www.ManufacturedNC.com or even their profile on MNC  Suggestions/Improvements – you know what would best benefit your company
  • 22. MANUFACTURED IN NORTH CAROLINA • Beginning to see individual MNC company "profiles" showing up on the first or second page of Google Search results • Searchers are beginning to make real connections with North Carolina manufacturers • Listed companies engaging with one another
  • 23. Security surveillance equip. Composite watercraft Custom printing Custom manufactured signs Industrial/Automated Industrial/Automated Labels/Packaging machinery Industrial filtration machinery Architectural metals/frames Aerosol spray cans Custom cabinetry Custom upholstered Custom printing furniture Sport/Casual hosiery Plastic packaging Spiral paper cores Artificial flowers/trees Hydraulic hoses Packaging/Bottling products Custom machine shop Upholstered leather furniture Custom machine shop: workholding Electro-magnet: Sheet metal fabrication workholding Water treatment chemicals Custom printing Extruded components Industrial/Automated Industrial wheels/casters Fiber optic components machinery
  • 24. MANUFACTURED IN NORTH CAROLINA • Highly optimized site ranks profiles high on Google, Yahoo, Bing • Invest $400,000 in Internet advertising to promote the site and the companies listed
  • 25. MANUFACTURED IN NORTH CAROLINA • Takes about 10 minutes to sign up and build a company profile on MNC
  • 35. MANUFACTURED IN NORTH CAROLINA • Participation requirements: – Manufacturing or manufacturing-related company – Physical manufacturing presence in North Carolina – MNC does review all applicants to ensure they meet these criteria – Willing to expand the meaning of “manufacturing- related” to a reasonable degree, but will not include retail, restaurant or consulting services
  • 36. Beyond the On-Line Brochure EFFECTIVE WEBSITES FOR MANUFACTURING COMPANIES
  • 37. EFFECTIVE WEBSITES 100 90 < $1 MM 80 < $100 MM 70 $100 MM + 60 50 40 30 20 10 0 2000 2005 2010
  • 38. EFFECTIVE WEBSITES • The majority of manufacturing companies – even the very small ones – have a website • The majority of these website – even sites associated with very large companies – are Web 1.0 technology… an on-line brochure • Lead generation is the number one objective of most manufacturing and industrial company Websites…
  • 39. EFFECTIVE WEBSITES • A vast majority of your site visitors are not ready to buy on their first visit • Visitors are not likely to interrupt their online activity to pick up the phone and call you • Very few visitors if any will take the time to fill out a complex RFQ form, or even a RYSM form
  • 40. EFFECTIVE WEBSITES But, their existing Websites have little to no lead generating capability
  • 41. EFFECTIVE WEBSITES “Well, we don’t want to waste our time with tire kickers.”
  • 42. EFFECTIVE WEBSITES • Studies show the vast majority of those “tire kickers” will go on to buy from someone else within 6-10 months • Have a mechanism in place to weed out unqualified prospects and move qualified ones into some kind of a lead nurturing program
  • 43. EFFECTIVE WEBSITES • Add a “live chat” feature – This can be a static button throughout the site but should pop open when a visitor has been on a product’s page for 30 to 40 seconds – Do they need help finding the right part number? – Do they need assistance with an application?
  • 44. EFFECTIVE WEBSITES • Add a big button to download your online catalog – Try to put this above the fold – You can make this content ungated (doesn’t require registration) to help visitors specify your products long after their first visit – Add a simple order form if you publish a printed or CD version of your catalog
  • 45. EFFECTIVE WEBSITES • Use a mix of free and gated content to qualify and nurture your visitors – For example, product catalogs, datasheets and application notes can be ungated – Technical articles, white papers and case studies would require basic registration information – name, company name and email address – Online demos, samples, and webinars should ask for more information (progressive profiling)
  • 46. EFFECTIVE WEBSITES • Try adding an option to your Contact Us form for someone to call them – Monitor how many visitors select that option – Test to see if your conversion goes down if you make that field mandatory
  • 48. EFFECTIVE WEBSITES “Can we do it ourselves?”
  • 49. EFFECTIVE WEBSITES • Free or very low-cost Website options for small manufacturers – Google Sites – Surprisingly powerful and full- featured, but difficult to get professional-looking results – Wix.com (HTML5) – Easy “drag-and-drop” design, good- looking, difficult to customize, integrated blog – 1and1 – Easy “drag-and-drop” design, very difficult to customize – GoDaddy – Easy “drag-and-drop” design, very difficult to customize
  • 50. EFFECTIVE WEBSITES • Websites based on a dynamic blog content management system (CMS) – WordPress – Joomla! – Drupal
  • 51. EFFECTIVE WEBSITES Building or redesigning a company Website as a blog site is increasingly becoming the preferred method for many industrial and manufacturing marketers
  • 53. EFFECTIVE WEBSITES • Creating a fully integrated blog site would mean maintaining and updating just one online marketing asset versus two or more • With a built-in content management system (CMS), it is much easier to add new content and pages
  • 54. EFFECTIVE WEBSITES • On-site search engine optimization (SEO) is much easier to do by adding new posts using long tail keywords and deep linking to specific product pages within your company’s site • The value or authority of your domain increases whenever another site links back to the blog that is part of your main domain
  • 55. EFFECTIVE WEBSITES • User experience is significantly improved when they can move seamlessly between your site pages and the blog • Monitoring, tracking and measuring is a lot easier when you use one set of Web analytics for both the site and the blog
  • 56. EFFECTIVE WEBSITES • Organizing content in a searchable format is much easier using blog categories and can be set up to offer related content for more up- selling and cross-selling opportunities
  • 57. The Engagement Approach to Effective Internet Presence INTERNET MARKETING STRATEGIES FOR MANUFACTURING COMPANIES
  • 58. INTERNET MARKETING Outside Sales Inside Print Sales Advertising Sales/Marketing Mix Online Customer Marketing Service
  • 59. Internet Marketing • How is your Internet presence structured? • What are your objectives? • Who is/are your target audience(s)? • What Internet tools allow you to most effectively engage with that audience? • What role will SEO and PPC play?
  • 60. INTERNET MARKETING Twitter LinkedIn Blog Email Facebook Website YouTube
  • 61. INTERNET MARKETING LinkedIn Twitter Email Facebook Blog YouTube [Website]
  • 62. Internet Marketing • What are your objectives? – General information source – Build your brand (confidence) – Sales – Customer Service (after-sale) – Investor relations – Employee relations/Recruiting
  • 63. Internet Marketing • Who is/are your target audience(s)? – Based on your objective – Will most likely have more than one – Don’t forget industry sectors; not all alike
  • 64. Internet Marketing • What Internet tools allow you to most effectively engage with that audience? – Blog (centerpiece or pointer) – Social media – Email marketing
  • 65. Internet Marketing • Blog Tips & Techniques – Be sure your company has the time and talent before committing to a blog-centric Internet presence – Absolute minimum of one post (300-500 words) weekly; two recommended (2-3 hours) – Don’t forget relevant pictures – Process screening procedure – Edgy gets views; but edgy makes management well… edgy
  • 66. Internet Marketing • Social Media Tips & Techniques – Not all types of social media are effective for all types of business – Most manufacturing companies will want a mix – Done correctly, not as time-consuming as you think – At a minimum, should be monitoring
  • 67. Internet Marketing • Facebook – Most effective for manufacturers who are closer to the end-user – Can be effective for brand-building and public relations – Tends to skew younger and with less substantive content (lifestyle)… but that is changing
  • 69. Internet Marketing • Twitter – Can be used as either a “broadcast medium” or as a tool for lead, prospect and customer engagement – Broad range of demographics – Short, concise entries; but needs to be carefully monitored – Visual capabilities improving, but still primarily a text-based format
  • 71. Internet Marketing • LinkedIn – Has become the domain of choice (but not exclusively) for headhunters, job seekers and consultants – Best suited for individuals, not companies – Company profiles/Groups
  • 73. Internet Marketing • YouTube – Most business people think of YouTube as a repository of music videos and clips of cats – Actually quite a lot of business-related content – Although there is some interaction; primarily a broadcast medium – How-to videos, Product demonstrations – Somewhat cheesy production is okay, where it might not be for a Website or sales presentation
  • 75. Internet Marketing • Email Tips & Techniques – Can be a great automated lead nurturing tool – Can also be your worst enemy – Easy to do; Easy to do wrong – Constant Contact – Powerful, expensive – Mail Chimp – Good, free
  • 76. Questions? John B. Marek John@StatesvilleRegion.com 704-657-7007
  • 77. Thanks Your for Your Participation ThunkTank Corporate Training is a joint venture of Mitchell Community College and Stateville Regional Development