Ten Marketing Mistakes in Manufacturing
I have compiled a list of common mistakes I see in manufacturing. These all have a negative impact on your business and sales.
- Marketing is not a consistent priority.
You’re busy putting out fires, and marketing plans are pushed further down the list. Your marketing goals should align with your sales goals; this will increase revenue.
2. Prospecting and cold outreach.
It is important to have sales enablement content to support your sales professionals. This will help them convert more sales through various communication methods.
3. You have no social media business accounts.
You want to make sure you have a LinkedIn Business Page so prospects can see you are an expert in your field and start to build trust.
4. You have social media accounts, but there is no consistent posting.
You are missing out on organic traffic and leads. Posting more consistently will increase your chances of engagement which will increase your visibility on social media. Remember, use these platforms to drive traffic to your site.
5. SEO
It is critical to spend the time and research on your SEO to provide the best keywords for your industry with the best strategy. A couple of tips I can offer after you researched your keywords: If you can, use a keyword in your alt text. Use your keyword(s) in the first 100 words of content.
If you can, use a keyword in your alt text.
Use your keyword(s) in the first 100 words of content.
6. Your website copy and structure do not flow; prospects are struggling to navigate or give up and click back.
Your business is compliant with 6S Lean. This same type of idea applies to your site and marketing materials.
7. There is too much information on your website.
You do not have to provide every little detail on your website; some content can be for social media, email sequences or sales meetings.
8. You are not tracking any marketing analytics.
You analyze on-time delivery (OTD), non-conformance reports (NCRs), cycle time, response time, and more. The same logic applies in marketing. Someone should be tracking marketing analytics for improvements in digital marketing. You can add this to your monthly KPIs. Do not complicate this with corrective actions for quality if marketing doesn’t hit their goal; it is unnecessary work and not required to pass AS9100.
9. You do not have a business listing on Google.
Google is the most popular search engine in the world; you are losing out on potential customers.
10. You have a business listing on Google, but you do not have a professional-looking photo depicted.
If you are posting a building photo, make sure it’s only the front. There have been some photos of the back of buildings that are not very flattering. Hiring a photographer is an option if you are not sure where to start.
Think of the customer journey and how they can experience your business on different platforms, what information they are trying to find, and how you can make it easier for them.
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Connect with me for copywriting and content strategy if you want to escalate your conversions.
