Manufacturing Marketing Matters
About This Show
The mission of MM Matters is to advance the practice of marketing within the manufacturing organization. Manufacturing marketers are challenged with a unique set of circumstances, but these challenges are very common from one organization to the next. This podcast is dedicated to helping marketers in manufacturing to excel in their profession, make a known contribution to the business goals and advance the marketing function within their organization. Ultimately, our goal for manufacturing marketers is to transform themselves, their teams and their place in the organization from one of a simple line item on the expense side of the ledger to a source of revenue on the income side of the ledger. Frequency – a new episode will be posted every week first thing Monday morning Length – each episode will run between 20 and 30 minutes Guests – every episode (except the 000 introduction episode) will feature an guest with specific experience in marketing for manufacturers.
Most Recent Episode
MM 068 - Using CAD for Lead Generation & Awareness
5 days ago
This week we discuss how to use CAD files to increase website traffic and drive on-page leads. If you are manufacturing parts whether configured or stock, this tactic is a must have. Highlights: The crux of the idea is that as a manufacturer of a component, you should provide downloadable, usable CAD that makes it easy for them to use that file in their own drawings without having to create the model themselves. [4:45] Most engineers will not stick on a site that does not offer CAD. But, only about 50% use this tactic. That spells opportunity. [7:00] The 2D drawing can be more important than the 3D. The 2D has a much wider audience. [9:00] Learn how CAD works to help with SEO. You don't want the person looking for a part to leave your website to get the CAD file. [15:00] Those companies that do not use this tactic will start to lose business to companies that are already doing it. [21:10] Interview Questions: Question 1 – Let’s start with the logistics. How does it work? A real example would be great. Question 2 – It seems like any company selling a part would be all over this. Is the practice widely adopted or are only a few savvy manufacturers reaping the benefits? Is it hard to do and/or very expensive? Question 3 – Would you please walk our listeners through the strategy and then through the tactical steps from a prospective customer visiting the site to downloading the CAD file to making the purchase? Question 4 – How does offering CAD drawings on a website affect SEO? Web traffic in general? Are there other benefits related to marketing and sales that we haven’t discussed? Challenge Question – This week our challenge question comes from a VP Sales & Marketing of a Midwest manufacturer of steel tubing. Here it is “We’re a mid-size manufacturer of all types of steel tubing. We’re sold on the idea of gaining brand awareness and differentiating by sharing expertise. Our challenge is that we have no idea about how to get started since it’s all new to our sales and marketing team. What would you advise being the first steps?” The best way to get started is to understand a common problem that your audience faces where you have expertise. Share knowledge around that pain or problem. Build some content and distribute it to your target audience.