3 Keys to Digital Marketing

Whether you’re an influencer who lives for likes or a novice marketer who swears “tick, tock” is the sound a clock makes, you can launch a successful digital marketing presence. The biggest resource you’ll need to get started? Time.

In a recent IMTS Job Shops Workshop podcast, manufacturing experts gathered to discuss the many opportunities that digital marketing presents, and how to unlock them for your shop. It all comes down to three key areas: content, conversations and connections.

1. Focus on Content
   Content is king. When you are aiming to launch — or improve — your company’s digital marketing presence, you have to start with quality content. Consumers don’t want to just hear about products and services. They want to know the people behind the machines.

“The thing that really separates you from your competition is your people,” Robert Cortez, founder of Kyro Creative, explains. “The stories of the people in your shop can set your company apart and help you build emotional connections with customers.” Cortez notes that while there are always professionals available to help, you can also make simple videos using a phone that are perfect for applications like TikTok.

Nancy O'Leary, the vice president of Custom Direct, agrees. “Decisions are always made from an emotional standpoint. Building your brand isn’t about what you do; it is about your customer’s experience with you.”

She recommends using a buyer persona exercise to learn more about the emotional connections that customers have with your company. While your sales team understands your customers’ tangible wants and needs, the buyer persona methodology identifies what influences your target audience through a careful, intentional interviewing technique. These interviews are much more than “Why do you do business with us,” and instead help you understand why your customers like you, why they stay with you and what would cause them to leave.

With a buyer persona in hand, you can develop a solid brand promise built around what you deliver for customers. Again, it is important to focus not just on products and services, but also on why customers choose you and what sets you apart.

2. Engage in Conversations
   Improving your digital marketing efforts means enhancing both your website and your social media presence. When it comes to social media, it is important to be engaged — not just present.

“The number one thing with social media is to use the accounts. If you set them up and then don’t use them, that is worse than not having them at all,” Sue Nordman, president of Obsidian Manufacturing, explains.

To really benefit from social media, companies need to engage in social listening, she notes. This means you can’t just post and wait for the likes and comments to roll in. You have to be liking, commenting and engaging with other accounts. Social media is a two-way conversation.

3. Make Connections
   Once you have quality content and you’re participating in the conversation, your next focus should be on making connections. This means looking more closely at the functionality of your digital presence to ensure it is designed to generate real-life connections.

According to RoboJob-USA’s Ryan Sarti, you have about 2-4 seconds for your website to load before visitors get impatient and move on. To maximize this limited time, make sure the company’s phone number is prominently displayed and easy to find. Sarti suggests the upper right-hand corner of the homepage, where the eye naturally lands first. Since a lot of business is still finalized by phone, make it convenient to call.

To further optimize the website, consider installing a chat bot to handle simple requests and using Google analytics to see how customers search your website. Finally — to complete the digital marketing circle — be sure to have quality content, so you can keep potential customers on the website for as long as possible.  

For more information about workforce development, job shops and all things manufacturing, tune into IMTS+ for added content.