Manufacturers are so incredibly important to our society that I am not sure how anyone couldn’t have a soft spot for them.
Some manufacturers have legacies that are 50 to 100+ years old that have been passed down many family generations.
They invest all of their time, effort, and energy into manufacturing the best product possible because that’s what they do best.
At the moment, their worlds have likely changed significantly with increasing raw material costs and labor shortages.
To make matters worse, some manufacturers have relied on one primary market to fuel their business through the years and now that market could be slower post-Covid.
Automotive is probably the most common example.
While these new challenges arise, some manufacturers may continue to ignore one important business component…. marketing.
Some manufacturers have never needed to market their business….ever!
They’ve always had more work than they could handle naturally through current customers, referrals, etc.
Now those same manufacturers could be tasked with the process of evolving their company and their marketing for the new landscape, but have no idea where to start.
I want those manufacturers to understand that I come from their world.
MY BACKGROUND
My family history is centered around manufacturing, cold headed fasteners to be exact.
My father’s 50 year career started at Elco Industries in January of 1973.
In 1987 when I was 6 years old, I went with him to Elco every Saturday morning and rode the electric shop scooter around the warehouse, up until the morning when I drove it over the forks on a forklift by accident. 🙂
Needless to say, I enjoyed being around the atmosphere.
Manufacturing was discussed at our dinner table nearly every evening.
My father later became Vice President of Sales at Specialty Screw Corporation in Rockford, IL and held that position for 22 years.
Specialty Screw Corporation then later became my first business client for my web company, Internet Marketing Experience, in 2008.
Since then I have worked with many other manufacturers to help them understand the power of the web.
WHERE TO START
A manufacturer that realizes they need better marketing should start with their website.
The website is a central hub for their business that will inevitably be seen by everyone that is important to the health of the company, including:
- Current customers
- Prospective customers
- Current employees
- Future employees
A website must also be designed strategically.
A website is more than just your logo with some content and pictures.
There are specific design strategies that need to be integrated into a new website that can make a significant difference in how that website performs when viewed by the people listed above.
Unfortunately, most website design companies nowadays are just selling websites that are built within templates.
In most scenarios, those templated websites underperform since they are missing the expert design strategy that I am referencing.
Because of this problem, it is possible for new websites to underperform older websites.
Please take a second to understand this important premise.
Imagine a new website performing worse than an existing website. It’s possible.
Who a manufacturer chooses to design their new website certainly matters.
GET STARTED
Does it sound like I am speaking directly to you by chance?
Are you a manufacturer that needs to refocus on your marketing and want to do it the best way possible?
Or maybe you need to reposition your company to target new industries as a result of COVID?
If so, DM me and let’s begin the conversation.
* I can help whether you have an existing website or not.
* Even if you are designing a new website at this very moment, I can offer you strategy consulting that you can share with your current developer.
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Take care,
John “I salute our manufacturers” LiCausi
