Manufacturing Marketing Trends in 2019

Manufacturing Marketing Trends in 2019


In this week’s Q&A we talked about the five
most frequently asked questions, so stay tuned. So before we get into the top five most frequently
asked questions, got to get two things out of the way first. Number one; last name is pronounced Myelin,
not Milan. Heard that my entire life, I’m not Italian,
it is not Milan. Number two; yes, we do have a TV show called
#Makecoolshit TV. Yes, we use the word shit. Please stop messaging me saying that that
is vulgar language and you don’t appreciate it. I appreciate you letting me know your opinion
on it, but at the end of the day, #Makecoolshit is going to get more attention than #Makecoolstuff,
and that’s the purpose of that show. So to get the youth, that’s what we have to
go after. I do not think it’s vulgar language. No, I am not offended by it, but if you are,
please keep those comments to yourself. You don’t need to keep messaging me saying
that you don’t like it. So thank you. First question; what is the number one hurdle
for manufacturing companies in marketing? There’s tons, but the number one hurdle is
going to be the culture shift and change that has to happen internal. Going from what worked before and what worked
back in 2000, 2006, 2012, doesn’t work anymore. Attention has changed, the way to get people
has changed, marketers have ruined things through email marketing, cold calling, trade
shows aren’t effective. It’s just changing the mindset of people to
say, “That didn’t work. So let’s try something new. Let’s go digital, but let’s do digital with
an agency that knows something about digital marketing for manufacturing.” That mindset and the culture shift is going
to be something extremely difficult to overcome. I was just talking to somebody about this
on the phone this morning, and said what’s crazy to me is that manufacturing companies
can go and spend money very quickly on the latest technologies to go and make themselves
more efficient, faster, have the advantage over competition, but then when it comes to
marketing it’s like, “Oh no, let’s go with what’s tried and true.” Even though it’s been tried, but not necessarily
true anymore. So doing that culture shift change, mentality
change is the number one hurdle. It’s not should it be email? Should it be a new website? Should it be digital marketing for social? Should it be focusing on SEO or content? That’s all after the fact of first changing
the mindset to be able to say, “We have to do something different, it’s not working,
and I’m okay with going into a path that I’m not familiar and comfortable with, and going
into it with an open mind saying that I will trust the experts and the data that shows
that this is the path I should go down.” So, changing that mindset, changing that culture
is the number one hurdle in any manufacturing or industrial company. Question number two; what is the top trend
in marketing right now? Tons of trends. I’m going to stick to some of the things that
we’ve seen. The top trend in marketing is going to be
the use of video. If you’re seeing this on Linkedin, you’re
seeing all of a sudden your feed goes from long form post, to now it’s a post with a
bunch of graphics and images, and now you see a ton of video. Video is the most engaging content right now,
it catches the attention of people, people like watching it more than reading these days. It’s showing up in the feed, it’s interactive. That’s the biggest trend that we’ve seen. It’s going to continue to be a trend until
something new comes up, or the mindset of the people changes or shifts into more, let’s
say like podcast is coming back up to where it was when it first started, and it’s making
competition for video. But at the end of the day, you have to look
at what are people want right now. People want to consume content at a passive
level while they do other things. Video’s they can still listen to, videos they
can watch, it’s engaging. When they have a break in their day, when
they have a break in their activity, whether it’s personal life, work life, they wold rather
be entertained and watch a video than scroll through and read, for the most part. There are still people that love to read out
there, love blog posts, love articles and long form things, but the trend is going to
video. You will continue to see people talking about
video, you will continue to see more and more of these videos, that is something that is
going to carry on throughout at least the next 12 months, probably into 2020. The thing that will change is how it’s delivered
to you, the type of content, the length, the interaction, as the platforms continue to
adapt to the way that the market wants to be marketed to with video, than the way that
you engage will change. But video will still, I’m predicting, will
be the most hottest trend for at least the next 12 months until something comes new and
kicks it out. Number three; what is the biggest challenge
with Linkedin? From a sales and marketing standpoint the
biggest challenge, and in general using Linkedin, is going to be consistency with using the
platform. People are on it, then they’re off. They pay attention to it, then they don’t. They use it to whatever they’re self serving
trying to use it for, they don’t engage with people, they’re using it to whatever they
want in the moment, and then don’t use it and come back. Then maybe algorithm has changed, maybe tactics
have changed, and to start going and engaging back and forth with people you have to be
consistent with it. Use the platform. There’s two ways to use it; use it for personal
level, and just growing your network and engaging with people, and not just self promoting like,
“Look at me, look at me.” Read other people’s stuff, watch other people’s
videos, comment on them, like them, share them, engage with the network. That’s at the personal level, which can also
be used for brand awareness for your own purposes, your own company, or if you’re doing something
in the future. The flip side of it is using it as a sales
and marketing tool for brand awareness, for whatever it is that you’re doing. At the end of the day, you have to use it
consistently. That’s the biggest hurdle is people don’t
have that muscle memory of doing it every single day. Try and change your routine. If this is not something that you’ve used
a ton in the past and you really want to use it to its fullest extent, and its fullest
capabilities, then you have to do it every single day. It’s just like working out. If you want to lose weight or change your
physique, then you have to do it every single day. It’s going to be better than doing it once
a week, once a month, or even twice a week. So, same thing with using Linkedin. The hurdle is change your mindset, which goes
back to the first thing, the first question. Change your mindset and say, “I want to use
this every day to really understand it.” Stop reading what other people talk about
it, stop watching videos and just having people tell you what they think about it, get into
the platform and use it. Make a routine to where maybe it’s morning,
noon, and night, jump into it. Use it when you’re bored doing something,
pull up linked in instead of doing something else, whether it’s Facebook or another social
platform, but use it every single day. Change your mindset to say, “I’m going to
fully understand this platform. Engage with people, build a network, community,
push my brand out there.” Whatever it is, whatever your motive is, that’s
the challenge that you have to overcome is don’t use it once and then come back to it
a month later. You’ve got to use it consistently. Alright. Number four; how long does it take to rank
on the first page of Google? This is such a vague frequently asked question. Everybody asks this question, and instead
of just saying what I normally feel like saying, which is just, “It depends.” Because it so much depends on so many different
factors, giving you some more content to it. It depends on a couple of things. Number one, what’s the search volume? Something that’s searched for 200 times a
month versus 200,000, and how many people are trying to go after that, the competition
level, for you nerds out there like me, looking at a competition of on a scale from zero to
one, if it’s a 0.6 or a one competition, it’s going to take you longer. Now, that’s not to say that you couldn’t get
there in 9 to 24 months if it’s a highly sought after competitive phrase. The way to get there is going to be extremely
different, and you’re going to need a ton of content after your site’s been optimized,
after you produce content every single day for months upon months and show consistency
of long tail keywords, and going after those really deep rooted keyword phrases and themes
that are relevant to whatever it is you’re trying to do. After you’ve done all that, then yes, you
can get to the first position of Google, but the other thing that goes into it is your
domain authority. How long has your website been out for? How many back links do you have? So many different factors that play into it,
but in general, depending on the industry you’re going into, you have to look at who
are the competitors? When you search this phrase when you’re trying
to rank number one for, is Amazon, Home Depot, or some big box name brand or somebody huge
also ranking in those first one through five positions? There’s a high likelihood that you’re not
going to be able to outrank them organically, but if they’ve got a link to a page on their
site and you do a video, video might show up in front of them, and that’s the only way
that you can outrank them is to shoot a video and optimize it for that search phrase. So that’s a little hack that you can use is
make a video, because Google knows that people like watching videos more than reading content,
they’ll put you above it. Or if you’re a local, and you’ve got a local
pack SEO, you can be above it from the organic searches nationally, but it honestly all depends. I would say without a doubt for a highly sought
after search phrase with high volume, high competition, you’re looking at a minimum of
9 to maybe 18 months to get to that first page, and especially to rank number one. Whoever’s there, they know they rank number
one, they’re in a defensive position, they’re going to keep pushing out more and more content. For guys that are in an industry that has
less searches, so our manufacturing industrial people, 400 times a month, 200 times a month,
600 searches, 1000 a month. You guys don’t have phrases or offer services
or capabilities, and technology and products that have high search volume, it can be much
faster. You could be looking at four months to six
months to go from, let’s say, page three to page one, depending on what agency you’re
using, what tactics they’re using, and how much content you’re producing on a regular
basis to keep boosting up your SEO with the long tail standpoint, and supported themes
and keyword phrases. So if you do painting and you want to support
that, and you write articles or videos about painting and different types of painting,
and how to mix paint, and all these different things around it, those are supporting the
main theme of painting. So look at it from that standpoint. Whatever it is you do, service you offer,
product you have, how can you support it with long tail keywords, which means it’s five,
six, seven, eight, nine, ten different words. What content can you produce to that, whether
it’s a question or a statement, that supports your main theme, then you can get to higher
up in the first position faster. But look first, see who’s there, and see what
they’re doing, how much content they have, because if they know that they’re there first,
in the first position, or on the first page, and they’re aware of it, and they’re tracking
it, and they’re supporting it, they’re going to be defensive. You’re coming in on the offense, it’s going
to be harder for you to take that. But a lot of times you’d be surprised. People are not paying as close of attention,
and get overtaken in positions one, two, and three, they don’t even react to it. Before you know it they get down to page two,
page three, and then they’re going to be fighting that uphill battle to take that back. So they have to start over again from a content
standpoint, and they’re going to lose their momentum. So look first at what phrases you think you
would search. You need to try and use tools like through
SEM rush, or MAS, or Google Keyword Planner, things like that. If you think it should be this is what people
are searching, and then you go into one of these tools and you find out nobody’s searching
that phrase, and we’ve got a whole video about SEO basics that we can link above, where you
go into just start typing in Google and see the suggested searched. Because what you think that somebody is searching,
that may not necessarily be what people are searching, if you don’t have the tools to
look at search volume. At a minimum level, start typing something
into Google, whatever shows up as suggested, those mean that those are high search volume
phrases, high is relative. Whether it’s 200 a month or 2 million a month,
that’s not going to tell you that. It’s just other search phrases that are frequently
asked, or at the bottom of the search results, way down at the bottom of the first page it’ll
say, “Searchers also searched” or “suggested other search phrases.” Those are things that are commonly searched
for. You don’t know the volume, but you can at
least know that this is how people are typing it into Google. So do their searching, do your figuring out
what people are searching for, and then understand that it’s going to take you some time. This is not something that happens overnight,
and once you get there now you have to defend it, the work is not done. You don’t just get to the first position of
Google, even on something that’s only searched for 200 times a month and just keep it forever,
because people will come after it and you have to keep producing that content to support
it. Fifth question; what types of videos work
best? So we talked about, one of the previous questions,
about what is trending. Video is trending, it’s the hottest trend
of marketing. What types of video? You have to look at it from two standpoints. Number one; anything short and easily consumable
with text below it, subtitles, showing up on social that’s fast, straight to the point
is going to work the best. The second side of it is anything that’s fast
paced and constantly moving. Corporate videos, boring music, people that
are just talking, interview and then they ask somebody else, those types of videos,
slow panning shots. Those don’t work as effective as things that
are fast and a lot of motion. People want to be entertained when they’re
consuming these videos. This video is educational. It’s okay for me to just be sitting here and
giving you content, whether or not we put words on it, or bullet points, or things like
that, it’s educational for you. So that video fits what the type of mindset
that you have. But if you’re trying to get attention, I’m
not going to put this video out there to get your attention. I’m going to put something different that’s
going to be short. 30 seconds, 45 seconds, 60 seconds, fast paced
music, fast transitions, words on the screen, lot of action going on to keep the person’s
attention, because the attention span has decreased. So everything about speed, everything about
education, at the end of the day the best videos that work, and the biggest tip is it
has to provide value in some fashion. Either entertainment value, or education value,
preferably a combination of the two. If it’s valuable and entertaining and the
content is good, that is how you’re going to hook somebody. Hopefully you guys got value out of those
five most frequently asked questions. If you guys liked that content and you got
something out of it, hit that like button. If you guys have questions, leave them in
the comments below and we will see you next week. Hey. I can get him I can [inaudible 00:14:41] get
him. I can. You probably can’t get him, I can get him.

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