The Thomas Blog

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Business Tips

Why Manufacturing Brand Marketing Is So Important

When it comes to branding, the major players probably come to mind first — Amazon, Coca-Cola®, Disney, and so on. The strength of their name recognition is immense. When these names come up, you immediately see their logo, and even if the logo doesn’t bully its way into your brain, you at least know what they’re selling. It doesn’t matter whether you consume their products or not; you know them. They’ve seared your mind with a branding iron. (See what we did there?)

Many manufacturing and industrial companies, however, don't think that they need to worry about branding. They prefer to rely on word of mouth and referrals to attract new business, and they feel that branding isn't important in their space. 

But there's a better way to grow your business.

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Marketing Strategy

7 Marketing Mistakes That Manufacturers Make Over And Over Again

After all of the time and resources you’ve invested into your digital marketing engine, you wouldn’t just walk away from the progress you’ve made, would you?

Common mistakes can derail months and even years of hard work. In many cases, the biggest risk is doing nothing at all — no more new content, not following up on industry trends, and not performing due diligence. Unfortunately, we see many companies making the same mistakes over and over again and it can cost them leads, customers, and a lot of revenue.

Here are common manufacturing marketing mistakes you should avoid:

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VideoPower
Video Marketing

13 Videos Featuring Industrial Companies & Facilities You Should Watch

When’s the last time you were in a new manufacturing or industry facility? Maybe you toured a colleague's shop during a trade show a few years ago or had to do an audit for a new supplier recently. With so many industry expansions, updates to machinery, and innovative ways to organize, taking a look at what your partners are up to can be interesting for your own brand awareness campaigns.

Of course, we don’t expect you to spend thousands of dollars flying all over the globe to visit other industrial companies and manufacturers. But there are plenty of tours available online for free — from automakers and heavy-equipment manufacturers to plastic injection molders, check out some behind-the-scenes videos below:

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Sales

6 Ways To Turn A Lead Into A Customer

You worked hard to market your capabilities and nurture your prospects. Now your sales team has a healthy list of leads. However, research shows that 40-50% of these leads are ignored and never followed up on, which can add up to a lot of lost revenue for your business.

Developing an effective lead follow-up process can ensure that you don’t leave potential opportunities on the table. Here are the strategies that should be a part of your process.

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Social Media

The Right Mix Of Social Media Content For Manufacturing Marketing

Social media allows industrial professionals another vehicle to connect with their existing client base and showcase their expertise while attracting new prospects. It has been playing an increasingly important role in today's digital transformation of sales and marketing.

Posting regularly on your social media platforms using the right hashtags helps to gain broader brand awareness. But to really get the most out of social media, you need to truly engage your audience.

Unless you stopped paying attention to how humans work when you were back in middle school, you know that talking about yourself nonstop is a terrible way to keep someone’s attention. Likewise, constantly promoting your products and bragging about solely your company is not a sound strategy for manufacturing marketing.

Proper social media marketing requires a commitment beyond the weekly Facebook post or the occasional Twitter retweet. You’ll need to maintain a constant stream of updates and, since you shouldn’t just be talking about your own company 24/7, let's discuss the mix of social media content that has been working for manufacturers and industrial companies.

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Attract Buyers
Business Tips

How To Meet The Needs Of B2B Industrial Buyers

No matter what your role is — sales, marketing, operations, or leadership — you have a lot to accomplish.

So do your buyers. 

By understanding what your buyers have on their plates, you can more easily accomplish one of the most important things on yours — generating more leads. Here’s what you should know to meet their needs and create more meaningful connections to win more business.

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Lead Generation

Why Quality Is More Important Than Quantity For Website Traffic

It’s common sense that you need to drive traffic to your website in order to increase leads. And if you’re showing signs of growth, that’s a great start! But many companies get fooled by statistics showing heavy site traffic and essentially disregard how qualified — or unqualified — those visitors actually are.

SEO and PPC tactics can be extremely effective in getting people to your website, but you also need to have some metrics in place in order to discern how many of your visitors are serious buyers and how many are merely tire kickers.

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