The Thomas Blog

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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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Lead Generation

5 Things Every Product Manufacturer Must Know To Drive Leads

Engineers and sourcing professionals rely on comprehensive, digitized product data in order to do their jobs. They need accurate data, and they need it fast. Many manufacturers rely on a website and phone number to handle inquiries for new data, but is it really the most efficient way? 

According to Forrester Research, rich omni-channel experiences deliver several competitive advantages for B2B businesses — especially those with complex products. Omni-channel supply chains serve customers across different channels. The difference with a multi-channel approach is that with an omni-channel approach, the channels are fully integrated in order to provide a seamless customer experience. We’ve listed out five things all OEMs and industrial manufacturers must know to generate more leads, satisfy customers needs and increase sales.

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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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Content Marketing

Does Your Content Pass The Quality Test?

Content marketing for manufacturing companies is a critical element to any lead generation strategy. When done right, it builds your brand image and creates a stronger relationship between you and your customer. But the last thing you want to do is crank out blog posts, eBooks, or other resources that won't be effective — it will not only waste your time, but it'll turn your prospective customers away.

So whenever you're producing content that is aimed to help drive in buyers and engineers to learn more about your company's products and services, ask yourself these key questions below and see if it pases the quality test.

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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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Marketing Strategy

How To Plan A New Product Launch With Digital Marketing

Business owners are familiar with building their own go-to-market strategy. It's the official plan of how a new product gets launched, who the target audience is, the marketing plan, and sales strategy. But each product, industry, and market are different — especially in the manufacturing and industrial world. And with the move toward a digital transformation of sales and marketing, are business owners missing out on the opportunity of incorporating digital efforts into their go-to-market strategy?According to a small business survey done by Thomas, only 15.69% of small businesses in the U.S. are using digital marketing as a primary marketing tactic and 30% are still using word-of-mouth.

The following steps outline how to plan your new product launch with digital marketing and newer better methods of growth.

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News Highlight

Top Suppliers on Thomasnet.com for September 2019

With over 900,000 registered users (and growing!) on Thomasnet, we help a lot of businesses find the products and services they need. And as one of North America's top industrial sourcing platforms, we love to share sourcing insights from behind the scenes. Although we already provide information on the top suppliers in many of our categories in the Thomas guides, we're also here to share our info on the most popular suppliers across all categories. Here’s the rundown on our most popular suppliers across the platform by engagement metrics for the past month, who run the gamut from conservation product suppliers to injection molding services.

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Business Tips

How To Improve Your Supplier-Distributor Relationship

A prospect that you’ve been chasing for months has been researching you as well, checking out your product catalog on a distributor’s website and downloading your CAD models. They’ve narrowed down their shortlist to you and a couple of your competitors, and now they’re visiting your website to gather additional details.

But when they arrive on your site, what they see doesn’t quite match what they saw on the distributor’s site. Part numbers are off, and specs aren’t aligning 100%. Plus, basic company information doesn’t match with what they read before and content looks outdated.

Reconciling the differences would take way too long, so instead they just cross you off their list. And you never even knew they were interested in the first place.

Unfortunately, this scenario plays out all too frequently and prevents the supplier and distributor from meeting their goals. In some cases, the scenario results in a dropped key customer and the existing customer base begins to diminish.

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