Online marketing is often still a neglected issue at many manufacturing companies in the Netherlands. A shame, thinks Thijs van Rosmalen of Webs. Every day, he tries to convince the manufacturing industry to also optimise the "online exhibition stand".
Webs is a marketing agency that helps companies, mainly from the manufacturing industry, to optimise their online presence. 'The manufacturing industry is typically a market that can still make many strides online,' says Thijs, a consultant at Webs. 'Many manufacturing companies are often not clearly present online at all. While that really matters in this rapidly technological world. After all, we all carry a mobile device with us all day long. Booking a holiday goes hand in hand with reading an industrial article or blog. That's where you need to be as a manufacturing company too. We help companies improve the online process through inbound marketing, content creation, website building and offering smart software called HubSpot, among other things.'
Exhibitions
According to Thijs, a number of things go structurally wrong at many manufacturing companies when it comes to marketing and sales. What you often see is that marketing and sales operate too separately from each other, that the marketing department is often still small and sales is stuck in certain traditional patterns. Marketing and sales act very product-driven and are driven by quantity rather than quality. While it is much more important to focus on your target group. Put yourself in the shoes of your target group and think carefully about what information they need and when. Don't talk about the (technical) features of your product, but what its benefits are for the user.'
Decision process
The different phases in the so-called buyer journey are also important here. '70 per cent of the purchase decision has already been made before someone comes into contact with sales. In the b2c market, this is fully accepted by everyone. If you need a leased car, you don't go to all the car dealers to find out which one you want. You go searching online. In b2b, they don't always recognise that yet. There are lots of opportunities to be in the picture in the decision path of the manufacturing persona. They can eventually become important leads, as long as they are provided with rich content and connect with the right people. Think in steps and take people along on value and content. By the time they then reach sales, it is often just a matter of following up.'
Offline exhibition stand
At the companies he visits, he likes to use the metaphor of a real trade fair stand to explain Webs' approach. 'If you are a manufacturing company with a stand at a trade fair, such as ESEF or the Hannover Messe, you also want visitors to find your stand and be provided with the right information once in your stand. Everyone in the company understands that the signposts need to be right, the stand needs to be tidy, the right brochures need to be there and the sales people in the stand need to wear the right clothes. The aim is to get interaction in the booth. So why not do the same online?'
Online exhibition stand
So a website acts as an "online exhibition stand", Thijs clarifies. He shows an example of a - in his opinion - poor-quality website of a manufacturing company. 'It is so cluttered. Vacancies are under the news heading and I can't find clear contact details anywhere. In short, no good navigation (the signposts at the fair) which increases the chances of a high bounce rate (people immediately leaving again). Such a shame.'
An example is given of a website Webs created for a manufacturing company, in this case for Veco, a precision metal company. 'Veco uses special techniques, including electroforming, which can be very interesting for engineers. There is in-depth content on the subject throughout the website, including a whitepaper and video. At the top, you will also find a "contact an engineer" button right away. Engineers can therefore connect directly with colleagues. There is a lot more interaction and that ultimately yields the most valuable customers.'
Employees
According to Thijs, a good online "exhibition stand" is not only important for reaching potential customers but also potential employees. 'A dire shortage of technical staff is emerging. Many companies are fishing in the same pond and engineers or other employees no longer come just for the money. They also want to know what you are like as a company, what products you make and what projects you do. You can address that too with your online marketing.'
Thijs also argues that it is not yet too late to initiate the commercial change. 'It is still possible, but you shouldn't wait five years anymore. The lead generation part comes from online more than ever. Moreover, global borders have already blurred, it has become more one world. Especially manufacturing companies, which often have customers from all over the world, can be valuable by using digital channels. The Dutch manufacturing industry, which does lead the way in many areas, deserves this.' Read this white paper for more information.
Among other things, Webs is a partner of HubSpot and the Maakindustrie Top 100. It also regularly organises knowledge sessions in collaboration with manufacturing companies. More information about what Webs can do for you? Then take a look at www.webs.nl or contact Thijs van Rosmalen directly at thijs@webs.nl.
By: Kelly Bakker
