Advertising Question of the Week: How Has Digital Changed the Way Manufacturers Market?

Unless you’re in the manufacturing industry, you may not give much thought to manufacturing and manufacturers. Most of us outside the industry aren’t pondering hydraulic cylinders or contemplating press pit foundations.

But manufacturing is a business. And like all businesses, manufacturers need clients and customers to survive. So says Captain Obvious. 

In the past, manufacturers stuck to marketing within the confines of their industry - trade magazines, conferences, things of that nature. And these are still effective. But the digital world - and mobile technology in particular - has really changed the way manufacturers market. 

The Manufacturing Sector Was Once Largely Invisible

And as far as television and magazine ads are concerned, it still is. 

Nobody wants to see Matthew Mcconaughey staring off into the distant lamenting programmable logic controllers in order to promote new technology. (Or course it could be argued that nobody wants to see him ever.) 

By the same token, Aveeno knows that promoting Jennifer Aniston’s glowing skin in a full-page glossy rag ad is going to be far more effective toward selling their lotion than highlighting the benefits of their extruder as it systematically squirts lotion into jars. That’s more centerfold material for Extrusion Magazine. And Aveeno wouldn’t have much success advertising their lotion there anyhow. 

Which brings us back to our point. The majority of what people have known about manufacturing companies is the products they produce. John Deere is a mower. General Motors is a car. Trane is HVAC. In other words, the manufacturing process has always fallen secondary to the retail side of the industry. But that’s changing.

Digital Technology Has Impacted Both Manufacturing and Marketing

Current trends in the digital world are changing the way that manufacturers interact with customers. And labor laws, location and politics have increasingly made the manufacturing process part of a company’s marketing focus.

Here are some of the ways digital has changed manufacturer marketing:

Quick Response Codes (QRC)

Think of the QRC as the next generation of bar code. 

Manufacturers have long been using bar codes to organize

products and streamline operations. But the QRC brings the customer smack dab into the supply chain by giving them the option to receive a large amount of information that can be easily read on their smartphone. They’re also capable of opening websites and interfacing with the database management software of your contact system. 

Another big plus? You can get clever with a QRC. (And it won’t smack you.) The code doesn’t have to be square so it can be designed into logos, images, art or even innovative message generators. Maybe a tattoo?

Manufacturers As Educational Leaders

Websites as a form of marketing have been of tremendous value to manufacturers - even if they’d rather be operating a heavy press than a keyboard. Their website allows them to set themselves as leaders in their specific industry. 

More and more manufacturers are incorporating blogs into their websites to provide information and set themselves as an authority in their industry. When an uninformed potential customer sets out to learn about a specific manufacturing sector, having access to informational articles, guides, and links to technical journals is a valuable resource. They’re more likely to trust a manufacturer who takes this extra time to educate their customers.  

Plus, it’s helpful for SEO and pretty easy on the marketing budget.

Apps, Apps and More Apps

The simplicity of developing apps, along with their unbridled popularity, has made them a hugely effective way for manufacturers to interact with consumers. 

They’re digitally renewable, so they’re always up-to-date. In manufacturing, this is a big deal. Being able to supply a customer with reliable, accurate and current product information is critical. And since updating is done electronically, it’s cost effective. Try updating a print ad every month. 

Manufacturers Are Just More Connected 

The internet of things (IoT) has undeniably brought more people together - even if simultaneously tearing people apart at the dinner table. 

Websites and apps are connecting manufacturing businesses with customers in ways never before imagined. A customer can even use company templates on their smartphone or computer to customize a product that will then be 3-D printed. And from anywhere in the world. 

Yeah. Digital has definitely changed the way manufacturers are marketing. And it looks like that evolution will continue.

Advertising Question of the Week - What Is Affiliate Marketing?

Affiliate marketing isn’t terribly complicated. But we’ll give you the extra simplified definition here: 

First, you partner with a company who offers an affiliate program. Once you sign up, you are required to give them a kidney. No, not really. Rather, the company provides you with a special link. This lets them know when someone who lands on their site was referred by you. If that person then buys anything, you receive a commission from the website.

It’s the old “you scratch my back, I’ll scratch yours.” But if you’ve been scratched, then you know not all back scratchers are created equal. And neither are all backs. 

That being said, affiliates earn more in commissions for digital products - typically 40% of their price - than they do for physical products. That’s a pretty juicy commission. And, of course, high ticket items allow affiliates to earn higher valued commissions. Duh.

You’ll also find that some companies pay more than others. So you’ll want to hunt around to find the one (or ones) that are the best fit for you.

How Affiliate Marketing Works

We’re going to assume that you already have a blog, website, email list or some other online presence. And that you have followers or supporters or customers because you’re either a content whiz, or you hired a professional writer/blogger to provide content for your site. Either way, well done.

Now, let’s say that your online presence involves dogs in some way. Maybe you’re a dog behaviorist with a vast array of followers trying to manage their unruly dogs. Perhaps, instead, you have a popular website that focuses exclusively on art with dogs. (Or even better, by dogs.)

You start thinking that you could use a few extra bucks. Doggie needs a new pair of shoes or two. So you become an affiliate with a company that offers a product or service that’s relevant to your dog-loving visitors. It could be someone offering dog therapy services. Or art supplies. For dogs.

Anyhow, you recommend this product or service to your followers. You may do this by:

• writing a fascinating post about it
• talking about it on social media (#awesomedogshoes)
• mentioning it in a newsletter
• placing a button or banner ad somewhere on your site

Whatever the case, you include the special link provided by the affiliate company. This link has a special number that is unique to you. It’s otherwise known as your affiliate ID.

When someone uses your affiliate link to make a purchase, you earn a commission. You receive payment of your accumulated earnings either after a specified period of time, or when your earnings reach a certain threshold.

How to Become An Affiliate Marketer

You need only join an affiliate program. Some are really easy to join, while others require you to apply. And then there are those that are by invitation only. Because they think they’re so special. Which honestly, they might be. It depends on what you need from an affiliate program.

Start by considering what kinds of things you like to talk about and/or use. For example, if your dog blog has a page devoted to reviewing wacky accessories for your dog, you might check your favorite pet supply website to see if they offer these products. Cruise around the site to look for a link that says “Affiliates,” “Affiliate Program,” or “Referral Program.” Then follow the links.

You can also do a more direct search. If you’re going for a big wig website, you could type in “Chewy Affiliate program,” for instance. On the other  hand, you might know

all about a website committed to nothing but Day-Glo Dog Coats. (Anything’s possible on the internet.) So try typing in “Day-Glo Dog Coats Affiliate program.” And if your first search doesn’t turn up anything, that doesn’t automatically indicate a lack of a program. Sometimes there are slight variances in word usage or terms, so keep on trying.

Another thing you’ll want to do is check out the affiliate products others in your niche are using. Study their sites and read their content. Is there anything interesting in their sidebar? To whom are they linking? Check blogs and website in similar niches too - such as the cat lover, ferret lover and hamster lover websites. There’s bound to be some overlap. And if you see a product or service mentioned on those sites that you can promote too (ethically, of course), seek out affiliate information for them as well.

You could also join an affiliate network. You may have no choice in this one, since a lot of companies offer their affiliate program through an affiliate network you’ll be required to join right after you give them one of your kidneys. (Again, not really.) Even if you have a staunch history of being a non-joiner, don’t immediately dodge this. An affiliate network is ultimately going to give you access to a lot more products. Especially if you can find a high-paying one.  

Is Affiliate Marketing Right for You? 

As we said above, this is the simplified version of what affiliate marketing is. In most cases, you’re not just going to sit back and watch the gold coins accumulate in your

Scrooge McDuck money room. There are other aspects you’ll need to consider before you decide to take the plunge.

When all is said and done though, you’ll find that you have the potential to make a good chunk of money if you get connected with the right company and know how to promote their product or service like marketing pros. 

Back scratched. 

4 (Relatively) Simple Ways to Boost Sales Conversions

If you have an eCommerce website merely because it’s amusing and “something to do when there’s nothing to watch on Netflix”, then you don’t need to read this.

But if you’re dramatically less unfettered by reality, you’re probably looking to expand your audience base, instill customer loyalty and, of course, generate more revenue from your eCommerce site. 

That means your focus should be on converting more sales. 

So How Does One Boost One’s Sales Conversions?

Well, for starters, “one” can do this by incorporating the following (relatively) simple methods.

1. Secure Your Site

People are freaking out these days about security. And with good reason. No one wants to be robbed. Especially of their identity. It’s so hard to find a new one.

At any rate, if you want people to spend money on your eCommerce site, they need to know that their information is safe and secure at all times.

Reassure your customers that you are doing everything you can to keep them safe.

Some of the simplest ways you can do this are to: 

• Get an SSL certificate
• Display credit card images/PayPal logo to demonstrate that you only accept trusted payment options
• Implement secure registration logins
• NEVER store your customer's credit card data in case there’s a data breach

Leaving your customers feeling nervous about pressing that “Confirm Purchase” button is no way to gain sales conversions. Assume they’ve got enough to worry about right now. They probably do.

2. Offer Coupons and/or Discounts

Especially to repeat customers. It’s a no-brainer. 

With a coupon, they’re more enticed to finalize their transaction. They get a deal and you get a sale. You also get their continued loyalty.

You can offer coupons in specific amounts off the total purchase price. Or maybe it’s a discounted percentage. Possibly a free bonus product. Just be sure it’s not a puppy. Or any other living creature. Except maybe a plant.

Consider having a dedicated section just for coupons and discounts. Much like a blog. Speaking of which…

3. Get A Blog Already

Seriously. 

Okay, so creating a blog might not sound all that simple. But with the right content and some regular contributions (whether you write them or you hire a blog writer), you can get it up and running in no time. 

Plus, giving your customers the option of extra reading material that will educate, entertain, or even enlighten is going to give you more click through traffic. And it infuses your eCommerce site with a more human element. 

Being able to inform your loyal customers about your business, services or products and special deals is effective in boosting those sales conversions.

4. Provide Live Chat Support

If your customer has an issue, do they have the option of live chat to get support? Yeah, this one might cost you some dough on the front end. But giving your customers access to live chat can easily pay for itself. 

It’s up to 30% cheaper than providing phone support. And those who are manning the desk can handle multiple chats - thereby increasing efficiency.

Plus, people like it. In our “instant gratification” culture, they get quick or even immediate response. No more hoping for return emails or waiting on the phone and listening to Mel Tormé’s cover of Michael Jackson’s Beat It, praying that you don’t get disconnected in spite of the musical torture.

You can collect data from those chat sessions to better understand your customers’ gripes and how to alleviate them. As such, live chat instills more trust in your brand and customers are 20% more likely to convert after a successful live chat session.

Live chat allows online stores to act more like brick-and-mortar retailers. 

Now, with all of that said, here’s the most important question to ask yourself:

How Solid Is My eCommerce Site’s Foundation? 

We’ll spare you the plethora of “the importance of a strong foundation” metaphors. They’re as played-out as that $1 Hall and Oates on scratched vinyl at the record store. 

But that’s not to say it isn’t so.

Your site can be secure, interesting and chock full of coupons and live chatters, but these methods are only going to work if you have a solid foundation at the beginning. 

And the foundation in the case of your eCommerce site is user experience (UX). So if you haven’t addressed that part, then you’re going to have to spend some time building that foundation.

1. Make sure it’s easy to navigate. 
2. Give it adequate (not over-the-top) branding.
3. Provide a smooth checkout process. 

Plus, the design should be in line with your brand and product base. And would it kill ya to throw in some great imagery? No. No, it wouldn’t. 

Finally, the search function should not require a search function to locate. Because that’s ludicrous.

But don’t stress.

There Are Many All-in-One eCommerce Platforms Available

Or if there is someone you know (or can bribe) who is more tech-savvy, you can have it built from scratch. You could also solicit the wisdom of advertising professionals. They can help you figure it all out.

Yet another option would be to just scrap the whole idea and binge watch Game of Thrones on Netflix for the third time. 

But that last option only applies if you don’t care about your eCommerce website. Or, really, life in general.