by Fronetics | May 9, 2019 | Blog, Content Marketing, Logistics, Manufacturing & Distribution, Marketing, Supply Chain
Putting your audience’s informational needs first when publishing blog content is the only way to guarantee success in the modern marketing landscape.
Highlights:
- Audiences are increasingly ignoring promotional messaging.
- Buyers are seeking value from vendors outside the sales funnel.
- Information is your best asset — publish what you know.
The latest industry research from the Content Marketing Institute indicates that nearly all (90%) of the most successful B2B content marketers have one thing in common: they prioritize their audience’s informational needs over their sales/promotional message. And that’s compared with only 56% of the least successful B2B content marketers.
Materials-handling marketers should take note when making decisions about publishing blog content. We see companies in this sector making this mistake all the time. They want to fill their blogs with information about their products. But to achieve success in today’s B2B purchasing landscape, you need to be prioritizing your audience’s needs over promotional messaging.
Sales pitches get ignored
A large reason for shifting focus is because audiences are increasingly tuning out sales pitches. This generation of buyers has been heavily marketed to their entire lives, and they don’t hesitate to swipe left at the slightest hint of someone trying to sell them something.
[bctt tweet=”This generation of buyers has been heavily marketed to their entire lives, and they don’t hesitate to swipe left at the slightest hint of someone trying to sell them something. ” username=”Fronetics”]
Think for a moment about your own personal experiences with email, social media, and even phone calls. The truth is, most of us tune out overt sales pitches, either hitting delete or scrolling past them. We’ve moved beyond a time when marketing is about pushing your products.
Your blog, therefore, should not be another channel for selling. But, what kinds of information should you publish?
Provide value by putting customer needs first
The answer is actually quite simple. What information or expertise do your buyers want? Your most valuable commodity is your unique understanding of the challenges your audience faces. If you begin publishing blog content that answers their questions, they’ll be more likely to find you, remember you, and become your customer.
As you think about publishing blog content, take a step back and think about the questions your buyers ask, either of you, on social media, or elsewhere. Examine industry publications to determine the challenges faced by your target buyer persona.
Does your content answer those questions? Does it offer value in and of itself? And does it inform your audience about how you are there to help them? If the answer to these questions is yes, then you’re taking the right steps toward materials-handling marketing with today’s B2B buyers.
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by Fronetics | May 8, 2019 | Blog, Content Marketing, Logistics, Manufacturing & Distribution, Marketing, Strategy, Supply Chain
Brand awareness is key in optimizing your content marketing efforts but can be challenging to quantify. Here are four metrics to help you measure brand awareness.
Highlights:
- Use tools, like SharedCount, to track the number of times a piece of your content has been shared across different social media platforms.
- Use the analytics from blog share bars to track the popularity of your posts and help shape content for your editorial calendar.
- Taking the time to measure brand awareness will ultimately help you in optimizing your digital marketing efforts.
Video transcript:
I’m Katie Russell and I’m a marketing strategist here at Fronetics. Today I’m going to talk to you about four ways to measure brand awareness for your packaging company.
Brand awareness is the extent to which customers – both potential and current – are able to recognize your brand. It is key in optimizing your digital marketing efforts, but it can be hard to quantify. Here are four metrics to help you start measuring brand awareness for your packaging company.
1. Social media reach
Social media reach is the total number of people that your content can reach across social media platforms. Use tools like SharedCount to track the number of times a piece of your content has been shared across different social media platforms, like Facebook, Instagram, and even LinkedIn. This can help you figure out what platforms perform best for your content and can also help you shape the kind of content that you’re putting on social media platforms.
2. Brand mentions
How people talk about your packaging company online? If they are, you need to know about it. Try tracking tools like Google Alerts or Hootsuite to make sure that you know every single time someone talks about your packaging brand or any of your products or services.
3. Blog shares
Here are Fronetics, we talk a lot about the importance of having a blog that posts valuable and informative content to your readers. What’s also important is giving your readers the ability to share this content. It’s as easy as adding a share tool to the side of your blog posts. This helps you reach a larger audience and gain views from people that normally wouldn’t see your content. You can also use the analytics from these share bars to track the popularity of your posts and help shape content for your editorial calendar.
4. Search volume
Use tools like Google Adwords or Moz to track searches for your brand, products, even your blog and social media posts. It can help in refining your keywords that you use throughout your content to know specifically what people are searching for when they’re searching for your packaging brand.
Taking the time to measure brand awareness will ultimately help you in optimizing your digital marketing efforts and will also help increase leads. IF you need more information or need help getting started measuring your brand awareness, visit us at fronetics.com.
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by Fronetics | May 7, 2019 | Blog, Content Marketing, Logistics, Marketing, Social Media, Supply Chain
When it comes to social media, timing is everything. These 5 tools will help you determine the best time to post on social media for your business.
Highlights:
- Social media is playing an increasing role in B2B purchasing decisions.
- Even if you’re posting great content, if you’re doing it at the wrong times, you’re losing out.
- Social media management tools can help you understand your audience and make informed decisions about post timing.
If you’re a B2B marketer, chances are, you’re well aware of the importance of social media. But since, as BuzzFeed’s Jonathan Perelman famously put it, “Content is king, but distribution is queen, and she wears the pants,” simply posting your content is only half the battle. Knowing the best time to post on social media is nearly as important as what you post.
It’s difficult to overstate importance of an effective social media strategy. Not only do 78% of marketers who have used social media for 2 years or more report increased traffic to their websites, but B2B decision-makers increasingly report that they are influenced by social media when purchasing. According to Demand Gen’s 2018 B2B Buyers Survey Report, more than half (54%) of all B2B buyers rely on social media to research vendor solutions.
[bctt tweet=”Not only do 78% of marketers who have used social media for 2 years or more report increased traffic to their websites, but B2B decision-makers increasingly report that they are influenced by social media when purchasing.” username=”Fronetics”]
These are powerful numbers, and all signs point to social media playing an ever-increasing role in the B2B buyer’s journey. For your social media content to pack the biggest punch, you need to be posting at the optimal times. Luckily, there are a plethora of social media management tools that can help you refine your strategy. Here are our 5 favorite tools for determining the best time to post on social media for B2B brands.
5 tools for determining the best time to post on social media
1) Google Analytics
This robust analytical tool is among the most popular all-around web tools for B2B businesses, and for good reason. Google Analytics can help you determine how your audience is interacting with all your digital assets, and it offers some great insights about social media in particular. You can create various types of custom reports based on your business’ goals and results. We recommend three in particular to help you find the best time to post on social media:
- Best Days to Post on Social Media
- Best Time to Post on Social Network by Hour
- Social Media Traffic by Date and Hour
2) Buffer
A company with an impressive record when it comes to social media management, Buffer’s platform lets you easily manage all your social media platforms. Like its biggest rival, Hootsuite (more on that soon), Buffer offers among its features some useful insights for determining ideal post timing and frequency. For example, it analyzes follower activity and suggests the perfect moments to post on each social media platform.
3) Hootsuite
Hootsuite has been one of our favorite tools for a long time, and it truly offers a rich variety of features and insights to maximize the effectiveness of your digital assets. Not only is it effective at scheduling social media posts, it’s an excellent tool for measuring social media ROI — no easy task! Hootsuite’s AutoSchedule feature is one of its best assets. For each piece of content you plan to post on social media, it analyzes when similar content performed best in the past and determines the optimal post time. In addition, it considers the platform and publishes based on audience engagement on each network.
4) Followerwonk
Followerwonk is new to our list, and it’s different from most social media management tools. While it doesn’t offer the kind of scheduling and management features as the other platforms on our list, what it does do extremely well is help you gain valuable insights and understanding of your audience. For example, Followerwonk lets you analyze your current Twitter followers by things like location, post timing, engagement, accounts they follow, and more, as well as contrast those relationships with your competitors. Understanding your followers at this level will not only help you determine when your business should post on social media, but will allow you to analyze and adjust your strategy in all kinds of ways.
5) SproutSocial
Another perennial favorite, SproutSocial offers the whole menu of social media management tools: everything from monitoring to scheduling to analytics. The customized dashboard gives you a bird’s eye overview of how your social media channels are performing. You can find deeper insights, including individual statistics on each post, and customer data like gender, age, and location demographics. The platform’s ViralPost technology boasts impressive results at finding the best time to share your content.
Figuring out the best time to post on social media for your business is no easy task, but it’s key to getting your content to reach your target audience. There’s no one-size-fits-all solution, and any one, or a combination, of these tools can help you understand your audience better and get your content out to them at the right times.
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by Fronetics | May 2, 2019 | Blog, Content Marketing, Logistics, Manufacturing & Distribution, Marketing, Strategy, Supply Chain
As automation technologies become increasingly sophisticated, companies throughout the supply chain are realizing the beneficial impact of automation on materials handling.
Highlights:
- Manufacturers of automation technologies are predicted to grow significantly over the next 5 years.
- Automating the “first mile” of the supply chain helps reduce labor challenges and leads to increased productivity.
- Robotics technologies offer greater capacity for data collection, facilitating informed process decisions.
While the impact of automation on the “last mile” of the supply chain is often the subject of public interest, automation in the “first mile” deserves just as much attention. Advanced robotics are increasingly ensuring accuracy — while minimizing or even eliminating human involvement in various processes — at every stage of the supply chain. Industry experts are predicting an ever-growing impact of automation on materials handling, with companies reaping the benefits up and down the supply chain.
Particularly in the materials-handling sector, human capital is increasingly difficult to recruit and maintain. Additionally, labor costs in global markets such as India and China are rising. Naturally, companies are increasingly inclined to replace or redeploy human labor, with the help of automated material-handling systems.
Not to mention, the increasing sophistication of machine-learning capabilities or AI within available automation technologies allows for even greater productivity. And there’s strong reason to believe that we’re only seeing the beginning of what automation can do. Vendors who create these technologies are investing heavily in R&D, aggressively attempting to expand their product offerings to meet specific industry demands while complying with the complex standards and regulations in place.
Quantifying the costs and impact of automation on materials handling
The robust growth in the robotics-equipment-manufacturing sector demonstrates that the materials-handling industry is investing in automation. Thanks to the demand for high-performance robotics systems, New Equipment Digest (NED) predicts that within the materials-handling-equipment sector, the robotics segment will grow by over 8%, reaching $20 billion by the year 2024. The overall material-handling-equipment market is expected to surpass $190 billion by the same year, according to a growth forecast report by Global Market Insights, Inc.
“Growing automation capabilities in the manufacturing space coupled with increasing penetration of advanced technologies, such as IoT, RFID, and AI, are expected to drive the material-handling-equipment market growth,” predicts the NED. These technologies are already increasing productivity and throughput in the materials-handling sector and reducing the potential for human error. The predicted growth in the manufacturing of robotics equipment points to the increasingly positive impact of automation supply chain-wide.
Of course, automation is not without its challenges. Companies face technical issues involved in implementation, not to mention the large capital outlay required to invest in costly equipment and technologies. With increased technical sophistication and network utilization, there are threats to cybersecurity, requiring companies to invest in measures to protect their technology.
Robotics-equipment manufacturers recognize that while automation offers significant benefits for materials handling, companies need to study potential impact before making these costly investments.
Many manufacturers are offering tools for quantifying the impact of automation on materials handling. OTTO Motors, a manufacturer of self-driving-vehicles, offers an ROI calculator, allowing potential buyers the opportunity to receive an easy ROI estimate. Manufacturers are also increasingly offering simulations of materials-handling systems, allowing potential customers to determine efficacy, test designs, and study new procedures without disrupting operations.
Realizing the benefits of automation for materials handling
Beyond the well-known benefits, such as decreased costs and increased productivity, automating materials-handling processes can offer a variety of additional advantages to companies’ first-mile operations. In fact, streamlining these processes and reducing costs has its own positive repercussions throughout a company’s operations, as it allows for increased speed, productivity, and accuracy operation-wide.
[bctt tweet=”Automating materials-handling processes has its own positive repercussions throughout a company’s operations, as it allows for increased speed, productivity, and accuracy operation-wide.” username=”Fronetics”]
Additional benefits of automating materials handling include:
- The access to real-time data provided by automated technologies allows for more complete Key Performance Indicators (KPIs).
- Labor shortages and high turnover are some of the primary challenges in materials handling – automation shields manufacturers from these challenges, while allowing human labor to be repurposed into more intricate tasks.
- Implementing technology in the materials-handling phase of the supply chain can connect to other automated processes within the factory.
- The availability of data and the ability to leverage it allows adjustments to be made in real time, meaning more flexible manufacturing.
The bottom line is that, while it can be costly at the outset, automation at the front end of the supply chain, namely materials handling, offers rich and diverse benefits sector-wide.
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by Fronetics | May 1, 2019 | Blog, Content Marketing, Logistics, Manufacturing & Distribution, Marketing, Social Media, Supply Chain
We get many queries from manufacturers about social marketing — mostly, why and how should I use it — so here are our answers to the most-popular questions manufacturers ask about social media.
Highlights:
- Facilitate networking opportunities, thought leadership, and prospect/client relationships.
- Consider using popular platforms like YouTube and Instagram to engage users and drive website traffic.
- Don’t use social media to push your products.
(Made with Canva)
B2B operations have increasingly embraced social media as a strategic marketing tool. In fact, 9 out of 10 companies are active on at least one platform. But manufacturers, in particular, have been reticent to jump on the social media bandwagon.
If your manufacturing operation isn’t making use of social media as a tool to engage with your audience, you’re missing out on big lead generation potential. Manufacturers like the Dow Chemical Company, ArcelorMittal, and CAT Products are among those that have figured out how to harness the power of social media.
To help you launch or refine your efforts, we’ve put together the following answers to the most-popular questions manufacturers ask about social media.
Why should manufacturing companies be on social media?
There are three major reasons that manufacturing brands should be all over social media:
- Establish thought leadership
- Network within the industry
- Develop and sustain client relationships
Notice that none of these involve selling products. As with content marketing in general, good social media marketing isn’t about pushing your products.
[bctt tweet=”The value of social media for manufacturers is in its potential to establish and expand thought leadership and to cultivate meaningful and fruitful relationships within your industry and among prospects and clients.” username=”Fronetics”]
To make the most of social media as a marketing tool, abandon the idea that it’s about blatant sales pitches. Instead, approach it from the perspective that it’s an inherently social tool – that is, its value for manufacturers is in its potential to establish and expand thought leadership and to cultivate meaningful and fruitful relationships within your industry and among prospects and clients.
Which social media platforms should manufacturers be using?
Not all social media platforms are created equal. Each requires its own strategy, content format, and media. We recommend that manufacturers consider these five platforms:
1) Facebook
Facebook is an excellent place to share content with a wide segment of your audience, to promote engagement (through likes, comments, and shares), and to engage with peers and prospects. Not only that, the savviest marketers are using Facebook to understand their industry better – everything from strategies of peer brands to a fuller picture of your target buyer persona to the informational or product needs of your prospects.
2) Twitter
Twitter’s format is about brief, pithy content, used to engage with and inform your audience. This is an ideal place to let customers know what you’re planning next, to establish your corporate personality, and to let your audience in on a slice of your day-to-day operations and values.
3) YouTube
Video marketing for manufacturers is skyrocketing. With video being the most popular form of content online today, YouTube is an obvious choice for marketers. Whether it’s “how to” videos, footage of your operations, or interviews with subject-matter experts, your brand should be using YouTube to drive search traffic and educate prospects.
4) LinkedIn
B2B marketers unequivocally rank LinkedIn as the most effective network for lead generation, follower engagement, and traffic to their websites. An ideal place to engage with industry leaders, LinkedIn is also great for distributing content to a focused audience.
5) Instagram
The popularity of this highly visual platform has continued to skyrocket – it’s currently the second-most-used social media platform (up from fourth just two years ago). And believe it or not, this picture-based network is a powerhouse for B2B brands. We’ve written extensively about how brands can leverage Instagram and Instagram Stories. Suffice it to say, this is a perfect place to post your most engaging visual content and actively engage with followers.
How can manufacturers be effective on social media?
As with any content marketing effort, a well-thought-out social media strategy is a big part of success. As you create and begin to implement your strategy, start with these five tips.
1) Listen.
Before you post even a single piece of content, start by listening to your audience. In the days before social media, marketers had it much harder when it came to determining audience needs and preferences. Use these platforms to research your target prospects, as well as how competitors are engaging followers. Make note of the questions your target audience has, frustrations or challenges they express, and what types of content they engage with.
2) Focus on offering value.
You’d be surprised how many manufacturers neglect to place a premium on simply being useful with their social media content. It’s not complicated: If you post relevant, valuable content for your target audience, you’ll boost engagement, grow brand awareness, and generate and convert more leads.
3) You don’t have to reinvent the wheel every time you post.
One of the great things about social media is that it rewards not only content creation, but content curation. While you do want to be posting original content most of the time (experts recommend about 60%), a good chunk of your posting activity should include curating relevant content from third parties to share with your followers.
4) Be creative.
Separating yourself from your competitors can be a challenge, but it’s one worth striving toward. Start by asking yourself what makes your operation unique, what’s special about your process, what industry-leading expertise does your executive team have, what unusual perspective can you offer? Next, start breaking these four rules.
5) Learn from your successes and setbacks.
There are many tools out there to help you track the results of your social media efforts. Determine the right KPIs for your business and keep track of your results relentlessly. These metrics will allow you to study your impact and frequently tailor your strategy accordingly.
It’s time for manufacturers to fully embrace the marketing potential of social media. Whether you create and implement your own strategy, or decide to outsource your social media efforts, social media is a powerful set of tools that manufacturers should be harnessing.
Are there other questions manufactures ask about social media that we missed? Let me know in the comments.
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by Fronetics | Apr 11, 2019 | Blog, Content Marketing, Current Events, Logistics, Marketing, Social Media, Supply Chain
Content marketing is no longer optional. It’s essential in creating brand awareness, educating audiences, and building credibility. Here’s a look at the biggest digital marketing trends for 2019.
Highlights:
- The content marketing industry is expected to be worth more than $400 billion by 2021.
- Video is currently the most popular form of content being consumed online today.
- Peers and colleagues are the third most influential source of information for B2B purchasing, right behind online searches and your website.
A recent article by Forbes on content marketing notes: “As recently as a few years ago, marketers handled content mostly as a side project. It was more of a bonus than an essential role — something you did when you had time because it took a backseat to more traditional marketing projects and responsibilities. That’s changed.”
Boy, has that changed. The content marketing industry is expected to be worth more than $400 billion by 2021.
[bctt tweet=”The content marketing industry is expected to be worth more than $400 billion by 2021.” username=”Fronetics”]
The 2018 report from the Content Marketing Institute shows just how prevalent digital and content marketing is, and how essential it has become to creating brand awareness, educating your audience, and building credibility and trust with your customers.
Supply chain & logistics marketers: Trends to watch
So, where is content marketing headed in 2019? Marketing budgets are still on the rise, and supply chain and logistics companies are increasingly seeing the value in moving to an inbound marketing strategy driven by original content.
These are the six notable trends to consider when planning your 2019 content marketing strategy.
1. Video
Video is currently the most popular form of content being consumed online today, and video marketing will continue to have substantial value in 2019.
Smart supply chain marketers should start the new year by developing a visual storytelling strategy that offers consistent delivery of valuable content.
What’s your best bet? Be helpful and teach your audience something worthwhile to them.
2. Chatbots
The rise of chatbots – automated computer programs that simulate human conversation in messaging apps – is expected to continue in 2019. Business Insider recently reported that the number of people on messaging apps surpassed the number of users on social networks!
Chatbots are just one of the ways artificial intelligence will shape the content marketing landscape in 2019, but their ability to drastically increase customer engagement puts them on the short list for a major trend to watch in the coming year.
3. Voice search
Voice search is becoming an increasingly prevalent means of attaining information. Statistics vary, but it’s expected that anywhere between 30-50% of all searches will be voice searches by 2020. A recent report by NPR and Edison Research found that the rise of smart speakers is substantially changing consumer routines and purchasing behavior.
A good content marketing strategy for 2019 should consider how your customers might use voice search in your industry, and what you can do to maximize your content’s ability to respond.
4. Long-form content
I love this one, because it harkens back to humble beginnings of content marketing and the desire to put informative, quality content in front of a targeted interested audience.
Long form content – white papers, case studies, and lengthier blog posts e.g. – will have a resurgence of renewed appreciation in 2019. Why? Because many industries, including supply chain and logistics industries, are saturated with tons of mediocre short form content. People are increasingly looking to weed through it all for substantial quality posts from trusted sources. In addition, search engines will favor longer posts in results rankings.
Cheers to 2019 being the year of quality over quantity!
5. Brand ambassadors
We wrote about brand ambassadors as we headed into 2018, but they are worth mentioning again as we look forward to 2019. Brand ambassadors are employees that influence the B2B buying decisions of others, and they are an often-overlooked resource with more traditional marketing tactics.
Peers and colleagues are the third most influential source of information for business to business (B2B) purchasing, right behind online searches and your website! And there’s nothing more credible than a friend who speaks highly of their company’s product or service.
Definitely consider how you can help make brand ambassadors out of your employees in 2019.
6. Market Influencers
The final trend to watch in 2019 is influencer marketing, a form of marketing which focuses on influential people rather than the market as a whole.
Basically, marketers identify individuals who might have influence over potential buyers and create marketing campaigns and activities around these influencers. In many ways, this works similarly to a brand ambassador, where a single person influences their network of friends; in this case, however, the market influencer has a large network and a lot of “friends” who listen.
Influencer marketing will be a huge trend in marketing for 2019, and it would be worth considering who might be an influencer in your industry in the coming year and what your company might do reach them.
So, there you have it. As we head into 2019, these are the trends to watch and plan for in content marketing space.
The B2B buying climate is growing longer and more complex, and content marketing is so effective throughout the entire sales cycle if it’s done well. The end of the year is a great time to revisit your marketing strategy and make any necessary changes for the coming year.
This post originally appeared on EBN Online.
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