by Elizabeth Hines | Mar 10, 2016 | Blog, Manufacturing & Distribution, Strategy, Supply Chain, Talent
Manufacturing could offer a career with upward potential for STEM students at low-profile colleges.
The college graduates of 2015 were the most indebted ever — until the next round of grads wave their diplomas in the spring. But is sinking deep into debt really the ticket to a great career? If you have the means (and brains) to invest in an Ivy League degree, all stats seem to indicate you get ample payback for the $200,000-plus expense.
But among those high school grads who may not qualify for generous financial aid packages and at the same time cannot afford — or even want — an Ivy League degree, there are still lucrative options, especially if they study science, technology, engineering, and math (STEM).
The skills gap in U.S. manufacturing, for example, is well known. While as many as 60% to 70% of executives say their current employees lack sufficient skills in technology, computer, and math, the problem is exacerbated by the lack of qualified job prospects — an expected 2 million manufacturing jobs will go unfilled due to the talent gap during the next decade, according to a Deloitte study.
As I’ve said before, herein lies opportunity. There is no reason seeking a career in manufacturing should break the bank if students weigh their choices wisely. Picking a low-profile school may “pay off big both in terms of getting a good job and salary,”according to John Walsik, a Forbes contributor and author of The Debt-Free Degree.
The opportunity is best illustrated by Business Insider’s recent list of underrated colleges in America in which the US News and World Report’s rankings of the best universities was compared with PayScale’s 2015-2016 College Salary Report. Rather than pursuing degrees from the highest rated schools, high school grads should also consider schools that, although ranked relatively low on the US News list, yield high mid-career salaries.
Interestingly, Missouri University of Science and Technology, New Jersey Institute of Technology, and University of Massachusetts at Lowell, known for their science and engineering programs, all ranked in the top 5 (Pace University in New York City topped the list), with mid-career median salaries ranging from $94,700 to $102,000. Within six months of graduation, for example, 80% of New Jersey Institute of Technology graduates were either employed — top employers include IBM and ExxonMobil — or enrolled in graduate programs.
A college degree from a prestigious school means little unless your earnings quickly make it worthwhile. If only manufacturing could shake its lackluster reputation, a growing number of students may discover it holds the key to a career with a lot of upward potential — without necessarily going into big debt.
What is your take on the cost of college versus the payoff?
A version of this post previously appeared at EBN Online.
by Fronetics | Mar 8, 2016 | Blog, Marketing, Social Media, Strategy
Social prospecting helps you identify potential customers outside your established audience using social platforms.
Social media should be an integral part of your marketing strategy — we know it helps build brand reputation, gather market intelligence, discover customer problems, and influence purchasing decisions. But your lead generation efforts should also include the use of social platforms. It’s a practice called social prospecting that can be highly effective in identifying new prospects.
You’ll use your existing social handles to identify and pursue potential customers that may be interested in your business but that don’t yet know about it. HubSpot describes social prospecting: “It’s about scouring the social web, identifying potential prospects, and engaging them through content to get them to your site and move them through your funnel.”
Why does it work?
Think about the size of your established audience. Now think about the total number of active users on social media: As of the fourth quarter of 2015, Facebook had 1.59 billion active monthly users, Twitter averaged at 305 million, LinkedIn had 414 million, Google+ had 111 million, and Pinterest had more than 100 million. Those enormous numbers equal enormous potential for your business.
That’s because social media isn’t just for recreational purposes anymore. More than half (53%) of B2B buyers report using social media to research purchases, in fact. Social prospecting allows you to be proactive in finding all of the considerable number of social-media-using prospects who are looking for you, too.
How do you get started?
If you already have a social media presence, that’s step one. It gets a little more complicated from there.
Fronetics has developed a free social prospecting workbook to learn how to use social listening to generate new leads for your business. We’ve identified the quickest way to find potential customers on Twitter, Facebook, LinkedIn, Pinterest, and Google+. Every worksheet includes:
- Short preparatory work to make the actual prospecting easy
- Visual instructions on how and where to find prospects
- Pro tips that will help you get the best results
- Prescriptions (Marketing Rx) for success
- Take-home exercises for follow-up prospecting
Happy prospecting!
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by Fronetics | Mar 3, 2016 | Blog, Content Marketing, Marketing, Social Media, Strategy
Source: Rosaura Ochoa | Flickr
Here’s how marketers can launch a B2B social media program that grows business.
A recent Harvard Business Review article discloses that a number of B2B CEOs still believe social media isn’t right for them, that it’s a tool for the B2C segment. In reality, many B2B marketers successfully leverage social media to engage potential customers, gather market intelligence, build brand awareness and reputation, discover and intercept customer problems, and influence purchasing decisions before sales calls are ever made.
In short, if you are not in the B2B social media game, you are missing out on enormous business opportunities.
Getting started with social media can seem like an intimidating task, especially if your C-suite is skeptical of the benefits. Here are six steps to launching a B2B social media program that will grow your business to its full potential.
1) Speak in the right terms.
Convincing management that you want your team to spend more time on social media to gain “followers” or get “shares” might be a hard sell. To win support, focus your argument around the factors that are most important to them. Lead generation, lead nurturing, conversions, sales, ROI, profits: this should be the vocabulary with which you approach this conversation.
2) Create a strategy — and put someone in charge.
Only 11% of companies without a documented content marketing strategy find their efforts to be successful, compared to 60% of companies with a strategy in place. And that number rises to 86% when the company designates someone to lead the strategy. Working with an experienced marketing consulting firm, like Fronetics, you can develop an inbound marketing strategy that aligns with your business objectives. And whether someone on your team heads up execution or you outsource that responsibility, the leader should continually monitor analytics and tweak the strategy accordingly. Which brings us to…
3) Determine which analytics to track.
In the B2B world, it’s not about shares, likes, or impressions, though those numbers speak to your brand exposure. (Read more about so-called “vanity metrics” here.) Leads generated, conversion rates, sales, and ROI are going to be the things you’ll want to track. If you have a good, flexible strategy in place, these metrics will help you adjust your efforts to ensure you’re achieving your business objectives.
See: The Six Marketing Metrics Your Boss Actually Cares About.
4) Develop quality content.
Twenty-seven million pieces of content are shared every day — and a large portion of it is crap. A social media presence could be pretty pointless unless you’re using it to push content that is original, high quality, and representative of your brand. One of the biggest mistakes B2B companies make is using social channels to push a sales pitch. You’ll quickly lose your audience, who is turned off by a strong sales pitch. Social media is about engaging your audience, building brand awareness, and offering valuable information.
See: Three Elements of Good Content.
5) Decide which channels are right for your business.
Who are you trying to reach, and what are you trying to tell them? These are good questions to ask when trying to determine which platforms will comprise your social media program. There’s a wealth of information out there about which channels are used by whom and when. You’ll also want to choose channels that you’ll be able to maintain regularly and which play to your strengths. As an obvious example, if you don’t have the capability to make videos, YouTube probably isn’t for you. Remember, you’ll likely want to work through several different channels to reach a maximum number of potential customers.
See: Which Social Media Channels Should Your B2B Business Use?
6) Follow your competitors.
Following your competitors is a great way to stay up to date on what they’re doing, especially if you don’t have a ton of time or money for competitive research. And when I say “follow,” I don’t mean “copy or imitate.” I mean subscribe to their blogs, engage with them on social media, and like and share their content that you find meaningful for your audience. This way, you become part of the industry conversation happening online, and you know exactly what your potential customers are seeing from (and how they’re reacting to) your competitors.
See: The Role of Social Media in Supply Chain Intelligence.
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by Fronetics | Mar 2, 2016 | Blog, Internet of Things, Strategy
B2B sales must recognize and accommodate buyers at various levels of self-sufficiency in the purchasing process.
Widespread access to the Internet has changed life as we know it. Not only are once-token errands like trips to the supermarket and holiday gift shopping increasingly shifting online, but B2B buyer behavior is occurring most often in the digital space, as well. In fact, an Acquity Group study found that 94% of B2B buyers in the U.S. conduct research online to make purchase decisions.
An Internet search can yield thousands of results when a B2B buyer goes to research a specific product or service. What’s more, the buyer can access online sources reviewing and comparing different suppliers’ products, streamline purchasing through self-service shopping portals, and access digital training and support tools without ever talking to another human. Essentially, “buyers can take over many steps of buying that salespeople once cherished as their source of value,” says a Harvard Business Review article.
But this doesn’t eliminate the need for salespeople in B2B sales completely. Rather, the authors suggest that today’s sellers must develop new competencies that better serve customers with more access to information.
How B2B sales are changing
Information technology and digital channels create buyers at various levels of self-sufficiency. While some are able to gather all of the intel needed to make a purchasing decision, some are more overwhelmed than before and need help sifting through all the available information. Most buyers fall somewhere between the two ends of the spectrum. Additionally, customers can be at different levels at different times and for different products.
Therefore, salespeople need to be able to recognize where customers fall on the self-sufficiency scale and match their selling approach to the customers’ needs.
Salespeople must also be competent in various technologies that help manage customer information and outreach. CRM systems, analytics, and various infrastructures are just a few examples of digital tools sales teams have at their disposal.
New platforms like social media and email also supplant the need for traditional face-to-face selling but require an all-together different skill set. Video conferencing, podcasts, and webinars — these are also tools that sellers can use to accommodate buyer preferences and level of knowledge, should the seller be fluent in these technologies.
And with so many options to adapt to customers at various levels of self-sufficiency, salespeople must be able to coordinate communications across multiple channels. “Salespeople need competencies as orchestrators who can ensure an effective and efficient connection,” the authors suggest.
Salesforces, too, must adapt to the information age in terms of structure, training, compensation, and more.
How has your business adapted to B2B selling in the information age?
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by Fronetics | Mar 1, 2016 | Blog, Content Marketing, Marketing, Strategy
A new digital marketing program helped one firm reinvent itself after traditional methods proved ineffective.
A prominent marketing firm was experiencing an all-too-familiar predicament: They had a great product that, for some reason, was not selling. They had been following their traditional marketing regimen; however, something about the purchasing landscape seemed to have shifted, and in a way that rendered their methods ineffective.
Then, a new content marketing program changed everything in just a few months. For the better.
The firm’s business was real estate marketing, and their great product, a community of new homes in a highly desirable location. Real estate, like so many other sectors, has experienced a major shift in buyer behavior in just the last two decades, with the majority of research being conducted online. The firm realized that a digital marketing strategy, unlike traditional print ads, could better reach a wider audience of potential homebuyers.
In less than 90 days after implementing the new content marketing program, sales increased by nearly 40%. Within the year, social reach grew by 325%, web traffic by 250%, and sales by 300%.
Download this case study to learn how the firm achieved such remarkable results.
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by Elizabeth Hines | Feb 29, 2016 | Blog, Manufacturing & Distribution, Strategy, Supply Chain
As companies “tiptoe” back to the United States from overseas, the “Made in USA” label should grow more common. However, ambiguous rules are costing some manufacturers hundreds of thousands of dollars in penalties and legal fees. So what’s the problem? The coveted “Made in USA” does not always mean the same thing to companies as to the Federal Trade Commission.
Although most cases stem from California, where every single component must be sourced domestically to earn the right to be advertised as American-made, the ambiguity of FTC’s rules is likely to bring more lawsuits nationwide. FTC rules state the “Made in USA” label can only go on goods that are “all or virtually all” made in the United States. But how should companies interpret “virtually?”
The latest to be slapped with a list of reprimands by the FTC is none other than Walmart, which recently was asked to not only remove “Made in USA” logos from all product listings, but also the country-of-origin information from all product specifications (unless required by law) and U.S.-origin claims that appear in product descriptions or titles. Walmart is also required to clear advertisement copy submitted by suppliers of any USA-origin claims.
A giant like Walmart can certainly handle adjustments to its Investing in America Jobs Program — redesigned logos will now disclose the percentage of U.S. content in the product — and transparency is obviously fundamentally important in sourcing and product advertisements. But the fact still remains: Companies can only guess what qualifies as U.S.-made. As reported by Supply Chain Digest, some have taken it upon themselves to include 70 percent of domestically made components before making any “Made in USA” claims.
The dysfunction is perhaps best illustrated by the case of Lifetime Products, whose basketball hoops ended up in the spotlight last fall when two consumer lawsuits claimed they were falsely labeled. Although the hoops are, to quote the Wall Street Journal, “made of parts that are almost entirely cut, shaped, painted and assembled” at the company’s sprawling Utah factory, some bolts and the net were imported from China. The costs were staggering, with the legal fees alone adding up to $535,000, and the plaintiff’s attorney’s receiving $485,000.
Sourcing every single component domestically is no easy feat, especially for companies that just returned production from overseas and want to capitalize on the move with the “Made in USA” label. After so many years of outsourcing, it will take time to rebuild the U.S. supplier base as well as upgrading aging manufacturing equipment to meet today’s demand for speed and agility.
Lasko Products Inc., a family-owned company based in West Chester, Pa., is one example of a producer that can no longer find domestic suppliers of small electric motors. The company’s electric fans are sold at Walmart, which has discovered the effort to buy more U.S.-made products has proved particularly difficult when it comes to electrical devices.
Let’s hope the FTC can at least clarify the rules.
What do you think is a reasonable definition of “Made in USA?”
A version of this article was previously published on EBN Online.
