by Jennifer Hart Yim | Aug 24, 2017 | Blog, Content Marketing, Manufacturing & Distribution, Marketing, Supply Chain
Here are seven tips for manufacturers to improve your email marketing strategy in the manufacturing and industrial sector.
This post comes to us from Adam Robinson of Cerasis, a top freight logistics company and truckload freight broker.
Email marketing is a powerful tool for growing and developing different types of businesses. However, many industries are still unaware of the power of using an appropriate email marketing strategy. Many manufacturers and industrial companies are still stuck in the one-off batch and blast mode of email marketing. That strategy is not likely to work very well in industrial marketing, where most of the purchases are expensive; complex products with long sales cycles, multiple decision-makers, and stakeholders are involved; and there is a much higher risk if a wrong decision is made.
7 email marketing tips for manufacturers
1. Avoid SPAM at all costs
The last thing that you want is for your emails to end up in someone’s spam folder or have your emails banned from someone’s inbox. Before you even start an email marketing campaign, you should print out the latest copy of the CAN-SPAM act to remind yourself of some email marketing principles, such as any recipient must have given their consent before receiving commercial email, have an option to unsubscribe from receiving further emails, do not mislead the recipient about the content or the origin of the email, and use approved methods to get a recipient’s email address.
2. Personalize your emails
You should avoid sending generic emails. Your recipients are not all the same, and you should make distinctions between them by segmenting your database. This means sending the same type of email diversified in some key aspects depending on the type of recipient. The content and filters of platforms such as Litmus and Reach Mail, which is based on personal data, geography, activity, and devices used, let you automate the entire process to narrow your focus and identify the ideal sub-section of your list.
3. Increase your traffic and clicks
By creating the perfect email marketing campaign, you will have the power to turn emails into clicks and traffic to your website. Sending relevant links to your subscribers will drive them to your website, and this increases the potential for new sales. If you want to give a real boost to your click-thru rates, you should keep in mind that you have to get rid of the clutter. Having an email that has too many graphics and banners will confuse your readers and leave them wondering what they are supposed to click on.
4. Offer quality content
You should always provide useful, quality content in an email and links to further information. Your emails should be more informative than sales-related, especially in the manufacturing industry. Talk about your company’s safety standards, advertise interviews with experts, and discuss pressing matters in your industry. Not presenting your information in a clear and accurate way will put off your recipients. You can take advantage of online tools to help you with your content writing. Use Australian Help and Oxessays as copywriting tools for writing your emails and Bigassignments to help you to edit your content. [Editor’s note: You can also partner with a third-party marketing firm to develop and execute an email marketing strategy for your business.]
5. Optimize your subscriber list
Do not rush out and buy an email list to get started with email marketing. You should grow your in-house subscriber list and get to know your customers and what they need from you.
6. Link your email platform with other channels
Email platforms, external databases, e-commerce, social media, and business intelligence systems can all be linked to optimize your business and reach more potential clients. Platforms such as Mail Chimp and Mad Mimi allow you to connect and integrate every system, synchronize the information on each, and have them communicate with each other.
7. Automation and tracking
You should try to make your email marketing strategy as efficient as possible with email marketing automation. Platforms such as the mentioned Litmus and Reach Mail will let you automate the entire process. Analyzing and tracking your campaigns’ performance is also essential. Using the analysis tools and reports available from the platforms we suggested will allow you to check and optimize your clicks, traffic, and sales.
Wrapping up the 7 email tips for manufacturers
There are many things to consider when creating an email marketing campaign. The main goal is to effectively connect with potential customers to persuade them to purchase your product by reminding them that you exist and that you are helping. Use these email tips for manufacturers to continually improve your sales and grow your industrial business.
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by Elizabeth Hines | Aug 21, 2017 | Blog, Manufacturing & Distribution, Strategy, Supply Chain
The DoD is gravitating toward advanced authenticating technologies as a means to root out counterfeit electronics in the U.S. military.
Counterfeit electronic parts are a well-documented problem in the military supply chain. At the time of a 2012 Senate Armed Services Committee report that brought the issue to the forefront, over a million counterfeit electronic parts had entered the U.S. military supply chain. The year-long investigation behind the report found 1,800 cases of counterfeits within military systems, ranging from thermal weapon sights to computers to airplanes.
The dangers of fake parts go without saying: Counterfeits not only threaten U.S. national security, but also endanger the lives of servicemen. So what steps is the Department of Defense (DoD) taking to forestall this problem?
A number of firms have developed advanced technologies that aim to authenticate genuine parts and root out counterfeits. Let’s look at a few of the projects for which the government has chosen to see where we might be heading in terms of amelioration.
DNA marking
When you think of computer chips, the first thing that comes to mind probably isn’t plant DNA. But that’s where the Pentagon’s procurement arm, the Defense Logistics Agency, is turning. DLA has contracted biotechnology firm Applied DNA Sciences to rearrange DNA from plants into unique sequences that are encrypted and attached to chips and other electronic components to distinguish authenticity.
Users simply shine a light on the part in question, on which a mark will light up to confirm the existence of the DNA. A quick swab of mark is then submitted for DNA analysis, which determines whether the part is genuine.
If an individual attempts to tamper with the chip in any way, it will distort or remove the DNA mark. The smudged or missing mark should immediately trigger a red flag for whoever is inspecting the part.
Optical scanning
Sometimes the best innovations are the byproducts of other innovations. That’s what happened with optical scanning.
The army originally brought on ChromoLogic LLC for a separate project looking at DNA’s tagging and tracking capabilities. The goal of the research was to find out if a barcoding system could be used with the DNA to improve security.
However, ChromoLogic researchers discovered that optical scanning technology developed to tag and track the DNA code also was capable of distinguishing an authentic part from a counterfeit by reading the component’s surface layer. Because counterfeit parts are forged primarily by altering the surface layer, optical scanning takes as little as one second.
SHIELD
The Defense Advanced Research Projects Agency’s (DARPA) Supply Chain Hardware Integrity for Electronics Defense (SHIELD) program is in the process of developing a small “dielet” that can verify the authenticity of electronic components.
Manufacturers insert the dielet into a component during production without compromising the part’s performance or design. A user can later employ a hand-held probe to provide power to the dielet. The dielet’s serial number uploads to a server, which sends back an encrypted message and data that could indicate tampering.
The goal, according to DARPA Program Manager Kerry Bernstein, is to “build the world’s smallest, highly integrated computer chip.” Success for this program, he says, means that any untrained operator along any point in the supply chain would be able to check and authenticate any component used by the Department of Defense or the commercial sector.
These three advanced authenticating technologies offer promising solutions to this widespread problem compromising the U.S. military supply chain. Which will prevail — if any? With counterfeits infiltrating the system at an alarming pace, the firms developing these technologies have a weighty task in front of them.
This post originally appeared on EBN Online.
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by Elizabeth Hines | Jul 31, 2017 | Blog
The Fronetics blog will be taking a brief summer vacation.
Starting today, the Fronetics blog will be taking a little hiatus. Don’t worry — it’s only for 2 weeks! We are working on some exciting things behind the scenes and can’t wait to share them with you.
We’ll be back with our regular posting schedule beginning Monday, August 21. If you find yourself missing us while we’re away, feel free to check out our ever-growing list of resources for supply chain and logistics marketers. They’ve been recently updated to reflect the latest research (and our new look).
There’s a little something for everyone — whether you’re looking for industry marketing trends or DIY content marketing guides. Here are a few favorites:
We hope you have a safe, wonderful, and relaxing end of summer, and we look forward to having you back in two weeks!
by Elizabeth Hines | Jul 25, 2017 | Blog, Content Marketing, Marketing, Strategy
When you achieve sales and marketing alignment, your company will perform better. Here’s how to get there.
The State of Inbound 2017 reports that only 22% of respondents say their sales and marketing relationship is tightly aligned. That’s a big problem.
Sales and marketing teams that are tightly aligned perform better, and revenue increases as well. Clear and consistent expectations between the two teams results in positivity across the boardroom.
Here are 6 ways to embrace “smarketing,” the process of integrating sales and marketing.
6 steps to ensure sales and marketing alignment
1. Create an agreement.
Marketing strategies are three times more effective when a Service Level Agreement (SLA) aligning marketing goals with sales team practices is in place. The SLA clearly states how each side will help one another. Some 80% of respondents with an SLA in place who feel tightly aligned report that their marketing strategy is effective. Tightly aligned marketing and sales produces higher-value marketing leads.
2. Hear it from the top.
Demonstrate the value of aligned sales and marketing across all levels of the company. C-level executives know the importance of tight alignment, and when they communicate it to managers and individuals, it will boost key players’ confidence. Shout it from the rooftops so everyone gets the message.
3. Straddle both sectors.
Create a position or positions to supervise the alignment of both fields. That person can put a plan in place with measurable outcomes, as well as mechanisms for tracking client leads and feedback. First on the new position to-do list: devising an “Alignment 101” class to train each group on expectations and processes.
4. Monitor the revenue cycle.
Develop a system to keep track of leads from inception to signing on the dotted line. Make sure both sides of the aisle can (and do) access and update lead information, allowing everyone to take ownership of business successes. Monitoring the revenue cycle keeps everyone accountable.
5. Hold meetings and calls.
No one wants more meetings added to their calendars, but a weekly or bi-weekly check in gets everyone on the same page, imperative for tight alignment. Consider listening in on sales calls and attending each other’s networking events. Have fun learning about each other’s fields and how they overlap. A fresh set of eyes on something can often lead to a positive brainstorming session.
6. Create content.
Generating content for the sales team is a helpful way to partner up. Email templates, white papers, social media content, and Q&As are all tools salespeople can use to attract the attention of potential customers. Ask your sales counterparts how you can better support them.
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by Elizabeth Hines | Jul 24, 2017 | Blog, Content Marketing, Marketing, Social Media, Supply Chain
Sharing content from third-party sources establishes your company as a go-to resource for all things related to your industry, sector, products, or services.
When I hear the word “curate,” I think of an art gallery. I think of someone systematically picking pieces of art to display together. I think of the time and effort it takes to put these pieces together in a cohesive manor.
Curating content is no different. It is the process of finding, strategically piecing together, and sharing content that is relevant to your audience through your various distribution channels. Using third-party social media posts, blogs, videos, and more, supply chain companies can enhance their content marketing efforts by distributing information that is readily available.
Research shows content curation is a widely practice content marketing method.
- 82% of marketers curate content. (IMN Inc.)
- 83.3% of marketers curate/share content with their customers and/or prospects. (Curata)
Obviously if so many marketers are curating content, there’s a reason. Here are five benefits of content curation for your company.
5 benefits of curating content
1. Establish your expertise
By digging around industry websites or social channels to find interesting and relevant information, you are proving to your readers that you are an expert in your field. You know what’s important and where to find it. You’ll become the go-to company for the most cutting-edge content — all in one easy-to-find place (meaning your audience doesn’t have to scour the web themselves). This will increase your visibility and encourage visitors to trust you as an authority in your industry.
2. Offer a variety of content
Marketers work hard to create different types of content. From blogs to videos to white papers, everyone is trying to stand out and keep things fresh. But you may not be successful at every medium. By curating content from other sources, you can get around that. If you struggle with creating videos, for example, find a reliable source that is already successful in that arena and share with your audience. Your followers will appreciate the change in scenery and will want to come back to see what else is in store.
3. Engage with influencers
TopRank’s Caitlin Burgess writes, “By curating your influencers’ content, it can take less time to achieve your goals, such as developing a working relationship with them and borrowing their audience.” By sharing content from someone who is important and/or influential to your target audience, you can begin a relationship that can have benefits to both parties: Your audience enjoys the content, and the influencer gets free publicity (from you!).
4. Stay in the know
One of the major complaints about content curation is the time it takes to research and find reliable pieces to share. And though there are tools out there to help automate this process, there are major benefits to going through the motions yourself. You’ll not only discover content you can share with your audience, you’ll also keep your finger on the pulse of what’s going on. Consider curation part for your audience and part for you to stay educated on the news and trends in your industry.
5. Keep up the demand for constant content
The foundation of content marketing is to generate leads through the consistent creation and sharing of relevant material. Unfortunately, marketers often struggle to keep up with the demand for new content around the clock. With content curation, you don’t have to be the only one producing content. By sharing quality content from various sources, you are able to supplement your own content and publish more consistently.
Being able to identify, make sense of, and distribute relevant and helpful information makes you valuable to your customers. Over time, readers will come to know you as a trusted, reliable source of knowledge — someone who is not always trying to sell them something. You are an expert in your area of business, and you save your customers and prospects lots of time and effort distributing relevant information so they don’t have to go searching for it from independent sources.
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