In the latest episode of the Industrial Marketing Leaders Podcast, Jeff Long sits down with Emily Ting from CCS to dive into the nuances of marketing for small to medium-sized industrial manufacturers.
The episode covers a range of topics, including the importance of content marketing, building customer satisfaction, and transitioning from tactical order takers to strategic growth drivers.
Meet Emily Ting
Emily Ting is on a mission to transform how industrial marketers operate. With her significant experience in industrial automation, she aims to shift marketing from a cost center to a driver of growth by focusing on strategic thinking. Her insights help marketers evaluate activities, prioritize impactful initiatives, and communicate value in a way leadership understands.
Key Insights and Takeaways
Start with Video: Emily Ting suggests beginning content marketing efforts with video. “People would typically rather watch a short video about a topic,” she says. Videos can be repurposed into articles, social media clips, and email marketing content, among other things, making them a versatile foundation for any marketing strategy.
Educating Your Customers: Emily emphasizes the need to educate your audience. “Gone are the days where only cold calling and door knocking work,” she points out. With 82% of B2B buyers doing their research online before reaching out, providing educational content helps build trust and positions your company as an industry expert.
Thought Leadership: Consistency and authenticity are crucial for thought leadership. Connect with your audience on platforms like LinkedIn by sharing insights and industry knowledge. “Posting on LinkedIn helps me get what’s in my head out onto the metaphorical paper,” Emily shares. This approach not only benefits your company’s visibility but also establishes you as a thought leader.
Balancing Marketing with Business Demands: Emily stresses the importance of strategic planning. “Make content creation a strategic goal with measurable outcomes,” she advises. Allocating specific time and resources ensures that marketing efforts don’t take a backseat to other business activities.
Podcast Questions & Answers
How does CCS’s philosophy of creating customer satisfaction influence your marketing strategy?
Emily explains that in Japan, customer satisfaction is taken to an extraordinary level, often going above and beyond to meet customer needs even if it requires extra time and money. “From a marketing perspective, we try to fill in the gaps in customers’ knowledge or understanding of machine vision lighting,” she says. This involves providing educational content and finding unexpected ways to delight customers, such as interactive challenges at trade shows.
What types of content are beneficial these days and work well for you?
“We’ve found that educational events like webinars are very beneficial,” Emily shares. These events help educate the audience and can be repurposed into various formats like short video clips and social media posts. By strategically recycling content, companies can maximize their reach and engagement.
Why do you think marketing is often undervalued in small to medium-sized manufacturing companies?
Emily believes that many of these companies grew through strong relationships and didn’t initially rely on marketing efforts like brochures or websites. “As a result, marketing was often undervalued,” she notes. However, in today’s digital age, marketing has become crucial for reaching new clients and expanding business.
How do you approach your marketing day-to-day with limited resources?
Emily mentions the importance of having strong relationships and trust within the company. “I had good relationships with two influential figures in the company, which allowed me to try different things,” she explains. Building trust within the company can help get buy-in for new marketing initiatives.
Do you have any advice for companies hiring people with little to no marketing background?
“Find your champions within the company,” Emily suggests. Look for individuals who have a seat at the leadership table and are open-minded and willing to support new initiatives. This helps ensure that your marketing efforts are heard and given a chance to succeed.
Final Thoughts
This episode with Emily Ting provides invaluable insights for marketers and business leaders in the industrial sector. From understanding the importance of starting with video content to the necessity of educating your audience, Emily offers practical advice that can significantly enhance your marketing strategy.
Emphasizing consistency, value-driven communication, and strategic planning can help elevate your marketing efforts from tactical tasks to strategic growth drivers. By implementing these strategies, you can build a compelling digital presence that resonates with your audience and drives long-term success.
Tune in to the full episode of the Industrial Marketing Leaders Podcast and be sure to subscribe to stay updated with the latest insights and strategies in industrial marketing.