As a marketing consultant, all I can do is sit here and shake my head as I read one article after another about the manufacturing industry. Each one full of misconceptions – especially when it comes to machine shops.
Kill the Misconception
Machinists are often perceived as being slow to adapt to technology and marketing. In reality, though, they are often ahead of the curve when it comes to the technical side of development. It may not be in terms of managing their website, e-commerce, or online marketing, but they can program machines to make precision items we use and take advantage of every single day. A few examples would include nuts, bolts, bearings, and much more!
Not only did I work in this environment many years ago (running lathes, drill press, etc.), but I have a great deal of experience in successfully marketing machine shops. That said, here are a few common areas of focus when engaging with businesses in the world of machining: sb
- Assist with defining a better internal process and making sure it integrates with incoming leads and/or sales from their website
- Learn their niche along with custom parts that provide the biggest profit margin
- Work through complexities related to the various industries they serve – upselling and cross selling opportunities
- Understand the areas where they could use a better set of tools to create efficiencies in areas such as meeting deadlines, communicating regularly with their end users regarding lead times, delivery dates, etc.
- Introduce e-commerce in a way that makes sense to not only them, but their customer base as well – B2B and B2C
Personally, I do not find that the machine shop industry is falling behind or is slow to adapt in a world of marketing and technology. They are simply too busy running and programming machines to explain the complexity of their sales model to those who lack knowledge and experience in their industry.
If you’ve run into an internet marketing firm that doesn’t understand you or your business/industry, maybe it’s time to work with one who does. We would love to work with you to help grow your business. To learn more about the marketing strategies, customer relationship management (CRM), and other tools we have to offer, contact us today.