The manufacturing industry is experiencing rapid change. Catch up on the latest trends and innovations in this sector plus what we've learned about how to market a manufacturing company in 2021

Around the world, manufacturing marketers and managers are rapidly adapting and amending their marketing strategies to win more customers. Marketing for manufacturing is a unique skill, requiring a strong reliance on physical products in a digital world. That's why so many manufacturing businesses right now are relying on omnichannel marketing to acquire and retain high-value customers. We've got marketing strategies and tactics to help boost your profits. But first, let's take a deeper look into exactly how to market a manufacturing company.

How to market a manufacturing company with the RACE Framework

Regardless of your current levels of digital maturity, the RACE Framework is a structure you can use to take stock of your current manufacturing marketing efforts and find out how to…

Chinese social media is way ahead of the rest of the world when it comes to integrating customer experience in the funnel

The constant supply of new innovations in Chinese social media has not stopped in 2021. Many Chinese social media apps now double as payment solutions, so consumers can seamlessly move between their social media streams and make purchases without leaving the app. Fast technology and a strong customer focus have shaped the social landscape in China. It’s only a matter of time before the Western social media ecosystem starts to adopt more commerce integrations. In this article, we explore five of the latest innovations to social media in China that have taken marketers and consumers alike by storm.

1. WeChat gesture recognition

Originally set up to mark Chinese Valentine’s Day, WeChat released a popular new feature in the summer of 2020 called gesture recognition. This is a hand gesture that uses two…

Your customer's omnichannel digital experience is key to meeting your healthcare marketing goals. Your ability to prioritize determines how fast you'll get there

Naturally, user experience (UX or CX) applies to just about every marketing sector right now. But, where healthcare marketing comes into its own, is the sheer opportunity for data-driven personalization. Customer-focused healthcare marketing taps into the benefits of digital transformation for manufacturing, logistics, supply chain, healthcare agents, and the patients as end-users. Firstly, let's consider the digital disruption which puts consumers in a researcher's shoes, and making personal decisions about their healthcare, online: 47% research doctors online 38% research hospital and medical facilities online 77% book medical appointments online But how can marketers and managers anticipate and satisfy the needs of healthcare consumers demanding products and services on-demand? In this article, we will look into some elements of digital experience, including recommended resources from our Digital Experience…

9 pointers for strategic marketers to implement and benefit from cross-channel marketing

Cross-channel marketing is a strategic, customer-focused digital marketing technique used by marketers globally to provide their customers with a consistent experience when interacting with their brand across multiple digital channels. It is a powerful way of designing your marketing strategy to create customer journeys involving various channels. Implementing a cross-channel marketing strategy can be a little intimidating. You need to take care of multiple channels while designing your campaigns. Keeping track of every campaign and integrating their analytics is certainly not an easy task. But before we dive into how you can create a successful cross-channel marketing strategy, let’s understand why it’s needed in the first place.

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Why should you consider cross-channel marketing?

Cross-channel marketing improves the shopping experience of customers through personalization. It allows you to reach out to your customers across multiple channels to ensure that your brand remains…

Discover your top customer experience (CX) issues quickly

How do your customers, both current and prospective, really feel about the experience they’re having with your brand? How can you best measure this? In this post, I share three cost-effective analysis techniques you can use to get these answers. I realize it’s more fun to focus on acquiring new customers. It’s satisfying to see those acquisition metrics rise as you capture more visitors through your organic, paid and social campaigns, then nurture them with your content marketing. But if there are any 'experience or expectation disconnects' during those first touch points, these prospects may not feel an emotional connection with your brand, and not convert as a result. [si_guide_block id="86160" title="Download our Free Resource – 10 common website customer experience mistakes" description="This guide reveals examples of poor website design from different sectors which are commonly seen, but best avoided."/] Also, it’s much more expensive to…

How do you make sure that your website’s user experience is on par with your visitors’ expectations?

There is a very close relationship with a website’s user experience and the conversions you generate from it. Getting traffic to your website is only the first step; from that point on, you need to provide a good enough user experience to make your visitors want to hang around for longer and even more so, convert. But how do you make sure that your website’s user experience is on par with your visitors’ expectations? [si_quick_block id="84653" title="How to run an effective CSAT survey" description="You may need to carry out a customer satisfaction survey to learn more about what people like and loathe about your brand. They're great ways of gaining insights that can drive your digital transformation, so use our Quick Win to learn how to quickly create an effective survey."] In this blog post, I’m going…

SEO and UX are both vital to ensuring your site ranks and converts. Despite this, many sites make big mistakes with both SEO and UX that can have negative effects

A website can significantly boost a company’s popularity, bring new clients, and improve its ROI. At the same time, a low-quality website can cause the company to lose out on those aspects. The Plerdy team has prepared an overview of popular SEO and UX mistakes that can repel customers and have a knock-on effect in terms of revenue, as well as rankings.

SEO mistakes

Quality website optimization is one of the most important elements of content-marketing, With its potential to attract new users to the site and eventually level up the business, SEO remains in the spotlight of marketing professionals’ attention. [si_guide_block id="80207" title="Download our Free Resource – 10 business-limiting SEO mistakes" description="Our guide takes you through some of the big SEO mistakes…

UX and site usability are two important Google ranking factors that help make content relevant.

To help users find answers to their questions in an easier and faster manner, Google promotes websites that offer an impressive user experience (UX). UX and site usability are two important Google ranking factors that help make content relevant. Backlinks have long been the number ranking factor but with the rise of artificial intelligence and Google’s RankBrain, a better UX is gaining ground and fast. It helps people to stay on your site longer and find what they are looking for. [si_guide_block id="5686" title="Download our Individual Member Resource – Improving results from your website guide" description="This guide helps you to get the balance right, through explaining many inspiring examples of best practices from different sectors including B2B, retail e-commerce, travel and financial services."/] Good UX decreases bounce rate while improving time on site and conversions. All…

People always prefer a brand that keeps them happy and satisfied, so improving your customer experience will be beneficial

‘Satisfaction’ and ‘happiness’ are the two critical factors that keep customers loyal to any brand and should be a be driving factors of your customer experience strategy. People always prefer a brand that keeps them happy and satisfied. Happiness can be achieved when the product or service works perfectly and the customer service offered is exceptional. Customers are also satisfied when a product or service is able to satisfy their exact needs, which means understanding what these are. So, how can you provide a pleasurable experience to your customers so that they remember you and return again and again? Here are five great ways to improve the customer experience offered by your company in 2019: 

1. Leverage the power of artificial intelligence

Gartner has already predicted that by 2020, virtual agents like chatbots will…

Suggestions and best practices from finance, travel, real estate and retail

Creating a compelling user experience (UX) is essential for any website. Whether you’re working in retail, finance, travel or real estate, UX is important to fulfil the user's needs and provide a positive experience that keeps people loyal to the brand. The increasingly mobile nature of web experiences today means that UX has become more important than ever. After looking at several hundred sites, Google has developed a series of UX playbooks, tailored for different sectors. Google realized that there were certain universal UX elements that helped create a frictionless shopping experience for users and have identified key best practices and principles. [si_guide_block id="38757" title="Download our Business Resource – E-commerce design pattern guide" description="We created this guide to give our members a definitive reference of best practice for the design of key website page templates essential in retail e-commerce websites."/] All…