Things for Manufacturers to Look Out for in 2020

In Marketing by Alicia Frank

While industry growth is a positive thing, especially for the manufacturing industry and skilled trades, it can also bring with it a series of struggles. Michigan Creative talks with executives in these industries daily about the problems faced in these industries. Because of these growing pain points, we wanted to discuss some things for manufacturers and skilled trades to look out for in 2020 and how they can face these challenges head-on. 

Talent Retention

With baby boomers retiring and the technology boom we’ve experienced in the last few years, there is now more than ever a need to get new talent in and retain those people. Faced with a multigenerational workforce, it’s time to get creative in how you attract new talent. Often, manufacturers and those in the skilled trades are still looking for talent the way they did years ago — billboards, radio ads, etc. While this might have worked great 10 or 20 years ago, these efforts are not working anymore. A more effective and efficient way to connect with your target market is online. 

It is also important to keep in mind that Millennial’s and the Gen Z’ers are looking for more than just a career, they are looking for a positive culture and community. These younger generations are looking for a place where they can enjoy the benefits of working for your organization. 

So how do you convey this amazing company culture you’ve created and fostered. One word: Video. Your company culture is your primary asset for reaching new talent. Knowing who you are and your organization’s core values, mission and overall purpose is what is going to foster those new employees and ultimately, retain that talent. Not to mention, according to HubSpot, consumers prefer branded video over branded blogs.

New Technologies

The manufacturing and skilled trades industries are experiencing exciting and exponential changes. With new technologies such as artificial intelligence (AI) and robotics, the ability to automate processes are forever changing the workforce. For instance, finding new talent on the internet. Technology and going digital has opened up a wide range of possibilities for everyone in the manufacturing and skilled trades industries. The internet allows for global competition, price comparisons, a new way for reaching new talent, and the list goes on. It’s a world of endless possibilities for these industries to flourish if they keep up with the times. 

One thing we’ve found, however, is that most manufacturers and skilled trades don’t always have time to do these things to grow profitably. Here is where you want to incorporate a team of professionals who have expertise in these industries. It helps to have a team of individuals who learn your business. Let them take on the load of marketing, researching, attracting and retaining talent, and helping your organization reach the greatest ROI possible. It’s called a fractional CMO, and we’ve found it to be a great service to offer our clients who need a little more help than just marketing efforts. 

Attracting Qualified Leads

Again, traditional marketing efforts are great. But, in this day and age where technology is king, it proves to be less and less effective. Marketing is so much more than setting up a halfway readable website, and hoping someone eventually finds you. Marketing is about leveraging strategy and implementing a plan that will benefit the organization while communicating relevance and expertise. Through inbound marketing and strategy is where you’ll find your qualified sales leads. Build trust through online engagement like blogs, the correct social media channels (LinkedIn), and other helpful resources that are available. This is how you can nurture leads. Utilizing good content and SEO efforts is going to help you reach more customers than ever. 

Good content takes time and a level of expertise to effectively integrate search engine results. If you have to, enlist the help of inbound marketing experts who know the industry and know how to find your pain points.