Equivalent Advertising Cost
We have developed a niche focusing on manufacturing PR for those who design, automate and/or produce within this sector. We write feature articles about your company and then get those published as essentially contributing writers for top-tier trade publications. This allows you the ability to control the entire process and the content that gets published. By taking this approach, you can get one article published 10-15 times (or more).
By being hyper-focused on the B2B manufacturing sector, we have taken our client’s public relations campaigns to stratospheric heights. Our feature articles have been published over 10,000 times in major trade publications and have been read by over 250 million people worldwide.
The manufacturing PR niche
Would you hire a plumber to be your heart surgeon? That better be one good plumber. The truth is we all have a specialty: manufacturing PR.
If you want quality results in a specific sector, it’s critical to find experts that excel in that field. Marketing for manufacturers is no different. The agency you hire is not only your media liaison but serves as the direct link to your potential customers. They must be able to use their industry-specific expertise to identify problems, offer solutions, and deliver qualified content that converts. Otherwise, it’s like using a plunger to unclog your arteries.
Why partner with Rankin PR for your manufacturing PR
- Guaranteed media placements
- Build credibility, brand awareness, and shorten sales cycles
- Leverage the articles for content on all other digital channels
- Maximized media coverage due to our access and established relationships with the media
- Almost zero time and effort required from you and your team
The top concern for companies looking for manufacturing PR is Generating Good Content
Our work speaks for itself. Here is an article we just wrote on DfAM for the US Navy. You may not even know what DfAM means. However, our goal is that by the time you are done, you know what it is and why the Navy (and a lot of major manufacturers like Ford and BMW) are looking for an end-to-end additive manufacturing solution.
Advanced manufacturing has yet to even crack the surface of what is possible. From generative design and lightweighting to software simulation and decentralized production, the transition to digital manufacturing promises to unlock an enormous amount of potential. Yet, large organizations – including military, aerospace, and automotive – are struggling to fully capitalize on these benefits due in large part to the complexities of integrating these technologies into an enterprise-wide solution.
An ideal platform would combine the capabilities of automated design for additive manufacturing (DfAM), additive manufacturing build preparation with machine learning, data analytics, and manufacturing execution systems (MES) into one interface. This would enable design cycle times to be slashed from weeks to hours, project costs would greatly decrease, while at the same time the quality of each part would be perfected. Additionally, supply chain complexities would be virtually eliminated because components could be designed in one part of the world and printed anywhere else on the planet, or even in space, with a push of a button.
The U.S. Navy has been trying to tackle this very problem. Recently, through a Small Business Innovative Research (SBIR) project, it requested bids on the development of an end-to-end additive manufacturing (AM) system that could be utilized across the entire Department of Defense (DoD).
Rankin PR knows B2B manufacturing PR
We work with editors in the manufacturing world on a daily basis. That allows us some insight into what type of content they are looking for, what they will and what they won’t publish. We specialize in writing articles that promote you while also engaging with your target audience.
The public relations strategies we offer are tailored specifically for companies in the manufacturing sector. With our team’s experience and expertise, you can rest assured that your company will be able to present itself in the best possible light when it comes time to publish articles.
Content that keeps on giving
Our content has amazing residual value for manufacturing companies. Unlike an ad that has a limited run, our feature articles stay online forever, essentially. Plus, trade publications are where people are going for research. According to a recent report, these are the top 5 places B2B manufacturing buyers go to research solutions:
- Digital publications – 74%
- Online training – 49%
- Vendor websites – 47%
- News aggregators – 37%
- Social media – 36%
The articles that publish in digital trade publications also provide high domain authority backlinks. This is worth more than water in the desert. Of all the SEO tricks used to get your site ranking higher, there are few things more important than backlinks. These links on other websites that direct traffic to your site are the most valuable tool in increasing domain authority and search engine rank.
The best way to get them is through earned media. Our earned media program has generated thousands of backlinks for our clients.
Plus, there is really no end to the way the content that we create can be repurposed for sales collateral, advertising, website content, social media campaigns, etc. The value of this alone puts the value of our services at stratospheric heights.
Up to 90% of the buying cycle is done before you hear from a prospect
Today, engineers are tired of being promised a “solution” only to get the runaround. So, they’re taking matters into their own hands and doing online research to find the solutions they need.
This presents a perfect opportunity for companies that serve the manufacturing industry to share content that highlights the solutions their prospects are looking for.
One of the biggest mistakes we see manufacturing companies make is holding back from publishing their “success secrets” or valuable content in fear that the competition will steal those ideas.
What many people don’t realize is that offering this information for free actually gives you a competitive advantage. It helps your prospects see why they should choose you by clearly defining your differentiators, your value proposition, and all the things that make you unique.
5 tips to amp up your B2B manufacturing PR
- Customer-centric storytelling – make your messaging about them (not you)
- Word-of-mouth – have your customer testimonials guide your story
- Disruptive, educational content – show how your offerings are changing the industry
- Maximize channels – share your stories in as many trade publications (print & online) as possible
- Manufacturing PR that boosts SEO – make sure these published articles have a backlink to your site
We’ve gotten our clients published in top-tier publications over 10,000 times, backlinks included. Set up a strategy call with us today to see how we can help!
Brand awareness is the driving force!
Brand awareness is simply how familiar your target audience is with your brand; how well do they recognize it; and do they trust it? The question really is, “are they going to remember you when a need for your manufacturing solution arises?” The answer is probably not, unless you invest the time and resources into reaching out to your potential customers with consistent, engaging, insightful messaging.
Focusing too much of your resources on your core business can leave brand awareness as an afterthought. Poor conversion rates, low market share, low website traffic, zero inbound leads? These issues can all be traced back to a lack of awareness.
Here’s the thing, brand awareness goes beyond recognition. Understanding how your customers perceive your products and/or services – reliability, affordability, quality, etc. can have a real impact on brand awareness and going one step further, brand perception.
This is exactly what our manufacturing PR program was designed to fix. Want to hear more?
Manufacturing PR tips for reaching more prospects
Reaching your target audience is becoming increasingly difficult. Surprisingly, the things that worked 10 (even 3) years ago don’t seem to work as well.
Did you know that informative content is the best way to attract, engage, and drive your audience to take action?
Prospects are looking for you to provide value and relevant information that will actually benefit them.
Here are a few tips on how we can increase prospect engagement:
- Write feature articles about your success stories
- Get those published in trade publications (print & online) 40-60 times per year
- Make 10 million impressions per year (or more) with your prospects
- Increase leads, credibility, and brand awareness through manufacturing PR
Ready to get started or want to learn more? Let us know. We’re here to help.
Manufacturing PR storytelling tops the list
Developing content that not only tells a great story but delivers real value to your customers is the key to making an impact. In fact, people are 20 times more likely to remember a fact when it has been included in a story, making it the perfect approach for today’s marketplace.
The art of storytelling lies in the ability to create emotional connections with your audience. For manufacturing B2B companies making a connection through storytelling may seem difficult. However, this is easily overcome by creating a problem-solution approach, where your customers explain how you were able to help them tackle a major pain point. Since others are likely to have the same issue, you’re creating valuable solutions for not only your prospective customers but your industry as a whole.
Content creation is a major pain point for manufacturers
According to a recent report from Engineers.com, 1 in 2 marketers that focus their sales on engineers said content creation is their biggest challenge. Why is creating content so difficult? Regardless of who you are creating the content for, it actually takes a considerable amount of time and resources.
Developing engaging content for engineers takes that to a whole new level. You have to have a high level of technical knowledge from specialized experts to reach specialized experts.
That is where we thrive. Our articles get published by engineering, design, and manufacturing publications every week.