Tag Archive for: Manufacturing Meets eCommerce

Top 13 Reasons Why Manufacturers Struggle with eCommerce

Why do some Manufacturers Struggle with eCommerce? 

Struggle in the sense of wondering where to even start.

Additionally, struggling with the question if eCommerce will actually provide a return for their business. 

As the saying goes, “you don’t know what you don’t know” certainly applies here. 

If you have never experienced the powerful results that eCommerce delivers, it makes perfect sense to be reluctant to embrace an eCommerce strategy.  

Especially when there are no guarantees with results. 

However, since you “don’t know what you don’t know”, consider these questions:

What if eCommerce took your business in an entirely new direction? 

What if eCommerce led you to new markets? 

Opened doors that you never knew existed? 

Well, here is one reason that may motivate you to take the plunge into the B2B eCommerce market: 

Forrester forecasts that US B2B eCommerce will reach $1.8 trillion and account for 17% of all B2B sales in the US by 2023.

$1.8 TRILLION!!!! 

So with that piece of interesting information, let’s take a look at a number of reasons why manufacturers struggle with eCommerce. 

(See post: “Dying to Enter the eCommerce Graveyard: Please Don’t Be Next”)

Top 13 Reasons Why Manufacturers Struggle with eCommerce

After consulting with dozens of manufacturers over the years, many reasons surface as to why manufacturers Struggle with eCommerce.

Here are 13 of the most common concerns that I encounter:

  1. Skepticism: Will eCommerce help achieve goals and offer ROI?
  2. Overwhelming: Entering the unknown
  3.  Do not fully understand how eCommerce works
  4. Too busy: Lack of time, energy, and resources 
  5. Who will manage? No key employee on hand to champion the cause 
  6. Financial risk: Too expensive 
  7. Not familiar with an eCommerce web design firm that they know or trust
  8. Who will create content for the eCommerce site?  Product descriptions, pictures, videos, etc…
  9. Who will execute marketing strategies?  SEO, Pay-Per-Click, Social Media, Video, Blog, etc…
  10. Do not accept credit cards: Don’t want to sacrifice the 2-3%
  11. Customer Service concerns: Who will deal with consumers? Phone calls? Emails? Bad leads? Spam?
  12. Current infrastructure does not fit shipping small quantities to businesses or even consumers 
  13. Unsure of 4 P’s: Product, Placement, Price and Promotion

This holds true especially for small manufacturers who deal with just a handful of customers. In many cases, the same customers that they have dealt with for years. 

Each reason holds as a legitimate concern which contributes to not moving forward. 

So let’s discuss how to become unstuck. 

What do you have to lose?

Struggle with eCommerce

What is the absolute worst thing that could happen if you tipped your toe into eCommerce? 

Would the investment of time and money severely damage the company? 

Is it just a matter of stepping out of a comfort zone?

A saying in my family goes, “You will never find your next favorite food or restaurant unless you try new something new.” Therefore, broaden and expand your horizons. 

“You will also never discover your next favorite city unless you travel.” So explore.  

The same could be said about eCommerce. 

Is it possible that the Struggle with eCommerce would not be a struggle at all? 

Actually, it is just a matter of getting in the game. 

Creating a strong eCommerce presence represents your 24 sales tool.

Opens new doors. 

Creates entirely new possibilities. 

Struggle with eCommerce: Any options? 

In many cases, manufacturers just simply do not know where to start or who to turn to for help. 

Especially since manufacturers are extremely busy. Time is a premium.

As a manufacturer, you have spent years upon years mastering your trade.

Focusing on perfecting systems and processes. Operations. Quality. Safety. Collecting receivables. Vendor relationships. Cash flow.

In addition, you tackle administrative nightmares with government regulation, taxes and constant changes in health insurance premiums. Fuel prices. Furthermore, now add tariffs to your list of concerns.

With all of those heavy burdens, who has time to figure out how to execute an eCommerce strategy?

With most problems at a business, it seems there exists a professional service to pull that particular source of stress off of your plate. 

For example: 

Payroll = ADP, Paychex, local payroll services, etc…

Legal = Your attorney, Legal Zoom, etc…

Accounting = Your accountant, Quickbooks, etc…

Insurance = Insurance agents, Geico, Allstate, etc…

Delivery = UPS, FedEx, U.S. Postal, common carriers

Hiring new staff = Employment and temp agencies

Yet, where do you turn for eCommerce expertise?

   Simple Solutions to Conquer the Struggle with eCommerce

Struggle with eCommerce

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” – Nineteenth century retail pioneer John Wanamaker  

As John Wanamaker wisely states, figuring out correct “half” of marketing proves critical. 

This quote certainly relates to creating an eCommerce strategy as well. 

As you contemplate your eCommerce strategy, minimizing time, money and resources while maximizing ROI is the name of the game. 

Marketing is all about testing. 

Yet, with marketing it always seems like there are no simple answers.

Especially for business owners with no experience with eCommerce, internet marketing and social media strategies.

For example, who is going to create relevant content?

What topics are you going to type about that will connect with potential buyers?

(See post: “25 Blog Topics for Manufacturers Eager to Start Blogging”)

What social media platforms make the most sense for you?

Tackling these concerns can be daunting.

Thus, the struggle! 

Let’s take a look at a couple relatively easy and painless options for you to consider as a first step into the world of eCommerce. 

Amazon & eBay

If you are uncertain of a direction as well as figure that the cost of a new eCommerce store sounds too expensive, try an online marketplace.

Especially if you manufacture proprietary products or finished goods.

Explore a safer, easier and less expensive route for eCommerce beginners by placing products on Amazon or eBay. 

Amazon and eBay serve as a fantastic starting point with a massive audience already built in. 

Odds are you have purchased products on either or both websites (probably a foolish statement, right?).

Both online marketplaces deliver instant opportunity for exposure to millions of potential customers.

Amazon and eBay each serve as an outstanding resource to research and develop your product line as well as build your brand. 

This is an extremely inexpensive solution to just get started. 

Add WooCommerce to Your Current WordPress Website

Another affordable and effective option, if you use WordPress for your current website, add the WooCommerce plugin.

Best of all, it is easy to add and FREE. Talk with with your web designer about what it would take to start an eCommerce store with WooCommerce. 

This route allows you to experience the steps of creating your own eCommerce store. 

An eCommerce store also takes your current website beyond the “online business card” phase. 

Though this route lacks the instant audience that Amazon and eBay delivers, WooCommerce still provides a powerful tool for your current customers as well as reaching out to new markets.

These options offer you an excellent opportunity to test the eCommerce waters to see if you have a viable and competitive product or strategy.  

Wrapping It Up 

Thanks for taking the time to read this post. 

The goal here is to help you capture a piece of the upcoming $1.8 TRILLION B2B eCommerce market. 

Over the coming weeks, we are going to dig much deeper into creating a viable eCommerce strategy for your business. 

Hopefully providing you with the tools and resources to help you make a successful plunge into eCommerce. 

So what struggles have you experienced with eCommerce at your business?

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The Official eCommerce Checklist: Manufacturing eCommerce Success

The time has finally come for you to join the massive B2B eCommerce party. In fact, it’s the $1.8 TRILLION B2B eCommerce party! One challenge though: Where to start? Wouldn’t it be great to have an eCommerce checklist to walk you through the process?

We have your back.

Especially since you’ve made the outstanding decision that you can no longer afford to be the “Best Kept Secret”.

However, if you are not tech savvy and have no experience in eCommerce, just getting started can be daunting and overwhelming.

Yet, embracing eCommerce offers a healthy dose of opportunity.

The goal here is to provide the necessary tools and guidance to help you reach eCommerce success.

Above all, put you on the right path.

Not only to catch up with the competition but also to create competitive advantages that surpass others selling similar products.

This discussion primarily targets manufacturers just starting out in eCommerce.

The intention is to help Scale your Proprietary Process with eCommerce.

Another powerful approach for manufacturers entering eCommerce is to turn your proprietary process into a proprietary product.

Most importantly, entering the world of eCommerce offers extremely exciting new opportunities. 

Opens new doors. 

The bottom line: Sell more products that you are an expert at producing.

Following an eCommerce Checklist dramatically helps your cause.

eCommerce Checklist: Settlers Reap the Land 

eCommerce Checklist

I had a mentor who used to always say, “Pioneers ended up with arrows in their backs. Settlers reaped the land.”

At this stage, the pioneers of eCommerce from the 1990’s and early 2000’s paved the way for entrepreneurs today to easily navigate eCommerce strategies.

There is no reason to find arrows in your back. Therefore, come in as a settler and reap the rewards.

Take advantage of the avoiding the mistakes that others have made.

Following an eCommerce checklist helps you reduce stress while starting your eCommerce journey. 

Especially since now is the time to join the exploding B2B eCommerce market. 

To sum up, you have been in business for many years.

Selling through traditional sales channels.

You found your place in the supply chain that made sense and hopefully lots of Cents.

Now you feel like the world made a drastic change.

Yet, no one sent you a memo on these changes though.

Sometimes change is subtle.

That is until it is no longer subtle and hits you in the face.

Suddenly you find that the traditional supply chain is not following the rules as before.

For example, Alibaba provides a mammoth marketplace making Chinese-made goods much more accessible and easier to purchase. 

In addition, Amazon is soliciting Chinese manufacturers to sell direct to American consumers. 

How have these changes impacted your business? 

Well, change comes hard. Especially when the change is uninvited.

However, change is inevitable.

So let’s dig right in on the necessary steps for you to enter the eCommerce arena.

The B2BTAIL eCommerce Checklist

The B2BTAIL eCommerce Checklist is a basic guide to help you get started.

The intention is to get you in the game and on the field as soon as possible.

This eCommerce Checklist targets two separate scenarios:

  1. For the DIYer: You can use this as a tool if you are a Do-It-Yourselfer looking to tackle the entire eCommerce project internally or on your own.
  2. Otherwise, if you are hiring a web design firm to create your eCommerce store, this checklist serves as a helpful guide to complete the project in a timely fashion. Most likely, your web designer provides their own eCommerce checklist with much greater detail.

With no further ado, here we go…………

eCommerce Basics

  • Domain Name
  • Website Host
  • Select your eCommerce platform (Ex: WooCommerce, Shopify, BigCommerce, etc…)
  • Responsive Design: Mobile Friendly 
  • Company Logo
  • Color Scheme
  • Layout w/Strong Call to Action
  • Category Header of Products or Services 
  • SSL Certificate
  • Install Google Analytics
  • Sitemap
  • Keyword Research

Company Info:

  • About Us
  • Company History
  • Contact Us: Phone, Email, as well as Social Links
  • Meet the Team Page
  • Privacy Policy
  • Security Policy
  • Terms & Conditions
  • FAQ

Payment Options:

  • Credit Card Processor
  • Payment Gateway
  • Payment Options: MC, Visa, AMEX, Discover, PayPal, Google Pay
  • Set up your state sales tax
  • Fast & Easy Checkout Process 

Shipping:

  • Shipping Policy
  • UPS or FEDEX Map (show delivery times)
  • Show Shipping Rates
  • Expedite Options
  • Provide Tracking Info
  • Return Policy
  • Drop Ship Policy (if relevant)
  • Contact UPS, USPS and FEDEX for Discounts

Customer Service: 

  • Separate dedicated phone number to track eCommerce leads
  • Designated customer service staff to handle eCommerce sales – train accordingly
  • Dedicated emails with your company domain name (@your company – avoid gmail, hotmail, etc..)
  • Set up relevant email accounts (Ex: info@, Sales@, RFQ@, etc…)

Product Listings:

  • Product images (multiple angles)
  • Short Description: Quickly describe what are you selling
  • Long Description: (detailed) sizes, dimensions, specs, all necessary info (do not assume your customer knows your product)
  • Price (single price, quantity breaks, blanket orders, as well as scheduled shipments)
  • Product warranty or guarantee
  • Safety Certifications (Ex: UL Certification)
  • Product videos

eCommerce Checklist: Keep it Lean

eCommerce Checklist

As you take the plunge into eCommerce, go into the process flexible and also lean.

Consider a similar strategy as the book, “The Lean Startup” by Eric Reis.

Eric Reis preaches flexibility and agility. 

Furthermore, be laser focused with your strategic plan. However, be flexible enough to listen to customers.

You may think you have created the greatest mousetrap on the planet.

Yet, the market with confirm if you are right or not.

Give yourself timelines, benchmarks as well as specific goals.

Additionally, a major benefit with this strategy, eCommerce offers you the flexibility to change quickly.

Lastly, keep adjusting and tweaking until you find your grove.

eCommerce Checklist: Think Profit! 

 

In conclusion, what do you think? 

Are you ready now to make the leap into eCommerce? 

Still questioning why go into eCommerce in the first place?

There is truly only one answer. Profit!

Profit by opening new doors as well as explore new markets. 

If you are ready to launch your eCommerce store right now, let’s take the plunge.  

You have my word, eCommerce will create new opportunities and reach customers that you never knew existed. 

Following each item on the eCommerce Checklist is one step closer to reaching your goal. 

Just put one foot in front of the other to finally…..get in the game! 

 

Thanks for stopping by. You can also check out these helpful posts: 

 
 

 

 

 
 

 

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Captain Your Ship! eCommerce Helps You Stay in Your Wheelhouse 

Another tremendous benefit for manufacturers embracing eCommerce: eCommerce allows you to stay in your wheelhouse. 

As a manufacturer, ever find yourself stumbling out of your wheelhouse? 

Drifting down a path that falls outside of your strengths and core capabilities. 

Especially for custom manufacturers. 

If you do not know what I am referring to, God bless you! 

Otherwise, for the rest of us, let’s further discuss. 

Many manufacturers have built a nice business and made a comfortable living for years relying on a handful of customers.

Unfortunately, the world keeps changing. Global competition becomes more fierce every year.

The internet, digital marketing, and eCommerce have opened doors that previously never existed.

However, manufacturers still struggle with embracing these new technologies. 

Especially since phone book ads have vanished (my daughter, “What is a phone book?”). Trade shows are expensive.

Word of mouth is now a Google search and social media. 

Consulting with dozens of custom manufacturers and job shops over the years, these small business owners consistently share a frustration of finding new leads.

Let alone quality leads. 

In particular, manufacturers frequently receive a request for a quote on a product or process that falls outside of their wheelhouse.

In other words, projects beyond their current capabilities or specific area of expertise.

So what happens?

As we all know, a rudderless ship drifts off course quickly. 

This is a big problem so let’s dig deeper. 

Related Article: Hey Manufacturer, What’s on Your Menu? Perhaps a Plate of eCommerce?

Stepping Outside of Your Wheelhouse 

Wheelhouse

Let’s paint a picture. This story may sound familiar. 

A new lead arrives. This potential client sends in a request for quote. 

Yet, after you evaluate the job, you know this particular project falls outside of your wheelhouse. 

You lack the experience and expertise to truly tackle this project effectively. 

However, you know next quarter looks soft. Actually, softer than you prefer. 

Machines need to keep running while the staff also needs to keep working. 

On top of it all, you are currently blessed with an amazing team that you would hate to break up.

In addition, layoffs just crush morale as well as cost you valuable talent. 

Therefore, you decide to pursue this new lead. 

Even though you know this project has the potential to drain time, energy, and resources. 

Who wants to pass up on a sale? 

Unfortunately, you know how this story frequently ends. 

Your quote comes in below the competition. You are the cheapest. 

As a result, you win the bid. 

Why? 

You stepped outside of your wheelhouse. 

Due to your inexperience, you accidentally misquote the job. 

Oops!

Parts, procedures, and steps in the process were overlooked (or simply not understood).

Labor units that you were certain would take seconds actually amount to minutes. 

As you know, minutes certainly add up quickly…..in the wrong direction. 

Especially when the customer ordered thousands of parts.  

Now what?

Believe it or not, I have actually heard clients state, “what are we going to do if we actually land this bid?”

Embracing eCommerce helps to prevent as well as avoid these costly catastrophes. 

Related Article: Eliminate the Cumbersome RFQ Process with eCommerce

 

Definition of Wheelhouse

So, let’s back up a second here. 

What is the definition of “Wheelhouse” anyway? 

According to Merriam-Webster.com:

1: PILOTHOUSE– a deckhouse for a ship’s helmsman containing the steering wheel, compass, and navigating equipment
2: a place or center of control or leadership (as in an organization)

3: a. baseball: the section of the strike zone where it is easiest for the batter to hit the ball well. The home run came on a 3–2 pitch. The pitcher tried to get the batter with a sinker. “Except it was right in his wheelhouse.” 

b: an area that matches a person’s skills or expertise… It was right in their wheelhouse

So, take a moment and think about your strengths and core capabilities.

Your Wheelhouse.

The processes that you are absolutely best at.

On the other side of the coin, think about any processes or customers that currently pull you OUTSIDE of your wheelhouse.

The result?

Slipping out of your wheelhouse causes serious harm and damage. 

Draining time, energy, resources and most importantly, hurting profits. 

Related Article: Top 13 Reasons Why Manufacturers Struggle with eCommerce

Be the Captain of Your Ship!

Embracing eCommerce keeps you in your wheelhouse while helping you enjoy the cruise. 

Furthermore, establishing an eCommerce strategy allows you to predetermine your product line as opposed to pursuing bad leads. 

My father always preached, “chase profits, not sales.”

Pursuing an eCommerce strategy reduces the temptation of chasing sales that fall outside of your expertise.

Therefore, narrow your target.

Stay in your lane. 

Laser focus on what you are absolutely best at. 

Capture each and every advantage available.

Strive to perfect your proprietary process. 

Fixate on the products that you already manufacturer…. incredibly well. Efficient and profitably. 

Then unleash your strengths with eCommerce.

Market these products as if your business and staff depend on it. Because they do. 

Position yourself leaps ahead of the competition.  

The results?

Thrive in your Wheelhouse and Be the Captain of Your Ship!

Bon Voyage!!

Wrapping It Up 

Thanks for reading this post. 

Hopefully you found this helpful on your eCommerce journey. 

If you are in the early stages of jumping into eCommerce, go to our eCommerce Checklist.

For additional helpful information, please check out these links: 

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eCommerce Allows You to Test Market New Products & Ideas (Cheaply)

Another powerful benefit available with embracing eCommerce for manufacturers: eCommerce allows you the opportunity to explore the market by testing new products and ideas. 

In other words, eCommerce enables you to create your very own R & D department (Research and Development). 

Cheaply…oops…I mean, inexpensively! 

Related Article: Another Incredible eCommerce Benefit: No Major Capital Expenditures

How cool is that?! (btw, is cool still a “cool” word to use these days?)

Adding an eCommerce store to your current website allows you to test new products as well as explore new ideas on the market. 

However, not in the sense of high end engineering or trying to invent the better mousetrap. 

Simply taking the products that you currently produce on a daily basis and aggressively discovering new markets. 

Remember, we need you to stay in your Wheelhouse. 

The market will certainly let you know if your products and ideas provide value or not. 

Launch a new product, service or idea, and the market WILL respond. 

Hopefully with open arms.

Otherwise, the market responds with total silence. 

In other cases, the market responds by saying this idea stinks yet we suggest another direction that makes more sense (and more cents). 

Related Article: Captain Your Ship! eCommerce Helps You Stay in Your Wheelhouse 

The market tells you if you are right (or my case, wrong!)

For example, 100 years ago (well not quite that long ago but it sure feels like it) I founded an eCommerce company. 

This was 1995. 

I quickly discovered how eCommerce plays the role of your market research department. 

At that time, my goal was to build a Business to Business eCommerce company. 

However, the market had other plans. 

Here was my mistake, I was determined that business owners were our target market.

Business owners in 1995 were primarily folks 30 years of age and up. 

The Silent Generation (1925 – 1945) and Baby Boomers (1946 – 1964). 

Turned out I was completely wrong about the target. 

One major challenge that I overlooked? 

The Silent Generation and Baby Boomers were not quite ready to embrace eCommerce in 1995. 

Comments at that time included: 

  • Purchase products over the computer? 
  • What is this “internet thing” anyway? 
  • Isn’t the internet just a fad? 
  • Most importantly the biggest hurdle back then: “enter my credit card information over the computer? What are you out of your mind?”

Come to find out, do you know who had no problem making purchases over the internet in 1995? 

Twenty-somethings. 

Related Article: Like It or Not, Your Website is Your 24 Hours a Day Sales Rep

Market to Generation X

Gen X quickly surfaced as a much more accurate target market. 

Twenty-somethings who were not business owners at all.

One order after the other, we kept shipping products to consumers. 

Many customers were working professionals who could easily shop in the evening as well as over weekends.

Consumers looking for convenience, a wide selection and low prices which eCommerce offers. 

Younger generations always embrace technology much quicker. 

Orders started to trickle in. 

Then more frequent. 

Eventually, they flowed 24/7. 

As a result, eCommerce was an absolute game-changer for my company.

Actually, it completely changed my life. 

It took our company national. From a small local wholesaler to ultimately shipping to all 50 states, American military bases abroad, American territories as well as Canada. 

As a result, we were completely blessed to earn a ranking on the Internet Retailer Top 1000 Companies 3 years in a row. 

As you explore new technology. New opportunities. Take a moment to sit back and digest a critical question: Who is your target market? 

I like to refer to your ideal customer as “Soulmates”. 

Who is that coveted customer you are seeking? 

In addition, what customers would greatly benefit from connecting with you? 

Related Article: Seeking Soulmates: Does Your Website Attract Dream Customers?

B2C You Fool, Not B2B

Lo and behold, a valuable lesson learned. 

B2C showed interest, not B2B. 

At that time, my company served the market as a wholesaler who sold strictly to businesses such as retailers, grocery chains and sole proprietors. 

Therefore, selling to consumers skipped a step in the supply chain.

As a wholesaler, selling directly to consumers introduced tremendous benefits to both the consumer and our company as well. 

First of all, skipping a step in the supply chain welcomed higher profit margins for our business. 

However, even though eCommerce brought higher profit margins for our company, the customer still saved a great deal of money by not purchasing these particular products at retail prices. 

Another powerful benefit that eCommerce offers, we eliminated all receivables.

With eCommerce, every single order is paid for prior to shipping. This was glorious. 

Additionally, all orders shipped via UPS. Outsourcing shipping to the logistics experts delivered (sorry for the pun) a powerful competitive advantage. 

This brought another wonderful moment of freedom. We sold off all of our delivery vehicles (which constantly broke down). 

Furthermore, we captured thousands of customers which eliminated the threat or weakness from relying on a handful of customers representing a large portion of sales. 

Moral of the story here, when the market speaks, it certainly pays to listen. 

In my case, testing eCommerce opened the door to an entirely different market than intended. 

As a manufacturer, you have a golden opportunity with eCommerce to skip a step and find yourself closer to the end-user. 

Get in the eCommerce game to test the market with new products cheaply and efficiently. 

Go for it and discover new customers that you never knew existed. 

Your future customers are eagerly waiting! 

Related Article: A Minimum Viable Product Helps You “Get in the Game”

Wrapping It Up 

Thank you for stopping by to read this post. 

Hopefully, you found this article helpful for your eCommerce journey. 

For additional helpful information, please click on these posts below: 

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Focus on Your Core Strengths for Your Keyword Strategy

Focusing on your core strengths for your keyword strategy plays a critical role in executing a successful eCommerce strategy. 

Especially since targeting your core strengths allows you to better market and brand your business by beating the drum of your specific area of expertise.

Maximize what you know best!

Staying in your wheelhouse also allows you to distance yourself from the competition. 

Remember, there is NO ONE who knows your proprietary process better than you.

Capitalize on Scaling Your Proprietary Process where you have the tools, resources, equipment, machinery, staff, experience, as well as a system in place to tackle customer needs.

Especially as a custom manufacturer where you make parts for other companies such as OEMs as well as provide components that go into a finished good.

As a result, focusing on these specific parts and products provide much greater ammunition for you with your keyword strategy.

Related Article: Hey Manufacturer, Let’s Scale Your Proprietary Process with eCommerce

Core Strengths = Keyword Strategy 

So we have determined that plenty of potential customers would greatly benefit from your expertise who simply do not know that you exist. 

Not yet anyway. 

The fix?

Start promoting your proprietary process as a proprietary product.

So, how can you convert your proprietary process into a proprietary product?

You may find it difficult to pick a direction or one specific process.

Many of my clients find it challenging to pick one process from their menu. It is like picking your favorite child.

You feel that each area of your business is vital.

However, let’s take a look at your top process.

How?

Do a SWOT on various areas of your company.

Where do your core strengths exist?

Another critical consideration, what does the market NEED?

Many entrepreneurs (including me) confuse what we THINK the market wants as opposed to the market actually NEEDS.

Let’s break down each category to explore possibilities.

First, identify the industries that your customers service.

In addition, is there another industry that purchases components that you produce? Or something similar?

What is the name of that part? Do other industries use another name for that part?

Scale Your Proprietary Process with eCommerce Formula

Therefore, below includes a very simple “Scale Your Proprietary Process with eCommerce Formula” that is full proof: 

Experience + tools + equipment + staff + suppliers + raw material + resources = Your Proprietary Process 

To take it one step further: 

Your Proprietary Process + eCommerce = Scaling Your Proprietary Process with eCommerce 

As we work on your keyword strategy, starting thinking about all of the terms that an ideal customer (soulmate) would type into a Google search. 

That’s the direction we need to head. 

Related Article: Hey Manufacturer, What’s on Your Menu? Perhaps a Plate of eCommerce?

Keyword Strategy for Custom Manufacturers 

To make a comparison for manufacturing, let’s consider a keyword strategy for your company.

For example, if you want to rank for “custom manufacturer” we would face an uphill battle.

Google shows over 600 million webpages for “custom manufacturer”.

“Job shop” produces over 3 BILLION webpage results on Google.

More importantly, that is such a broad phrase any leads that you do attract would likely not fit what you actually do.

We want to promote your specific proprietary processes.

“Custom manufacturer” just isn’t going to produce positive results.

To dig deeper, let’s say you fit a specific industry.

Generic Keywords Will Likely NOT Drive Healthy Leads 

Take a look below at each industry and the number of Google webpage results:

  • CNC Shop = 132 million webpages 
  • CNC Machine Shop = 83 million webpages 
  • Sheet Metal Manufacturer = 213 million webpages 
  • Metal stamping = 394 million webpages 
  • Metal Fabrication = 1 billion webpages 
  • Tool and Die = 2.5 billion webpages 

If you want to rank organically on Google for any of these phrases above, good luck. 

You have a massive mountain to climb. 

Sorry to be pessimistic, “half-empty” or discouraging. 

We just want to take a much more productive and impactful strategic approach that will generate quality leads, sales and ultimately profits. 

Now you might think well, we are a “CNC shop” and that is what we need to target. What do I do now “Mr. Negative”?

First, typically broad keywords are outrageously expensive on Google Ads. Trust me, Google possesses plenty of cash and does not need your donations by implementing a wasteful keyword strategy. 

Secondly, unless you hire a world-class SEO firm, landing a first-page ranking on Google organic search for generic terms seems highly unlikely. 

Additionally, these terms are so broad that you are most likely to receive plenty a bad leads even if you did show up on Google search results. 

We need to narrow the category. 

Finding your sweet spot of expertise allows you to target that specific keyword to help you dominate search.

Related Article: 8 Steps to Conquer the “Job Shop Challenge” with eCommerce

Wrapping It Up 

Thanks for reading this post. 

Hopefully, you found this helpful for your eCommerce journey. 

For additional information, please click links below: 

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US Manufacturers Digitizing at Twice the Rate of Other Businesses

Alibaba.com, the B2B business unit of Alibaba Group, announced the results of its Alibaba.com U.S. B2B Small and Medium Business (SMB) Survey and launched a new Digitization Sprint for U.S. SMB manufacturers digitizing – a traditionally analog segment of SMBs that has been digitizing at twice the rate of other industries during the pandemic.

Following its inaugural survey, which was disseminated in January 2020, Alibaba.com conducted a second survey of 5,015 U.S. B2B SMBs with the following key findings:

  • SMBs accelerated their pivot to digital: 93% of B2B companies are now conducting some portion of their business online. Up from 90% in December, and 43% are utilizing ecommerce, an 8% increase over the same time period.
  • SMBs are finding opportunities internationally: even with supply chain disruptions during the pandemic. 63% of B2B companies report conducting some amount of cross border B2B trade, up from 59% in December.
  • SMB manufacturers surpassed other industries in digitization: amid the pandemic, manufacturers’ online B2B trade increased 8% – twice the rate of the overall 4% increase in all industries for the same period and tied with retail as the industries with the most digital growth. In December, U.S. manufacturers’ online B2B trade volume lagged all other industries except construction but have now passed multiple industries in their pivot to digital.

“We were happy to see the increasing digitization of US B2B companies and that many are increasing trade despite the pandemic, showing the resilience and grit of American business owners and entrepreneurs,” said John Caplan, President of North America and Europe of Alibaba.com. “Our research finds that digitization is no longer a nice-to-have, but a must-have for companies in every industry to bridge from surviving to thriving in the next era of business.”

Additional Highlights from the Alibaba.com U.S. B2B SMB Survey

SMBs are Optimistic in Their Business and Recovery

  • SMBs are optimistic about their business with 85% saying they are confident about the future of their business.
  • The majority of SMBs (62%) managed through the pandemic, maintaining or increasing their business when compared to 2019 levels.

Even More U.S. B2B SMBs Digitized During the Pandemic and Are Hiring to Support their Online Growth

  • 56% hired and retained new staff to support their e-commerce operations since the start of the pandemic. 79% plan to hire employees over the next year to support their increased online business.
  • 42% of respondents saw increases in online B2B transactions in the past six months. More than three-quarters (75%) finding increased demand for e-commerce marketplaces such as Alibaba.com.
  • Online B2B companies show far more confidence than offline: 86% of those doing business online expressing optimism in the future of their business compared with 68% of those who are not yet doing business online.

Digital Acceleration is Driving Global Business

  • Cross border business is increasing in importance for B2B companies. Making up an average of 25% of their business – an increase from 17% in December.
  • Respondents said key benefits of eCommerce include helping them access international markets (24%). Built-in translation services that help communicate with trading partners in different languages (16%).

SMB Manufacturers are Confident and Accelerating to Catch Up Digitally

  • Manufacturers over-indexed in investments in e-commerce during COVID-19: more than two-thirds (68%) of manufacturing businesses hired new staff to support online trade compared with 56% overall.

The Alibaba.com U.S. Small and Medium Business (SMB) Survey: Research Methodology

Alibaba.com commissioned leading global research firm, Ipsos, to conduct the second Alibaba.com U.S. B2B Small and Medium Business (SMB) Survey on behalf of Alibaba.com as a follow up to the December 2019 survey. The sample of 5,015 was collected using a double opt in online panel sample and conducted anonymously from September 4 – 20, 2020. The survey targeted decision-makers at U.S. companies that buy or sell physical goods and materials with other businesses. The study has an overall margin of error of ±1.39% at the 95% confidence level.

Additional data, analysis and insights from the second Alibaba.com U.S. SMB B2B Survey will be shared in future B2B Today content and events.

Alibaba.com’s Digitization Sprint for U.S. Manufacturers

According to IBISWorld, there are 565,537 manufacturing businesses in the U.S. According to SCORE, an organization focused on mentoring U.S. small businesses, 98.6% of American manufacturing companies are small businesses, and three-quarters (75.3%) of those businesses have fewer than 20 employees.

U.S. manufacturers are well known for their technologically advanced production capabilities. However, until recently, they have been slower than other industries to adopt online sourcing and selling tools according to Alibaba.com’s survey. With manufacturers now rapidly turning to digital channels, Alibaba.com is launching its Digitization Sprint for U.S. Manufacturers. With the tagline “Let’s Get Digital,” the program accelerates the digitization of these businesses’ online marketing, selling and sourcing and ensure their long-term success. Alibaba offers this program to qualified manufacturers at no cost. The Alibaba.com team is bringing together experts and their ecosystem of collaborators, including the Brooklyn Chamber of Commerce, Brooklyn Navy Yard and manufacturing e-commerce expert Curt Anderson, to give manufacturers digitizing a four-week masterclass in getting digital and going global.

Manufacturers Digitizing 

“We were delighted to see in our research that manufacturing businesses are catching on and looking for ways to ride new waves of digital opportunity,” said Caplan. “U.S. manufacturers have huge potential to grow their online business and emerge from this pandemic better positioned for the future. Our first-ever Digitization Sprint will give manufacturers the curriculum, coaching, and community they need to accelerate their digital skills and access the $23.9 trillion global B2B ecommerce opportunity.”

Through the program, select manufacturing companies will gain access to:

  • Curriculum from Alibaba.com’s team, industry leaders and partners on topics ranging from understanding the fundamentals of e-commerce like marketplace structure and pricing dynamics to learning tangible skills like leveraging digital advertising to generate leads, taking quality photos for product listings and digital storefronts and even leveraging social media to build their brand and reach new customers.
  • Coaching on succeeding in the digital economy during weekly modules and during tailored sessions from partners and experts in e-commerce for manufacturers like the Brooklyn Chamber of Commerce, Brooklyn Navy Yard and e-commerce consultant, Curt Anderson.
  • Community through a private LinkedIn group and roundtable discussions. Manufacturers digitizing with experts and peers for ongoing education and shared experience.

The inaugural Alibaba.com Digitization Sprint for U.S. Manufacturers will kick off in mid-November with limited spots available. Interested leaders at manufacturing companies with fewer than 500 employees can apply for their companies to join the initiative at alibaba.com/digitalsprint. 

Wrapping It Up

Finally, thank you for reading our blog post on Manufacturers Digitizing. 

For additional information, please check out these helpful posts below as you continue your eCommerce journey:

 

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What Happens When Manufacturing Meets eCommerce? Magic Happens!!

Manufacturing Meets eCommerce!

Sounds like a classic monster movie.

Not the King Kong vs Godzilla type of movie. Though they were great.

However, let’s go real “old school”. True classics.

I’m talking about “Abbot and Costello meet Frankenstein.”

“Abbot and Costello Meet The Invisible Man.”

Another classic, “Abbot and Costello Meet The Mummy”  (How on earth did Rotten Tomatoes give it a 27%?).

Sorry to digress. 

Anyway, to get back on topic.

Let’s discuss Manufacturing Meets eCommerce.

So, what exactly does that mean?

Most importantly, it means that when Manufacturing Meets eCommerce, new doors open with brand new profit opportunities appearing for you.

According to the National Association of Manufacturers, three-quarters of the 251,774 U.S. manufacturers employ less that 20 employees.

Many of these companies have limited resources.

Especially when it comes to executing eCommerce and Digital Marketing strategies.

Let alone employ the necessary staff with experience tackling the ever-changing demands of maintaining a healthy online presence.

eCommerce Opens New Doors

Manufacturing Meets eCommerce

Executing eCommerce strategies allows manufacturers to open new doors.

Explore new markets.

For example, you can connect directly with end-users. Even consumers.

Shrinking the supply chain is essential to conquering the viscously competitive global market.

Ever lose a bid or a customer to a country with cheaper labor costs?

Taking on an eCommerce strategy provides the path to increased competitiveness.

Yet, where do you even start though?

If you are new to eCommerce, it can be daunting?

Overwhelming. 

Challenging. 

However, eCommerce offers incredible possibilities. 

First, it takes time and money to build a strong online presence and profitable eCommerce strategy.

Small manufacturers with limited time and resources face an uphill battle.

Unfortunately many then get discouraged.

Finally to just simply give up.

Especially since many websites start out costing in the tens of thousands of dollars. With no guarantee of a single penny of ROI.

Another option, spend very little on a new website only to see poor results.

Either way, it is tough to justify the investment unless profits follow.

There is another way though. 

When Manufacturing Meets eCommerce

Fast fact for you…

There are incredible resources to tip your toe into the eCommerce waters. 

For example, here at B2Btail, our daily passion includes connecting manufacturers with expert web designers, internet marketers and eCommerce providers.  

We also offer a wide array of FREE educational tools and resources to help you create a positive experience. 

Above all, when Manufacturing Meets eCommerce your company gains a competitive edge.

As a result, eCommerce offers the opportunity for an entirely new strategic shift in the business.

Lastly, eCommerce creates the opportunity to Scale Your Proprietary Process OR convert your Proprietary Process into a Proprietary Product.

Just remember, when Manufacturing Meets eCommerce, magic happens.

 

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