Web Savvy Marketers Ideas, Thoughts & Tips

Sales and Marketing: Collaboration is Key to Success – Part One

June 20, 2024 Beth Devine

Marketing is not Selling

A steering wheel and gas pedal are both necessary to operate a car but have different functions. The same can be said for marketing and sales. To operate a machine various pieces and parts are necessary; a machine will run smoothly if it has the proper maintenance and parts operating it. Similarly, the same is true with marketing and sales.

What is Marketing?

Marketing focuses on creating brand awareness and building relationships through strategies and communications. To effectively market, research and data must be utilized to create a communication plan to promote a product or company. Marketing focuses on a broad approach, creates awareness and advertises. While these efforts cannot ensure sales, they can help build brand identity and awareness. Marketing helps cultivate relationships between potential customers and your brand. When thinking of what determines marketing, think about the game plan. This game plan will inspire targeted demographics to think, feel and react. Marketing is not selling. Marketing is not a one-size-fits-all approach; it requires a specifically formatted communication plan.

What is Sales?

Sales focus on closing deals and generating revenue through transactions with customers. Sales is a process that helps prospective customers. By listening to customers, the sales team uncover their wants and needs and can help determine how best to meet them. Sales fulfills the demand.

There are distinct activities associated with sales that allow it to be different than marketing. Sales activities are exclusive to the sales process and are essential in a thriving business. There are many examples of sales activities such as negotiations, product training, and even prototyping. These activities aid the sales process and typically result in a positive experience for both buyer and seller.

Effective Use

A car can’t drive without both a steering wheel and a gas pedal. This analogy is the same for marketing and sales. While marketing and sales are both aspects of the business, using only one will not propel a business further. Just because a person has a steering wheel does not mean the car will move. Successful companies use marketing to ensure potential clients know about their business.

In essence, the marketing team paves the road for the sales team.

Like a well-oiled machine, parts that work well together contribute to the overall machine working smoothly and productively. Likewise, sales and marketing must work together. Without collaboration, misalignment ensues—leading to wasted resources and missed opportunities.

If your company lacks marketing, Web Savvy can help. We’ll create targeted messaging that will help your sales team drive home more sales.

More Good News for Manufacturing

April 16, 2024 Beth Devine

Here’s more good news from your favorite manufacturing cheerleaders at Web Savvy Marketers!

I’ve been a self-proclaimed manufacturing cheerleader since day one. Even before becoming an official manufacturing ambassador for the state of CT, Web Savvy Marketers and the CT Manufacturers Resource Group (ctmrg.com) was advocating for Connecticut manufacturers. That’s why we started this “Good News in Manufacturing” series. So here are some recent stories that caught our attention. Be sure to read to the end for my personal favorite!

Let’s start with the Deloitte Research Center’s article, the 2024 Manufacturing Outlook.

This overview covers a variety of topics about growth, talent acquisition, legislation, and the future. It’s informative and insightful, but my favorite section is the one about product electrification and decarbonization. When discussed in the abstract, these ambitious goals can seem unattainable, but this article highlights specific actions companies are taking and how the Inflation Reduction Act (IRA) is helping them increase electrification and reduce their carbon emissions.

Next, let’s look at something similar in premise but with different content: Advanced Tech’s Top 10 Manufacturing Trends for 2024.

Although similar to the previous article, its broad range of topics make it a worthwhile addition to this list. Some of the trends it talks about, like 3D printing and augmented reality applications, make this piece intriguing. It’s a quick read, and you’re sure to find something of interest here.

If industry growth is on your radar, here’s an article from Industry Select about New U.S. Manufacturing Operations Announced in January 2024.

This article was published at the very end of January, and it covers the opening of new factories and manufacturing headquarters all around the US. Are you interested in Tyson’s new plant? Or a new radioligand therapy facility from Narvis? Or maybe you’ve been waiting to hear about Ford or Rolls-Royce’s new facilities? This article covers those and more, and it’s all good news for manufacturing throughout the United States!

Now let’s dive into the specifics of Industrial Manufacturing with Oracle’s Top 5 Industrial Manufacturing Trends in 2024.

Like some of the previous, broader manufacturing trend articles we’ve looked at, this piece is full of good news for the industry. Want to know what the factory of the future will look like? You’ll find it here, along with new developments in automation, digital transformation, sustainability, supply chain management, and workforce development. You’ll also discover a big new market opportunity for manufacturers and why some are creating “digital twins” of their facilities, processes, and products.

Finally, my favorite article of the bunch, Fright Wave’s Bringing Manufacturing Back to America.

It’s from 2023, but this article has such a strong call to action in terms of supporting American manufacturing that I had to include it. Having read several articles for this “Good News” post, this one left me feeling the most optimistic for the future of American manufacturing.

If you want to use any of these trends to improve your business, the manufacturing cheerleaders at Web Savvy are ready to help. We anticipate a bright future for manufacturing here in Connecticut, and we can’t wait to help your company grab its share of the spotlight.

A Woman’s Place is in … Manufacturing?!

March 21, 2024 Beth Devine

It’s Women’s History month and if you’re a woman in manufacturing, Congratulations! You make up 36% of the manufacturing workforce in the state. That percentage is amazing! Although women have worked in U.S. manufacturing since World War I, the field hasn’t increased in popularity much for women. But it hasn’t decreased, either. Currently, women make up about 29 percent of U.S. manufacturing workers.

Women thrive when surrounded by other females’ support and comradery. Their hard-working attitude and specific talents already bode well in manufacturing. But an added boost of female fellowship goes a long way in creating confident co-workers and leaders. The power of female connection is like none other; so, it’s no surprise that they build strong professional communities together.

Web Savvy Marketers certainly will not suffer from FOMO (fear of missing out) when it comes to this involvement and connection. For that reason, we are actively involved in the Connecticut Chapter of Women in Manufacturing Association (WiM) as well as ElevateHER – CT’s Women Manufacturing Advisory Council.

WiM offers the ability to establish connections with your peers via networking events (aka, meeting new people over a couple cocktails) and plant tours, while providing industry insight and education in a variety of ways. Upcoming CT chapter events, open to members and non-members, include a happy hour at Jasper White’s Summer Shack & Mohegan Sun Casino in Montville on April 24, after the first day of the Design 2 Part Show. Also on the agenda is the CONNverge – CT WiM Conference on May 23 in Bristol. A keynote speaker, panel discussion, networking reception and more are included in the event registration. We hope you can join us at these events!

Participating in WiM on the national level is another great way for women to connect across state lines and become educated in the field. Membership offers attendance at national events and conferences, virtual career fairs, networking groups, Moms in MFG, webinars presented by women in manufacturing discussing everything from leadership on the shop floor to personal finances to caring for aging parents, and other topics that specifically peak women’s interests.

Manufacturing must work hard to attract young women and girls. This is the goal of ElevateHER Advisory Council, another group in which Web Savvy Marketers is active. The council advises the chief manufacturing officer in Connecticut on promoting manufacturing opportunities for females, even school-aged ones. The group recently created three committees – Development, Experience, and Networking – and is working on setting up the infrastructure for this initiative. Follow the council on LinkedIn and find out how to get involved. See you there!

Supporting the women in your facility is a great recruitment tool. Companies that create solutions to challenges faced by their female employees, see their retention rates improve. Also, open your doors by making tours a regular practice – not just in October. When younger women tour a plant and see other women, both young and seasoned professionals (I refuse to say ”old”), it makes them feel like they belong.

For more information about these organizations and programs created to recruit more women into your business, Contact Us. We would be happy to help you on your journey. Enjoy the rest of Women’s History Month!

An Update on Connecticut’s Aerospace Industry

February 12, 2024 Beth Devine

Good News to Start the New Year

January 23, 2024 Beth Devine

Happy New Year! As we move forward into 2024 and reflect on the last year, let’s take some time to celebrate our state’s victories and successes! If you (like me) want to head into the new year focused on hope for the future, then why not look back at some of the positive news stories?

Here’s the countdown (albeit arbitrary ranking) of my favorite pieces of CT news from last year:

4) Governor Lamont Announces Connecticut Businesses Will Receive a 10% Decrease in Workers’ Compensation Rates in 2024

The title pretty much says it all. Even though it goes into effect in 2024, I’m including it in my 2023 recap. The gist is that fewer claims from injuries on the job have been filed over the years and thus companies have been saving. Some of this is due to the hard work manufacturers invest in to make jobs safer. Businesses have more funds to put back into their workforce and business. Win-win!

3) UConn, Partners Secure Federal Grant to Support Green Initiatives at Connecticut Manufacturers

The future undoubtedly needs to be green, so learning that students at UConn are taking charge of this initiative is great news. In short, this is a two-year initiative working in tandem with the government and businesses to help train current and future engineers. Connecticut’s manufacturing sector is strong, and it’s great to hear of people pushing things forward with strong initiatives to remain competitive as a state.

2) Federal bill bolsters CT defense companies, nuclear submarine deal

This deal is unprecedented in what it’s accomplishing. Although it’s worth reading the entire article for the whole breakdown, in total this bill would mean funding and investments for the three Connecticut defense companies, support and more money for the 9,000 sailors and officers based in New London, and continued support for this type of research. Lots still to be figured out and approved, but this is the start of a big win for everyone in defense throughout the entire supply chain.

1) Chief Manufacturing Officer Paul S. Lavoie’s 3 Minutes in Manufacturing in Connecticut series

Ok so I’m cheating a bit with this one because it’s a video and a series, not just one article. But hear me out! It’s so refreshing to see a government official who goes online to help keep us up to date on the news in a fun and upbeat way. Not only is Connecticut the only state to have a Chief Manufacturing Officer, but you can see the passion and energy Paul has for his job and helping his state.

If you take one thing away from his series, please let it be this: consider following Paul’s LinkedIn or other social media page of your choice. Who knows, maybe you’ll learn something new and share some of his excitement.

Each of these news features from 2023 reflect commitments from federal and state legislators to keep the manufacturing industry strong in Connecticut. Web Savvy Marketers and its sister company, the Connecticut Manufacturer’s Resource Group (CTmrg.org), are equally committed.

Three Business Reasons to Hire Marketing Professionals

December 13, 2023 Beth Devine

I was recently listening to a podcast when someone posed this question: “Would you rather be an expert in your field, or a jack of all trades and master of none?”

These types of hyperbolic questions can be a bit ridiculous because what we would ideally want is a balance of both, right? If I had to choose, I’d prefer it if everyone was an expert that we could reference as needed. Why? Well, think about it this way: Would you want to get your car fixed by someone who isn’t an automotive repair specialist? Or more vitally important, would you want a surgeon operating on you if they weren’t a specialist?

The same is true for marketing. In an age where anyone can build a website or generate social media
content it can be tempting to forgo hiring an experienced marketer, but that would be a mistake.

Knowing how to effectively market and influence your target audience takes time to master just like any
other skill, and you’ll get better results with a professional who specializes in this. Here are three
business reasons to hire a marketing professional:

Help Recruiting Efforts
Good marketing can help you attract potential employees. Companies must effectively pitch
themselves to potential employees to entice them to apply. A well-crafted marketing pitch will
increase your number of job applicants.
Develop a Targeted Marketing Strategy
What’s your niche? What are you doing that your competitors aren’t? Who’s your target
audience, and how can you reach them? If you already know all of this, that’s great! If not, a
marketing professional can determine these things and create a targeted strategic plan. Many
business owners make the mistake of being too broad with their marketing approach and end
up investing resources where they aren’t needed. A marketing professional will find your niche,
analyze your competitors, and promote your products directly to your target audience.
Determine Return on Investment (ROI)
There’s more marketing data available than ever before, but it’s only useful if you know where
to find it and what to do with it. Seasoned marketing professionals know how to find and
analyze data that can be used to determine the ROI of your marketing efforts. This allows them
to fine-tune your future marketing investments, so your business gets the maximum ROI.

As a manufacturing professional, you probably already have more daily tasks than you can manage. Why overwhelm yourself with another that isn’t your specialty? Wouldn’t it be smarter to focus all of your energy on what you do best, and let the marketing professionals do what they do best, especially when it will help increase profits?

The team at Web Savvy Marketers specializes in marketing, specifically for manufacturers. It’s ALL we do. And although I’ve provided three reasons to reach out to our experienced team, there are countless others.
Contact us to learn more.

How to Utilize AI Programs to Enhance Your Marketing

September 28, 2023 Beth Devine

Artificial intelligence (AI) is transforming the world around us, and these AI programs are making it possible for everyone to experience the benefits of this powerful technology. From writing and coding assistants to creative tools and productivity boosters, there is an AI program out there for everyone.

Would you believe me if I told you that that first paragraph was written by AI? Hello! A real person is typing now, but isn’t it interesting how with a simple prompt this AI could do my job for me? That’s what I want to talk about today. Not about how I want to be replaced but how this technology can help create more content quicker.

I’m sure you’re all keenly aware of the thousands of articles debating AI and the other half-dozen buzzwords surrounding these new technologies. From ChatGPT to Midjourney, there are dozens of companies vying for your eyeballs on their service.

But what if you’re not sure how this technology could be best utilized for your marketing needs?
Well, I did some research and I want to showcase one service (Bard) that could save you time and energy.

To start, I’d like to highlight some issues that you might be aware of with these experimental new technologies. It’s not all sunshine and roses but as my mother told me, “You should always hear the bad news first”, but if you stick around for the pros portion, you’ll find some great tips there.

Cons

Technical Accuracy
For manufacturers specifically, this is a big one. You could be dealing with terms or acronyms that could be very specific to your work that an AI might not know how to handle. This actually leads well into the second point where

Not False, but not specific.
I’m sure you’ve heard the tales. An AI program creating facts out of thin air with no idea where it got that info from. In my personal testing, Bard claimed things that were technically true but made for a bland story. In writing, specifics help ground and compel your audience and I often found Bard failed in that sense.

Repetition. Repetition. Repetition!
The program is great at finding different ways to re-phrase the same points and that’s certainly a skill, but in reading over what it gave me as a whole, it wasn’t an asset.

Alright, now that we’re done with the cons we can get to the good stuff. How could we use this for your website, social media, etc. content? As a writer myself, I don’t want to advocate for a program that could replace me, but in my eyes, this is a perfect tool to market your company. Let’s imagine a scenario.

You’re sitting at your desk with a cursor blinking at you. You’ve created an amazing product but now you need to sell it. How do you sum up years of work into a simple tagline, slogan, or about section? The blank document stares at you as the deadline fast approaches. You know what they always say, “The hardest thing is to start”, but you just can’t.

That’s why we’re here. To find a way to use innovative technologies to help brand your business. We’ve started to use AI programs like Bard as an idea generator. Let’s look again at the cons I brought up in a different light.

Pros

Technical Accuracy
Imagine you have a ton of text full of these explanations that span pages and pages, and you know the casual viewer of your website isn’t going to want to read all of that. You need to hook them in. How do you do that? We can submit all of that text to Bard and ask it to make a list of the key topics. It might not be able to provide details, but it’s able to highlight content a casual reader would care about to draw them in.

Not False, but not specific.
In fact-checking these claims, I stumbled upon a 2022 report full of statistics about manufacturing in Connecticut with dozens of interesting statistics and reports on the state of things. Would I have found this great resource if I wasn’t looking for the exact number of employees in the manufacturing sector in CT? Probably not! Now you have a statistic to write a more compelling story/blog post.

Repetition. Repetition. Repetition!
The repetition highlights what the AI thinks is important. In this online world, key terms are vital to all parts of the writing process to get traffic. That’s how these algorithms work, right? And an AI knows that. So, a particularly helpful thing I’ve found is that Bard is great at creating lists. These can be full of ideas that will allow you to submit a bunch of text in your prompt and have the program narrow it down.

These types of new technologies are what we use to help make more new content faster and more effectively. If any of this sounds interesting to you feel free to ask us for help!

In the end, there are so many ways to use programs like this to help create more content. To start, we use AI as a brainstorming tool.

Empowering Connecticut Manufacturers with Collaborative Resources and Marketing Prowess

August 29, 2023 Beth Devine

In the world of Connecticut manufacturing, navigating every facet of running the business can be a daunting challenge. That’s where Web Savvy Marketers steps in.

Web Savvy is not just a marketing agency, but also the founding member of the Connecticut Manufacturer’s Resource Group (CTmrg), an organization dedicated to helping build the strongest possible manufacturing environment by bringing together services and resources under one roof.

Through a unique blend of skill and resources, Web Savvy Marketers has proven to be more than just a marketing agency; they are a driving force behind their clients’ growth and development.

Let’s take a look at what Web Savvy has done for Radcliff Wire, a leader in high quality, custom-shaped wire manufacturing, as an example of what can be accomplished with a well connected marketing team.

Harnessing State Resources

Web Savvy harnessed the power of Connecticut’s great resources for manufacturers in a couple of ways to support Radcliff Wire.

Energy efficiency and savings: Beth Devine at Web Savvy, invited in the Southern New England Industrial Assessment Center, funded by the US Department of Energy and administered through UConn engineering faculty and students. Radcliff Wire underwent a comprehensive energy assessment, meticulously analyzing energy consumption and identifying areas of loss. Though the final report is still pending, the promise of substantial energy savings and sustainable practices showcases Web Savvy’s dedication to Radcliff Wire’s growth and environmental stewardship.
Funding through the Manufacturing Voucher Program (MVP): Through the stewardship of Web Savvy, the Manufacturing Voucher Program (MVP) has been a game changer in Radcliff Wire’s journey towards expansion. Thanks to Beth’s familiarity with the program and its application process, Radcliff Wire secured nearly $30k in funding. This financial boost fueled the acquisition of new equipment, laying the foundation for better productivity, efficiency, and quality.

In a survey conducted by CCAT after the MVP grant process, Charlie Radcliff, President of Radcliff Wire was asked how he would rate the process of getting the MVP funding. His response says it all: “It was really easy, I just gave it to Web Savvy and they took care of it!”

Transformative Marketing

Of course, Web Savvy Marketers is also an experienced marketing agency with a proven ability to improve brand awareness, increase top of the funnel growth, and even support talent acquisition. Web Savvy’s multifaceted approach has been yielding remarkable results for Radcliff Wire. Below are just a few of the projects and their current or expected results:

Amplified Prospect Reach: Through strategic cold-calling initiatives, Web Savvy Marketers has expanded Radcliff Wire’s prospecting database by an astounding 400%. This amplified reach is opening doors to new opportunities and partnerships.
Press Release Triumphs: Notably, two 2023 press releases captured sizable attention. The first press release – an introduction of Radcliff’s new medical product, mandrel wire, garnered coverage from 105 outlets, reaching an estimated 9 million audience members and bolstering SEO with valuable backlinks. Similarly, a press release regarding the visit of CT’s Chief Manufacturing Officer, Paul Lavoie, resulted in coverage by 140 outlets, with a potential reach of 25 million.
Establishing Industry Authority: Radcliff Wire’s expertise was showcased through an article published in “Today’s Medical Developments,” solidifying their reputation as an industry frontrunner.
Digital Evolution: Recognizing the importance of an online presence, Web Savvy Marketers spearheaded a comprehensive website redesign project, ensuring that Radcliff Wire’s digital presence aligns with its excellence in custom-shaped wire manufacturing.
Enhancing Recruitment Strategies: Finally, in today’s tight labor market, manufacturing positions can be extremely difficult to fill. This is where recruitment marketing can make a huge difference. Starting with the basics, Web Savvy Marketers ensured that Radcliff Wire’s job descriptions were clear, interesting, and reflective of the company as well as the audience. They are now ready to go out into the world as compelling job postings.

“When we first started with Web Savvy,” said Charlie Radcliffe, “I thought we just needed support to promote a new product. But the more I learned more about Web Savvy’s wide ranging marketing expertise, the more confident I felt handing them whatever came our way – articles for professional publications, website updates, recruitment support. I knew Web Savvy would not only offer outstanding strategic advice, but they could also implement whatever tasks we needed to the highest level.”

In the dynamic landscape of Connecticut manufacturing, Web Savvy Marketers sets itself apart as an incredibly well connected and knowledgeable resource in so many areas a manufacturer may need support.

As a cornerstone of the Connecticut Manufacturer’s Resource Group (CTmrg), Web Savvy’s partnership with Radcliff Wire has exemplified the potential of collaborative marketing and resource utilization. From energy efficiency to strategic marketing, Web Savvy Marketers, alongside CTmrg, has propelled Radcliff Wire towards success.

If you’re a Connecticut manufacturer seeking a transformative journey like Radcliff Wire’s, Web Savvy Marketers is your partner in turning aspirations into reality.

Is Sustainability Part of Your Plan?

March 3, 2023 Beth Devine

With Climate Change continuing to be a major point of discussion, many industries continue to seek and find new ways to reduce their emissions. One of the larger industries to make headlines recently has been steel for a few different reasons…

On December 6th of last year, Elizabeth Brotherton-Bunch from the American Alliance for American Manufacturing (AAM) wrote an article titled: “U.S. and EU are Said to Be Weighing ‘Climate-Based Tariffs’ on Chinese Steel.” In it, Brotherton-Bunch explains that China is responsible for over 60% of global emissions from steel plants and half of the world’s steel production. This is causing not only record pollution, but a global surplus. “…climate change is a real problem, and one that cannot be properly addressed unless China reduces its carbon emissions, and that can’t happen unless China reduces the pollution emitted by its steel industry.”

It’s not all bad news though, because 9 days later, Brotherton-Bunch wrote a follow up piece titled: “America’s Steelmakers and Workers are ‘Well-Positioned’ to Lead the Way on Clean Steel.” U.S. Steel intends to be carbon neutral by 2050 and produces more low-carbon steel than any similarly competitive country. Additionally, growth seems ripe with opportunity: “The global market for clean steel is expected to be 20,000 to 25,000 million tones through 2050, equivalent to around $10 to $15 trillion in cumulative steel sales.” In addition, “if the U.S. is able to capture a ‘$570-810 billion share of that market by focusing on opportunities in North America,’ about 30,000 new jobs will be created…”

More locally, many Connecticut manufacturers are going above and beyond to ensure sustainability of their products and practices. During a time when greenwashing is prevalent, here are a couple of manufacturers that are putting in the work to significantly reduce their carbon footprints.

AMGRAPH Packaging, Inc has been at the forefront of sustainability since 1984. From their water-based inks and adhesives and product research investment, to their fuel cells and insulated concrete facility that requires up to 71% less energy for heating and cooling, AMGRAPH is wholly committed to environmentalism. They even prioritize zero landfill waste. To learn more about their packaging solutions Contact Amgraph. For a full list of the many measures they take to maintain environmental stewardship, be sure to check out their sustainability page.

Another Connecticut company of note for their green practices is Preferred Utilities based in Danbury. Preferred installed a fuel tank on their site that can burn Bio-Residual Oil (BRO-500), which is a renewable and plentiful resource. BRO-500 is produced from recycled fats and oils such as used cooking oil, inedible corn oil, animal fat and other vegetable oils. It has been used at Preferred’s facility since 2018. To obtain more info on how you with make your fuel consumption more sustainable, Contact Preferred.

If you’re a CT manufacturer and would like to highlight your sustainability practices, Contact Us.

Preferred Utilities

March 1, 2023 Tina Carnelli

I have been working directly with the Web Savvy team since 2017. In the time that I took my position at the head of the marketing department until now, my company and the marketplace have changed immensely. With Web Savvy’s expertise, I have been able to navigate those internal and external changes in my company and do my job better.

As an integrated part of my own team, Web Savvy has learned about my business, how we go to market, and how we support our sales team. They take proactive steps to proofread me, touch base on deadlines, do research into new avenues of market outreach, and maintain my contacts database. In addition, they have provided consulting on social media strategies and identified gaps where we do not have content or marketing material.

The Web Savvy team has helped develop strategies for special projects like trade shows and webinar series, but also yearly goals and strategies for product roll-out, content creation and publication, and growing our engagement and brand awareness. Web Savvy’s extensive network of connections has also allowed me to do business with other Connecticut based companies and expand my own network in the manufacturing world. I recommend the Web Savvy team and services to my colleagues and other businesses. – Ruth O’Donnell, Marketing and Communications Manager – Preferred Utilities Mfg Corporation.